Summary

The global universal life insurance market was valued at $59.7 billion in 2023, and is projected to reach $132.3 billion by 2033, growing at a CAGR of 8.1% from 2024 to 2033.
Universal life insurance is a type of permanent life insurance that combines a death benefit with a savings or investment component. It offers policyholders flexibility in managing their coverage, premium payments, and the accumulation of cash value over time. A portion of each premium goes toward building the policy’s cash value, which can earn interest or returns based on the performance of investment options selected by the policyholder.
The growing adoption among cost-conscious users and the appeal of long-term cash value accumulation are key drivers of the global universal life insurance market. Additionally, its advantages in estate planning and wealth transfer have further contributed to market growth. However, the market faces challenges such as sensitivity to interest rate fluctuations and the inherent complexity of universal life insurance policies, which may hinder broader adoption. Despite these obstacles, increasing demand for comprehensive financial planning solutions is expected to create significant opportunities for market expansion during the forecast period.
Insurance providers are broadening their product portfolios to meet a wider range of customer needs, and universal life insurance—known for its flexibility and cash value component—plays a key role in this strategy. As part of their global expansion efforts, insurers are targeting new markets and diverse demographics. To stay competitive, they are also heavily investing in digital technologies aimed at enhancing customer experiences, streamlining operations, and delivering more personalized services. Online platforms and digital tools are becoming essential elements of the modern insurance landscape.
Today’s consumers are increasingly seeking tailored insurance solutions that reflect their unique financial goals and life circumstances. In response, insurers are offering more customizable features within universal life insurance policies. In addition, rise in awareness of the long-term benefits of permanent life insurance—such as cash value accumulation and potential tax advantages—is driving greater interest and adoption among policyholders. For instance, in 2024, OneAmerica introduced a VUL product featuring guaranteed death benefits and fully guaranteed policy charges, thus enhancing transparency and predictability for policyholders.
Segment Review:
The universal life insurance industry is segmented into type, distribution channel, and region. In terms of type, the market is fragmented into Indexed universal life insurance, variable universal life insurance, and guaranteed universal life insurance. Depending on the distribution channel, it is divided into direct sales, brokers/agents, banks, and others. Region-wise, it is analyzed across North America, Europe, Asia-Pacific, and LAMEA.
Key Findings:
By type, the indexed universal life insurance segment accounted for the largest universal life insurance market share in 2023.
Depending on distribution channel, the guaranteed universal life insurance segment generated the highest revenue in 2023.
Region wise, North America generated the highest revenue in 2023.
The key players that operate in the global universal life insurance industry are American International Group, Inc., AXA, John Hancock, MetLife Services and Solutions, LLC., Mutual of Omaha Insurance Company, Penn Mutual, Progressive Casualty Insurance Company, Protective Life Corporation, Prudential Financial, Inc., and Symetra Life Insurance Company. These players have adopted various strategies to increase their market penetration and strengthen their position in the industry.

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Key Market Segments
By Type
● Indexed Universal Life Insurance
● Variable Universal Life Insurance
● Guaranteed Universal Life Insurance
By Distribution Channel
● Direct Sales
● Brokers/Agents
● Banks
● Others
By Region
● North America
○ U.S.
○ Canada
● Europe
○ UK
○ Germany
○ France
○ Italy
○ Spain
○ Rest of Europe
● Asia-Pacific
○ China
○ Japan
○ India
○ Australia
○ South Korea
○ Thailand
○ Malaysia
○ Indonesia
○ Rest of Asia-Pacific
● LAMEA
○ Latin America
○ Middle East
○ Africa
● Key Market Players
○ John Hancock
○ MetLife Services and Solutions, LLC.
○ Mutual of Omaha Insurance Company
○ Protective Life Corporation
○ Prudential Financial, Inc.
○ American International Group, Inc.
○ AXA
○ State Farm
○ Nationwide Mutual Insurance Company
○ Principal Financial Group Inc.
○ Progressive Casualty Insurance Company
○ Penn Mutual
○ Symetra Life Insurance Company
○ Northwestern Mutual Life Insurance Company
○ Transamerica Corporation

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Table of Contents

CHAPTER 1: INTRODUCTION
1.1. Report description
1.2. Key market segments
1.3. Key benefits to the stakeholders
1.4. Research methodology
1.4.1. Primary research
1.4.2. Secondary research
1.4.3. Analyst tools and models
CHAPTER 2: EXECUTIVE SUMMARY
2.1. CXO perspective
CHAPTER 3: MARKET OVERVIEW
3.1. Market definition and scope
3.2. Key findings
3.2.1. Top impacting factors
3.2.2. Top investment pockets
3.3. Porter’s five forces analysis
3.3.1. Low bargaining power of suppliers
3.3.2. Low threat of new entrants
3.3.3. Low threat of substitutes
3.3.4. Low intensity of rivalry
3.3.5. Low bargaining power of buyers
3.4. Market dynamics
3.4.1. Drivers
3.4.1.1. Surge in adoption of low-cost insurance plans
3.4.1.2. The ability to accumulate cash value over time
3.4.2. Restraints
3.4.2.1. Interest rate sensitivity
3.4.2.2. Complexity and understanding
3.4.3. Opportunities
3.4.3.1. Rise in demand for financial planning solutions
CHAPTER 4: UNIVERSAL LIFE INSURANCE MARKET, BY TYPE
4.1. Overview
4.1.1. Market size and forecast
4.2. Indexed Universal Life Insurance
4.2.1. Key market trends, growth factors and opportunities
4.2.2. Market size and forecast, by region
4.2.3. Market share analysis by country
4.3. Variable Universal Life Insurance
4.3.1. Key market trends, growth factors and opportunities
4.3.2. Market size and forecast, by region
4.3.3. Market share analysis by country
4.4. Guaranteed Universal Life Insurance
4.4.1. Key market trends, growth factors and opportunities
4.4.2. Market size and forecast, by region
4.4.3. Market share analysis by country
CHAPTER 5: UNIVERSAL LIFE INSURANCE MARKET, BY DISTRIBUTION CHANNEL
5.1. Overview
5.1.1. Market size and forecast
5.2. Direct Sales
5.2.1. Key market trends, growth factors and opportunities
5.2.2. Market size and forecast, by region
5.2.3. Market share analysis by country
5.3. Brokers/Agents
5.3.1. Key market trends, growth factors and opportunities
5.3.2. Market size and forecast, by region
5.3.3. Market share analysis by country
5.4. Banks
5.4.1. Key market trends, growth factors and opportunities
5.4.2. Market size and forecast, by region
5.4.3. Market share analysis by country
5.5. Others
5.5.1. Key market trends, growth factors and opportunities
5.5.2. Market size and forecast, by region
5.5.3. Market share analysis by country
CHAPTER 6: UNIVERSAL LIFE INSURANCE MARKET, BY REGION
6.1. Overview
6.1.1. Market size and forecast By Region
6.2. North America
6.2.1. Key market trends, growth factors and opportunities
6.2.2. Market size and forecast, by Type
6.2.3. Market size and forecast, by Distribution Channel
6.2.4. Market size and forecast, by country
6.2.4.1. U.S.
6.2.4.1.1. Market size and forecast, by Type
6.2.4.1.2. Market size and forecast, by Distribution Channel
6.2.4.2. Canada
6.2.4.2.1. Market size and forecast, by Type
6.2.4.2.2. Market size and forecast, by Distribution Channel
6.3. Europe
6.3.1. Key market trends, growth factors and opportunities
6.3.2. Market size and forecast, by Type
6.3.3. Market size and forecast, by Distribution Channel
6.3.4. Market size and forecast, by country
6.3.4.1. UK
6.3.4.1.1. Market size and forecast, by Type
6.3.4.1.2. Market size and forecast, by Distribution Channel
6.3.4.2. Germany
6.3.4.2.1. Market size and forecast, by Type
6.3.4.2.2. Market size and forecast, by Distribution Channel
6.3.4.3. France
6.3.4.3.1. Market size and forecast, by Type
6.3.4.3.2. Market size and forecast, by Distribution Channel
6.3.4.4. Italy
6.3.4.4.1. Market size and forecast, by Type
6.3.4.4.2. Market size and forecast, by Distribution Channel
6.3.4.5. Spain
6.3.4.5.1. Market size and forecast, by Type
6.3.4.5.2. Market size and forecast, by Distribution Channel
6.3.4.6. Rest of Europe
6.3.4.6.1. Market size and forecast, by Type
6.3.4.6.2. Market size and forecast, by Distribution Channel
6.4. Asia-Pacific
6.4.1. Key market trends, growth factors and opportunities
6.4.2. Market size and forecast, by Type
6.4.3. Market size and forecast, by Distribution Channel
6.4.4. Market size and forecast, by country
6.4.4.1. China
6.4.4.1.1. Market size and forecast, by Type
6.4.4.1.2. Market size and forecast, by Distribution Channel
6.4.4.2. Japan
6.4.4.2.1. Market size and forecast, by Type
6.4.4.2.2. Market size and forecast, by Distribution Channel
6.4.4.3. India
6.4.4.3.1. Market size and forecast, by Type
6.4.4.3.2. Market size and forecast, by Distribution Channel
6.4.4.4. Australia
6.4.4.4.1. Market size and forecast, by Type
6.4.4.4.2. Market size and forecast, by Distribution Channel
6.4.4.5. South Korea
6.4.4.5.1. Market size and forecast, by Type
6.4.4.5.2. Market size and forecast, by Distribution Channel
6.4.4.6. Thailand
6.4.4.6.1. Market size and forecast, by Type
6.4.4.6.2. Market size and forecast, by Distribution Channel
6.4.4.7. Malaysia
6.4.4.7.1. Market size and forecast, by Type
6.4.4.7.2. Market size and forecast, by Distribution Channel
6.4.4.8. Indonesia
6.4.4.8.1. Market size and forecast, by Type
6.4.4.8.2. Market size and forecast, by Distribution Channel
6.4.4.9. Rest of Asia-Pacific
6.4.4.9.1. Market size and forecast, by Type
6.4.4.9.2. Market size and forecast, by Distribution Channel
6.5. LAMEA
6.5.1. Key market trends, growth factors and opportunities
6.5.2. Market size and forecast, by Type
6.5.3. Market size and forecast, by Distribution Channel
6.5.4. Market size and forecast, by country
6.5.4.1. Latin America
6.5.4.1.1. Market size and forecast, by Type
6.5.4.1.2. Market size and forecast, by Distribution Channel
6.5.4.2. Middle East
6.5.4.2.1. Market size and forecast, by Type
6.5.4.2.2. Market size and forecast, by Distribution Channel
6.5.4.3. Africa
6.5.4.3.1. Market size and forecast, by Type
6.5.4.3.2. Market size and forecast, by Distribution Channel
CHAPTER 7: COMPETITIVE LANDSCAPE
7.1. Introduction
7.2. Top winning strategies
7.3. Product mapping of top 10 player
7.4. Competitive dashboard
7.5. Competitive heatmap
7.6. Top player positioning, 2023
CHAPTER 8: COMPANY PROFILES
8.1. American International Group, Inc.
8.1.1. Company overview
8.1.2. Key executives
8.1.3. Company snapshot
8.1.4. Operating business segments
8.1.5. Product portfolio
8.1.6. Business performance
8.2. AXA
8.2.1. Company overview
8.2.2. Key executives
8.2.3. Company snapshot
8.2.4. Operating business segments
8.2.5. Product portfolio
8.2.6. Business performance
8.3. John Hancock
8.3.1. Company overview
8.3.2. Key executives
8.3.3. Company snapshot
8.3.4. Operating business segments
8.3.5. Product portfolio
8.3.6. Business performance
8.4. MetLife Services and Solutions, LLC.
8.4.1. Company overview
8.4.2. Key executives
8.4.3. Company snapshot
8.4.4. Operating business segments
8.4.5. Product portfolio
8.4.6. Business performance
8.5. Mutual of Omaha Insurance Company
8.5.1. Company overview
8.5.2. Key executives
8.5.3. Company snapshot
8.5.4. Operating business segments
8.5.5. Product portfolio
8.6. Penn Mutual
8.6.1. Company overview
8.6.2. Key executives
8.6.3. Company snapshot
8.6.4. Operating business segments
8.6.5. Product portfolio
8.6.6. Business performance
8.7. Progressive Casualty Insurance Company
8.7.1. Company overview
8.7.2. Key executives
8.7.3. Company snapshot
8.7.4. Operating business segments
8.7.5. Product portfolio
8.7.6. Business performance
8.8. Protective Life Corporation
8.8.1. Company overview
8.8.2. Key executives
8.8.3. Company snapshot
8.8.4. Operating business segments
8.8.5. Product portfolio
8.8.6. Business performance
8.9. Prudential Financial, Inc.
8.9.1. Company overview
8.9.2. Key executives
8.9.3. Company snapshot
8.9.4. Operating business segments
8.9.5. Product portfolio
8.9.6. Business performance
8.10. Symetra Life Insurance Company
8.10.1. Company overview
8.10.2. Key executives
8.10.3. Company snapshot
8.10.4. Operating business segments
8.10.5. Product portfolio
8.10.6. Business performance
8.11. Northwestern Mutual Life Insurance Company
8.11.1. Company overview
8.11.2. Key executives
8.11.3. Company snapshot
8.11.4. Operating business segments
8.11.5. Product portfolio
8.12. State Farm
8.12.1. Company overview
8.12.2. Key executives
8.12.3. Company snapshot
8.12.4. Operating business segments
8.12.5. Product portfolio
8.13. Nationwide Mutual Insurance Company
8.13.1. Company overview
8.13.2. Key executives
8.13.3. Company snapshot
8.13.4. Operating business segments
8.13.5. Product portfolio
8.14. Principal Financial Group Inc.
8.14.1. Company overview
8.14.2. Key executives
8.14.3. Company snapshot
8.14.4. Operating business segments
8.14.5. Product portfolio
8.14.6. Business performance
8.15. Transamerica Corporation
8.15.1. Company overview
8.15.2. Key executives
8.15.3. Company snapshot
8.15.4. Operating business segments
8.15.5. Product portfolio