Lincoln Heritage Funeral Advantage Reviews (2026)
Lincoln Heritage Life Insurance Company is a whole life burial insurance carrier with a strong financial record. Asurgo is not affiliated with Lincoln Heritage and does not sell its policies. This page reviews what the carrier publishes, what it does not publish, and what that means for buyers.
The product
What is the Funeral Advantage program?
Funeral Advantage is the brand name Lincoln Heritage Life Insurance Company uses for its burial insurance product. It is a whole life policy, which means the price stays the same for life and the coverage never expires.
Every policy includes a membership in the Funeral Consumer Guardian Society (FCGS), a service that helps your family arrange the funeral when you pass. That bundled service is what separates Funeral Advantage from other burial insurance products.
The product is sold by captive agents, meaning the agents represent only Lincoln Heritage. They cannot show you prices from other carriers. Funeral Advantage is not sold in New York or Washington. Issue ages run from 0 to 85, with no medical exam. A $100,000 additional accidental death benefit is available.
| Lincoln Heritage | |
|---|---|
| AM Best rating | A (Excellent), Stable. Affirmed 4 August 2026; upgraded from A− on 24 July 2025. |
| BBB rating | A+ accredited since 1981. 3.91/5 across 122 customer reviews. 59 complaints in three years. |
| Product | Whole life burial insurance (Funeral Advantage) |
| Coverage | $5,000 to $20,000 (see §6 for the $35,000 discrepancy) |
| Medical exam | No. One page of health questions. |
| Issue ages | 0 to 85 |
| Price structure | Level for life (never increases) |
| States | 48 states + DC. Not sold in New York or Washington. |
| Distribution | Captive agents only (in-home visits, phone) |
| Bundled service | Funeral Consumer Guardian Society (FCGS) concierge |
The pitch
What is the Funeral Advantage program that assists seniors?
Lincoln Heritage markets Funeral Advantage as "the program that assists seniors" in direct mail, television ads, and its website at funeraladvantage.com. The phrase appears in Google search results because it is printed across hundreds of pages on the carrier's own site.
The product behind the phrase is a whole life burial insurance policy with a funeral planning concierge. It is a real insurance product from a real carrier. It is not a government program, not a nonprofit, and not free.
What the marketing does not tell you is what the policy costs. Lincoln Heritage does not publish a rate card. Its agents can only show you Lincoln Heritage's own price. To know whether that price is competitive, you need a comparison from an independent source.
Trust
Is the Funeral Advantage program legitimate?
Yes. Lincoln Heritage Life Insurance Company has been in business since 1963. It holds an AM Best financial strength rating of A (Excellent), Stable, affirmed 4 August 2026. That rating was upgraded from A− on 24 July 2025. AM Best is an independent agency that grades how financially strong insurers are.
Lincoln Heritage also holds a BBB A+ accredited business rating, with accreditation dating to 1981. BBB customer reviews average 3.91 out of 5 across 122 reviews, with 59 complaints closed in the past three years. (Retrieved 2026-09-08 from bbb.org.)
For context, that BBB record is materially better than Colonial Penn's. Lincoln Heritage is not a scam.
The company is a subsidiary of Londen Insurance Group, Inc., based in Phoenix. It is licensed to sell insurance in 48 states and DC. It is not licensed in New York or Washington.
Pricing
What does Lincoln Heritage cost?
Lincoln Heritage does not publish a rate card. Its agents sell in the home, and the price you are quoted depends on your age, gender, health answers, and coverage amount. No rate sheet is available on its website or in any public filing we could locate.
What the carrier does publish, on funeraladvantage.com, is the phrase: "low rates starting at just $15 a month." That is their only public price statement.
The carrier's own website also publishes "Monthly Premium Rates" tables for 46 states. Those tables show figures like $56 for a 65-year-old man with $10,000 of coverage in good health. But every table carries the same footnote, printed four times per page:
"* Estimated rates do not reflect the rates of any particular life insurance company." funeraladvantage.com, footnote beneath every rate table. Retrieved 2026-09-08.
The figures on those tables are not Lincoln Heritage's rates. The carrier says so itself. What a Lincoln Heritage agent actually quotes you for the same profile may be higher, lower, or the same. Without a published rate card, there is no way to verify from outside.
What you can compare instead
Carriers whose rates are published and verifiable:
| Age | Mutual of Omaha (F / M) | Transamerica (F / M) |
|---|---|---|
| 60 | $33 / $43 | $35 / $45 |
| 65 | $41 / $56 | $44 / $58 |
| 70 | $53 / $74 | $56 / $77 |
| 75 | $68 / $95 | $72 / $98 |
| 80 | $85 / $120 | $92 / $125 |
Lincoln Heritage advertises "low rates starting at just $15 a month." Whether the price an agent quotes you is higher or lower than the table above is something only a side-by-side comparison can answer.
See your actual rate from 25+ carriers
Asurgo does not sell Lincoln Heritage. We compare carriers whose rates are published and verifiable.
The carrier's own site
funeraladvantage.com: what it does and does not tell you
Lincoln Heritage's consumer website publishes "Monthly Premium Rates" tables for 46 states (30 in English, 16 in Spanish). We reviewed every one of them. Here is what we found.
The tables are identical across all states
43 of the 46 state pages are byte-for-byte identical across all 56 figures. The three exceptions differ only by dropped cells or missing tables, not by different numbers. No state page, in either language, shows a single figure that differs from any other state page.
We verified this four ways: twelve state pages hashed identical; California and Florida were compared cell by cell; Wayback Machine snapshots from 2024-07-20 and 2025-07-08 carry the same 56 figures as the current pages.
A sample (California and Florida, identical to the dollar):
| $5,000 good health | $5,000 no health questions | $10,000 good health | $10,000 no health questions | |
|---|---|---|---|---|
| Man, 65 | $29 | $35 | $56 | $68 |
| Man, 80 | $65 | $82 | $126 | $162 |
| Woman, 65 | $22 | $28 | $41 | $55 |
| Woman, 80 | $48 | $64 | $93 | $126 |
The footnote beneath every table, printed four times per page:
"* Estimated rates do not reflect the rates of any particular life insurance company." funeraladvantage.com, appearing beneath all 325 rate tables across 71 pages. Retrieved 2026-09-08.
The disclaimer is printed on their page. They are not hiding it. But a reader who sees a table headed "Monthly Premium Rates" on a page branded "Funeral Advantage" would reasonably expect those to be Funeral Advantage rates. The footnote says otherwise.
One more detail
The tables include a column headed "No Health Questions Asked," which describes guaranteed issue (a policy with no health questions). But Lincoln Heritage's own application page says applicants answer health questions. The column heading describes a product category, not this carrier's product.
The numbers
Why every review site quotes a different maximum
Lincoln Heritage's own website publishes two different maximum coverage figures on two different pages.
On funeraladvantage.com/program-details/:
"Funeral Advantage Pays Up To $35,000 Cash To Your Loved Ones" funeraladvantage.com/program-details/, retrieved 2026-09-09
On the same page, lower down:
"Whole life benefits available up to $20,000." funeraladvantage.com/program-details/, same URL, retrieved 2026-09-09
Across all 312 pages in their sitemap, $35,000 appears in 186 coverage statements. $20,000 appears in 5. The five $20,000 references are all on pages where the company explains the actual product details. A variant page at /program-details-b/ publishes $35,000 where the original says $20,000. Both pages are live, both are indexed, and both are self-canonical.
This is why review sites disagree on the maximum. Some read the call-to-action box ($35,000). Some read the product description ($20,000). Both numbers come from the carrier's own site.
The modified benefit
What happens if you die in the first years
Lincoln Heritage offers two benefit classes. If your health answers qualify you, you get immediate coverage: the full payout is available from day one. If you do not qualify, you receive the modified benefit.
For the modified benefit, the carrier's own language says:
"Limited benefits for non-accidental death during the first years." funeraladvantage.com, retrieved 2026-09-08
The carrier does not publish the exact waiting period length or the payout formula for the modified tier on its consumer site. It does publish "2 to 3 years" and "refund all the premiums you paid, plus interest, usually 10%," but those statements are scoped to "guaranteed issue burial life insurance" as a general category, not specifically to the Funeral Advantage modified plan.
Accidental death is covered at the full amount from day one on both tiers.
What other sources say
We checked six independent review sites. They give six different answers for the waiting period length and a payout spread from "premiums back" to "premiums plus 20%." That disagreement is itself a finding: the carrier publishes too little for anyone outside the company to give a precise answer.
If you are considering the modified benefit, ask for the outline of coverage for policy form ICC13FEAPPR in writing before you sign. That form number is printed on all 312 of the carrier's own pages.
Reputation
Lincoln Heritage's complaint and financial record
Financial strength
AM Best rating: A (Excellent), Stable. Affirmed 4 August 2026. Upgraded from A− on 24 July 2025. (Source: AM Best, AMB #006694, retrieved 2026-09-08.)
Rating history: 2026-08-04 A, 2025-07-24 A, 2024-07-17 A−, 2023-07-07 A−, 2022-06-21 A−.
One detail worth noting: the carrier's own /reviews/ page says "Rated A- Excellent by A.M. Best" in its body text, while the same page's footer says "has rated us A (Excellent)." The footer is correct as of August 2026. The body text reflects the pre-upgrade rating. (Retrieved 2026-09-08.)
BBB record
BBB letter grade: A+, accredited since 1981.
BBB customer reviews: 3.91 out of 5 across 122 reviews. 59 complaints closed in the past three years. (Source: bbb.org, retrieved 2026-09-08.)
Common complaint themes: premium pricing higher than expected, difficulty canceling, and confusion about modified versus immediate benefit terms.
For context, that BBB record is stronger than Colonial Penn's across all three measures: letter grade, star average, and complaint volume relative to size.
The search query
Is Lincoln Heritage a pyramid scheme?
No. Lincoln Heritage is a licensed insurance company regulated by state insurance departments. It is rated A (Excellent) by AM Best. It is not a pyramid scheme.
The confusion comes from the company's agent recruitment model. Lincoln Heritage uses captive agents who sell only its products. The company recruits agents aggressively, and from the outside, recruitment-focused hiring can look like multi-level marketing.
The difference: Lincoln Heritage agents earn commissions from selling real insurance policies to real buyers. Commissions come from policy sales, not from recruiting other agents. Insurance agents must hold a state license, and the commission structure is regulated. That is the defining line between an insurance company and a pyramid scheme.
The criticism is about agent experience and turnover, not about the product. Funeral Advantage is a real, regulated whole life policy. Buying the product and selling the product are two different things.
The bundled service
The Funeral Consumer Guardian Society
Every Funeral Advantage policy includes a membership in the Funeral Consumer Guardian Society (FCGS). Lincoln Heritage calls the membership free.
The FCGS helps your family when you pass. It connects them with funeral homes, helps manage arrangements, and negotiates prices on their behalf. For families who have not pre-planned, this is a genuinely useful service. No other major burial insurance carrier bundles anything comparable.
What the FCGS's own site says
The FCGS's own website footnotes its core benefit:
"* $105 fee in order for FCGS to take assignment on insurance and pay the bill." FCGS website, retrieved 2026-09-08
Both statements are true. The membership is bundled at no extra charge. The $105 fee applies when FCGS takes assignment of the insurance payout to pay the funeral home directly. Lincoln Heritage publishes the first statement where buyers look. FCGS publishes the second on its own site.
Governance
Every policyholder is automatically enrolled as a voting member of the FCGS. The society publishes a members' proxy for an annual meeting to elect directors. Per BBB records, the FCGS was incorporated 7/24/2001 in Indiana.
The FCGS is a real service. It is not insurance. It does not increase your payout or reduce your price. The question is whether the concierge justifies the price difference between Funeral Advantage and a comparable policy from another carrier. For families who already have a funeral home in mind, the service adds limited practical value.
Next steps
How to find out what you would actually pay
Because Lincoln Heritage does not publish a rate card, two steps will tell you more than any review site can.
- Ask the Lincoln Heritage agent for the outline of coverage for policy form ICC13FEAPPR in writing. That form number is printed on all 312 of the carrier's own pages. The outline will show you the exact waiting period, the exact payout formula for the modified benefit, and the premium for your age and coverage amount. Do not sign without it.
- Get a comparison quote from an independent broker. An independent broker represents 25+ carriers and can show you the same coverage from Mutual of Omaha, Transamerica, AIG, and others in one call. The comparison takes about 10 minutes by phone.
The free-look period
Lincoln Heritage's California page says the free-look period "begins 10 days after you receive the policy." California Insurance Code § 10127.10(a) gives buyers aged 60 and over not less than 30 days from receipt. If you are in California and over 60, your free-look window is 30 days, not 10, regardless of what the carrier's page says. (Statute retrieved 2026-09-08.)
Free-look periods vary by state. During the free-look window, you can cancel for a full refund. Use the time to compare.
Compare 25+ carriers in one call
Asurgo does not sell Lincoln Heritage. We compare carriers whose rates are published and verifiable.
Fit
Who Lincoln Heritage is right for
Lincoln Heritage may be the right choice if:
- You want the FCGS funeral concierge for your family
- You prefer a local, in-person agent over phone or online
- You have health issues that other carriers decline, and Lincoln Heritage's modified plan accepts you
- Convenience matters more than price to you
Lincoln Heritage is probably not the right choice if:
- You want to see the price before the agent arrives
- You want to compare more than one carrier
- You can answer a short health questionnaire (most people can, which qualifies you at carriers whose rates are published)
- You need more than $20,000 of coverage
Common questions
Frequently asked questions
What is the Funeral Advantage program?
Funeral Advantage is Lincoln Heritage's brand name for its whole life burial insurance product. It covers $5,000 to $20,000 (the company's own program-details page says $20,000, though a different page says $35,000). Every policy includes a membership in the Funeral Consumer Guardian Society, a concierge that helps your family arrange the funeral. The product is sold by captive agents who represent only Lincoln Heritage.
Is the Funeral Advantage program legitimate?
Yes. Lincoln Heritage has been in business since 1963. It holds an AM Best A (Excellent) rating, affirmed August 4, 2026, and a BBB A+ accredited rating. The Funeral Advantage policy is a real, regulated whole life insurance contract. It is not a scam.
How much does Lincoln Heritage cost per month?
Lincoln Heritage does not publish a rate card. Its consumer website shows rate tables for 46 states, but every table carries the footnote: "Estimated rates do not reflect the rates of any particular life insurance company." The only way to get a real Lincoln Heritage price is to request a quote from one of their agents or compare carriers through an independent broker.
Is Lincoln Heritage a pyramid scheme?
No. Lincoln Heritage is a licensed insurance company, not a pyramid scheme. Agents earn commissions from selling policies, not from recruiting. The confusion comes from aggressive agent hiring that can look like multi-level marketing from the outside. Insurance agents must hold a state license, and commission structures are regulated.
Does Lincoln Heritage require a medical exam?
No. Lincoln Heritage uses one page of health questions with no medical exam. Applicants whose answers qualify them get immediate, day-one coverage. Applicants who do not qualify get the modified benefit plan with limited payouts in the first years.
What happens in the first years of a modified policy?
The carrier says "limited benefits for non-accidental death during the first years" but does not publish the exact waiting period or payout formula on its consumer site. Other sources give answers ranging from "premiums back" to "premiums plus 20%." Ask for the outline of coverage for form ICC13FEAPPR in writing before signing.
Can I switch from Lincoln Heritage to another carrier?
Yes. You can buy a new policy from another carrier at any time. Once your new policy is active, you can cancel Lincoln Heritage. There is no cancellation penalty. Your new price will be based on your current age, so switching sooner saves more.
What is the Funeral Consumer Guardian Society?
The FCGS is a membership bundled with every Funeral Advantage policy. Lincoln Heritage calls the membership free. The FCGS helps your family arrange the funeral and negotiate prices. Its own website footnotes a $105 fee for FCGS to take assignment on the insurance and pay the funeral bill directly. Every policyholder is automatically enrolled as a voting member.
Related pages
About this review
Methodology and sources
Nicholas Norminton, licensed insurance agent
Nicholas is an independent insurance agent and the founder of Asurgo. He reviews carriers by reading their public filings, quoting their products, and comparing the numbers against 25+ other carriers on Asurgo's panel. Asurgo does not sell Lincoln Heritage policies.
Sources and verification
This review is based on publicly available documents. No information was obtained from agent platforms, quoting engines, or any source whose terms restrict republication.
AM Best rating verified directly from AM Best (AMB #006694). BBB data from bbb.org. Rate table analysis from funeraladvantage.com state pages. Coverage statements verified across all 312 sitemap URLs. Wayback Machine snapshots from 2024-07-20 and 2025-07-08 referenced for rate table consistency. California free-look statute: Insurance Code § 10127.10(a). All retrievals dated 2026-09-08 or 2026-09-09.
Asurgo carrier rates (Mutual of Omaha, Transamerica) are from current rate sheets on file with Asurgo. Individual rates vary by state, health, and coverage amount.
If any fact on this page no longer matches the carrier's current published material, call (855) 380-9555.
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