Lincoln Heritage Funeral Advantage Review (2026)
Lincoln Heritage Life Insurance Company (AM Best A, BBB A+) is a captive final expense carrier offering whole life burial insurance with coverage from $5,000 to $35,000, no medical exam, and a built-in funeral concierge service. Premiums run 20% to 40% higher than comparable independent-carrier coverage (source: Asurgo multi-carrier rate comparison, 2026).
At a Glance
Lincoln Heritage at a Glance
| Lincoln Heritage | |
|---|---|
| AM Best Rating | A (Excellent) |
| BBB Rating | A+ (4.2/5 stars from customers) |
| Product | Final expense whole life (Funeral Advantage) |
| Coverage amounts | $5,000 - $35,000 |
| Medical exam required? | No |
| Age range | 0-85 |
| Waiting period | Modified benefit (2 years) for some applicants |
| States available | Most US states |
| Best for | Seniors who value the Funeral Advantage concierge service |
| Not ideal for | Price-sensitive applicants who can qualify at other carriers |
Strengths
What Lincoln Heritage Does Well
Funeral Concierge Service
Lincoln Heritage's signature differentiator. When the policyholder passes, the family calls a toll-free number and gets connected to a funeral planning concierge who helps coordinate arrangements. This is genuinely useful for families who may be overwhelmed during a loss.
Financial Strength
AM Best A rating. BBB A+. The company has been in business since 1963 and has paid billions in claims. There is no question about their ability to pay.
Simple Product
One product, one purpose: pay for your funeral. No confusing product lineup or upsells.
In-Person Agents
Lincoln Heritage uses a large field force of local agents. If you prefer face-to-face conversations over phone applications, that is an advantage.
Drawbacks
Where Lincoln Heritage Falls Short
Price
This is the primary drawback. Lincoln Heritage consistently prices 25% to 100% above comparable carriers for the same coverage amount, age, and health profile. A 70-year-old non-tobacco female paying $75/month at Lincoln Heritage for $10,000 of coverage could get the same coverage for $53/month from Mutual of Omaha or $55/month from Transamerica.
Maximum Coverage Capped at $35,000
Many carriers offer up to $50,000. If you need more than $35,000 in coverage, Lincoln Heritage cannot accommodate you.
Single-Carrier Limitation
Lincoln Heritage agents sell only Lincoln Heritage. They cannot show you alternatives or tell you if another carrier offers better rates for your health situation. An independent broker compares multiple carriers.
Modified Benefit on Some Policies
Applicants who do not qualify for full underwriting receive a modified benefit plan with a 2-year waiting period for natural-cause death. The modified plan only returns premiums paid + 10% interest during the first two years. Other carriers may offer Graded benefit (which pays a percentage) or may even approve the same applicant at Level day-one.
Rate Comparison
Lincoln Heritage Rates vs. Independent Carrier Rates
Lincoln Heritage final expense rates vary by age, gender, and health status, with estimated monthly premiums for a $10,000 policy ranging from $45 to $120 for applicants aged 60 to 75. Based on published reviews and industry data, here is how their pricing compares to carriers available through Asurgo:
Estimated Monthly Rates: $10,000 Final Expense, Non-Tobacco
| Age | Lincoln Heritage (est.) | Mutual of Omaha | Transamerica | Savings |
|---|---|---|---|---|
| 60 | $45-$55 | $33 (F) / $43 (M) | $35 (F) / $45 (M) | 20-40% less |
| 65 | $55-$70 | $41 (F) / $56 (M) | $44 (F) / $58 (M) | 20-35% less |
| 70 | $70-$95 | $53 (F) / $74 (M) | $56 (F) / $77 (M) | 20-30% less |
| 75 | $90-$120 | $68 (F) / $95 (M) | $72 (F) / $98 (M) | 20-25% less |
| 80 | $115-$155 | $85 (F) / $120 (M) | $92 (F) / $125 (M) | 20-25% less |
See your actual rate from top carriers
We compare Mutual of Omaha, Transamerica, Aflac, Aetna, AIG, and more to find your lowest qualifying rate.
The Product
Lincoln Heritage Funeral Advantage: Cost, Rates, and the Waiting Period
What Is Lincoln Heritage Funeral Advantage?
Lincoln Heritage Funeral Advantage is a single-carrier whole life burial insurance product offered in guaranteed-issue and simplified-issue tiers, sold by Lincoln Heritage Life Insurance Company to cover funeral and final expenses with no medical exam.
How the Funeral Advantage program works
Funeral Advantage is a whole life insurance policy with coverage amounts from $5,000 to $35,000. Premiums are locked at the time of purchase and never increase. The death benefit is paid to your beneficiary or can be assigned directly to a funeral home.
Every Funeral Advantage policy includes a membership in the Funeral Consumer Guardian Society (FCGS), a concierge service that helps your family coordinate funeral arrangements when you pass. This bundled service is Lincoln Heritage's main differentiator in the final expense market.
Guaranteed issue vs. simplified issue tiers
Funeral Advantage has two underwriting paths. The simplified-issue tier asks a short set of health questions with no medical exam. Applicants who qualify get immediate, first-day coverage. The guaranteed-issue tier accepts applicants regardless of health but applies a graded death benefit for roughly the first two years.
Which tier you land in depends on your answers to the health questions. The simplified-issue tier offers better coverage terms, while the guaranteed-issue tier serves as a safety net for applicants who cannot qualify elsewhere.
Who it is marketed to
Lincoln Heritage markets Funeral Advantage primarily to seniors ages 50 to 85 who want no-exam burial insurance. The product is sold through a captive agent force, meaning Lincoln Heritage agents sell only Lincoln Heritage products. Marketing channels include direct mail, telemarketing, television advertising, and door-to-door home visits.
2026 Pricing
How Much Does Lincoln Heritage Funeral Advantage Cost in 2026?
Lincoln Heritage Funeral Advantage rates start around $15/month and rise sharply with age, gender, coverage amount, and health tier. A guaranteed-issue policy for an older applicant can cost meaningfully more than the same coverage shopped across multiple carriers.
2026 sample rate table
The table below shows monthly premiums for Lincoln Heritage Funeral Advantage whole life, non-tobacco, simplified-issue tier. All figures are female / male.
| Coverage | Age 50 F / M | Age 60 F / M | Age 70 F / M | Age 80 F / M |
|---|---|---|---|---|
| $5,000 | $18.97 / $22.68 | $24.59 / $31.72 | $39.93 / $45.59 | $74.06 / $93.16 |
| $10,000 | $34.88 / $42.30 | $46.11 / $60.38 | $76.81 / $88.13 | $145.06 / $183.26 |
| $15,000 | $50.80 / $61.91 | $67.64 / $89.05 | $113.68 / $130.66 | $216.06 / $273.36 |
| $20,000 | $66.71 / $81.53 | $89.17 / $117.71 | $150.55 / $173.20 | $287.06 / $363.46 |
See your actual rate from 25+ carriers
Same coverage, side-by-side pricing. Free, no obligation, no medical exam.
Coverage Terms
Is There a Waiting Period on Funeral Advantage?
Yes. On the guaranteed-issue tier a graded death benefit applies, meaning the first roughly two years refund premiums plus interest (not the full face amount) for non-accidental death. Healthier applicants who qualify for the simplified-issue tier may get first-day, immediate coverage.
Graded death benefit mechanics (years 1-2)
If a guaranteed-issue policyholder passes from non-accidental causes during the graded period, the beneficiary receives a return of all premiums paid plus interest rather than the full face amount. Accidental death is covered at the full face amount from day one regardless of tier.
After the graded period ends (typically two years), the full death benefit applies for the life of the policy. This waiting-period structure is standard across most guaranteed-issue final expense products in the market, not unique to Lincoln Heritage.
When first-day coverage is possible
Applicants who qualify for the simplified-issue tier based on their health answers may receive immediate, first-day coverage with no graded period. The qualification depends on answering the health questionnaire favorably.
It is worth noting that other carriers may approve the same applicant at a level (first-day) benefit when Lincoln Heritage would place them on the graded tier. Because different carriers use different health questions and underwriting guidelines, shopping across multiple carriers can sometimes eliminate the waiting period entirely for the same applicant.
Coverage Limits
What Is the Maximum Coverage on Funeral Advantage?
The maximum face amount on Lincoln Heritage Funeral Advantage is $35,000, which covers most U.S. funeral and burial costs but may fall short in higher-cost regions or for larger final-expense needs.
According to the National Funeral Directors Association (NFDA), the median U.S. funeral cost runs in the range of $7,000 to $9,000 depending on the type of service. For most families, $35,000 is more than enough to cover funeral, burial, and related expenses.
However, if you need coverage above $35,000 for additional final expenses, outstanding debts, or legacy purposes, Lincoln Heritage cannot accommodate you. Several independent carriers offer face amounts up to $50,000 or higher.
Bundled Benefit
What Is the Funeral Consumer Guardian Society (FCGS)?
The Funeral Consumer Guardian Society (FCGS) is a membership benefit bundled with Funeral Advantage policies that provides funeral price negotiation and at-need family support. It is a genuine service, but it is an add-on, not insurance coverage, and should not be confused with policy value.
When a policyholder passes, the family calls a dedicated FCGS number and receives help with selecting a funeral home, coordinating arrangements, and negotiating pricing. The FCGS can also facilitate assigning the death benefit directly to the funeral provider so the family does not have to manage payment logistics during a difficult time.
This concierge service is Lincoln Heritage's most distinctive feature. No other major final expense carrier bundles a comparable funeral planning service with their policy. For families who have not pre-planned funeral arrangements and do not have someone to coordinate logistics, the FCGS can be genuinely helpful.
That said, the FCGS is a service, not additional insurance coverage. It does not increase your death benefit or reduce your premium. The question for most buyers is whether the concierge service justifies the price difference between Funeral Advantage and a comparable policy from an independent carrier. For families who already have a funeral home in mind or have done any pre-planning, the service adds limited practical value.
Trust & Reputation
Is Lincoln Heritage Legitimate?
Yes, Lincoln Heritage Life Insurance Company is a legitimate insurance carrier. Founded in 1963, it holds an AM Best A (Excellent) financial strength rating and a BBB A+ accredited business rating. It is not a pyramid scheme or scam. However, its Funeral Advantage premiums are typically 20 to 40 percent higher than comparable independent-carrier coverage.
Financial Strength and Licensing
Lincoln Heritage's credentials as a legitimate insurer include:
- AM Best rated: A (Excellent) financial strength rating, indicating strong ability to meet ongoing claim obligations
- BBB accredited: A+ business rating from the Better Business Bureau
- State-licensed: authorized to sell insurance in all 50 states and the District of Columbia
- Family-owned: a subsidiary of Londen Insurance Group, Inc., the Phoenix-based parent company
- In business since 1963: over 60 years of continuous operation, with billions paid in claims
Lincoln Heritage is not a scam, not a pyramid scheme, and they pay claims. They are a real insurance company that sells a real product. The question for consumers is not whether Lincoln Heritage is legitimate, but whether their rates are competitive for your situation.
Is Lincoln Heritage a Pyramid Scheme?
No. Lincoln Heritage uses a captive agent model, meaning their agents sell only Lincoln Heritage products. This is a standard insurance distribution model, not a pyramid scheme. Agents earn commissions on policies they sell, which is how all insurance agents are compensated. The confusion may arise because Lincoln Heritage actively recruits agents, which can look similar to multi-level marketing from the outside. But selling insurance requires a state license, and the commission structure is regulated by state insurance departments.
Product Scam Concerns
No. Lincoln Heritage's final expense product is a legitimate, regulated whole life insurance policy. For a detailed breakdown of the product, its concierge service, and how its pricing compares, see our Funeral Advantage section above.
Lincoln Heritage Complaints and Reviews
Lincoln Heritage's reputation data tells a two-sided story:
- BBB rating: Lincoln Heritage holds an A+ accredited business rating from the Better Business Bureau. However, BBB customer reviews average roughly 1 to 2 out of 5 stars, with several hundred complaints closed in the past three years.
- NAIC complaint index: per the NAIC Consumer Insurance Search, Lincoln Heritage's life complaint index has run below the 1.0 national median in recent years (around 0.72 to 0.75), meaning fewer formal regulatory complaints than expected for a company its size.
The takeaway: formal regulatory complaints filed with state insurance departments are below average, while volunteered consumer reviews skew negative. Common complaint themes include premium pricing higher than expected (addressed in our rate comparison above), difficulty canceling or switching policies, and confusion about modified or graded benefit terms on some policies.
If you currently have a Lincoln Heritage policy and are considering alternatives, see our FAQ below on switching carriers.
The Search Query, Answered
Is Lincoln Heritage a Pyramid Scheme?
No. Lincoln Heritage is not a pyramid scheme. It is a licensed life insurance company regulated by state insurance departments and rated A (Excellent) by AM Best. However, its agent recruitment model has drawn comparisons to multi-level marketing online.
Lincoln Heritage uses a captive agent model where agents can only sell Lincoln Heritage products. The company recruits agents aggressively, and some online critics compare this recruitment-focused approach to MLM structures. This is where the "pyramid scheme" label comes from in search results.
The key difference is that Lincoln Heritage sells a real, regulated insurance product. Agents earn commissions from policy sales to real customers, not from recruiting other agents. The criticism is about agent experience and turnover, not the legitimacy of the insurance product itself.
For consumers comparing final expense options, the more relevant question is whether Lincoln Heritage's rates are competitive. As a captive carrier, Lincoln Heritage agents cannot show you quotes from competing companies. An independent broker can compare Lincoln Heritage's rates against 25+ carriers to find the lowest premium for your situation.
Is It Right for You?
Who Should Consider Lincoln Heritage
Lincoln Heritage may be the right choice if:
- You specifically want the Funeral Advantage concierge service for your family
- You prefer working with a local, in-person agent rather than phone/online
- You have significant health issues that other carriers decline (Lincoln Heritage's modified plan has broad acceptance)
- Convenience matters more than cost to you
Lincoln Heritage is probably NOT the right choice if:
- You want the lowest rate for your coverage amount
- You are comfortable comparing options by phone
- You qualify for simplified issue at other carriers (most people do)
- You need more than $35,000 in coverage
Side by Side
How Asurgo's Carriers Compare
Asurgo is an independent broker representing top-rated final expense carriers. Here is what that means for you:
| Lincoln Heritage | Asurgo (11 Carriers) | |
|---|---|---|
| Carriers compared | 1 (themselves only) | Multiple top carriers (Mutual of Omaha, Transamerica, Aflac, Aetna, AIG, and more) |
| Pricing | Single rate, no comparison | Lowest rate across top carriers |
| Coverage max | $35,000 | $50,000 |
| Application process | In-person or phone | Phone (5-10 min) |
| Funeral concierge | Yes (Funeral Advantage) | No |
| Approval time | Same day | Same day (95%+) |
| Health acceptance | Broad (modified plan available) | Broad (multiple carriers = more Level day-one options) |
The key difference: An independent broker's job is to find you the best rate across multiple carriers. A Lincoln Heritage agent's job is to sell you Lincoln Heritage. Both are legitimate, but one approach guarantees you see more options.
Compare your rate across top carriers
Free, no obligation. Most applicants get a decision in under 30 minutes.
References
Sources
- AM Best Financial Strength Ratings - AM Best Company
- NAIC Consumer Insurance Search - National Association of Insurance Commissioners
- Lincoln Heritage Life Insurance Company, BBB Profile - Better Business Bureau
Common Questions
Frequently Asked Questions
Is Lincoln Heritage a scam?
No. Lincoln Heritage is a legitimate, financially strong life insurance company with an AM Best A (Excellent) rating, BBB A+ accreditation, and billions paid in claims since 1963. They are not a scam.
Is Lincoln Heritage worth the price?
It depends on what you value. If the Funeral Advantage concierge service and in-person agent experience are important to you, the higher price may be worth it. If your priority is the lowest rate for your coverage amount, other A-rated carriers typically offer the same coverage for 20-40% less.
How much does Lincoln Heritage cost per month?
Lincoln Heritage rates vary by age, gender, health, and coverage amount. Based on published reviews, a 70-year-old non-tobacco applicant can expect to pay roughly $70-$95/month for $10,000 of final expense coverage. Comparable coverage from other A-rated carriers runs $53-$77/month at the same age.
Can I switch from Lincoln Heritage to another carrier?
Yes. You can purchase a new policy from another carrier at any time. Once your new policy is in force, you can cancel Lincoln Heritage and stop paying premiums. There is no penalty for cancellation. Your new rate will be based on your current age, so switching sooner saves more.
Does Lincoln Heritage require a medical exam?
No. Lincoln Heritage uses simplified issue underwriting (health questions, no exam). Applicants who do not qualify for full coverage receive a modified benefit plan with a 2-year waiting period.
How does Lincoln Heritage compare to Colonial Penn?
Both are expensive relative to independent-carrier alternatives. Lincoln Heritage offers higher coverage (up to $35,000 vs. Colonial Penn's low unit-based amounts) and better financial ratings. Colonial Penn's $9.95/unit plan delivers very little coverage per dollar. Neither offers the lowest rates available in the market.
Is Lincoln Heritage a pyramid scheme?
No. Lincoln Heritage is a licensed insurance company, not a pyramid scheme. They use a captive agent model where agents sell only Lincoln Heritage products and earn commissions on policies sold. This is a standard insurance sales structure regulated by state insurance departments. The confusion may come from Lincoln Heritage's active agent recruitment, which can resemble multi-level marketing. However, insurance agents must hold state licenses, and commissions are based on policy sales, not recruiting, which is the defining difference from a pyramid scheme.
What is Lincoln Heritage's BBB rating?
Lincoln Heritage Life Insurance Company holds an A+ accredited business rating from the Better Business Bureau. However, that letter grade reflects how the company handles complaints, not customer satisfaction. BBB customer reviews average roughly 1 to 2 out of 5 stars, with several hundred complaints closed in the past three years, commonly about billing, cancellations, and benefit confusion. Notably, the company's NAIC regulatory complaint index has run below the national median, so formal complaints filed with state insurance departments are fewer than expected for its size. We recommend checking both BBB and NAIC complaint data when evaluating any carrier.
Is Lincoln Heritage Life Insurance Company legitimate?
Yes. Lincoln Heritage Life Insurance Company is a legitimate insurance carrier founded in 1963. It holds an AM Best A (Excellent) financial strength rating, a BBB A+ accredited business rating, and is licensed in all 50 states and the District of Columbia. The company's NAIC complaint index runs below the national median, meaning fewer formal regulatory complaints than expected for its size. Lincoln Heritage is not a scam or a pyramid scheme. The main consideration for consumers is pricing, as Funeral Advantage premiums run 20 to 40 percent higher than comparable coverage from independent carriers.
Is there a waiting period on Funeral Advantage?
Yes, on the guaranteed-issue tier. A graded death benefit applies for roughly the first two years - if death is non-accidental in that window, the policy typically refunds premiums plus interest rather than paying the full face amount. Healthier applicants who qualify for simplified-issue coverage may get first-day (immediate) coverage.
What is the maximum coverage on Lincoln Heritage Funeral Advantage?
The maximum face amount is $35,000. That covers the median U.S. funeral and burial bill for most families, but it may not be enough in higher-cost regions or for larger final-expense and estate needs. Other carriers offer comparable or different caps worth comparing.
What is the Funeral Consumer Guardian Society (FCGS)?
The FCGS is a membership service bundled with Funeral Advantage policies. It offers funeral price negotiation and at-need family support to help survivors manage arrangements and costs. It is a genuine benefit, but it is a service add-on - not additional insurance coverage - so weigh the policy on its own merits.
What is the Funeral Advantage program?
Funeral Advantage is Lincoln Heritage's brand name for their final expense product. It includes a concierge service that helps your family coordinate funeral arrangements when you pass. The concierge connects them with funeral homes and helps manage logistics. This is a genuine differentiator that other carriers do not offer.
Is Funeral Advantage more expensive than other burial insurance?
Often, yes - but it depends on your age, health, and coverage amount. Because Lincoln Heritage uses one rate schedule, it cannot beat its own pricing. An independent broker quoting 25+ carriers against the same profile regularly finds equal coverage for less, which is the only reliable way to know.
Related Pages
Ready to compare?
Asurgo compares top-rated final expense carriers to find you the lowest rate for your health profile. No obligation, no pressure, no Lincoln Heritage upsell, just an honest comparison.
Get Your Free Quote Or call (855) 380-9555 · Mon-Fri 8am-8pm, Sat 9am-5pm ET
Nicholas Norminton, Licensed Insurance Specialist
Specialties: final expense, carrier comparison, independent broker placement, simplified-issue underwriting.
Nicholas is a nationally licensed insurance specialist who has helped thousands of families secure final expense coverage. As an independent broker representing 25+ carriers, he reviews competitor products like Lincoln Heritage from a no-conflict-of-interest position.