This Just In ...
Life Insurance Demand Surges as Families Reassess Financial Security
New data shows that more Americans are taking a fresh look at their life insurance needs — and the trend is accelerating. According to LIMRA, individual life insurance sales surged in 2025, with new annualized premium rising 13% and policy sales climbing 7%, the strongest growth rate in more than 40 years. At the same time, the MIB (Medical Information Bureau) reports that life insurance application activity ended 2025 with record breaking growth of 6.8%, the highest annual increase ever measured by the Life Index.
What’s driving the shift? Families are feeling the pressure of rising healthcare costs, market uncertainty, and concerns about long term financial stability. Many households are realizing that life insurance isn’t just about protecting loved ones — it’s also a tool for building security, creating liquidity, and providing living benefits that can be used during a serious illness.
The surge in demand spans all age groups, but growth is especially strong among adults 61 and older, who posted double digit increases in application activity last year.
For individuals and families, this renewed focus on protection creates an ideal moment to review coverage. Whether it’s affordable term life, permanent life insurance with cash value, or policies offering living benefits, now is a smart time to make sure your plan still fits your needs.
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