If you lived in the MTV generation, you may remember Tina Turner singing about “What’s love got to do with it?” and questioned, “What's love but a second-hand emotion?” She continues with “What's love got to do, got to do with it?” and then ponders “Who needs a heart when a heart can be broken?”

In a month filled with love, AIP Marketing Alliance isn’t pondering what you should get your loved one or significant other for Valentine’s Day in a few weeks. Instead, we want to focus on how the broken hearts could feel even more broken if something happens without having a life insurance policy.

That’s why our team is encouraging our valued independent wholesalers and agents to focus on the value of life insurance as February kicks off Insure Your Love month.

Life Happens created and coordinates the Insure Your Love campaign each February, because the basic motivation behind the purchase of life insurance is love. People want to protect their loved ones, and one of the best ways to do that financially is with life insurance.

This year’s Life Happens theme for the campaign is: “Life insurance is love insurance. Getting life insurance to protect your loved ones financially is a way to say, “I love you,” and mean it. Put your love into action with life insurance.”

Why should you communicate the value of life insurance through this month? The reasons are endless. Life insurance can protect your clients’ legacy and loved ones. Newer life insurance products could include long-term care provisions – plus allow the policy holder to access the “living benefits” as needed for other expenses. NOTE: Each life insurance product is different; please refer to the actual product and policy for more information.

LIMRA also is optimistic for life insurance sales growth in 2025. Per LIMRA, lower interest rates could relieve pressure on indexed universal life (IUL) and whole life (WL) sales. Inflation and unemployment are down, which are typically good for products, particularly term and whole life. Incomes are expected to increase at or slightly faster than inflation.

You can read a recap of the LIMRA’s press release, “What’s Ahead for the U.S. Individual Life Insurance Market in 2025?”, by visiting AIPMA’s blog from last month. Our team also aligns with LIMRA as we believe IUL sales could become a very popular product this year.

Circling back to Insure Your Love month, AIP Marketing Alliance has created some new 2025 graphics to promote the value of life insurance throughout February. You can see our new Insure Your Love month video below, and our wholesalers can request customized graphics (with your logo and contact info) by emailing marketing@aipma.com.

You also can share the benefits of life insurance – including the living benefits. According to Life Happens, life insurance could cover the following expenses.

• Immediate Expenses: Funeral and burial costs; uncovered medical expenses; mortgage or rent; car loans; credit card debt; taxes; and estate settlement costs
• Ongoing Expenses: Food; housing; utilities; transportation; health care and insurance; and continue a family business
• Future Expenses: College costs, retirement

Basically, love has a lot to do with buying life insurance. Consumers want to protect their loved ones and taking the time to insure THEIR love in February could provide the resources needed for unplanned events. Let’s focus on life insurance this month and show how these products make a difference when their time comes – or even before that happens.

Need some assistance on selling life insurance? Contact AIP Marketing Alliance’s Business Development team at (800) 783-5206 Press #2 or email marketing@aipma.com. You also can visit aipma.com for the latest news and resources about the life insurance and annuities plus learn more about our experienced, professional team.

For more than 40 years, AIP Marketing Alliance (AIPMA), an Integrity Company, serves as a premier life insurance and annuity distribution partner to provide full-service support to independent wholesalers, brokerages and agents from our Troy, Michigan office. NOT AFFILIATED WITH OR ENDORSED BY THE GOVERNMENT OR THE MEDICARE PROGRAM.

AIP Marketing Alliance is committed to STRIVE in ’25 as we support our independent insurance wholesalers and agents. Visit our blog on aipma.com to stay informed on these upcoming launches and learn why wholesalers nationwide choose AIPMA as their distributor for selling life insurance, annuities, long-term care insurance, final expense, and much more. Ask about our lead services, myAIP CRM platform with customizable recruiter portal, and online tools/resources designed to grow your business. The difference is personal.

AIP Marketing Alliance, an Integrity Company, has developed this electronic communication for informational and educational use only. Be advised, AIP Marketing Alliance, Inc. does not provide legal advice, tax advice, or guidance on issues involving securities laws, insurance laws nor securities or insurance regulations. This material should not be relied on as providing any such advice or guidance to either agents or retail consumers. Within this communication, AIPMA shares links for usage as information only. This content should not be interpreted as solicitation to purchase life insurance, annuities, or other products or as advice designed to meet your clients’ specific needs. Content involving fiduciary, tax, or legal advice should be directed to your legal, tax, and financial professionals for specific advice or product recommendations. AIPMA will not accept any legal liability resulting from any use of 3rd party material(s).