

Northwestern Mutual has been helping families and businesses achieve financial security for 160 years. Northwestern Mutual’s brand is ranked #311 in the list of Global Best Brands, a carefully curated list of recognized brands as rated by customers of Northwestern Mutual. When compared to other organizations within the Banking and Financial Services industry, Northwestern Mutual is ranked #25. Among its major competitors, Northwestern Mutual is ranked in 1st place for NPS while Primerica is 2nd, and MassMutual Financial Group is 3rd.Their current valuation is $2.97B

Aditi Gokhale serves as the Chief Marketing Officer & Executive Officer of Northwestern Mutual. Aditi started at Northwestern Mutual in May of 2017. Aditi currently resides in Greater New York City Area.
Northwestern Mutual's Net Promoter Score (NPS) is a 41 with 65% Promoters, 11% Passives, and 24% Detractors. Net Promoter Score tracks whether Northwestern Mutual's customers would recommend using the product based on a scale of -100 to 100.
| 65% | Promoters |
|---|---|
| 11% | Passives |
| 24% | Detractors |
| Summary | Date | Score |
|---|---|---|
May 2024 40 | May 2024 | 40 |
Jul 2024 40 | Jul 2024 | 40 |
Aug 2024 39 | Aug 2024 | 39 |
Sep 2024 40 | Sep 2024 | 40 |
Oct 2024 40 | Oct 2024 | 40 |
Nov 2024 40 | Nov 2024 | 40 |
Jan 2025 39 | Jan 2025 | 39 |
Feb 2025 39 | Feb 2025 | 39 |
Mar 2025 39 | Mar 2025 | 39 |
May 2025 40 | May 2025 | 40 |
Jul 2025 40 | Jul 2025 | 40 |
Jan 2026 40 | Jan 2026 | 40 |
Northwestern Mutual is ranked first for NPS among its competitors. Primerica and New York Life Insurance Company come in second and third, with Prudential coming in at #4. Among those competitors, it is the lowest valued company behind New York Life Insurance Company.
![]() Northwestern Mutual | ![]() Prudential | ![]() New York Life Insurance Company | ![]() Primerica | |
| Global Ranking | #311 | #176 | #515 | #893 |
| NPS | 41 | -4 | 24 | 35 |
| Social Sentiment Calculated by analyzing social media and other online mentions | - | Neutral | - | Neutral |
| Valuation Updated every 24 hours for public companies | $2.97B | $36.42B | $54.48B | $5.95B |
Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"
Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.
Male customers rated Northwestern Mutual's NPS 6 points higher than Female customers.
Northwestern Mutual's NPS was rated 36 by Male customers on Comparably.
Northwestern Mutual's NPS was rated 30 by Female customers on Comparably.
Northwestern Mutual's NPS was rated the highest by Caucasian customers, and the lowest by Other customers.
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 43 | Caucasian | 43 |
Other -75 | Other | -75 |
Northwestern Mutual's NPS was rated the highest by customers ages 41-45, and the lowest by customers ages 31-35.
Northwestern Mutual's NPS was rated the highest by customers who have used Northwestern Mutual's products/services for Over 10 Years, and the lowest by customers with Less than 1 Year of usage.
| Summary | Usage | Score |
|---|---|---|
Less than 1 Year 0 | Less than 1 Year | 0 |
2 to 5 Years 18 | 2 to 5 Years | 18 |
5 to 10 Years 20 | 5 to 10 Years | 20 |
Over 10 Years 57 | Over 10 Years | 57 |
Compared to its competitors, Northwestern Mutual's NPS is rated right above Primerica.
| COMPANY | NPS Score | |
|---|---|---|
![]() | Northwestern Mutual | 41 |
![]() | Primerica | 35 |
![]() | MassMutual Financial Group | 25 |
![]() | New York Life Insurance Company | 24 |
![]() | Vanguard Multimedia | N/A |
![]() | Prudential | -4 |
![]() | MetLife | -19 |
In the Banking and Financial Services industry, Northwestern Mutual's NPS is rated right above Visa.
| COMPANY | NPS Score | |
|---|---|---|
![]() | Northwestern Mutual | 41 |
![]() | Visa | 32 |
![]() | JPMorgan Chase & Co | 31 |
![]() | Mastercard | 27 |
![]() | Stripe | 26 |
![]() | Block | 25 |
![]() | American Express | 18 |
![]() | PayPal | 9 |
![]() | USAA | 7 |
Out of the 2 Northwestern Mutual customer reviews 2 were positive and 0 were constructive. Northwestern Mutual customer reviews reflect that all customers have a favorable experience using the products/services of the company.
Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.
80% of Northwestern Mutual users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
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Female customers rated Northwestern Mutual's Customer Loyalty score 5% higher than Male customers.
Northwestern Mutual's Customer Loyalty score was rated the highest by Caucasian customers, and the lowest by Other customers.
% who answered "Yes"
Northwestern Mutual's Customer Loyalty score was rated the highest by customers ages 56-60, and the lowest by customers ages 31-35.
| Summary | Age | Score |
|---|---|---|
31-35 74% | 31-35 | 74% |
41-45 78% | 41-45 | 78% |
56-60 100% | 56-60 | 100% |
66+ 100% | 66+ | 100% |
Northwestern Mutual's Customer Loyalty score was rated the highest by customers who have used Northwestern Mutual's products/services for Over 10 Years, and the lowest by customers with Less than 1 Year of usage.
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Northwestern Mutual's Customer Loyalty score was rated the highest by Banking and Financial Services industry customers, and the lowest by Tech industry customers.
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Compared to its competitors, Northwestern Mutual's Customer Loyalty score is rated right above MassMutual Financial Group, and is preceded by Primerica.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
![]() | Primerica | 89% |
![]() | Northwestern Mutual | 80% |
![]() | MassMutual Financial Group | 80% |
![]() | MetLife | 80% |
![]() | New York Life Insurance Company | 78% |
![]() | Prudential | 75% |
![]() | Vanguard Multimedia | N/A |
In the Banking and Financial Services industry, Northwestern Mutual's Customer Loyalty score is rated right above PayPal, and is preceded by JPMorgan Chase & Co.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
![]() | USAA | 87% |
![]() | American Express | 85% |
![]() | Visa | 84% |
![]() | JPMorgan Chase & Co | 83% |
![]() | Northwestern Mutual | 80% |
![]() | PayPal | 79% |
![]() | Mastercard | 78% |
![]() | Stripe | 77% |
![]() | Block | 76% |
Northwestern Mutual has an overall Product Quality score of 3.9 out of 5 stars rated by its users and customers.
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Northwestern Mutual’s product quality score is a 3.9 out of 5 as rated by its users and customers. Reviewers from the Healthcare, Hospitals and Medicine industry rated Northwestern Mutual's product the highest. Reviewers from the Education industry rated Northwestern Mutual the lowest at 3.
Northwestern Mutual's Product Quality score was rated highest by customers from the Healthcare, Hospitals and Medicine industry, and rated lowest by Other customers.
Male customers rated Northwestern Mutual's Product Quality score 0.5 stars higher than Female customers.
Northwestern Mutual's Product Quality score was rated the highest by Caucasian customers, and the lowest by Other customers.
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 4.3 | Caucasian | 4.3 |
Other 2.5 | Other | 2.5 |
Northwestern Mutual's Product Quality score was rated the highest by customers ages 31-35, and the lowest by customers ages 41-45.
| Summary | Age | Score |
|---|---|---|
31-35 4.7 | 31-35 | 4.7 |
41-45 3.6 | 41-45 | 3.6 |
56-60 4.4 | 56-60 | 4.4 |
66+ 4 | 66+ | 4 |
Northwestern Mutual's Product Quality score was rated the highest by customers who have used Northwestern Mutual's products/services for 5 to 10 Years, and the lowest by customers with Less than 1 Year of usage.
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Northwestern Mutual's Product Quality score was rated the highest by Healthcare, Hospitals and Medicine industry customers, and the lowest by Education industry customers.
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Compared to its competitors, Northwestern Mutual's Product Quality score is rated right above MassMutual Financial Group, and is preceded by Primerica.
| COMPANY | Product Quality Score | |
|---|---|---|
![]() | Primerica | 4.1/5 |
![]() | Northwestern Mutual | 3.9/5 |
![]() | MassMutual Financial Group | 3.6/5 |
![]() | New York Life Insurance Company | 3.4/5 |
![]() | Prudential | 3.3/5 |
![]() | MetLife | 2.9/5 |
![]() | Vanguard Multimedia | N/A |
In the Banking and Financial Services industry, Northwestern Mutual's Product Quality score is rated right above Stripe, and is preceded by Mastercard.
| COMPANY | Product Quality Score | |
|---|---|---|
![]() | Visa | 4.1/5 |
![]() | JPMorgan Chase & Co | 4/5 |
![]() | Mastercard | 4/5 |
![]() | Northwestern Mutual | 3.9/5 |
![]() | Stripe | 3.8/5 |
![]() | Block | 3.6/5 |
![]() | American Express | 3.5/5 |
![]() | PayPal | 3.5/5 |
![]() | USAA | 3.3/5 |
Northwestern Mutual has a value for money and ROI score of 3.9 out of 5 stars rated by its users and customers.
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Not every product or service fits the needs of a certain user or industry. The users that rank the value for money and ROI highest are mainly from Healthcare, Hospitals and Medicine industry. The users from the Education industry think that they had the lowest ROI from Northwestern Mutual.
Northwestern Mutual's ROI score was rated highest by customers from the Healthcare, Hospitals and Medicine industry, and rated lowest by customers from the Education industry.
Male customers rated Northwestern Mutual's ROI score 0.5 stars higher than Female customers.
Northwestern Mutual's ROI score was rated the highest by Caucasian customers, and the lowest by Other customers.
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 4.3 | Caucasian | 4.3 |
Other 2.9 | Other | 2.9 |
Northwestern Mutual's ROI score was rated the highest by customers ages 56-60, and the lowest by customers ages 41-45.
| Summary | Age | Score |
|---|---|---|
31-35 4.2 | 31-35 | 4.2 |
41-45 3 | 41-45 | 3 |
56-60 4.7 | 56-60 | 4.7 |
66+ 4.3 | 66+ | 4.3 |
Northwestern Mutual's ROI score was rated the highest by customers who have used Northwestern Mutual's products/services for 5 to 10 Years, and the lowest by customers with Less than 1 Year of usage.
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Northwestern Mutual's ROI score was rated the highest by Healthcare, Hospitals and Medicine industry customers, and the lowest by Education industry customers.
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Compared to its competitors, Northwestern Mutual's ROI score is rated right above MassMutual Financial Group, and is preceded by Primerica.
| COMPANY | Pricing Score | |
|---|---|---|
![]() | Primerica | 4/5 |
![]() | Northwestern Mutual | 3.9/5 |
![]() | MassMutual Financial Group | 3.6/5 |
![]() | New York Life Insurance Company | 3.3/5 |
![]() | Prudential | 3.2/5 |
![]() | MetLife | 2.8/5 |
![]() | Vanguard Multimedia | N/A |
In the Banking and Financial Services industry, Northwestern Mutual's ROI score is rated right above Visa.
| COMPANY | Pricing Score | |
|---|---|---|
![]() | Northwestern Mutual | 3.9/5 |
![]() | Visa | 3.9/5 |
![]() | JPMorgan Chase & Co | 3.9/5 |
![]() | Mastercard | 3.9/5 |
![]() | Stripe | 3.7/5 |
![]() | Block | 3.6/5 |
![]() | PayPal | 3.4/5 |
![]() | American Express | 3.3/5 |
![]() | USAA | 3.2/5 |
Northwestern Mutual has an overall Customer Satisfaction score of 70 rated by its users and customers.
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Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.
Northwestern Mutual's Customer Satisfaction score was rated highest by customers ages 31-35, and rated lowest by customers ages 66+.
Male customers rated Northwestern Mutual's Customer Satisfaction score 13 points higher than Female customers.
Very Satisfied | 64% | |
|---|---|---|
Satisfied | 9% | |
Neither Satisfied nor Dissatisfied | 9% | |
Dissatisfied | 9% | |
Very Dissatisfied | 9% |
Very Satisfied | 40% | |
|---|---|---|
Satisfied | 20% | |
Neither Satisfied nor Dissatisfied | 20% | |
Dissatisfied | 0% | |
Very Dissatisfied | 20% |
Northwestern Mutual's Customer Satisfaction (CSAT) score was rated 75% according to Caucasian users and customers.
Northwestern Mutual's Customer Satisfaction score was rated the highest by customers ages 31-35, and the lowest by customers ages 66+.
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 31-35 | 100% | |||||||||||||||
| 56-60 | 75% | |||||||||||||||
| 66+ | 50% |
Northwestern Mutual's Customer Satisfaction score was rated the highest by customers who have used Northwestern Mutual's products/services for Over 10 Years, and the lowest by customers with 2 to 5 Years of usage.
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Northwestern Mutual's Customer Satisfaction score was rated 50 points by Tech industry customers.
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}Compared to its competitors, Northwestern Mutual's Customer Satisfaction score is rated right above MassMutual Financial Group, and is preceded by Primerica.
| COMPANY | Customer Satisfaction (CSAT) Score | |
|---|---|---|
![]() | Primerica | 76% |
![]() | Northwestern Mutual | 70% |
![]() | MassMutual Financial Group | 57% |
![]() | New York Life Insurance Company | 55% |
![]() | Prudential | 55% |
![]() | MetLife | 52% |
![]() | Vanguard Multimedia | 0% |
In the Banking and Financial Services industry, Northwestern Mutual's Customer Satisfaction score is rated right above Stripe, and is preceded by JPMorgan Chase & Co.
| COMPANY | Customer Satisfaction (CSAT) Score | |
|---|---|---|
![]() | Visa | 82% |
![]() | Mastercard | 79% |
![]() | JPMorgan Chase & Co | 77% |
![]() | Northwestern Mutual | 70% |
![]() | Stripe | 68% |
![]() | PayPal | 64% |
![]() | Block | 63% |
![]() | American Express | 62% |
![]() | USAA | 30% |
Northwestern Mutual has an overall Customer Service score of 3.9 out of 5 stars rated by its users and customers.
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720 E Wisconsin Ave, Milwaukee, WI 53202
https://www.northwesternmutual.com/careers/
414-271-1444
Northwestern Mutual's Customer Service score was rated highest by customers from the Healthcare, Hospitals and Medicine industry, and rated lowest by Other customers.
Male customers rated Northwestern Mutual's Customer Service score 0.5 stars higher than Female customers.
Northwestern Mutual's Customer Service score was rated the highest by Caucasian customers, and the lowest by Other customers.
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 4 | Caucasian | 4 |
Other 1.5 | Other | 1.5 |
Northwestern Mutual's Customer Service score was rated the highest by customers ages 31-35, and the lowest by customers ages 41-45.
| Summary | Age | Customer Service Score |
|---|---|---|
31-35 4.3 | 31-35 | 4.3 |
41-45 3.2 | 41-45 | 3.2 |
56-60 3.9 | 56-60 | 3.9 |
66+ 4 | 66+ | 4 |
Northwestern Mutual's Customer Service score was rated the highest by customers who have used Northwestern Mutual's products/services for Over 10 Years, and the lowest by customers with Less than 1 Year of usage.
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Northwestern Mutual's Customer Service score was rated the highest by Healthcare, Hospitals and Medicine industry customers, and the lowest by Accounting industry customers.
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Compared to its competitors, Northwestern Mutual's Customer Service score is rated right above MassMutual Financial Group, and is preceded by Primerica.
| COMPANY | Customer Service Score | |
|---|---|---|
![]() | Primerica | 4.2/5 |
![]() | Northwestern Mutual | 3.9/5 |
![]() | MassMutual Financial Group | 3.5/5 |
![]() | New York Life Insurance Company | 3.3/5 |
![]() | Prudential | 3.2/5 |
![]() | MetLife | 2.7/5 |
![]() | Vanguard Multimedia | N/A |
In the Banking and Financial Services industry, Northwestern Mutual's Customer Service score is rated right above Mastercard, and is preceded by JPMorgan Chase & Co.
| COMPANY | Customer Service Score | |
|---|---|---|
![]() | Visa | 4/5 |
![]() | JPMorgan Chase & Co | 4/5 |
![]() | Northwestern Mutual | 3.9/5 |
![]() | Mastercard | 3.9/5 |
![]() | Stripe | 3.6/5 |
![]() | Block | 3.4/5 |
![]() | American Express | 3.4/5 |
![]() | USAA | 3.3/5 |
![]() | PayPal | 3.3/5 |
Northwestern Mutual has a 4.6/5 stars for its overall company culture rated by their employees



Northwestern Mutual scored a 41 for Net Promoter Score and a 36 for Employee Net Promoter Score. NPS gauges how likely a customer of Northwestern Mutual would recommend the brand to a friend. ENPS measures how likely Northwestern Mutual employees would recommend working at Northwestern Mutual to a friend.
| 65% | Promoters |
|---|---|
| 11% | Passive |
| 24% | Detractors |
| 58% | Promoters |
|---|---|
| 20% | Passive |
| 22% | Detractors |
Northwestern Mutual is ranked #311 in the Global Top 100 Brands. It ranks just behind Jet.com and just ahead of Electrolux.
| RANK | COMPANY | CEO | INDUSTRY | ||
|---|---|---|---|---|---|
309 | ![]() | Torrid | ![]() | Liz Munoz | Fashion and Beauty |
310 | ![]() | Jet.com | ![]() | Marc Lore | Retail |
311 | ![]() | Northwestern Mutual | ![]() | John Schlifske | Banking and Financial Services |
312 | ![]() | Electrolux | ![]() | Jonas Samuelson | Consumer Goods |
313 | ![]() | GitHub | ![]() | Thomas Dohmke | Tech |
314 | ![]() | Dropbox | ![]() | Drew Houston | Tech |
315 | ![]() | L Brands | ![]() | Leslie Wexner | Retail |
Northwestern Mutual is ranked #25 in the Banking and Financial Services Industry. It ranks just behind Sun Life and just ahead of Fiserv.
| RANK | COMPANY | Location | |
|---|---|---|---|
23 | ![]() | Fannie Mae | Washington, DC |
24 | ![]() | Sun Life | Toronto |
25 | ![]() | Northwestern Mutual | Milwaukee, WI |
26 | ![]() | Fiserv | Brookfield, WI |
27 | ![]() | Berkshire Hathaway | Omaha, NE |
28 | ![]() | Xero Inc | Denver, CO |
29 | ![]() | BBVA | Madrid, NE |