DALBAR Study Identifies Superior Term Life Website Experiences News provided by Share this article Share this article MARLBOROUGH, Mass., May 11, 2021 /PRNewswire/ -- DALBAR recently reviewed the websites of Term Life Insurance providers and recognized those firms that offer prospective and existing policyholders an online environment that represents a superior standard of customer care. Five Term Life insurance providers rose above the rest - Nationwide, AIG Direct, Prudential, Thrivent and Lincoln Financial Group. Due in part to its comprehensive mix of Functionality and Behavior Centric features, Nationwide took home the #1 overall ranking. Also offering a unique selection of tools that assist prospective term life policyholders in identifying their specific insurance needs, the firm led the rest of the pack by a significant margin on the way to earning the top spot.