Choice Mutual Rating

Choice Mutual's ratings are determined by our editorial team. The scoring formula takes into account consumer experience, financial strength ratings and complaint data.

National Family insurance company is a legitimate online insurance marketplace.

They allow users anywhere in the USA to purchase insurance products 100% online.

However, be warned because they are known to call prospective customers 5-10 times daily.

So be careful about giving them your email or phone number.

In this review article, you’ll learn who they are, their policies, sample costs, and what other customers have reported about them.


Who Is National Family Insurance?

National Family Assurance is an online insurance agency based out of Bellevue, Washington, offering many different insurance types, including life and health.

They represent multiple insurance companies such as Allstate, GEICO, Nationwide, Mutual of Omaha, Lumico, and many more.

They utilize both “Assurance” and “National Family” as brand names in their marketing. Truthfully, most of their advertisements use National Family because that name gives a more warm and fuzzy feeling than Assurance.

Many of the insurance options they offer can be bought online from or

On the other hand, you can buy through one of their licensed agents.


What Life Insurance Products Does National Family Assurance Corporation Offer?

Like the Open Care Senior Plan, National Family Assurance offers three different types of policies.

Some of their plans require a medical exam, and some do not.

How much coverage you buy and the type of plan dictates whether or not you will have to undergo an exam.

Their website allows you to buy online, but many customers still need to speak with one of their agents to complete the underwriting process.

According to their website, National Family life insurance for seniors will be one of the following three types of coverage:

  • Term Life Insurance: This is a level premium (payments won’t increase) temporary life insurance plan that will last 10, 15, 20, or 30 years. Your age will determine how long of a term you can buy. For example, if you are 70, they will only offer you a 10-year policy. Additionally, depending on your age and health, you might be able to buy up to 1 million dollars in coverage. The coverage you buy will never decrease as time goes on. How much life insurance you can buy and how long it lasts depends on your age.
  • Whole Life Insurance: This is a permanent contract with fixed premiums for the policy’s life. It will never expire due to age, and the coverage will never decrease in value. Depending on your age and health, they claim you can apply for up to 1 million dollars in coverage.
  • Final Expense Insurance: This is a small coverage simplified issue whole life insurance plan that does not require an exam to qualify. All you need to do is answer some health questions. The premiums won’t change, the coverage won’t decrease, and the policy will never expire. They offer up to $30,000 in coverage for this plan. Sometimes their final expense policy has a two-year waiting period. If you die during the waiting period, they will only refund your premiums plus 10% interest. You would have to live for more than two years before the full death benefit becomes payable. Many burial life insurance companies, such as Colonial Penn, also include a waiting period.

Like every life insurance company, all their products come with a money-back guarantee (typically 30 days, depending on your state).

Assurance does not offer universal life insurance or accidental death coverage.

If you’re looking for universal life, you’d need to look elsewhere. For example, Family First Life insurance agency sells universal life.



Pros & Cons Of Assurance Life Insurance

Every company has a set of pros and cons. Assurance is no exception.

Below is a table that outlines most of their good and bad elements.

The Bad
  • No exam for most plans
  • You can choose from term, whole life, and funeral life insurance
  • High coverage limits for term and traditional whole life (not for final expense)
  • You can usually purchase all online without having to speak with an agent
  • The website has helpful educational life insurance content
The Good
  • The cost of their life insurance is higher than many other life insurance companies
  • Strict underwriting for final expense insurance that can lead to waiting periods for many customers with pre-existing conditions
  • No coverage above 85
  • When there is a waiting period, it’s three years long
  • May require an exam for higher coverage options
  • It’s unclear which carriers are used for each insurance product


National Family Assurance Life Insurance Reviews & Complaints

Although the BBB accredits them, they still have an unusually high amount of complaints.

Since they operate under two brand names, there are two BBB profiles to consider:

  • National Family: As of 11/04/2022, the BBB review score is 1.04/5, with 111 complaints over the prior 36 months. On Trustpilot, their review score is 3.6/5, with a total of five reviews.
  • Assurance: As of 11/04/2022, the BBB review score is 1.25/5, with 366 complaints over the prior 36 months. On Trustpilot, their review score is much better at 4.3/5, with a total of 850 reviews.

The primary criticism policyholders and would-be customers seem to levy are nagging phone calls that don’t stop.

Below is a screen capture from the BBB website illustrating such a complaint.


assurance customer complaint from the BBB



Unethical advertising practices

Aside from their constant pesky phone calls, another reported pain point is their highly misleading advertisements.

Below is one such example they used while advertising on Facebook.


National family insurance advertisement


That ad is shameful. There is no other way of characterizing it.

First, it’s meant to look as if Social Security is connected to the advertised service (which is not true).

Second, no special program offers $250,000 of life insurance to seniors for $15.00 per month. That is an offer that does not exist.

They lie in their advertisements so that consumers submit their information, leading to relentless phone calls.


National Family Assurance Shares Your Data

When you attempt to get insurance quotes on their website, there is a disclaimer that you’ll encounter when you get to the part where you type in your phone number and email.

It reads as follows:

I agree to Assurance sharing my information with Prudential companies and affiliates so that they can market their products and services to me, and to Assurance sharing my information with third-party partners so that select insurers and financial institutions, and their agents, may make insurance, credit and other financial offers to me.

In their own words, they say they will share your data with third-party partners and financial institutions.

If you give your phone number to any corporation that shares data like this, expect a barrage of phone calls from multiple phone numbers.


How Much Does National Family Life Insurance Cost?

The price you pay for coverage with Assurance is based on which product you buy, the coverage, gender, tobacco usage, and health.

Your payment could be as low as $10 per month or as much as $500, depending on the abovementioned factors.

That said, the table below outlines some sample monthly National Family final expense insurance costs.

Most of their final expense is underwritten by Lumico Life Insurance Company.

These prices are their best-case scenario. Most of the best burial insurance companies, such as Mutual of Omaha, offer lower prices than Assurance.

It’s worth noting that many customers who are looking for final expense insurance won’t get immediately effective burial insurance from Lumico.


Non Tobacco
Non Tobacco
Non Tobacco
Non Tobacco


National Family Assurance Group Company Background

Assurance IQ was started by Michael Rowell and Michael Paulus in 2016. In 2019, they sold the company to Prudential.

Prudential named Allison Arzeno the CEO of Assurance IQ on October 30, 2020.

Presently, they market a host of insurance (in all states) and other financial products, including:

  • Life insurance (Whole & term)
  • Final expense for seniors
  • Medicare (Medigap, Medicare Advantage)
  • Health insurance (ACA, STM, fixed indemnity)
  • Auto insurance
  • Home insurance
  • Home loans (purchase & refinance)
  • Personal loans
  • Business loans
  • Debt relief
  • Bill reduction services
  • Student loan refinancing

As an online marketplace, Assurance allows users to compare insurance quotes for all these products at the click of a button.

Their contact information is listed below:

  • Address: 920 5th Ave Suite 3600 Seattle, WA 98104
  • Phone number: (844) 556-8992
  • Marketing opt-out: Unsubscribe page


The Bottom Line

2.5/5 rating
National Family earned 1.5 stars out of 5 for overall performance. Choice Mutual’s ratings are determined by our editorial team. The scoring formula considers consumer experience, complaint data from the National Association of Insurance Commissioners, and financial strength ratings.

Learn about our rating methodology.

Policy rates relative to other carriers
Financial Strength
Credit ratings from A.M. Best
Customer Reviews
Consumer feedback from third-party websites like Facebook, Yelp, and Trustpilot
NAIC Complaint Ratio
Up-to-date complaint score from the National Association of Insurance Commissioners
Advertising Practices
Accuracy and trustworthiness of marketing
Available Products
Number of policy types, including no-exam options


Frequently Asked Questions

National Family is a nationally licensed insurance brokerage that offers term, whole life, and final expense life insurance. Their products are priced moderately, but many other carriers are less expensive. The primary complaint against National Family is the constant phone calls 3-10 times per day.

Their life insurance rates aren’t too overpriced, but many other companies offer lower prices. They proclaim that they don’t require an exam, which is not unique. Most life insurance companies no longer require a medical exam.

National Family is a Seattle-based insurance agency that markets life and final expense insurance for seniors in all 50 states. Most of their products don’t require a medical exam.

Yes, Assurance is National Family Insurance. They use both names in their advertisements. Regardless of the brand name used, the products and the company are the same.