There are many solid insurance companies. Much depends on the type of insurance you are seeking to buy, i.e. term, universal life, variable life, etc. Although most companies will offer all types, most of them specialize in certain ones. Another important aspect is your health.
Some companies are more competitive with certain health conditions.
Few companies are competitive when it comes to smokers. However, some will offer nonsmoker rates for the first few years. If the tobacco use has ceased at some point, they will continue the nonsmoker rates. If the insured has not quit by that time, the rates will increase to smoker rates, which are usually 30 percent to 50 percent more. The FDIC does not cover insurance companies, so this should be an important part of the selection process.