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September Kicks Off 20 Years of Life Insurance Awareness Month!

During the last two decades, Life Happens has celebrated Life Insurance Awareness Month as a way to show how life insurance provides protection to consumers’ loved ones. This year’s celebration focuses on the motto, “Life insurance is for anyone who lives.”

Per Life Happens, “you might wonder if life insurance is worth it since you won’t be there to use it. But the truth is, life insurance isn’t for the people who die. It’s for the people who live. From paying bills and the mortgage or rent to funds for college and retirement, life insurance is for so much more than a funeral. And many don’t know that life insurance can come with living benefits, including funds you can use while you’re alive to do things like buy a home, supplement your retirement income, cover an emergency expense, and more. Life insurance is for anyone who lives. Get the coverage you need today.”

Life Happens also has scheduled events throughout September to celebrate the 20th Anniversary, leveraging social media, email marketing, and other resources. Some of these items do require a Life Happens Pro login/account.

  • Friday, September 1: Join the video premiere on YouTube to kick off the month. Life Happens YouTube channel.
  • Tuesday, September 5: Update your tech backgrounds to show your LIAM pride. Download screensavers for your desktop, tablet, or phone. Update your tech backgrounds.
  • Thursday, September 7: Wear green or your company’s colors to spread awareness during Life Insurance Action Day.
  • Thursday, September 14 at 1 p.m. EST: Join the LIAM Facebook Chat for a live discussion about life insurance. The questions are available on the Life Happens blog in advance, so you can pass your answers through company compliance beforehand if needed. See the questions.
  • Thursday, September 21 at noon EST: Join Life Happens and LIMRA for An Insiders’ View of the 2023 Insurance Barometer Study Webinar. We’ll take a behind-the-scenes look at the top trends in the life insurance industry, from online shopping to financial wellness and more. Register here.
  • Tuesday, September 26: Close out the month by ordering a poster of the Life Happens campaign-themed artwork by AAPI artist Sirin Thada. Order your poster.

You also can download these free materials from the Life Happens website.

To put things in perspective, LIMRA and Life Happens also released their 2023 Insurance Barometer Study, which has some interesting tidbits on life insurance. Here are some of their key findings.

  • Overall, self-reported life insurance ownership rose from 50 percent in 2022 to 52 percent today.
  • Among life insurance owners, 21 percent say they do not have enough coverage.
  • Non-owners who say they need life insurance represent 30 percent of all respondents, similar to 2022.
  • The percentage of Americans with a life insurance need gap rose sharply in 2020 and has not ebbed since the generally accepted end of the COVID-19 pandemic in 2022.
  • Of respondents earning $50,000 to $149,999 per year, 39 percent say they need/need more life insurance. The high level of need, combined with the large number of households in this segment, suggests interest from 48 million middle-income consumers.
  • A quarter of the three younger generations cite a “lack of knowledge about life insurance products” as a reason not to own.

AIP Marketing Alliance also will share its annual Life Insurance Awareness Month in-house created document with our valued independent wholesalers and agents, which contains downloadable AIPMA-developed social media resources, links to approved insurance carrier pieces for consumers, Integrity Marketing graphics, and links to Life Happens free graphics. Please use the hashtags #LIAM2023, #LIAM23, and #LifeInsuranceAwarenessMonth on your selected social media platforms.

If you would like AIPMA’s 2023 Social Media Resources document, please contact to request this resource. AIPMA’s marketing team can also brand this document with your logo and contact information to send to your downline agents for their use. These resources are approved for consumer use.

Disclaimer: The information and opinions expressed herein are provided by third parties. These sources are believed to be reliable, but accuracy and completeness cannot be guaranteed by any provider of the information. Information is provided for informational purposes only and is not and should not be considered a solicitation to buy or sell any products mentioned. The information should not be used as the sole basis for any financial decisions, nor should it be construed as advice applicable to a consumer’s specific financial situation. Please consult your personal financial, tax, and/or legal professional(s) for guidance on your specific financial situation and decision-making.

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For more than 40 years, AIP Marketing Alliance (AIPMA) 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. Copyright 2023