When it comes to insurance, many Americans aren’t sure who they can trust. However, one company that’s built a reputation for quality and reliability is Colonial Life. With top ratings from A.M. Best and the BBB, millions of employees and family members rely on this company’s life insurance offerings.

The company’s Colonial Life update 2025 is based on a deep understanding of what its customers need. This is what led founder Edwin F. Averyt to hire women as his first sales force in the 1930s, recognizing that women often had more in common with other working people than men. This strategy has continued to pay dividends, and it’s a core aspect of the company’s culture today.

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In addition to a commitment to customer service, the company has stayed ahead of industry trends by continuously offering new products. As a result, its customer base continues to grow. Despite this, the insurance market is competitive, and Colonial Life faces challenges like every other carrier.

Among these challenges is convincing people that they need insurance to protect themselves and their families. In a 2013 survey, when asked what they would do with an extra $200 right now, most respondents chose to buy a new electronic device rather than invest it in insurance coverage.

In the past, the company’s strong financial ratings have helped to bolster its reputation as a trustworthy insurer. However, its poor ratings with the NAIC Complaint Index and an inconsistent customer complaint ratio are a cause for concern. However, the company does offer a user-friendly experience that includes online and fax claims filing options.