Universal Life Insurance - Madison, WI

Universal life insurance is a type of whole or permanent life insurance that is a little more flexible in its premiums and its uses within a financial portfolio. It is highly appropriate for those who want to have more control over their policy's investment earning potential and premium payments.

Your Investment Return

The insurer that issues your universal life policy will put a part of your premium payments into investments it chooses. Returns on those investments will build cash value in your policy, and those earnings aren't taxed until the policy is used. If you choose a variable universal life insurance policy, you can designate the way your insurer invests your payments. If the investments you or your insurer chooses do well, you can build vast amounts of tax-deferred wealth in your policy.

Often, insurers offer a guaranteed minimum earning on universal life and variable universal life policies and/or a guaranteed death benefit, no matter how your policy's investments perform.

There are many choices in how to structure returns on investment and death benefits, so your Cliff Insurance Agency advisor will help you understand the pros and cons of each.

Flexible Premiums

A universal life policy, in general, allows you to decide how much you want to pay into the policy at different times, as long as you meet a contracted minimum payment. If you make payments over and above your mandatory premium, the excess goes into investments chosen by your insurer.

We offer life insurance solutions that you control.


For more than five decades, Cliff Insurance Agency has been dedicated to serving Wisconsin residents with the best in insurance products and advice. We serve the communities of Middleton, Madison, Verona, Sun Prairie, McFarland, Mt. Horeb, Cross Plains, Monona, Maple Grove, Cottage Grove, Deerfield, Mazomanie, and beyond. We'd like an opportunity to show you how we can help serve you. Please give us a call at 1-800-270-5101 to discuss what life insurance options are available to you. Or, if you prefer email us or complete and return the form above.