National Family Assurance

Founded in 2016, National Family is a Seattle-based company that connects consumers across the country to a variety of insurance products. They are formally known as Assurance which was recently acquired by Prudential Financial, a Fortune 500 company that has been providing financial services to consumers for over 140 years.

Visit Website
InsuranceRanked Score 4
Year Founded 2016
Medical Exam Required? In Some Cases

National Family Assurance 2024 Review

Bryan Huynh

Product Tester & Writer

National Family Assurance screen shot

National Family Review

Let’s be honest: none of us really want to sit around and think about the “what-ifs” of life. As uncomfortable as facing the idea of our own mortality can be, though, buying life insurance is an important part of protecting your loved ones and your legacy.

By shopping around for life insurance before you buy, you can be sure that you are finding the perfect policy for you, at the right price. National Family may be able to boost your efforts, by providing you with quotes from multiple providers at the same time, and offering a personalized approach to building your life insurance policy.

What is National Family?

Founded in 2016, National Family is a Seattle-based company that connects consumers across the country to a variety of insurance products. They are formally known as Assurance which was recently acquired by Prudential Financial, a Fortune 500 company that has been providing financial services to consumers for over 140 years.

National Family currently serves to find consumers term, whole life, or final expense insurance within the United States. Every single month, the company helps more than 10,000 customers find the right life insurance coverage for them and their families by connecting them with providers like Assurance, John Hancock, Transamerica, Health Insurance Innovations (HII), and Prudential.

National Family operates in some capacity across the 50 states. However, it’s important to note that not all of the life insurance products are available in all of the states.

Coverage Options

As mentioned, National Family helps consumers find term life, whole life, and/or final expense insurance coverage, whether through their own products, or one of the other partner providers. Let’s take a look at each of the policy options available and the coverage that this aggregator can help you build.

Term Life

If you’re looking for a more affordable life insurance product, term life coverage might be the answer.

When shopping through National Family, adults between 18 and 70 are able to build a term life policy with either 10-, 15-, 20-, or 30-year terms. Coverage limits range from $50,000 to $3,000,000, with an option for immediate approval on policies up to $1,000,000 in coverage.

Whole Life

If you’re looking for a more permanent life insurance product, you might consider shopping around for whole life coverage.

Through National Family, you’re able to shop around for whole life insurance offering coverage from $30,000 up to $1,000,000. Policies are available for those between ages 18 and 79.

Final Expense Policy

Even if you don’t have small children, a spouse, or debt that you’d leave behind, you may want to consider buying a final expense policy. This coverage would provide for your final expenses — such as a funeral and burial, or even lingering medical bills — taking the burden off of your loved ones.

The final expense policies available through National Family are simplified issue, which means that while you’ll still need to answer a few medical history questions, an exam is not required. You can purchase one of these policies if you’re between the ages of 50 and 85, and coverage amounts range from $5,000 up to $30,000.

There are three rate classes available:

  • Preferred — you’ll receive full coverage from day one
  • Standard — the death benefit your beneficiaries would receive is limited for the first three years of your policy
  • Modified — your beneficiaries will receive a smaller percentage of the policy’s death benefit, if you were to pass away in the first three years

Available Riders

When buying either term or whole life coverage, National Family makes it simple to purchase the coverage riders you want.

Both policy types offer an accidental death benefit rider, a child rider, and an accelerated death benefit. These are optional and may increase your premiums, but also offer added peace of mind.

How to Apply

Getting quotes and applying for life insurance with National Family is fairly simple and straightforward. The process involves just a few questions online so that the platform can provide you with a variety of suitable quotes for coverage.

You’ll be asked standard questions such as your name, date of birth, address, phone number, gender, and whether you have children. National Family will also want to know your:

  • Marital status
  • Height and weight
  • Medical history
  • Employment status

National Family will then offer you quotes from their partner insurers, based on the information you provided. If choosing term life insurance, you’re able to easily toggle between policy length options and view different prices for coverage from these providers.

If there are questions regarding the information you filled out, a guide will give you a phone call asking to verify the information. They will then transfer you to an agent who's waiting on the other line. No in person consultation is needed to buy a life insurance policy from National Family.

Once you’ve selected your ideal life insurance plan, you will be directed to that company’s website to answer any additional questions and complete the insurance process. You may receive a call from an underwriter at this time, and you will also be told if you are required to complete a medical exam in order to purchase your policy.

Buying from Assurance

National Family’s goal is to connect you with the ideal life insurance coverage.

Buying from National Family has a standard process. After completing your application, you will receive a phone call from an Assurance representative, called a guide. This guide will verify the information that you already provided, as well as ask you any further questions that Assurance may have in order to properly underwrite your policy.

The purpose of this call is to ensure that you are choosing the right policy for you and your unique situation, as well as answer any lingering questions you may have. Life insurance is such a personal product, and Assurance wants to be sure that you pick the policy that best protects your family.

The guide will then forward your application along to an Assurance agent, who will schedule your medical exam (if necessary), set up payments, and finalize the policy contract. You can expect this phone call to take between 30-45 minutes.

National Family Reviews and Ratings

National Family is an accredited company with the Better Business Bureau, and currently has an A- rating.

Most of the customer complaints posted on the BBB’s site are related to solicitation by third-parties. National Family will only share your personal information with your explicit permission, however, and California residents can always opt-out under the California Consumer Privacy Act.

Pros and Cons of National Family


  • 30-day money-back guarantee: If you are unhappy with your life insurance policy or simply change your mind, you can cancel your coverage for a full refund within the first 30 days.
  • Agents are available anytime: National Family guides and agents work from the company’s platform anywhere and anytime. This means that you can get answers, receive a quote, and start coverage day or night… even in the midst of a worldwide pandemic! That’s right: even coronavirus shutdowns won’t impact your ability to shop around for life insurance through National Family.
  • Everyone gets the personalized touch: To ensure that everyone is matched with the right policy at the right price, National Family’s guides will contact you to verify and, if needed, adjust your coverage options.


  • Your information may be shared with third-parties: National Family will use the information that you provide to offer personalized quotes from their partner issuers. With your permission, your info may also be shared with third-party companies who may provide services that could be valuable to you, or to better personalize your insurance experience.
  • Partner companies are limited: Currently, National Family only connects you with quotes from up to five different providers (Lumico/Assurance, John Hancock, Transamerica, Prudential, and HII). While this list is likely to grow in the future, it’s always wise to shop around as much as you can before committing to a policy.

Final Thoughts

If you’re looking to purchase term or whole life insurance, or even a final expense policy, National Family can make it easy to get multiple quotes for coverage in one place. If you’re between the ages of 18 and 85 — and are interested in coverage between $5,000 and $3 million — there’s an insurance product for you at National Family.

While owned by Assurance, this aggregator platform is concerned with helping consumers find the right coverage for the right price… even if that means not buying from them! Their application is available online, but their agents and guides give your shopping experience a personalized touch, helping build your unique policy day or night.

National Family offers quotes from multiple different providers, but it’s still a smart idea to shop around as much as you can before buying. That way, you can rest assured knowing your loved ones are protected no matter what happens.

Frequently Asked Questions

Is a phone call required or can I finalize everything online?

It’s important to National Family that you build the insurance policy that best suits your needs. Getting you into the hands of an experienced agent is part of that process, and also allows the company to confirm all of your details so they can build the perfect policy. The call is brief (about 35 minutes), but is a key part of the personalized National Family experience that combines data science with human touch.

How much life insurance can I buy?

Through National Family, you can purchase up to $3 million in term life insurance coverage. If you’re interested in immediate approval, this is available on policies up to $1 million (depending on your personal factors).

Who underwrites Assurance-issued policies?

If you choose to purchase a policy from Assurance, it will be underwritten by Lumico Life Insurance Company.

Can I add riders on my policy?

Yes! Both term and whole life insurance policies offer child riders, accidental death riders, and the option of an accelerated death benefit.

Is a medical exam required?

Using advanced data science, National Family is able to approve many consumers for policies without the need for an exam. However, some applicants may still need to participate in a short medical exam in order to finalize coverage, depending on personal factors and things like medical history.

We’ll Introduce You!

Get a free no-obligation quote from National Family Assurance

Other Life Insurance Companies