Life insurance in Wisconsin involves companies that provide financial security through various insurance products. The sector includes well-established firms that offer term life, whole life, and universal policies. Notably, many providers also have a focus on health and longevity, providing solutions for individuals and businesses alike. Technology is shaping the industry, with digital platforms enhancing customer interaction and experience. As preferences shift toward personalized, customer-centric services, companies are adapting to these demands. Not only do they protect assets, but they are also embedding financial products into a broader wellness strategy for policyholders.

This list showcases 20 prominent life insurance companies in Wisconsin. These firms vary in size, from large employers like American Family Insurance to smaller agencies like Procter Insurance. Based mainly in Madison, many were founded in the 20th century, reflecting a long history in the industry. Their specialties cover a range of insurance solutions, including life, health, and property insurance, effectively meeting local clients' unique needs. This breadth signifies the sector's role in safeguarding residents' financial futures through varied offerings and community-focused initiatives.

Continue reading to discover the top life insurance companies in Wisconsin.

Top 20 Life Insurance Companies in Wisconsin

1. American Family Insurance

• Website: amfam.com
• Ownership type: Private
• Headquarters: Madison, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1927
• Headcount: 10001+
• LinkedIn: american-family-insurance

American Family Insurance, based in Madison, Wisconsin, is a private insurance company founded in 1927. With over 17,000 employees, it offers a comprehensive suite of insurance products, including property, casualty, auto, life, health, and homeowners insurance. The company is dedicated to helping customers protect their assets and financial well-being through tailored insurance solutions. American Family Insurance has a strong presence in the life insurance market, underwritten by American Family Life Insurance Company, and is committed to customer satisfaction, as evidenced by their high ratings in digital insurance experiences. They also engage in community initiatives and corporate responsibility efforts, further solidifying their role in the industry.

2. CUNA Mutual Group

• Website: cunamutual.com
• Ownership type: Private
• Headquarters: Madison, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 97%, Other 3%
• Founded year: 1934
• Headcount: 1001-5000
• LinkedIn: cunamutualgroup

CUNA Mutual Group, now branded as TruStage, is an insurance and financial services provider based in Madison, Wisconsin. Established in 1934, the company has evolved to offer a wide range of products, including life insurance, property insurance, and annuities. TruStage serves both individual consumers and businesses, focusing on risk management and asset protection. The company emphasizes customer engagement and support, providing tailored solutions for various life stages. TruStage has been recognized for its commitment to customer satisfaction, achieving a high rating from consumers on TrustPilot. The company operates primarily in the United States, with a workforce of approximately 1,980 employees. TruStage's life insurance products are underwritten by CMFG Life Insurance Company, which has received an 'A' (Excellent) rating from A.M. Best, reflecting its financial stability and operational performance.

3. National Guardian Life Insurance Company

• Website: nglic.com
• Ownership type: Private
• Headquarters: Madison, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1909
• Headcount: 201-500
• LinkedIn: national-guardian-life-insurance-company

National Guardian Life Insurance Company (NGL), based in Madison, Wisconsin, has been a significant player in the insurance industry since its inception in 1909. The company specializes in providing a variety of insurance products, including life insurance, annuities, long-term care insurance, and specialty insurance solutions. NGL is dedicated to serving individuals and families, focusing on financial security and peace of mind regarding end-of-life expenses and healthcare needs. With a workforce of approximately 397 employees, NGL operates in 49 states and the District of Columbia, ensuring a broad reach across the United States. The company is committed to maintaining high standards of quality and integrity, which is reflected in its conservative investment philosophy aimed at long-term stability. NGL's involvement in the industry is further highlighted by its active participation in various insurance markets, including preneed and specialty insurance products. The company has also been recognized for its corporate giving initiatives, focusing on basic needs, health and human services, education, and environmental causes.

4. TruStage

• Website: trustage.com
• Ownership type: Private
• Headquarters: Madison, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 99%, Other 1%
• Founded year: 1935
• Headcount: 1001-5000
• LinkedIn: trustage

TruStage Financial Group, Inc., based in Madison, Wisconsin, is an insurance and financial services provider that has been operational since 1935. The company specializes in a variety of insurance products, including life, auto, and home insurance, as well as investment solutions. TruStage primarily serves credit unions and individual consumers, focusing on delivering tailored financial protection and planning services. The company has a workforce of over 2,300 employees and operates predominantly within the United States. TruStage is underwritten by CMFG Life Insurance Company, which has received an 'A' (Excellent) rating from A.M. Best, indicating a solid financial foundation. In 2024, TruStage was honored by Forbes as one of America’s Best Insurance Companies, highlighting its commitment to customer satisfaction and service quality. The company’s extensive offerings in life insurance, including term and whole life options, position it as a relevant player in the life insurance industry.

5. Rural Mutual Insurance Company

• Website: ruralmutual.com
• Ownership type: Private
• Headquarters: Madison, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1934
• Headcount: 501-1000
• LinkedIn: rural-mutual-insurance

Rural Mutual Insurance Company, founded in 1934 and based in Madison, Wisconsin, is a private insurance provider that specializes in a variety of insurance products tailored for the residents of Wisconsin. The company primarily serves farmers, families, and businesses, focusing on local service and community engagement. With a workforce of approximately 401 employees, Rural Mutual Insurance is committed to understanding the unique risks faced by its customers. Their offerings include agriculture and farm insurance, business insurance, personal car insurance, home insurance, renters insurance, life insurance, and health insurance. The company prides itself on ensuring that premiums paid by Wisconsin residents remain within the state, thereby supporting the local economy. Rural Mutual also emphasizes community involvement through donations, scholarships, and mental health initiatives, reinforcing their commitment to the well-being of the communities they serve.

6. TRICOR Insurance

• Website: tricorinsurance.com
• Ownership type: Private
• Headquarters: Lancaster, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 98%, Other 2%
• Latest funding: November 2021
• Founded year: 1945
• Headcount: 201-500
• LinkedIn: tricor

TRICOR Insurance, founded in 1945 and based in Lancaster, Wisconsin, operates as a private insurance agency with a workforce of approximately 344 employees. The company provides a range of insurance products, including home, auto, and life insurance, catering to both individual consumers and businesses. With a commitment to proactive communication and customer service, TRICOR aims to help clients manage risks and protect their assets through tailored insurance solutions. The agency operates across 34 locations, primarily in the United States, and prides itself on being locally controlled and operated. TRICOR has built a reputation for creative insurance solutions and has been recognized as one of the top 100 insurance agencies in the country, reflecting its growth and client base of over 50,000. Their approach emphasizes understanding client needs and providing comprehensive coverage options, including specialized services for high-value homes and unique insurance needs.

7. Richards Insurance

• Website: richardsinsurance.com
• Ownership type: Private
• Headquarters: Beaver Dam, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1965
• Headcount: 51-200
• LinkedIn: richards-insurance-llc

Richards Insurance, established in 1965 in Beaver Dam, Wisconsin, is a private insurance agency that provides a wide array of insurance products, including auto, home, life, and business insurance. With a workforce of around 35 employees and multiple locations across Wisconsin, the agency emphasizes local service and community engagement. Over the years, Richards Insurance has expanded its offerings to include employee benefits and financial services, showcasing its adaptability to market demands. The agency operates as an independent entity, allowing it to compare quotes from various carriers to find suitable options for its clients. Their life insurance services include term, whole, and universal policies, tailored to meet the evolving needs of their clients. Richards Insurance prides itself on building strong relationships with customers, reflecting a philosophy that prioritizes service over mere sales. Their community involvement further underscores their commitment to the regions they serve, supporting local organizations and initiatives.

8. RetireCo

• Website: retireco.com
• Ownership type: Private
• Headquarters: Milwaukee, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 2009
• Headcount: 201-500
• LinkedIn: retireco-inc

RetireCo, founded in 2009 and based in Milwaukee, Wisconsin, is a private insurance agency that specializes in a wide range of insurance products. The company offers life insurance options, including term life, universal life, and whole life policies, alongside health, retirement, and property insurance. RetireCo serves both individual consumers and businesses, tailoring solutions to meet specific insurance needs. With access to over 17,000 products from more than 700 top-rated carriers, RetireCo positions itself as a significant player in the insurance market. The agency also provides digital tools to enhance the operations of its agents, reflecting a modern approach to insurance distribution. RetireCo's commitment to offering comprehensive insurance solutions and its focus on agent independence further solidify its role in the industry.

9. R&R Insurance Services Inc.

• Website: myknowledgebroker.com
• Ownership type: Family Owned
• Headquarters: Waukesha, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 99%, Other 1%
• Founded year: 1975
• Headcount: 201-500
• LinkedIn: r%26r-insurance-services

R&R Insurance Services Inc., based in Waukesha, Wisconsin, is a family-owned insurance agency that has been serving clients since 1975. The company specializes in a wide array of insurance products, including personal, business, and financial services. R&R Insurance is dedicated to helping both individual consumers and businesses manage their risks through customized insurance solutions. Their offerings include life insurance, long-term care insurance, and mortgage protection, among others. The agency prides itself on its commitment to customer service, aiming to protect clients' assets and interests through comprehensive coverage options. With a workforce of approximately 285 employees, R&R Insurance has built a solid presence in the insurance industry, focusing on the needs of its clients and adapting to the evolving market demands.

10. Madison National Life Insurance Company, Inc

• Website: madisonlife.com
• Ownership type: Corporate
• Headquarters: Madison, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 71%, Zambia 15%, Kenya 15%
• Latest funding: $172.5M, July 2021
• Founded year: 1961
• Headcount: 51-200
• LinkedIn: madison-national-life-insurance-company

Madison National Life Insurance Company, Inc., headquartered in Madison, Wisconsin, has been a player in the insurance sector since its inception in 1961. The company specializes in life and disability insurance, offering a range of products that include group term life and disability insurance. Their primary focus is on providing tailored insurance solutions to businesses and organizations, helping to ensure financial security for employees. Madison National Life is licensed in 49 states and has a notable presence in the public sector, particularly in schools and government entities. The company prides itself on its collaborative approach with distribution partners and its commitment to customer service, which is reflected in their impressive policy renewal rates. As a wholly owned subsidiary of Horace Mann Educators Corporation, Madison National Life is well-positioned to serve the educational sector, while also catering to the private sector with customized insurance solutions.

11. Ansay & Associates

• Website: ansay.com
• Ownership type: Family Owned
• Headquarters: Port Washington, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 100%
• Latest funding: $10.5M, October 2019
• Founded year: 1946
• Headcount: 201-500
• LinkedIn: ansay-%26-associates

Ansay & Associates is a family-owned insurance agency based in Port Washington, Wisconsin, established in 1946. The company offers a wide range of insurance products, including business insurance, personal insurance, and employee benefits. With a workforce of approximately 285 employees, Ansay serves over 15,000 personal insurance clients and manages the insurance needs of more than 5,000 business and non-profit clients across Wisconsin and the Midwest. Their services include life insurance, which is a critical component of their personal insurance offerings. Ansay emphasizes a relationship-driven approach, focusing on understanding and addressing the unique needs of each client. They have also been recognized in the industry, ranking #62 on Insurance Journal's Top 100 P/C Agency List in 2024, showcasing their relevance and performance in the insurance market.

12. Holden Insurance Agency, Inc.

• Website: holdeninsurance.com
• Ownership type: Corporate
• Headquarters: Superior, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 100%
• Latest funding: January 2017
• Founded year: 1931
• Headcount: 11-50
• LinkedIn: holden-insurance-agency-inc

Holden Insurance Agency, Inc., founded in 1931, is an insurance agency based in Superior, Wisconsin. With a workforce of approximately 25 employees, the agency operates multiple offices across Wisconsin, Minnesota, and Michigan. They provide a comprehensive suite of insurance products, including auto, home, business, life, health, and Medicare insurance. The agency prides itself on delivering tailored insurance solutions to both individual consumers and businesses, emphasizing personal service and local knowledge. Their independent status allows them to represent a variety of insurance companies, enabling them to offer competitive pricing and coverage options. This flexibility is crucial in helping clients manage risks and protect their assets effectively. Holden Insurance Agency is committed to building long-term relationships with clients, ensuring they understand their insurance needs and options.

13. Fleis Insurance Agency

• Website: fleisinsurance.com
• Ownership type: Private
• Headquarters: Onalaska, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1959
• Headcount: 11-50
• LinkedIn: fleis-insurance-agency

Fleis Insurance Agency, founded in 1959, is a private insurance agency located in Onalaska, Wisconsin. With a team of 18 employees, the agency specializes in a wide array of insurance products, including personal and business insurance. Their offerings cover essential areas such as auto, homeowners, and notably, life insurance for individuals. The agency operates primarily within Wisconsin, extending its services to clients in the Tri-State Area. As an independent agency, Fleis Insurance Agency collaborates with several reputable insurance carriers, enabling them to provide competitive quotes and tailored solutions to meet the unique needs of their clients. Their commitment to customer service is evident in their approach, where each client is assigned a dedicated team of agents to address their specific concerns and insurance needs. This personalized service, combined with their extensive experience in the industry, positions them as a reliable option for individuals seeking comprehensive insurance coverage.

14. BetterLife

• Website: betterlifeins.com
• Ownership type: Private
• Headquarters: Madison, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 97%, Nigeria 3%
• Founded year: 2021
• Headcount: 51-200
• LinkedIn: national-mutual-benefit

BetterLife, based in Madison, Wisconsin, is a private insurance company that specializes in life insurance products and annuities. Founded in 2021, it operates with a member-focused approach, emphasizing tailored financial solutions that cater to the unique needs of individuals and families. With a history that claims over 125 years of experience, BetterLife aims to provide reliable protection and financial security across multiple states in the U.S. The company offers a comprehensive portfolio that includes whole life, term life, and universal life insurance, as well as various annuity options. BetterLife is also committed to community engagement, having donated significant amounts to charitable organizations and logged thousands of volunteer hours. This community-centric philosophy, combined with their focus on member benefits, positions BetterLife as a relevant player in the life insurance sector.

15. Procter Insurance Agency

• Website: procterinsurance.com
• Ownership type: Private
• Headquarters: South Milwaukee, Wisconsin, United States (USA)
• Founded year: 1942
• Headcount: 1-10
• LinkedIn: procter-insurance-agency

Procter Insurance Agency, founded in 1942, is a private insurance agency located in South Milwaukee, Wisconsin. With a small team of 1-10 employees, the agency specializes in a range of insurance products, including auto, home, life, and business insurance. It serves both individual consumers and businesses, helping them manage risks and protect their assets through tailored insurance solutions. The agency emphasizes customer service and aims to build trusted relationships with its clients. Procter Insurance Agency offers various life insurance products, such as individual life insurance, final expense insurance, fixed annuities, and mortgage protection insurance, demonstrating its active role in the life insurance market. The agency's commitment to providing personalized service and its long history in the industry contribute to its relevance in the insurance sector.

16. Abel Insurance

• Website: abelins.com
• Ownership type: Private
• Headquarters: Kaukauna, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1967
• Headcount: 1-10
• LinkedIn: abel-insurance-%26-associates

Abel Insurance, also known as Apex Insurance Group of WI, is a private insurance agency based in Kaukauna, Wisconsin. Founded in 1967, the company has built a reputation for offering a variety of insurance products, including auto, home, life, health, and business insurance. With a small team of around 18 employees, they focus on delivering personalized service to their clients, which include individuals, families, and businesses. Abel Insurance aims to be a trusted advisor in the insurance sector, helping clients navigate their insurance needs with tailored solutions. Their commitment to customer service is reflected in positive client testimonials, highlighting their attentive and professional approach. The agency operates multiple locations across Wisconsin, further emphasizing their community-oriented service model.

17. Schwarz Insurance

• Website: schwarzins.com
• Ownership type: Private
• Headquarters: Prairie Du Sac, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1923
• Headcount: 51-200
• LinkedIn: schwarz-insurance-agency

Schwarz Insurance, established in 1923, is a private insurance agency based in Prairie Du Sac, Wisconsin. With a workforce of approximately 55 employees, the agency has grown significantly over the decades, now operating seven locations throughout Wisconsin. The company offers a wide array of insurance products, including auto, home, health, business, and notably, life insurance. This breadth of offerings allows Schwarz Insurance to cater to both individual consumers and businesses, providing tailored solutions to manage risks and protect assets. The agency is currently in its third generation of family ownership, with Kathy Schwarz serving as President/CEO. Schwarz Insurance administers over $100 million in premiums, reflecting its substantial presence in the insurance market. The agency prides itself on its commitment to customer service and community engagement, which has helped it maintain a loyal client base over the years.

18. Green Bay Insurance Center

• Website: gbic.com
• Ownership type: Family Owned
• Headquarters: Green Bay, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1968
• Headcount: 11-50
• LinkedIn: greenbayins

Green Bay Insurance Center, established in 1968, is a family-owned independent insurance agency located in Green Bay, Wisconsin. The agency prides itself on its personal approach to insurance, serving both individuals and businesses in Northeastern Wisconsin. They offer a comprehensive suite of insurance solutions, including personal insurance, business insurance, and life and health insurance. Their life insurance offerings include individual life insurance, group health insurance, long-term care insurance, and group dental insurance. As an independent agency, they work with various trusted insurance companies, allowing them to provide tailored coverage options to meet the unique needs of their clients. Their commitment to customer service and advocacy is evident in their approach, where they aim to build lasting relationships with their clients. Green Bay Insurance Center is also a member of the Keystone Insurers Group and Trusted Choice, which further enhances their credibility in the insurance industry.

19. BWO Insurance

• Website: bwoinsurance.com
• Ownership type: Private
• Headquarters: Oak Creek, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1985
• Headcount: 11-50
• LinkedIn: bwo-insurance-group-llc

BWO Insurance, based in Oak Creek, Wisconsin, has been serving clients since 1985. This private insurance agency specializes in a variety of insurance products, including personal, business, life, and health insurance. With a team of approximately 41 employees, BWO Insurance prides itself on its commitment to customer service and building lasting relationships with clients. They cater to both individual consumers and businesses, helping them navigate the complexities of insurance and risk management. Their life insurance offerings include individual life insurance and group life insurance, demonstrating their involvement in this critical area of financial protection. As an independent agency, BWO Insurance collaborates with multiple trusted carriers to provide tailored insurance solutions that meet the unique needs of their clients. Their focus on professionalism and community engagement has allowed them to maintain a strong presence in the Midwest insurance market.

20. McNamara & Thiel Insurance Agency

• Website: mtins.net
• Ownership type: Private
• Headquarters: Fond Du Lac, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1974
• Headcount: 11-50
• LinkedIn: mcnamara-and-thiel-insurance-agency

McNamara & Thiel Insurance Agency, established in 1974, operates out of Fond Du Lac, Wisconsin. This private insurance agency specializes in a broad spectrum of insurance services, including personal, business, and notably, life and health insurance. With a dedicated team of 16 employees, the agency prides itself on delivering personalized service to both individual consumers and businesses. Their approach involves understanding the unique needs of their clients and providing tailored insurance solutions. The agency's staff is fully licensed, ensuring they possess the necessary knowledge and expertise to navigate the complexities of insurance. They emphasize a strong local presence and community involvement, which enhances their reputation and client trust. McNamara & Thiel Insurance Agency sources policies from local, regional, and national carriers, allowing them to offer competitive options for life insurance and other coverage types. Their commitment to client advocacy and thorough policy reviews further solidifies their role in the insurance industry.

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