As a LinkedIn Newsletter subscriber or a user finding AIP Marketing Alliance’s posts for the first time, you know how AIPMA has echoed the same message throughout 2025 – PROTECTION – as we want our valued downline wholesalers and agents to protect their valued clients.

What should consumers think about protecting today, tomorrow, and for the future? Here’s a few sensitive topics to consider during your next appointment: running out of money after they retire; paying for healthcare or long-term care, both of which these expenses continue to rise annually; leaving a legacy to their loved ones without a large amount of potential debt; leveraging living benefits of life insurance; or even what their options may involve for medical and prescription drugs once they turn 65.

These are year-round topics to discuss with clients and prospects to confirm their retirement planning aligns with their goals. In September, AIP Marketing Alliance wants to turn the focus to the annual Life Insurance Awareness Month campaign to help promote the value of life insurance.

Life Happens created and coordinates Life Insurance Awareness Month (LIAM) every September to remind Americans about the importance of life insurance for their financial security. It’s a month when the industry comes together to share the message that getting life insurance is a simple and affordable way to protect those who depend on you. They also offer content for your use with a paid subscription.

AIPMA also supports #LIAM25 throughout the month by providing free social media resources for our valued downline wholesalers, agencies, and agents to utilize on their respective platforms. These professional graphics incorporate statistics from LIMRA’s 2025 Barometer Study as well as life insurance-focused topics.

As an added value, AIPMA’s marketing team can customize these graphics with the agency’s logo, email, website, and additional contact information to personalize the messaging to their followers. This service is FREE to our downline independent life insurance wholesalers and agents.

LIMRA also has launched a dedicated website page to support LIAM 2025 with a bunch of PDF documents and social media resources. Some of their fact sheets include 2025 Facts About Life Insurance, 2025 Facts About Life Insurance – Workplace Benefits, Gen Z and Life Insurance Infographic, and Women and Life Insurance Infographic.

Here are some of these LIMRA stats showing how the need for life insurance continues to grow in today’s society:

• 40% of American adults believe they need more life insurance, representing close to 100 million adults.
• 40% of adults say their loved ones would be barely or not at all financially secure should the primary wage earner die unexpectedly.
• Nearly half (47%) say they would have trouble paying living expenses within six months of their primary wage earner’s death.
• 43% of women say they need or need more life insurance. This represents approximately 52 million adults.

Sometimes need doesn’t equate to buying a product – especially with today’s fluctuating economy instilling fear with discussions about inflation becoming very popular in the media. That’s one of the battles today’s insurance agents are facing as most consumers think life insurance is too expensive, or they have other financial priorities (per LIMRA).

In that same thought, almost a quarter of Americans say they haven’t purchased life insurance because they don’t know how much they need or what type to buy – with LIMRA adding only one in 10 Americans believing they would not qualify for life insurance.

Selling life insurance may seem like an uphill battle based on these statistics, however, life insurance is trending upward based on the first quarter LIMRA numbers. Overall life insurance new premium was up 8% in Q1 2025 due to “persistent inflation and higher equity market volatility drove interest in permanent life insurance.” Indexed Universal Life (IUL) also is becoming more popular as a life insurance option.

According to new research from Corebridge Financial, Americans with life insurance are significantly more likely to say that their spouse or dependents would be able to manage financially without them, with an impressive 47% of those with life insurance saying they are either completely confident or very confident, compared to just 28% for those without life insurance. Moreover, those without a life insurance policy are four times more likely (32%) to say they are not at all confident, compared to 8% of those with life insurance.

“Life insurance can provide protection to help safeguard against the difficult scenarios that no one wants to think about but we all need to prepare for,” said Eric Tarnow, Head of Life Insurance at Corebridge Financial. “Life is unpredictable but that doesn’t mean we can’t prepare. Taking action to secure life insurance coverage is critical to helping ensure that the plans and dreams you and your loved ones have are financially built to last.”

Based on the needs and statistics, September could play a pivotal role in leveraging Life Insurance Awareness Month as a way to open up those protection discussions with clients and prospects. Life insurance has living benefits, LTC hybrid products, IUL potential, and multiple options to align with your clients, their future needs, and also leaving the legacy when that time comes.

Let’s work together to promote life insurance throughout #LIAM25 as life insurance could provide the security blanket most consumers are looking for at a price cheaper than a cup of coffee. AIPMA can help align an illustration, carrier, or product that fits the best interest of your client/prospect.

Need some help selling life insurance or promoting it through Life Insurance Awareness Month? AIPMA has you covered – and we can share some carrier-approved resources/websites to give you even more options. Contact our Business Development team at (800) 783-5206 press #2 or [email protected]. Discover why independent agencies and agents nationwide leverage AIPMA as their insurance distributor for life insurance, annuities, and other products. The difference is personal!

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).