It's such a heavily regulated industry, I usually shop by price, maybe tossing out a second tier company. A good company will tell you what their rating is from A.M. Best, Moody's, Standard & Poor's, etc. and you can use that to judge their financial strength.
No matter which company you go with, be sure to shop rates at least every two or three years to make sure you are getting good value for your premium dollar.
Lately I've been with AIG, fwiw.
Source: http://www.aig.com/How-Do-I-Assess-the-F...
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