As part of September’s Life Insurance Awareness Month (#LIAM25), AIP Marketing Alliance decided to leverage our informational libraries, valued carriers, and other resource websites to share the main reasons why consumers decide to purchase life insurance. These materials are approved to share with consumers, but they are for informational and educational use only.

Here’s what we found.

• LIMRA (one of our favorites): According to the 2025 Facts About Life Insurance, the TOP FIVE REASONS Americans give for owning life insurance are: cover burial and final expenses (60%); transfer wealth or leave an inheritance (42%); help replace lost wages/income of a wage earner (26%); pay off the mortgage (20%); and supplement retirement income (19%). More than HALF of consumers say their loved ones would turn to the proceeds of their life insurance policy to pay basic living expenses should the primary wage earner die unexpectedly.
• Life Happens: What does life insurance cover? Life insurance covers virtually any type of living expenses. Some common expenses could include: immediate expenses including funeral and burial costs, uncovered medical expenses, mortgage or rent, car loans, credit card debt, taxes, and estate settlement costs; ongoing expenses including food, housing, utilities, transportation, health care and insurance, and continue a family business; and future expenses such as college costs and retirement.
• North American, a Sammons Financial Company: This life insurance carrier shares an informational article for choosing a life insurance policy at any age – and breaks down the reasons why consumers may choose to buy in a certain age bracket.
  • Benefits of buying life insurance in your 20s: pays for funeral expenses; offers lower coverage rates; financially protects your loved ones; and it helps your beneficiary pay off debt, whether a mortgage, credit card, or a student loan.
  • Benefits of buying life insurance in your 30s: provides protection for a spouse or partner who relies on your income; helps cover funeral expenses; assists with childcare expenses; and helps ensure your beneficiary doesn’t take on your debt, like the mortgage, credit card debt, or a student loan.
  • Benefits of buying life insurance in your 40s and 50s: offers financial support to your spouse or partner who relies on your income; it helps prevent financial hardship for beneficiaries who have to pay their debt on a mortgage, credit card, etc.; helps cover final expenses; offers a way to pay for estate taxes; provides education funds for your children; and creates an inheritance for your loved ones.
  • Benefits of buying life insurance in your 60s and beyond: pays for medical bills or other final expenses; offers a way to pay for estate taxes; provides money for debts or bills your loved ones must pay; helps with retirement planning; and creates a legacy or inheritance for your beneficiaries.
• Nationwide: In this article, Life insurance: What’s right for you?, Nationwide provides a calculator to help determine how much life insurance coverage you may need. The article also has a simple chart to compare life insurance products and pricing with the options consisting of term life insurance, whole life insurance, universal life insurance, and variable universal life insurance. The table shows what purposes are covered for these products including death benefits, if it’s designed for low cost, access to money, guaranteed cash value, market participation, tax advantages, and flexible payments.
• Securian Financial: This carrier breaks down the common questions typically asked about life insurance in their article, Life insurance FAQs. Some of the questions and answers include:
  • What’s the purpose of life insurance?
  • Do I need life insurance while I’m young and single?
  • I’m married. Do we both need life insurance?
  • How much life insurance do I need?
  • Can I have more than one life insurance policy?

AIP Marketing Alliance also has plenty of customizable LIAM 2025 materials to help life insurance licensed wholesalers, agencies, and agents promote the value of life insurance throughout September and year-round to their valued clients. AIPMA also is contracted with more than 70 nationwide insurance carriers and can assist agents in getting contracted, develop illustrations for customer appointments, and provide product options to fit niche clients and prospects.

To receive additional, customizable Life Insurance Awareness Month resources, simply contact AIPMA’s Business Development team at (800) 783-5206 Press #2 or [email protected]. Let’s work together to promote the value of life insurance to protect your clients and their loved ones… together. Discover why the difference is personal with AIPMA!

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).