Variable Universal Life (VUL) insurance continues to prove itself as a wise and versatile option for individuals looking to combine life insurance protection with the opportunity for long-term investment growth. Unlike traditional life insurance products, VUL offers the flexibility to adjust premiums and death benefits, while allowing policyholders to invest the cash value in a variety of sub-accounts tied to the performance of market-based investments. This hybrid nature makes VUL insurance particularly appealing to those who want to build wealth over time while securing financial protection for their loved ones.
As we step into 2025, the VUL insurance market remains strong and highly competitive, with a growing number of top-tier insurance providers offering well-structured, flexible, and client-focused VUL products. These modern policies are designed to meet the evolving needs of today’s policyholders—whether that means supporting retirement goals, funding future education, building a legacy, or simply maximizing financial security with investment-linked returns.
Drawing from extensive research conducted throughout 2024, our team of experienced analysts conducted a rigorous, data-driven review of VUL insurance policies offered by leading providers in multiple countries. Our review process involved evaluating dozens of VUL plans using a comprehensive set of metrics to determine the best options available for 2025.
Through this thorough and objective evaluation, we’ve identified the best VUL insurance providers—those that consistently deliver a high level of value, flexibility, and security to individuals with diverse financial goals and personal circumstances. These providers have demonstrated not only strong product offerings but also a commitment to innovation, transparency, and client success in the VUL space.
As a result of our findings, we are proud to present our curated list of the Top 7 VUL Insurance Providers for 2025 (in no particular order) below.
7 Best VUL Insurance Providers for 2025
Pru Life UK
Pru Life UK continues to be a trusted name in the VUL insurance industry. With a wide range of customizable VUL plans and a strong reputation for customer service, they offer flexible investment-linked products designed for both protection and long-term wealth building. Their commitment to financial education also makes them a top choice for first-time policyholders.
New York Life Insurance Company
As one of the largest mutual life insurance companies in the United States, New York Life brings decades of financial strength and stability. Their VUL products are known for their flexibility and tailored investment options, making them ideal for clients seeking long-term value with trusted guidance from experienced financial professionals.
Sun Life Assurance Company of Canada
Sun Life remains a top performer in the VUL space, offering competitive investment options and robust digital tools to manage your policy and track your portfolio. Their plans are especially appealing to those who want both financial growth and dependable life insurance coverage backed by a globally recognized company.
Prudential Financial, Inc.
Prudential’s VUL offerings are known for innovation and strong investment choices. They provide policyholders with access to a broad selection of managed portfolios and individual fund options, allowing greater control over their investment strategies. Prudential is also praised for its strong financial ratings and transparent policy terms.
Nationwide Mutual Insurance Company
Nationwide’s VUL plans are designed for flexibility and long-term performance. They offer competitive cost structures, diverse investment options, and value-added features such as long-term care riders. Nationwide’s strong reputation in both insurance and asset management makes them a reliable partner for your financial journey.
AXA
AXA brings a global perspective to VUL insurance, with solutions that are structured to meet a variety of personal and family goals. Their VUL products are known for clear policy terms, diverse investment choices, and integrated protection benefits, making them a good fit for internationally minded policyholders seeking comprehensive financial planning.
Lincoln National Corporation
Lincoln Financial’s VUL plans stand out for their advanced tools and client-focused support. Their emphasis on creating long-term value through structured investment portfolios appeals to professionals and business owners alike. The company also offers flexible premium options and policy design features to suit changing life stages.
Why There’s No Definitive #1
It’s important to clarify that the list of VUL insurance providers featured here is not ranked from best to least. There is no specific order, as assigning strict rankings—such as naming a definitive #1 or #7—is not only challenging, but also impractical and potentially misleading. Instead, this list represents a carefully curated selection of the top-performing companies in the VUL insurance space, each evaluated based on a broad set of factors that are relevant to a wide range of policyholders with varying financial backgrounds and goals.
Each of these top VUL insurance providers brings its own set of strengths to the table. Some stand out for their extensive investment fund options and advanced portfolio management features, making them ideal for individuals who are more investment-savvy and comfortable with market exposure. Others may offer greater appeal through low-cost structures, simple and transparent policy designs, or comprehensive riders like long-term care and critical illness coverage—features that are especially valuable to those focused on affordability and long-term protection.
In addition, certain companies excel in offering flexible premium schedules, legacy planning tools, or user-friendly digital platforms that support modern financial lifestyles. These features can make a significant difference depending on a policyholder’s age, health, risk tolerance, family responsibilities, and level of involvement in managing their investments.
Ultimately, determining which provider is “the best” comes down to your individual circumstances. Your current financial position, life stage, goals for the future, and comfort with investment risks all play a critical role in identifying which VUL insurance product is most suitable. Some may prioritize maximum insurance coverage with steady investment growth, while others see VUL as a way to build wealth, supplement retirement, or support estate planning.
That’s why a one-size-fits-all ranking simply doesn’t work in the VUL space. Instead, our goal is to present you with a trusted shortlist of the best and most reputable VUL providers, each with a strong track record, financial stability, and a commitment to serving policyholders’ evolving needs. With this guide, you can make a well-informed decision—choosing the provider and policy that best aligns with your personal goals and financial strategy.