The insurance sector opened up and new players entered the space before 15 years. At present the industry has 24 life insurance companies, 28 general insurance companies and 1 reinsurance company. Satisfaction is an important milestone in insurance products, especially at a time when the industry's reputation has been spoiled by mis-selling and improper disclosures of returns by agents. In that LIC holds majority market share in life insurance industry. The objective of the study is to understand the policyholder’s satisfaction and the various factors contributing to the satisfaction level. The primary data was collected by using the structured questionnaire and secondary data was collected by using journals, newspapers and the internet. The study area was limited to Coimbatore District. The reason to conduct the study in Coimbatore district is previously no researcher had done the satisfaction study in life insurance and IRDAI regulatory body had insisted all the insurance companied to disclose the lapsation of the policies. The population is not clear and it is infinite. Hence the sample size selected is 300 for the study.