I agree. I'm doing my research now to identify the best option.
You suggested staying away from McAfee. I would've agreed in the past because they had fallen on hard times and weren't measuring up to the best security suites. However, if the recent reviews are any indication, it seems to have bounced back, and they're focusing primarily on consumer security, leaving the enterprise market behind. I'm curious to know why you don't recommend it.
A combination of historically poor detection rates, especially for zero-day/heuristic attacks, questionable ethics (mostly from their somewhat insane founder who is out of the picture now), the fact that my company (100K employees) ditched them after an audit by our security team (one of the largest SOCs in the world), and the fact that usually when I have to clean a virus off someone's PC, it is using McAfee. Admittedly it is often McAfee that came on it with a free trial or 1 year, and has expired and stopped protecting the user, but since it is still installed, Windows Defender has not re-enabled itself, which seems to me like it could be intentional design on their part. Others when they expire have a constant warning when they and defender is enabled, at least from what I've seen.
I haven't don't any research into them recently, so maybe things have changed, but Bitdefender, Norton, Eset, and Kaspersky always come out on top (they swap places month to month). Obviously Kaspersky is no longer recommended due to security concerns. Personally I use Symantec Endpoint Protection, granted not available to most people but runs on the same engine and definitions as Norton. At least for now, who knows when LifeLock will want to stop paying for those definitions and start buying from a cheaper company.
Some of the free ones (and their inexpensive paid versions to add firewall and other features) regularly get top notch detection rates too. Avast, Avira, AVG, F-Secure, etc.
Microsoft does deserve credit, they've improved a ton, and they do have insight (and access) to protect portions of Windows that they know are being targeted before others do. My company actually uses Defender now, in conjunction with Azure protection for email and web proxies with scanners on them (making the endpoint protection not quite as critical, possibly one reason they're OK with using just Defender).
I'm not saying don't do McAfee, if you've looked at it and it has gotten better, and the price is good, go for it. I do see on av-test.org they are up there with the others in the most recent testing.
My preference for Symantec is just that I've been using it forever, I like that I can have it ask me for each app that tries to access the internet, and I'm used to the look and feel. As long as Norton sticks with Symantec (Broadcom)'s definitions, it should be just as good. But go with one that gets all "6" across the board on av-test and is the most cost effective with the features you want.