Ranking life insurance firms, particularly regarding customer-oriented criteria, has become a significant research priority of many insurance research centers. This is mainly due to the effective role of life insurance in improving the capital market and the role of service quality in customer satisfaction. This issue has remained one of the major topics associated with insurance industry which has not been sufficiently explored in the literature. This study aims at prioritizing insurance firms which hold the majority proportion of Iran's total life insurance market. Life insurers are assessed and ranked with regard to 5 criteria of customer service quality in the SERVQUAL model as well as opinions of 43 qualified insurance brokers in Tehran, Iran. Fuzzy Analytic Hierarchy Process (FAHP) is utilized to determine the importance weight of each criterion of the SERVQUAL (service quality) model. After which, the Fuzzy Technique for Order of Preference by Similarity to Ideal Solution (Fuzzy TOPSIS) is applied in order to rank the firms. Both Multiple Attribute Decision Making (MADM) methods are conducted in the fuzzy environment to handle the uncertainty and impreciseness of one's subjective judgments. The results revealed the ranking of 13 Iranian insurance companies in the context of life insurance.