Variable Universal Life (VUL) insurance remains one of the most strategic choices for individuals who want both life protection and the opportunity to grow their wealth through investments. With flexible premium payments, adjustable death benefits, and access to market-based sub-accounts, VUL policies provide a unique blend of insurance and financial growth potential. This dual benefit appeals to those seeking not just protection, but also a long-term financial planning tool.
As 2025 begins, the demand for flexible and investment-linked life insurance remains strong, and many of the best VUL insurance companies are stepping up with enhanced offerings. These top-tier providers are introducing competitive, customizable VUL products to meet the ever-changing needs of today’s policyholders—whether it’s building a legacy, preparing for retirement, or ensuring comprehensive coverage with investment performance.
In 2024, our research team conducted a global analysis of VUL policies from dozens of highly regarded insurers. Each product was evaluated using a wide set of criteria—including investment choices, policy customization, rider availability, cost efficiency, digital tools, customer service, and long-term financial strength—to determine the top VUL insurance companies for 2025.
Through this extensive evaluation process, we’ve identified the 7 Best VUL Insurance Companies that stand out for their reliability, innovation, and commitment to supporting diverse financial goals. While these providers are not ranked in a specific order, each offers high-quality VUL options tailored to different needs and risk profiles.
Top 7 VUL Insurance Companies in 2025
Pru Life UK
Renowned for its flexible VUL offerings and strong customer education initiatives, Pru Life UK is a trusted choice for individuals starting their journey with investment-linked insurance. Their wide fund selection and rider options make them a solid option for both protection and long-term financial growth.
New York Life Insurance Company
With a history of financial stability and mutual ownership, New York Life is known for its customizable VUL products and personalized financial guidance. Their focus on long-term value and investment flexibility makes them ideal for clients seeking consistent, trusted performance.
Sun Life Assurance Company of Canada
A major player in the global insurance market, Sun Life offers VUL plans that combine solid growth potential with user-friendly digital management tools. Their products appeal to those who want global credibility and effective investment performance.
Prudential Financial, Inc.
Prudential’s VUL policies are designed for strategic investors who want more control over their portfolio. With broad fund choices, innovative features, and transparent costs, it remains one of the best VUL insurance companies in terms of performance and policyholder trust.
Nationwide Mutual Insurance Company
Nationwide’s VUL products balance cost-effectiveness with flexibility. Their investment lineup and additional riders—like long-term care benefits—make them suitable for long-term planners who want a mix of protection and performance.
AXA
AXA brings global strength and thoughtful policy design to the VUL space. Their clear policy terms, diverse fund options, and strong protection features cater to internationally minded clients looking for holistic financial coverage.
Lincoln National Corporation
Lincoln Financial stands out for its robust VUL platform, investment tools, and support for complex financial strategies. Their flexible premiums and tailored portfolios attract professionals and business owners seeking strategic wealth-building solutions.
Why These VUL Insurance Companies Aren’t Ranked
When it comes to identifying the Best VUL Insurance companies, it’s important to understand that this list is not ranked in any particular order. We intentionally avoided assigning positions like “#1” or “#7” because ranking them strictly would oversimplify a complex decision and could be misleading. Each company included in this selection represents a top-tier provider, chosen based on a comprehensive evaluation of various factors relevant to a broad spectrum of policyholders with different financial needs and goals.
Each of these top-performing VUL providers brings unique strengths to the table. Some offer a wide range of investment funds and sophisticated portfolio management tools, which appeal to those with a strong understanding of financial markets. Others are more attractive for their affordability, straightforward policy structures, or the availability of valuable add-ons like long-term care or critical illness benefits.
Some companies also shine in areas like flexible premium options, estate planning features, and easy-to-use digital tools that align with today’s tech-savvy lifestyles. The ideal choice can depend on many personal factors—such as age, financial situation, health, investment knowledge, and long-term financial objectives.
That’s why determining the single “best” VUL insurance provider isn’t realistic. The right VUL policy for you will depend on your current life stage, financial priorities, and how comfortable you are with investment risk. Whether you’re focused on maximizing coverage, building wealth, or planning your legacy, there’s no one-size-fits-all solution.
Instead, our mission is to offer a credible and thoughtfully assembled list of the Best VUL Insurance companies—providers known for their strong performance, stability, and commitment to meeting the evolving needs of policyholders. With this guide, you’re better equipped to select the company and VUL policy that match your financial strategy and personal goals.