When searching for the best life insurance companies in 2025, Equitable (formerly AXA Equitable) consistently ranks among the top providers worth considering. With strong financial ratings, innovative products, and a growing focus on retirement solutions, Equitable offers a competitive suite of insurance and annuity options that rival industry leaders. This comprehensive review examines Equitable’s strengths, product offerings, and potential considerations to help you determine if this established insurer is the right fit for your financial protection and retirement planning needs.
Table of Contents
About Equitable Life Insurance
Company Highlights
- Rebranded from AXA Equitable to Equitable in 2020
- Operates independently from former parent AXA SA
- Paid out close to $1.4 billion in claims and benefits in 2024
- Over $10.2 billion in total assets
- 169% Life Insurance Capital Adequacy Test (LICAT) ratio, far exceeding regulatory requirements
- Industry leader in variable annuities and registered index-linked annuities (RILAs)
Equitable, formerly known as AXA Equitable, is a leading provider of life insurance and retirement solutions in the United States. The company officially rebranded from AXA Equitable to Equitable in 2020 and continues to operate independently from its former parent, AXA SA.
Tracing its roots back to 1817, the company was originally formed by the merger of various companies that insured agricultural risks in Normandy. The merger of different insurers covering fire, life, and accident created Ancienne Mutuelle group, the “historic ancestor” of AXA. The company officially became known as AXA in July 1985, and later as AXA Equitable in the United States before the 2020 rebranding to simply “Equitable.”
Today, Equitable has established itself as one of the top insurance providers in America, with a growing focus on retirement solutions, asset management, and wealth management. The company serves millions of clients across the country with a comprehensive suite of financial protection and retirement income products.
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Equitable Ratings & Financial Strength
Equitable maintains strong financial ratings, reflecting its solid claims-paying ability and overall financial stability. The company’s ratings have remained consistent in recent years, demonstrating resilience even through market fluctuations.
| Rating Agency | Current Rating | Relative Rank | Outlook |
|---|---|---|---|
| A.M. Best | A | 3rd highest of 15 | Stable |
| Moody’s | A1 | 5th highest of 21 | Stable |
| S&P Global | A+ | 5th highest of 20 | Stable |
| BBB | A+ | Highest possible | N/A |
According to 2024 reports, Equitable maintained a 169% Life Insurance Capital Adequacy Test (LICAT) ratio, far exceeding regulatory requirements, and paid out close to $1.4 billion in claims and benefits. The company’s assets are primarily held in secure bonds, with limited exposure to riskier securities, indicating a conservative investment approach that prioritizes stability.
The National Association of Insurance Commissioners (NAIC) data indicates that Equitable receives fewer consumer complaints than expected for a company of its size, although some user reviews mention occasional delays in customer service response times.
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Latest Developments at Equitable
Equitable has shown strong growth in 2024-2025, with significant improvements in digital tools, product offerings, and overall performance. The company continues to focus on enhancing retirement solutions while streamlining its operations.
Digital Transformation Initiatives
Equitable has invested heavily in improving its digital capabilities to enhance customer experience and operational efficiency:
- Mobile App Enhancement: Updated mobile app for account management, allowing clients to view policy details, manage investments, and make payments on the go.
- Online Portal Improvements: Expanded online portal functionality for policy details, loans, payments, and investment allocations with improved user interface.
- Streamlined Application Process: New digital application processes for certain products, reducing approval times and paperwork.
Performance & Recognition
Equitable has demonstrated strong performance in 2024, with several notable achievements:
- 2024 Results: $3.4 billion in total premiums and deposits (up 29% from previous year), $10.2 billion in total assets, and individual insurance sales exceeding $200 million for the first time.
- Product Enhancements: Strategic repricing of term insurance products and new features added to existing policy offerings.
- Market Leadership: Maintained position as market leader in registered index-linked annuities (RILAs) for the 14th consecutive year.
- Customer Satisfaction: NAIC data shows fewer complaints than expected for a company of its size, indicating generally positive customer experiences.
Equitable Insurance Products
Equitable offers a comprehensive range of life insurance products designed to meet various protection and financial planning needs:
Term Life Insurance
Key Features of Equitable Term Life Insurance:
- Flexible term lengths with level premiums throughout the initial term
- Coverage amounts to suit various protection needs
- Some policies allow for streamlined online application after consultation with a financial professional
- Conversion option to permanent coverage within specified timeframes
- Renewable options beyond the initial term period (with premium increases)
Term life insurance from Equitable provides temporary death benefit protection for specific periods, making it an affordable option for income replacement, mortgage protection, and other time-limited insurance needs. The company’s term offerings include flexible term periods and the option to convert to permanent coverage later without additional medical underwriting.
Indexed Universal Life (IUL) Insurance
Key Features of Equitable IUL Insurance:
- Flexible premiums and death benefit options
- Cash value growth linked to market indexes with downside protection
- Multiple index account options to diversify growth potential
- Ability to access cash value through loans and withdrawals for needs like college expenses, retirement supplementation, or long-term care
- Option to switch between death benefit options as needs change
Equitable’s Indexed Universal Life insurance offers the flexibility of adjustable premiums and death benefits while providing cash value growth potential tied to market index performance. These policies feature downside protection with minimum interest guarantees, making them attractive for those seeking growth potential with reduced market risk.
Variable Universal Life (VUL) Insurance
Key Features of Equitable VUL Insurance:
- Investment options in various market subaccounts including stocks, bonds, international funds, and money markets
- Higher growth potential compared to other permanent insurance options
- Flexible premiums and adjustable death benefits
- Tax-deferred growth potential and tax-free access to cash value (when structured properly)
- Guaranteed minimum death benefit
Variable Universal Life insurance from Equitable provides the flexibility of universal coverage with the ability to earn potentially higher returns through investment subaccounts. These policies are designed for clients who are comfortable with investment risk and seek maximum growth potential within a life insurance framework.
Survivorship Life Insurance
Key Features of Equitable Survivorship Life Insurance:
- Covers two people (often spouses) with death benefit paid after the second insured passes
- Often more affordable than two separate policies
- Available in both VUL and IUL variations
- Useful for estate planning and legacy goals
- Can include living benefits and rider options
Survivorship life insurance is specifically designed for couples or business partners, providing a death benefit after both insureds have passed away. This type of coverage is particularly valuable for estate planning, business succession planning, or creating a legacy for heirs.
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Annuity Products
Equitable is a recognized market leader in variable annuities and registered index-linked annuities (RILAs), having pioneered the RILA market and maintained leadership in U.S. sales for 14 consecutive years. Their annuity lineup includes various products designed to address different retirement needs:
Variable Annuities
| Product | Key Features | Best For |
|---|---|---|
| Structured Capital Strategies PLUS |
|
Clients seeking market participation with built-in protection |
| Structured Capital Strategies Income |
|
Retirees seeking guaranteed income with growth potential |
| Retirement Cornerstone |
|
Clients balancing growth, income, and legacy goals |
| Investment Edge |
|
Investors focused on tax-efficient wealth accumulation |
Registered Index-Linked Annuities (RILAs)
Equitable pioneered the RILA market and has maintained U.S. sales leadership for 14 consecutive years. These innovative products offer:
- Market-linked growth potential with various levels of downside protection
- More growth potential than traditional fixed annuities
- Less risk than standard variable annuities
- Customizable protection and performance options
- Tax-deferred growth advantages
Fixed Annuities
Equitable’s fixed annuity offering, Guaranteed Growth Strategies, provides:
- Guaranteed returns for 3, 5, or 7-year terms
- Principal protection
- Predictable income options
- Tax-deferred growth
- Simplified investment approach
Policy Riders & Options
Equitable offers several riders and policy options to enhance coverage and customize policies to individual needs:
Available Riders & Options:
- Long-Term Care Services Rider: Allows policyholders to accelerate the death benefit to pay for qualified long-term care expenses if diagnosed with a qualifying chronic illness.
- Chronic Illness Rider: Provides access to a portion of the death benefit if the insured is diagnosed with a qualifying chronic illness.
- Terminal Illness Rider: Allows access to a portion of the death benefit if diagnosed with a terminal illness.
- Disability Income Rider: Provides income if the insured becomes disabled and unable to work.
- Disability Waiver of Premium: Waives premium payments if the insured becomes disabled.
- Return of Premium Rider: Returns premiums paid at the end of a specified period (available on select policies).
- Guaranteed Insurability Option: Allows purchase of additional coverage at specified times without evidence of insurability.
These riders can significantly enhance the value and flexibility of Equitable policies, allowing for customization based on individual needs, concerns, and financial goals.
Customer Service & Support
Equitable provides multiple channels for customer support and service:
| Contact Method | Details | Availability |
|---|---|---|
| Phone (Life & Annuity Support) | 1-866-444-6001 | Monday–Friday, 8am–8pm ET |
| Phone (Employee Benefits) | 1-866-274-9887 | Monday–Friday, 8am–8pm ET |
| Email (Employee Benefits) | EBCustomerService@equitable.com | Response typically within 1-2 business days |
| Website | equitable.com/support | 24/7 access |
| Mobile App | Available for iOS and Android | 24/7 access |
According to NAIC data, Equitable receives fewer complaints than expected for a company of its size. However, some user reviews mention occasional delays in customer service response times, particularly for more complex transactions or service requests.
Comparing Term vs. Permanent Coverage
Term life insurance from Equitable offers affordable, temporary protection ideal for specific time-bound needs like mortgage protection or family income replacement during your working years.
Permanent insurance (indexed universal life, variable universal life, survivorship life) provides lifelong coverage with the additional benefit of cash value accumulation, making it suitable for legacy planning, estate planning, and as a financial asset that can be accessed during your lifetime.
The right choice depends on your specific financial goals, budget, and timeframe for coverage needs. Many clients benefit from a strategic combination of both coverage types.
Equitable Life Insurance Review Conclusion
Equitable stands as a financially strong insurance provider with a well-established history and a forward-looking approach to product innovation. With a focus on retirement income solutions, the company has positioned itself as a leader in the annuity market, particularly with its pioneering registered index-linked annuities (RILAs).
The company’s life insurance portfolio offers a diverse range of options, with particular strengths in indexed universal life and variable universal life products. While U.S. whole life options are limited, the focus on flexible premium permanent insurance with growth potential aligns with modern financial planning approaches.
Equitable’s solid financial ratings (A from A.M. Best, A1 from Moody’s, A+ from S&P) reflect its claims-paying ability and overall financial stability. The company’s recent performance shows strong growth in premiums, deposits, and assets, indicating positive momentum in the marketplace.
Digital tools and customer service capabilities have improved in recent years, though some user reviews suggest there’s still room for enhancement in service response times for complex transactions. The majority of policyholders report positive experiences, with fewer complaints than expected for a company of Equitable’s size.
Is Equitable the best company for meeting your specific insurance and retirement planning needs?
The answer depends on your individual financial situation, goals, and preferences. Equitable offers competitive products in several categories, particularly for those interested in market-linked growth potential within their insurance and annuity solutions. However, those seeking traditional whole life insurance with guaranteed dividends might find better options elsewhere in the U.S. market.
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16 comments
Pam
trying to reach a US Customer Service Representative and having a really hard time I keep ending up at a call center in India. Do you have a US customer services person that could help me. Or number i can try.
Steven Gibbs
Hi Pam, it sounds like you’re trying to reach AXA directly. People sometimes get us confused with their company because we write articles about companies. You’ll want to make sure you’re on AXA’s website directly.
Best, Steve Gibbs, for I&E
William Burnfield
I have a MONY life insurance policy that I need information about. I can’t even find a telephone number for AXA Financial, whom acquired MONY.
Please help me.
SJG
Hello William,
I can only give you what is available to my knowledge on Google since we simply wrote an article here and aren’t otherwise connected to AXA.
Below is my search result.
If it isn’t correct perhaps they can point you in the right direction:
Axa/Customer service
1 (888) 292-4636
Best, Steve Gibbs
Steven Gibbs is a licensed insurance agent, and the following agent
license numbers of Steven Gibbs are provided as required by state law:
Resident License; AZ agent #17508301,
Non-resident Licenses: TX agent #2273189, CA agent #0K10610,
LA agent #769583, MA agent #2049963, MN agent #40563357,
UT agent #655544.
Daniel Schafer
I am a client and am amazed that I cannot send a secure message when logged in.
Am I missing something? I have jumped through a few hoops just trying to change ownership of my policy. Support person that answered my call today was very helpful, and courteously listened to my war story of how 40 years ago when I sold insurance, we could change ownership with a one-page form—I received 9 pages from you with little instruction whether or not I had to fill out all the pages.
Your written correspondence was not helpful. Another sore point: You have on file a W-9 from the new owner from when I started this process and was told we have to submit a new form—why? It has his name, address, signature, SSAN and nothing has changed. Of course, he doesn’t live with us, so now I must go to him, or he come to me for what? This type of thing is how you get a bad service rep.
SJG
Hi Daniel, it looks like you’re trying to reach AXA. We aren’t them, and sometimes people get confused because we write articles about various companies. You’ll need to go back and make sure you’re on their website and connect directly with their customer service team.
Best, I&E Pro Team
Edward Kunco
I have Equitable shares. Where can I send them to sell.
SJG
Hello Edward, you would need to contact Equitable directly about this. We are a private company and write articles about various companies and are not affiliated with them, although we may have agents appointed to write policies for certain companies. So, I suggest you search and contact the company’s customer service team directly.
Best, Steve Gibbs for I&E
John Dickson
I have policy by Equitable Number…need to speak with an agent/advisor regarding this policy, please.
Thank You.
John
Insurance&Estates
Hello John, sometimes people get us confused with their life insurance companies due to the fact that we write articles about them. If you’re looking for information about your policy, you’ll need to make sure you’re connecting with the company directly.
Best, Steve Gibbs, for I&E
Dana Gillett
I would like to pay my life insurance but misplaced my statement.
Insurance&Estates
Hi Dana, sometimes people get us confused with their insurance company because we write articles about many. It looks like you may be looking for AXA and we recommend you go directly to their website or if you worked with an agent then to them directly. Best, I&E
Ruben P Lopez
I have a retirement plan with you account number account # 60400015674077 NYN. I need form for 2019 indicating how much AXA MONY paid me . You may call me at 516 752 3998 or email me thanks R Lopez
Insurance&Estates
Hello Ruben, you’ll need to check and make sure you’re accessing AXA or whoever the administrator on your account is by making sure you are on their website. We can a lot of people who think we’re them because we write articles about various companies.
Best, I&E
John Brown
I’m just a regular guy, simi retired, my money isn’t going anywhere but I don’t have anyway to keep an eye on loss gain. Is there anyway I can see a graft/ spreadsheet of how my investment is doing on a regular basis? Thank you JGB
Insurance&Estates
Hello John, sometimes folks get us confused with their company because we write a lot of articles. It looks like you’re trying to contact AXA directly, so just make sure you’re on their website with their direct contact information.
Best, I&E