New York Life
The largest mutual life insurer in the U.S., offering life insurance and annuities.
New York Life at a glance
New York Life is a finance & banking website and one of the most visited sites in United States, currently ranked #474 in the country. It was founded in 1845 by Not publicly disclosed and is headquartered in New York, NY, USA. Today New York Life is owned by New York Life Insurance Company. Our estimates put its audience at ≈ 8 million visits per month. The business earns money mainly through insurance premiums, investment income. Its closest rivals include metlife.com, prudential.com, nationwide.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 7.5 million / month | +2% |
| Q2 | ≈ 7.8 million / month | +3% |
| Q3 | ≈ 8 million / month | +3% |
| Q4 | ≈ 8.5 million / month | +6% |
Traffic sources
- Direct72%
- Organic search18%
- Referral5%
- Paid3%
- Social2%
Audience & demographics
- Men53%
- Women47%
- Age 25-3429%
- Age 35-4426%
- Age 45-5422%
The audience is concentrated in United States, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United States86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 2.4 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United States
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| new york life | 1 | Very high | Dominant |
| online banking login | Top 10 | High | — |
| money transfer | Top 10 | High | — |
| loan rates | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United States web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 82% mobile
- Position in country
- Among the leading finance & banking apps in United States
Company information
- Website
- newyorklife.com
- Sector
- Finance & Banking
- Owner
- New York Life Insurance Company
- Owner type
- Mutual company
- Founders
- Not publicly disclosed
- Founded
- 1845
- Headquarters
- New York, NY, USA
- Employees
- 15,000+
- Ownership
- New York Life Insurance Company controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $45 billion annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $45 billion annual revenue (est.)
- Ownership
- Mutual company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
New York Life operates a bank and digital financial platform focused on United States. The largest mutual life insurer in the U.S., offering life insurance and annuities. Revenue comes mainly from insurance premiums, supported by the other lines listed below.
- Insurance premiums
- Investment income
Products & services
International presence
- Primary market
- United States
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United States)
- #474 in this index
- Sector rank
- Leading finance & banking site in United States
- Global rank
- 7000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| metlife.com | ≈ 4.8 million / month | #475 class competitor | — |
| prudential.com | ≈ 3.6 million / month | #476 class competitor | — |
| nationwide.com | ≈ 2.4 million / month | #477 class competitor | — |
What is New York Life?
New York Life (newyorklife.com) is a bank and digital financial platform serving users in United States. The largest mutual life insurer in the U.S., offering life insurance and annuities. It ranks #474 among the most visited websites in the country in this index, within the finance & banking category.
Who owns New York Life?
The site is operated by New York Life Insurance Company, founded by Not publicly disclosed. The company was established in 1845 and is headquartered in New York, NY, USA. It employs around 15,000+.
Traffic and audience
Traffic estimates place New York Life at roughly 8 million visits per month, about 0.3 million per day. Around 82% mobile of sessions come from mobile devices, and visitors view about 6.3 pages per visit with an average session of 6 min.
How New York Life makes money
Revenue comes primarily from insurance premiums, alongside investment income.
Competitors in United States
Its closest rivals include metlife.com, prudential.com, nationwide.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1845
New York Life is founded in New York, NY, USA.
- Growth phase
Expands its finance & banking offering and moves to a mobile-first product.
- Today
Ranks #474 among the most visited websites in United States.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Full account management without branch visits
- Instant local transfers and bill payments
- Strong authentication and fraud monitoring
- Wide ATM and branch network behind the app
Cons
- Occasional downtime during peak load
- Fee structure is hard to compare
- Customer support wait times
- Older interface areas outside the mobile app
Key statistics
Frequently asked questions
Who owns New York Life?
New York Life is operated by New York Life Insurance Company. Mutual company structure, based on public filings and press reporting.
Where is New York Life headquartered?
New York Life is headquartered in New York, NY, USA.
When was New York Life founded?
New York Life was founded in 1845 by Not publicly disclosed.
How many employees does New York Life have?
New York Life employs approximately 15,000+ people.
What is New York Life's revenue?
New York Life's revenue: ≈ $45 billion annual revenue (est.).
Who are New York Life's competitors?
Main competitors in United States include metlife.com, prudential.com, nationwide.com.
How does New York Life make money?
Mainly insurance premiums, investment income.
Is New York Life publicly traded?
No — New York Life is not listed as an independent public company; it is operated by New York Life Insurance Company.
How many visitors does New York Life get?
Third-party estimates place New York Life at roughly 8 million visits per month, mostly from United States, with 82% mobile traffic.
Is New York Life safe?
New York Life is an established finance & banking site founded in 1845 and ranked #474 in United States; use the official domain newyorklife.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsnewyorklife.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited States and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos