Every September, the insurance industry unites to recognize Life Insurance Awareness Month (LIAM)—an initiative launched in 2004 by Life Happens, a nonprofit dedicated to helping Americans make informed insurance decisions. This campaign was created to address the nation’s growing need for financial protection and to highlight the vital role life insurance plays in securing families’ futures.

For agents, LIAM is an ideal opportunity to start meaningful conversations with customers and help them understand the value of life insurance coverage before it’s too late. As an agent, your role goes beyond selling policies. You’re a trusted advisor who can help families protect their futures. Let’s break down how you can use this month to highlight key products and guide your customers toward smart, lasting decisions. And remember—you have the ability to write life insurance policies, making it easier than ever to help customers close critical gaps in their coverage.

What is life insurance – and why should your customers care?

Life insurance is more than a policy—it’s peace of mind. As of January 2024, nearly half of Americans lack life insurance, while approximately 85% have homeowners’ insurance—highlighting a significant gap in personal financial protection.¹ Life insurance can help with life’s unexpected events and provides a tax-free payout to beneficiaries when the insured passes away, helping cover:

• • • Funeral and final expenses
    • Mortgage and debt obligations
    • Income replacement
    • Education costs for children
    • Long-term financial stability

Many customers delay purchasing life insurance because they don’t understand its purpose or assume it’s too expensive. Agents know better than anyone that while customers may hesitate to think about life’s uncertainties, the right life insurance policy provides reassurance that their financial goals and responsibilities are safeguarded.

Two key opportunities to discuss with customers

During Life Insurance Awareness Month, consider spotlighting two practical solutions that address common customer needs:

1. Whole life insurance for children

Parents and grandparents often seek long-term gifts that go beyond toys and clothes. Children’s Whole Life Insurance provides lifelong protection that grows with the child, building cash value over time while guaranteeing permanent coverage regardless of future health. By investing in life insurance early, families can build a layer of financial security that lasts a lifetime.

Obtaining coverage is simple and highly accessible. Policies like Assurity’s Children’s Whole Life are designed to be very transactional and easy to secure. Only three health questions are asked during the application process, and accelerated underwriting—meaning no medical exam—is available for coverage amounts up to $300,000. This streamlined process makes it easy for families to act quickly and confidently.

Securing Whole Life coverage for children through Assurity can give their children or grandchildren a financial head start, complete with guaranteed insurability and the ability to transfer ownership when they’re older.

2. Term life insurance for homeowners 

For customers who recently purchased a home, term life insurance is a natural fit. Assurity’s Term Life product makes it quick, easy, and affordable to protect what matters most. With accelerated underwriting available for up to $1,000,000 in coverage, eligible applicants under age 50 may even receive instant approval—making it a seamless solution during a busy time. Term coverage can be aligned with the length of a mortgage, offering financial security and peace of mind that loved ones can stay in their home even in the event of the unexpected.

Here’s some key facts to remember as you’re talking to your customers:

• • • • Millennials are the largest generation of the U.S. population
      • 25% of Older Millennials (born 1980-1987) are new homeowners
      • 18% of Young Millennials (born 1988-1996) are new homeowners
      • Almost all Millennials who are new homeowners have homeowner’s insurance yet only 55% of Millennials have life insurance²

Term life is ideal for customers who need coverage during their peak earning years or while raising children. It’s simple, budget-friendly, and easy to explain.

Final thoughts: you’re not just selling a policy – you can help provide peace of mind 

Life Insurance Awareness Month is your opportunity to educate, guide, and protect. By highlighting solutions such as term life insurance for new homeowners and whole life insurance for children, you can provide customers with tailored protection that meets both immediate and long-term needs. This September, take the time to revisit your customer conversations, offer valuable resources, and remind families that life insurance isn’t just a policy—it’s a promise.

Ready to get started with Assurity?

For over 130 years, Assurity has been a source of stability for American families—providing peace of mind through accessible insurance solutions that safeguard what matters most.

Submit an information request here. To contact a LocalEdge team mate, reach out to Bryan Leitzinger at [email protected].

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