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The performance of a life insurance company can make a big difference to anyone who buys a life insurance policy. The way some experts talk you would get the impression that all life insurance policies are the same regardless of which company you buy from.

If you were going to purchase an automobile you would visit a dealership that sells the kind of car you like, you would consider certain features that may appeal to you and you would pay special attention to the cost. If you don't get your needs met you find another company and do the same thing all over again.

When you decide to purchase a home you have a pretty good idea of the neighborhood you would like to live in, the style and size of home and of course the amount you would like to spend. You contact a real estate agent and if that person does not find something to fit your needs you find another agent.

When you purchase life insurance you should also pay attention to the type of policy that would fit your particular need, the amount of insurance and of course the cost. There is one other thing that you should also give serious consideration and that is the life insurance company itself...

How strong, financially speaking, is this company? How long have they been in business? How well do they perform when compared with similar types of companies? Of course you also want to know how well their premiums compare with other companies.

Some so called experts would like you to think that all life insurance companies are the same. There is nothing further from the truth. Some companies keep their term insurance premiums lower than the rest because they simply are more efficiently operated companies...

Their expenses are lower than others and their investments yield them more. The interesting thing is that these companies have been performing well for a very long time. Their cash values on permanent policies are higher than the rest and so are their dividends. Dividends are not guaranteed but there are life insurance companies paying very high dividends for more than 50 years...some more than 70 years.

As a result of exceptional performance premium rates get reduced. Don't believe the nonsense that all life insurance companies are the same. This is definitely not true. Do your own research through Consumer Reports and other companies that specialize in providing such information like the A. M. Best Company. The results may surprise you.