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Politics | State launches $30M TV ad campaign touting Illinois as the ‘Middle of Everything’

Antonio Perez/Chicago Tribune

A diver holds up an "Illinois the middle of everything" sign during a news conference at the Shedd Aquarium in Chicago as part of the announcement for a new Illinois tourism campaign on April 18, 2022.

Brian Cassella / Chicago Tribune

Visitors explore The Ledge glass boxes on the 103rd floor of Willis Tower on April 21, 2021.

The spending far outstrips recent tourism efforts by the state, which include the $6 million “Time for Me to Drive” campaign last summer and a $15 million push in 2019 that touted “Amazing” destinations across Illinois, from Cave-in-Rock State Park near the Kentucky border to The Ledge glass viewing box atop Willis Tower in Chicago.

The campaign was introduced by reelection-seeking Gov. J.B. Pritzker during a news conference at Shedd Aquarium. The 30-second ads highlight notable attractions and activities in the state, from Chicago’s Navy Pier and Cloud Gate sculpture to Springfield’s Cozy Dog Drive-In and Abraham Lincoln Presidential Library and Museum, to zip-lining in the Shawnee National Forest in southern Illinois.

The ad campaign comes as Illinois, like other states, is trying to move away from the pandemic with businesses and tourist attractions open without any mask or COVID-19 vaccine restrictions.

According to the Illinois Department of Commerce and Economic Opportunity, visitor spending in the state jumped 12% from $40.5 billion in 2016 to $45.5 billion in 2019 before it dropped 49% in 2020 to $23.3 billion. The agency couldn’t provide figures for 2021 or so far in 2022, but its director, Sylvia Garcia, said tourism is “rebounding” and people are “eager to travel.”

The campaign kicks off as Pritzker tries to counter Republican criticism over his handling of crime, an issue that will be front and center throughout the election season. Since the start of the COVID-19 pandemic, gun violence has been up not only in Chicago but in other cities throughout the state. He was asked about the effect of crime might have on getting visitors to places like Chicago.

“We have so many things to see all across the state, so people will be traveling, I think, both to Chicago and to the rest of the state. As for people who are coming to Chicago, Chicago is really a wonderful place to visit. The people of Chicago are good, decent, hardworking, honest, wonderful people, and nice,” Pritzker said.

“Of course, the challenges that we have in Illinois and in Chicago are ones we’re always looking to overcome,” he said. “But now is a great time to come visit. Maybe a little more sunshine than we have today. And we will have lots of that for the next five, six months.”

The $30.3 million TV campaign will span 20 markets across Illinois and seven neighboring states, and will appear nationally on cable TV beginning April 25. A Spanish-language ad will also air in the Chicago market.

Lynch, an Emmy- and Golden Globe Award-winning actress who said the ads were her first directorial effort, was raised in south suburban Dolton.

“We’re excited to share Illinois with more visitors from across the country and around the globe, as well as our fellow Illinoisans who may not know about all the amazing attractions and unique destinations they can visit close to home,” Garcia said.

An earlier version of this story included incorrect figures for visitor spending in Illinois.

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New $30M ad campaign showcases Illinois as the 'Middle of Everything'

Illinois launches 'middle of everything' tourism campaign.

Pritzker and other state officials rolled out a new $30 million ad campaign Monday highlighting Illinois' role as a cultural touchstone with a new slogan, "Middle of Everything."

CHICAGO - Illinois Gov. J.B. Pritzker wants tourists back in the Land of Lincoln. Pritzker and other state officials rolled out a new $30 million ad campaign Monday highlighting Illinois' role as a cultural touchstone with a new slogan, "Middle of Everything."

The campaign will spotlight the state as the center of culture, food and more to help attract visitors.

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It has been a brutal couple of years for the tourism industry, but with pandemic restrictions easing and people looking to spend money, Illinois is hoping a new ad campaign will put tourists back on the road.

"This campaign is a significant next step to aid our state’s tourism recovery and positions Illinois for future growth and success that our entire state can rally around – helping our economy, boosting tax revenues, and putting people back to work," Pritzker said in a statement. "As tourists gear up for a busy summer travel season, we welcome visitors near and far to find themselves in the middle of everything that Illinois has to offer."

Gov. J.B. Pritzker announces the rollout of new Illinois tourism campaign

Gov. J.B. Pritzker and other state officials rolled out a new $30 million ad campaign Monday highlighting Illinois as the "Middle of Everything."

Directed by Illinois-native actress and comedian Jane Lynch, the ads will air in 20 markets across Illinois and seven nearby states starting this week. The ads will also be on cable TV nationwide starting Apr. 25.

In addition to airing commercials, the campaign will also be featured on highway billboards, bus signage as well as digital and print media ads.

It's part of a $30 million campaign designed to promote the entire state as a tourism destination.

The governor's office said tourism fell by 49% after the pandemic hit costing thousands of jobs.

The head of the state's hotel association said Monday they desperately need money from tourism because business travel has still not recovered.

"And why it's so important to us is business travel is still lagging. Companies have still been delayed in putting their employees back on the road," said Michael Jacobson, president of the Illinois Hotel and Lodging Association. "So this summer, leisure is king. Just like last year, it's really going to be those leisure travelers which speaks to the importance of going out with a campaign like this."

"The Middle of Everything campaign highlights what Illinois is really all about. We're the heart of America. One of the largest and most diverse states in the country," Pritzker said.

The campaign is heavily-centered on Chicago attractions including Cloud Gate and the Shedd Aquarium, but also highlights downstate draws like the Abraham Lincoln Museum, Historic Route 66 and the Shawnee National Forest.

The state's tourism and hospitality industry employs upwards of 600,000 people.

Illinois launches new tourism campaign starring Jane Lynch

Governor, tourism committee launches summer campaign across the midwest..

CHICAGO, Ill. (WIFR) - Jane Lynch, the actress best known for her role in the hit TV show “Glee,” is part of a new tourism campaign for the state of Illinois.

Governor JB Pritzker officially kicked off the tourism campaign with the Illinois native appearing via Zoom to preview the new commercials. The campaign is called “Middle of Everything,” and highlights a list of attractions both downtown Chicago and across the state.

“We are thrilled to partner with Illinois’ own Jane Lynch, the perfect ambassador to promote our state, in this new tourism campaign,” said Governor JB Pritzker. “This campaign is a significant next step to aid our state’s tourism recovery and positions Illinois for future growth and success that our entire state can rally around – helping our economy, boosting tax revenues, and putting people back to work. As tourists gear up for a busy summer travel season, we welcome visitors near and far to find themselves in the middle of everything that Illinois has to offer.”

Starting this week, the new ads will run in eight states , targeting travelers in Midwestern markets on broadcast and connected TV in Illinois, Indiana, Missouri, Wisconsin, Iowa, Michigan, Minnesota, and Kentucky. The ads will also appear nationally on cable TV starting April 25.

In the “Middle of Everything,” Lynch stars as Illinois’ official tour guide showcasing iconic attractions in Chicago, Springfield, Historic Route 66, and the Garden of the Gods in Shawnee National Forest in southern Illinois.

After almost two and a half years of mitigations due to the coronavirus pandemic, the Senate Tourism Committee is rolling out the red carpet with the new campaign that features Lynch as both director and star, for an expected 750,000 individual trips to the Prairie State.

The state’s last campaign brought nearly $212 million in revenue.

“I loved every minute of working on this project promoting tourism in my home state and I’m so proud to finally see it come to life,” said Lynch. “I am grateful for Gov. Pritzker’s enthusiasm and support for this new Illinois Tourism marketing campaign. We share the same passion for Illinois, its people, its culture, and the wonderful attractions across the state.

The $30.3 million campaign is the latest in state efforts to accelerate the recovery of Illinois’ tourism and hospitality industry employing more than 600,000 people statewide prior to the pandemic.

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Actress Jane Lynch Stars in, Directs New ‘Middle of Everything' Illinois Tourism Campaign

Published april 18, 2022 • updated on april 18, 2022 at 7:21 pm.

Illinois Gov. J.B. Pritzker announced the launch of a new tourism campaign dedicated to helping showcase the state’s culture, food and history, with Golden Globe-winning actress Jane Lynch directing and starring in the series of commercials.

According to a press release, the “Middle of Everything” series of advertisements are designed to help boost tourism to the state, which suffered a huge blow during the COVID-19 pandemic.

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“We are thrilled to partner with Illinois’ own Jane Lynch, the perfect ambassador for our state, in this new tourism campaign,” Pritzker said in a statement. “As tourists gear up for a busy summer travel season, we welcome visitors near and far to find themselves in the middle of everything Illinois has to offer.”

According to the release, Lynch will serve as a “tour guide” in the advertisements, showing off attractions in Chicago, Springfield, Shawnee National Forest, Pontiac and more.

The Route 66 Hall of Fame and Museum, the Cozy Dog Drive-In, the Garden of the Gods, and several Chicago landmarks will all make appearances in the ads, which will run in 20 markets across Illinois and in seven neighboring states.

Some ads will also air on cable networks nationwide, officials said.

“I loved every minute of working on this project promoting tourism in my home state, and I’m so proud to finally see it come to life,” Lynch, who is making her directorial debut with the ads, said. “I am grateful for Gov. Pritzker’s enthusiasm and support for this new Illinois Tourism marketing campaign.”

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New $6 million ad campaign announced to drive tourists to Illinois

CHICAGO (WLS) -- Illinois is launching a new effort to drive tourists to destinations and attractions throughout the state.

A new ad campaign targeting seven surrounding states will encourage people to take road trips to Chicago and other Illinois travel destinations.

The aim is to bring jobs back and encourage people to hit the road Memorial Day weekend, and specifically that Illinois is where they should spend their hard earned dollars.

"We love big cities, it's time to travel again, and that's why were here," said tourist Krystal Sterling.

She and Ashton Fannin are visiting Chicago from Atlanta.

"It's just cool to see the different architecture and the history of the city," Fannin said.

Governor JB Pritzker said visitors are part of the solution after a year of staggering losses for the tourism industry. He announced the new push to propel people through Illinois this summer Wednesday.

"Tourism means jobs more hotel and hospitality and recreation workers getting back to work," Pritzker said.

He announced a new $6 million ad campaign targeting surrounding states and featuring Illinois' own REO Speedwagon.

"When we've got tourists and visitors coming and staying in our hotels, shopping in our stores and going to our museums and attractions, they are paying the paychecks of those employees that come from every single ward in the city of Chicago," said Kimberly Bares, President and CEO of Magnificent Mile Association.

Bares said that should be a help downtown at a huge Illinois tourist attraction, the Mag Mile

According to her, the Magnificent Mile hosts 6 million visitors in a normal year. The pandemic brought that down to just 25 percent.

A few blocks away at Navy Pier, it normally welcome nearly 9 million visitors yearly, but just recently reopened outdoor attractions.

A birthday crowd from Quincy, Illinois and Hannibal, Missouri is part of a hopeful trend.

"It's just great to get back to just being and having fun with my friends," said tourist Joyce Mayfield.

"What's really encouraging is we're seeing an 18 percent spike in our website traffic that is from outside of Illinois and that means there is some interest there. So we want to encourage those people to make that trip," said Payal Patel, spokesperson for Navy Pier.

Sixty itineraries are available for communities across the state, including Oak Park in Cook County that has a craft beer trail that goes all summer long. You can learn more by visiting enjoyillinois.com

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For Distribution Apr 4, 2024

Illinois Office of Tourism Releases Redesigned Enjoy Illinois Magazine Inspiring Travel with Spring and Summer Trip Ideas

CHICAGO – The Illinois Department of Commerce and Economic Opportunity (DCEO), Office of Tourism proudly announces the release of its spring/summer 2024 issue of Enjoy Illinois, the state’s free travel magazine celebrating its diverse, fun-filled attractions, outdoor activities, events and stays that make Illinois a must-visit destination. The latest edition of Enjoy Illinois magazine - now available in digital and print - positions itself as an inspiration guide, encouraging readers to explore the state's hidden gems for planning a spring getaway, from charming small towns to exhilarating summer festivals. The issue’s cover features a breathtaking image of backpackers hiking through the Garden of the Gods in Southern Illinois, showcasing one of many awe-inspiring natural wonders that await travelers all around the state. 

"From the picturesque landscapes of family-owned farms like Rendleman Orchards in Alto Pass to the vibrant energy of unforgettable festivals such as the Crossroads Eclipse Festival in Carbondale, celebrating the upcoming Solar Eclipse on April 8th, the new issue of Enjoy Illinois highlights unique experiences around the state,” said Daniel Thomas, Deputy Director of DCEO, Office of Tourism. “As summer approaches, visitors and residents can use this magazine as a trip-planning resource for upcoming events like the NASCAR Street Race returning to Chicago and for finding picture-perfect stays in idyllic towns like Woodstock, Oak Park and Casey. There is so much to experience this spring and summer in Illinois, the Middle of Everything.”

The new magazine issue was created to inspire wanderlust and encourage travel to all areas of the state with a purposeful refresh. Upon opening the issue, readers will find pull-out maps of the state to begin plotting out their next Illinois getaway via planes, trains and automobiles while on the go - one of many enhancements to be found in the magazine.

“A shift in storytelling is one of many changes readers will notice in the spring/summer issue,” says Kylee Krizmanic, Editorial Director of Dotdash Meredith Travel. “Other redesign elements include refined typography, statement photography and a neutral color palette that allows the photographs to tell the story. “‘Explore the I&M Canal at Your Pace,’ one of the issue’s features, puts our new approach to work. Readers learn a bit of the canal’s 175-year-long history and discover all the ways to experience the 96-mile route, including by boat, bike and even zipline.”

Featuring comprehensive guides, stunning photography and insider tips, the spring/summer issue of Enjoy Illinois magazine promises to inspire travelers to embark on unforgettable adventures across the state.

Other featured trip ideas in the spring/summer issue include:

• Make a splash at Yorkville’s Raging Waves, Illinois’ largest outdoor water park, or kayak down the nearby Fox River for an afternoon to remember.
• Discover Bishop Hill’s fascinating history at any of its seven museums, all in buildings that are original to the town and packed with artifacts. The entire town is a National Historic Landmark.
• Discover what’s in bloom in the 385-acre Chicago Botanic Garden, nestled along the Skokie River.  Sip wine in a Tuscan-style atmosphere at Willow Ridge Vineyards and Winery in Shelbyville, set on a 150-year-old family farm.
• Reconnect with nature at Crab Orchard National Wildlife Refuge in Marion (Southern Illinois). It’s a haven for hiking, canoeing, camping, picnicking and bird-watching.  Check into The St. Regis Chicago, the tallest building in the world designed by a woman – Jeanne Gang – at 101 stories.
• Soar between the bluffs near the confluence of the Mississippi and Illinois rivers at The Grafton Zipline at Aerie’s Resort.

As part of the issue’s exciting revamp, the print edition of the magazine also includes a 12-page insert highlighting the Illinois Office of Tourism’s Illinois Made program which promotes one-of-a-kind local businesses all around the state. To view/download the Illinois Made insert, click here . 

To download the issue and its cover image, click here .

To subscribe to the Enjoy Illinois magazine or view online, click here .

About the Illinois Office of Tourism The Illinois Office of Tourism leads tourism industry efforts to inspire visitation to, and within Illinois, resulting in significant economic impact and quality-of-life benefits for all Illinois residents. We are committed to making Illinois a model of inclusivity and celebration of diversity.    Illinois is a state that embodies innovation, craft, surprise and creativity. Whether domestic and international visitors are traveling for business or leisure, the Illinois Office of Tourism is their trusted guide in crafting an unforgettable experience.

To learn more, visit EnjoyIllinois.com .

Media Contact: Madeline Sweeney [email protected]

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Director, Jane Lynch takes a win on Illinois Tourism campaign

• By Reel Chicago
• August 11, 2022

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Chicago’s own Jane Lynch helped bring home two U.S. Travel Association Mercury Awards for the spots she directed and starred in for the  Illinois Office of Tourism  (IOT) at the 2022 ESTO (Educational Seminar for Tourism Organizations) in Grand Rapids, Michigan.

The Mercury Awards recognize all U.S. tourism offices for excellence and creative accomplishment in destination marketing and promotion. Illinois’ newest tourism marketing campaign, Illinois: The Middle of Everything ,   starring Illinois native, actor and first-time director, Jane Lynch , won the award for  Best Public Relations Campaign.  

The campaign launched in April at Chicago’s Shedd Aquarium and generated significant regional and national attention and interest in Illinois destinations, including widespread media coverage and traffic to the Enjoy Illinois website.

The   Illinois Made campaign, celebrating small business owners, local craftspeople, artisans and artists, won  The Roads Less Traveled  category. The Illinois Made program inspires residents and visitors to discover the people, products and authentic off-the-beaten-path experiences created by small businesses found in every region of the state. 

Jane Lynch directs Illinois Tourism campaign through STORY

EXCLUSIVE INTERVIEW WITH JANE LYNCH:

INTERVIEW: Chicago’s own Jane Lynch at home in the directors chair

“We are honored to be recognized by the U.S. Travel Association for our efforts to drive tourism in every part of Illinois. Our Middle of Everything and Illinois Made marketing campaigns showcase so much of what Illinois has to offer and demonstrate there is something for everyone in Illinois,”  said Sylvia I. Garcia, Director of the Illinois Department of Commerce and Economic Opportunity (DCEO ), which includes the Illinois Office of Tourism. “Whether we’re uplifting unique small businesses through our Illinois Made Program or enlisting the help of Illinois native Jane Lynch – we are proud to display the vibrant and unique community of businesses, attractions and destinations that make Illinois such a remarkable place to live, work and visit.”

The Illinois Office of Tourism shared the Mercury Award honors with its Public Relations Agency of Record  TimeZoneOne , a global creative communications agency and its Creative Agency of Record,  O’Keefe Reinhard & Paul  (OKRP), a Chicago advertising agency, and Chicago’s full-service production and post-production company STORY .

The U.S. Travel Association’s annual ESTO conference is a national forum for tourism destination professionals across the country to learn about new tools and techniques, share best practices and debate pressing issues impacting destination marketing.

ILLINOIS OFFICE OF TOURISM Karla Flannery Deputy Director, IOT Lisa Link Marketing and Advertising Manager, IOT

Agency OKRP Angela Coster Creative Director / Art Director Marisa Rhines Creative Director / Copywriter Nathen Gigsby Sr Producer Brenda Donahue Chief Operations Officer Ashley Saluga CMC, Production Manager Co Producer CMC/Forecast Ashley Saluga On Set Representative

Production Company STORY Jane Lynch Director Mark Androw Executive Producer Cliff Grant Executive Producer Marsie Wallach Line Producer Mary Langenfeld Production Supervisor

Congratulations from Reel Chicago!

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• con icon Two crossed lines that form an 'X'. Financial returns are limited
• con icon Two crossed lines that form an 'X'. Limited policy options for seniors and other groups who might struggle to find life insurance

The aggressive financial plans offered by Prudential may appeal to many younger buyers and those with a stable income. However, those with lower income or buyers who aren't sure about the financial system may be more hesitant to engage with Prudential. Like many other industry giants, Prudential is working to change this perception.

Prudential Life Insurance is available in all states except New York. New York residents can buy the Pruco Life of New Jersey VUL Protector plan. This plan allows buyers to pull money out of their plan to pay for nursing home expenses. Cash value policy premiums are fixed, so you won't have to worry about extra costs later on. Internal costs are low, which minimizes risk. Due to age, many older adults want a safe investment option for their money. Prudential VUL Protector invests to avoid loss. That also means you're not as likely to see big increases in your available funds outside of what you deposit.

Read our Prudential Life Insurance review here.

Best Life Insurance for Long-Term Care: Columbus Life Insurance

Offers lien method to makes it easier to calculate the financial impact of pulling money out early.

• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Buyers can pull money out for medical and other bills in the event of disease or disability
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Columbus uses lien method to simplify accelerated death payments
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Company offers a wide range of riders to customize policies
• con icon Two crossed lines that form an 'X'. Premiums may be higher than competitors
• con icon Two crossed lines that form an 'X'. Term policies are not guaranteed to be converted to whole

Best for long-term care and accelerated death benefits.

Columbus Life offers a wide range of riders to customize your policy with affordable premiums. The company also allows you to convert term policies to whole life insurance policies until the end of your term (generally around age 70). For this and many other reasons, customer satisfaction is high.

When using living health benefits (otherwise known as accelerated death benefits), buyers are allowed to pull money from policies early to pay for medical bills, living costs, etc. under certain circumstances. Most companies use a discounted death benefit, which reduces your final payout using two models. Columbus uses the lien method, which makes it easier to calculate the financial impact of pulling money out early.

Best Life Insurance for High Returns on Income: Allianz Life Insurance

Offers life insurance policies for foreign nationals with H-1B visas.

• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Plans offer high returns on investment
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Great for investment and long-term retirement planning
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. May increase your income by as much as 20%
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Allianz offers plans for foreign nationals including H-1B visas
• con icon Two crossed lines that form an 'X'. Plans are meant specifically for high-income adults, alternatives may not be offered

Best for investing and high returns on income.

Allianz Life plans are geared towards high-income adults looking for more tax-free income. Allianz offers a 40% multiplier bonus with a 1% annual assets charge. In short, the professionals managing your investments take 10%. Overall, your investments would pull in an extra 14%-1% asset charge. This means you end up with 3% more than what you deposit every year your life policy is active. This plan offers strong returns when using a life policy to supplement your retirement savings. Allianz also offers specialized plans to grow your income by as much as 20% according to some estimates.

Of note: Allianz also offers plans for foreign nationals, including those with H-1B visas.

Best Life Insurance for Agent Support: New York Life Insurance

Offers aggressive financial products and extensively trained agents.

• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Strong life insurance options for financial planning and wealth building
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Policies available nationwide
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Knowledgeable life insurance agents
• con icon Two crossed lines that form an 'X'. May require a medical exam
• con icon Two crossed lines that form an 'X'. Buyers looking for more modest policies may not find the most competitive pricing

If you're preparing for a comfortable retirement or looking to build generational wealth, New York Life is one of the strongest options. If you have questions or genuinely want to understand your life insurance options, New York Life agents are among the most qualified professionals in the business.

• Life insurance provider with policies available across the US

New York Life Insurance agents go through extensive training before they ever hit the sales floor. What does this get you? Policies vary widely, and New York Life offers both large and small payouts. Some policies have significant penalties for early withdrawal, but taking a loan offers more options. Whatever your questions, New York Life agents are trained to offer comprehensive support giving you accurate information about its policies every time. The company comes in at position eight in J.D. Power's latest life insurance customer satisfaction study.

Read our New York Life Insurance review here.

Best Life Insurance for Term Life: North American Life Insurance

Offers term policies alongside accelerated death benefits for critical, chronic, and terminal illnesses and more.

• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Offers accelerated death benefits for critical, chronic, and terminal illnesses
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Offers conversion for life policies up to 70 years old
• Check mark icon A check mark. It indicates a confirmation of your intended interaction. Term policies can be renewed up to age 95 for qualifying applicants
• con icon Two crossed lines that form an 'X'. Not all term policies qualify for renewal or conversion

Best Term Policy.

North American Company offers term policies alongside accelerated death benefits for critical, chronic, and terminal illnesses and more. The company allows one conversion on a 20-year policy at 15 years or 70 years old (whichever is earlier). The conversion cannot happen later than the five-year marker regardless of which policy you choose or the length. North American Company also offers a term policy with a lower premium renewable up to the age of 95 for qualifying insureds.

Types of Life Insurance

While there's many different types of life insurance policies , broadly speaking, there are two types of life insurance: temporary and permanent. Let's go over each in detail.

Temporary life insurance

Temporary life insurance is often called term life insurance. This type of policy covers you for a set amount of time before expiring, usually between 10-30 years. If you pass away after your policy expires, your family won't receive any benefits. Additionally, your policy won't accrue cash value like a permanent policy. That said, some term life insurance policies offer a conversion from term to whole life insurance, so you can extend your coverage. 

Because its benefits aren't guaranteed, term life policies are generally cheaper than permanent life insurance. That said, the vast majority of term life insurance policies never pay out. on

Permanent life insurance

Permanent life insurance is an umbrella term for a variety of life insurance policies that will insure you indefinitely and guarantee a payout as long as you maintain your policy. Policy types that fall under permanent life insurance includes:

• Whole life insurance
• Universal life insurance
• Variable life insurance
• Variable universal life insurance
• Simplified life insurance
• Guaranteed issue life insurance

These policies vary widely in purpose and intended buyers, but all guarantee death benefits to your loved ones. Some permanent life insurance policies, like whole, universal, and variable have a cash value component , which you can use as a savings tool or to leave your heirs a larger death benefit.

How to Pick the Best Life Insurance Policy for You

Finding the right fit in life insurance starts with finding a trusted insurance agent. Because there are so many state regulations, shopping for homeowners or auto insurance can be easily done online. Life insurance is not required. So it's a voluntary purchase. Many buyers don't know what they need or when they need it. Before making your selection, consider a few things:

Some companies will sell you a policy for your child as soon as they're born. While this may seem morbid, early sign-up means lower rates for a policy your child could enjoy in the future. Regardless, early sign-up equates to more policy for lower premiums and a higher likelihood of acceptance. At 20, you may be healthier and be able to pay into the policy for a longer period compared to when you're 50 with more age-related conditions.

As a general rule, never agree to more than you can afford. For the average life insurance agent, their job is to sell you a large policy with a large commission. Consider not only how much you make now, but how likely your current income is to continue. If you work on a project basis and your project is scheduled to end in 12 months, you may want to reconsider a policy premium outside your monthly savings.

How much are you prepared to buy? Some people only want a small policy to cover funerals and other end-of-life expenses. Others build a life policy into their retirement plan. Whatever direction you're going, involving a financial planner could help you make the right decisions. Depending on the carrier, customers can also compare set limits with index universal life policies, which set no limit. These policies never expire, and the value builds over the entirety of your life.

Living Benefits

Life happens unexpectedly. You could be healthy one day and in the hospital the next. Many life policies offer living benefits. These allow you to draw a limited amount out of your policy to cover medical and other bills you cannot pay while sick.

Much like a 401(k), many life insurance policies have penalties for early withdrawal. No matter what policy you want, this question is critical to an informed decision. It's a question of how early you can withdraw and how much you'll lose from the total to have the money in 10 years instead of 30 or after death.

Some policies require insured parties to pay premiums for at least one year before any significant payout would be available. Suicide exclusions are common. Even with no medical exam policies, the company may still do a check for known conditions. An insurance company has to mitigate its risk.

Flexibility

Once you've been denied a life insurance policy, a mark goes on your record. No matter the reasons, other insurance companies may deny you coverage based on the first denial. So consider your whole situation and choose your policy carefully before you submit any applications. Some policies have greater flexibility if you lose your job or otherwise can't make payments. Others will lapse if you miss even one payment.

Payment Type

Even within whole life or term life insurance policies, customers have the option to choose guaranteed fixed or variable rates. Some have guaranteed payouts, but you'll need to ask your agent for details.

What is your intended use? Why are you shopping for a life insurance policy in the first place, and what are your goals? Many successful financial planners also have a background in life insurance. So while they may not be able to find you a specific life insurance policy, financial planners can help you set out a blueprint for your purchase.

Why You Should Trust Us: How We Reviewed the Best Life Insurance Companies

In life insurance, it's easy to get "sold a bill of goods." Many life insurance agents pass a state test to be thrown into the deep end. Agents sell the company product, but not all know the products. In this vein, we look at the products each company offers. We also look at agent training.

A good life insurance agent may not volunteer all facts upfront. But a company's agents should answer questions about its products accurately and in a way the average consumer can digest. Agents should be able to inform you about the long-term benefits and limitations. This will help customers find the right policy for their long-term plan.

We consider affordability, policy sizes available, and performance for a comprehensive assessment in our insurance rating methodology . If you can, we recommend also working with a financial advisor to make a plan for your future with life insurance.

Our Expert Panel for The Best Life Insurance Companies

To inform our choices for the best life insurance companies, we spoke with the following experts:

• Paul LaPiana , head of product at MassMutual
• Barbara Pietrangelo , CFP, CLU, and chair of the nonprofit Life Happens
• Wykeeta Peel , Corporate Vice President and Market Manager, African American Market Unit at New York Life

The Experts' Advice on Choosing The Best Life Insurance for You

How much life insurance coverage do you believe the average buyer should have.

Paul LaPiana, Head of Product at MassMutual

"There are different approaches to determining how much life insurance you need. One is the 'human life' approach, which estimates the current value of your future earning potential. Another is securing specific coverage to pay off debts such as a mortgage or provide for the education of children. A comprehensive protection plan should provide the right amount of coverage over the course of your working life and into retirement."

Barbara A. Pietrangelo, Chair of Life Happens

"There is no one-size-fits-all life insurance policy because everyone is different. One way to get a rough estimate is to multiply your income by 10 to 15; another is adding $100,00 to that amount, should you have a child and anticipate college education expenses.

Your best bet is to talk to a financial professional or use the Life Insurance Needs Calculator on LifeHappens.org to analyze what's right for you."

Wykeeta Peel, Corporate Vice President & Market Manager African American Market Unit at New York Life

"As you consider what policy best meets your needs, it can help to answer four key questions: First, how much death benefit do you need? Second, how long will you need that coverage? Third, what is your budget (or how much monthly premium can you afford to pay?), and finally, what is your investment risk tolerance?

To determine how much death benefit makes sense, it's helpful to think beyond using life insurance to cover funeral expenses and consider whether anyone is relying on the policy owner's income to maintain a lifestyle, pay rent or a mortgage, or fund a child's education and for how long.

There are various rules of thumb regarding the right amount of Life insurance coverage. Some tips can be found online, but they only provide an estimate and don't necessarily factor in an individual's specific needs. In my opinion, human guidance, powered by technology, is required. Basically, it comes down to how much money your loved ones would need to remain on firm financial ground if your earnings were no longer in the picture and that is different for everyone."

What is the biggest opportunity you see for improvement in the life insurance industry?

"Increased accessibility through digital and other channels as well as through underwriting enhancements. Increased tailoring of products and features. And an increased emphasis on health and wellness programs."

"Having enough qualified insurance professionals to walk potential buyers through the multiple benefits of life insurance will be pivotal to the growth of the industry. Education is a key factor here, as professional agents also need to be able to explain life insurance and its benefits in an easy, digestible way, especially when there are so many misconceptions about life insurance."

"The need for life insurance is greater than ever. In fact, a recent New York Life Wealth Watch survey found that 37% of adults have been thinking about life insurance more often these days – and half of adults report that financial products that provide protection (50%) and reliability (50%) are more important now compared to last year. This may be especially true for middle-market and Cultural Market families.

Our organizational structure of having Cultural Market agents embedded in the communities where we live and work allows us to understand the needs of diverse communities and develop solutions that resonate with them."

What advice would you give to buyers who are debating whether or not to buy life insurance?

"It is difficult to say with any certainty how healthy you will be years from now. That's why securing life insurance, and insuring your insurability, today, when you are the youngest you'll ever be again, and perhaps your healthiest is a wise decision."

"Do you love someone? If the answer is yes, then life insurance is certainly something you should consider. Many buy gifts and experiences to express their love, but haven't considered that life insurance is just another way to say I love you. Nothing says support like ensuring your family's financial security and peace of mind."

"If you have someone depending on your income, you should consider purchasing life insurance. A death benefit from a life insurance policy can replace income from the loss of a breadwinner, ensure a family can stay in their home, fund educational or retirement expenses, address debt and so much more.

A life insurance policy can also help you grow your family's wealth over time. Once the risk of an unexpected loss has been managed, you can begin to think more broadly about your family's financial future. Life insurance can enable your mindset to shift from death to growth."

What's the most important thing buyers should look for when choosing a life insurance agent/company to buy from?

"With life insurance, you are securing a future commitment that may be decades away. Research the company behind the policy to ensure it has high financial strength ratings, longevity, and an excellent track record of paying claims."

"When looking for an insurance agent or company, be sure to do your research. When comparing companies, be sure to remember that the policy features that fit you and your loved ones best is the most important factor. Don't automatically assume you should buy from the higher-rated company.

If the policy from the other company has more of what you're looking for, it might be the better choice. If you're unsure where to start, try the Life Happens Agent Locator to find an insurance professional in your area."

• "The insurers' track record: At its core, life insurance is protection - a hedge against the unexpected - and you are paying premiums in exchange for the promise that the insurer will be there when you need them, so the financial strength and track record of the company backing your policy is critical.
• Customer service: Are service professionals available by phone and digital channels? Is there is an online dashboard where you can manage your policy? Beyond ensuring assistance is available after you purchase a policy, it's also critical to ensure you have access to trusted advice and guidance before you buy.
• Flexibility in conversion: How easy is it to change? Life can be unpredictable and while term insurance can cover your loved ones through a critical period of time, you may decide that access to cash value is an important piece of your strategy.
• Accelerated online applications : Online applications are convenient but don't replace human guidance. Keep in mind that accelerated online applications may have a maximum coverage amount, meaning that you may not be able to get all the coverage you may need exclusively through an online process.
• A range of payment options: It's important to understand how often you're required to make premium payments and whether and how often you can change the frequency of payments."

Best Life Insurance FAQs

According to JD Power's 2023 life insurance study, State Farm is the highest-rated life insurance company when it comes to overall customer satisfaction. However, you still may want to shop around for quotes from various insurers if you're looking to purchase a new policy.

There isn't one best life insurance company, because the best option for you will depend on the type of policy you're looking for. It's best to work with a qualified insurance agent to help you find the best coverage. If you're deciding between multiple similar options, it's also worth consulting J.D. Power's life insurance customer satisfaction study . The latest study ranks State Farm as the top pick for individual life insurance, outpacing Nationwide by three points.

The best type of life insurance policy for you will differ from someone else's, as your policy should be tailored to your needs. The best policy for you will be affordable and will offer the benefits best suited to your situation. For example, some policies are only meant to cover end-of-life expenses such as burial and funeral arrangements, whereas others include living benefits like a cash value insurance plan , which you can borrow against during your lifetime.

Some life insurance policies are advertised as "no medical exam." This doesn't mean the insurer won't ask you about known conditions or look at medical records. Policies with no medical exam also tend to offer lower benefits with higher premiums. Most companies have a network of medical examiners, some of whom can come to your home. You can find our guide on the best no exam life insurance here.

Each situation is different and requires a knowledgeable life insurance agent to assess your best options. Bring all your questions and the coverage you're looking for to an insurance agent near you to explore your options.

Editorial Note: Any opinions, analyses, reviews, or recommendations expressed in this article are the author’s alone, and have not been reviewed, approved, or otherwise endorsed by any card issuer. Read our editorial standards .

Please note: While the offers mentioned above are accurate at the time of publication, they're subject to change at any time and may have changed, or may no longer be available.

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