Assurity vs. Principal: Best Life Insurance Company in 2021

The Assurity vs. Principal life insurance rates comparison comes out in favor of Principal for term life insurance. While both companies rated well, Principal's A.M. Best rating (A+) was superior to Assurity's (A-). The Assurity and Principal life insurance policy options are diverse and include both term and permanent life insurance options.

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Rachael Brennan has been working in the insurance industry since 2006 when she began working as a licensed insurance representative for 21st Century Insurance, during which time she earned her Property and Casualty license in all 50 states. After several years she expanded her insurance expertise, earning her license in Health and AD&D insurance as well. She has worked for small health in...

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Benjamin Carr was a licensed insurance agent in Georgia and has two years' experience in life, health, property and casualty coverage. He has worked with State Farm and other risk management firms. He is also a strategic writer and editor with a background in branding, marketing, and quality assurance. He has been in military newsrooms — literally on the frontline of journalism.

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Reviewed by Benji Carr
Former Licensed Life Insurance Agent

UPDATED: Aug 23, 2021

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Quick Facts

  • The Assurity vs. Principal life insurance rates are similar but are slightly cheaper with Principal
  • Principal’s A.M. Best rating is strong than Assurity’s although each company rated high for financial strength
  • Assurity and Principal life insurance offer a strong assortment of policy options and riders

Comparing a variety of life insurance brands like Assurity vs. Principal could help you find the most affordable term life insurance quotes while still offering a safe and reliable product.

It’s challenging to know every detail about a company. We’ll cover the essentials for Assurity and Principal life insurance by simplifying each company’s policies, rates, and A.M. Best ratings.

Before jumping into this Assurity vs. Principal life insurance review, enter your ZIP code into our free quote tool above to get personalized rates from life insurance providers near you.

Assurity vs. Principal: Who is the best life insurance company?

Few companies have operated longer than Assurity, but Principal is one. Assurity was founded in 1890 compared to Principal’s origination in 1879. In either case, each company has a long-standing history of providing insurance products.

With a long-standing history, you should have some faith when you prepare to buy Assurity or Principal life insurance. Before you choose between the two, you’ll need to decide which life insurance policy is best for you.

The best life insurance companies tend to offer multiple policy options. Assurity offers a few of the most common life insurance policies including term life insurance, whole life insurance, and universal life insurance.

While Principal does sell term life insurance, it appears that they have a greater emphasis on permanent life insurance options, specifically universal life insurance. Principal sells four permanent life insurance options, listed below.

  • Universal Life Insurance
  • Indexed Universal Life Insurance
  • Variable Universal Life Insurance
  • Survivorship Insurance

Permanent life insurance is usually designed to have a cash value component. The way the cash value accrues and builds interest can vary and creates different policy classifications.

To learn more about each company’s policy options, check out our Assurity life insurance review and Principal life insurance review.

When reviewing the Assurity vs. Principal life insurance company policy options, you’ll also find that each company does have a strong assortment of life insurance riders. These include:

  • Waiver of Premium
  • Accelerated Benefits
  • Critical Illness
  • Children’s

The above list is only a small sample of the riders that both companies offer. Assurity and Principal do have a handful of other life insurance riders that are available.

Riders bring added flexibility to life insurance policies which may be why Assurity and Principle are considered some of the best disability insurance companies.

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Assurity vs. Principal: Who has the cheapest life insurance?

Life insurance policyholders most commonly seek a substantial death benefit at the lowest monthly cost. Term life insurance is the policy option that is most likely to meet this criterion.

Finding an affordable Assurity or Principal life insurance policy will come down to many variables like age, gender, health status, smoking status, and so on. We compare rates for healthy adults below.

Average Assurity vs. Principal Monthly Life Insurance Rates by Age, Gender, and Term Length for $250,000
Age and Gender10-Year Term (Assurity) Average Monthly Rates10-Year Term (Principal) Average Monthly Rates20-Year Term (Assurity) Average Monthly Rates20-Year Term (Principal) Average Monthly Rates
25 - Male$13.92$10.72$15.44$13.78
25 - Female$9.79$9.84$11.96$12.12
35 - Male$13.92$10.89$18.49$14.22
35 - Female$11.96$10.15$16.10$12.86
45 - Male$23.71$17.94$35.89$28.13
45 - Female$19.58$16.06$28.06$22.93
55 - Male$51.11$38.98$87.44$63.83
55 - Female $40.46$30.23$64.82$46.99
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Using the sample Assurity and Principal life insurance rates above, it’s clear that Principal consistently offers the cheaper term life insurance policy for healthy adults.

Keep in mind that every life insurance provider weighs variables uniquely. This means that you may pay more with one company for a pricing variable than another.

Assurity vs. Principal: Which company has the best ratings?

Price is important but it can sometimes be deceitful. Some life insurance providers will offer cheap rates but also have poor customer service or are financially unstable.

It’s important to find ratings from reputable organizations to prevent purchasing a policy from the wrong company.

Ratings Comparison for Assurity vs. Principal Life Insurance
Ratings AgencyAssurity RatingPrincipal Rating
A.M. BestA-A+
Better Business BureauA+A+
J.D. PowerN/A772
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In a perfect world, every life insurance provider would have ratings from every major rating agency, but that’s not the case. Assurity is only rated for financial strength by A.M. Best.

The Assurity life insurance rating from A.M. Best (A-) is strong but is inferior to the Principal life insurance rating (A+). Overall, both companies appear financially stable but Principal is the stronger of the two.

The customer service ratings for Assurity and Principal are both positive. The Better Business Bureau (BBB) awarded both companies an A+ rating which indicates that any conflicts should be resolved quickly.

J.D. Power helps to confirm Principal’s positive customer service rating as they rank above the industry average for customer satisfaction.

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If you’re looking for convenience, Principal does have a mobile life insurance app that you can use to update policy information and make payments by using your Principal life insurance login information.

To initiate claims, you’ll simply need to call the Assurity or Principal life insurance phone number and complete the required forms, listed on each company’s website.

Assurity vs. Principal: What are the pros and cons?

While finding the best Assurity or Principal life insurance quotes is a great starting point, we’ve learned that there are other important factors to consider before buying life insurance.

Here, we’ll break down the major pros and cons between Assurity and Principal life insurance.


  • Good financial strength (both – Principal better)
  • Affordable term life insurance (both – Principal cheaper)
  • Ample policy options and riders (both)
  • Good customer service (both)


  • No whole life insurance (Principal)
  • Fewer permanent life insurance options (Assurity)
  • Few company ratings available (Assurity)

To choose between Assuity and Principal life insurance, you’ll need to decide if you want a cheaper policy, plenty of policy options, or a company with plenty of backed ratings.

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Assurity vs. Principal: The Bottom Line

Finding the best life insurance policy takes a good bit of research. Principal offers cheaper rates with stronger financial ratings when compared to Assurity.

We hope you found everything you needed when comparing Assurity vs. Principal life insurance. Enter your ZIP code into our free quote tool below to get instant rates from top life insurance providers near you.

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