Let’s get straight to the heart of the matter to kick off the month known for showing love around the world. February is Insure Your Love Month and it’s the perfect time to revisit clients and prospects to discuss the value of life insurance – and dispel some of those overpriced myths that tend to scare them away.

Like the annuity market, 2025 showed a growing trend in life insurance products as LIMRA stated total new annualized premium increased 14% year-over-year to $4.3 billion in the third quarter based on its Retail Individual Life Insurance Sales Survey*. The number of policies sold rose 10% in the third quarter alone.

“Overall, 2025 has been an extraordinary year with total premium growth expected to be in double-digits. The last time we witnessed this level of growth was in 2021 during the pandemic,” said Sean Grindall, senior vice president and head of Life and Annuities, LIMRA and LOMA. “Strong demand for accumulation products, the expansion of the simplified products and a robust final expense market spurred this year's performance.”

Let’s break down the LIMRA 3Q statistics a little more for you.

• Indexed Universal Life (IUL): new premium was just over $1 billion, up 16% year-over-year
• Whole Life: new premium totaled $1.5 billion in the third quarter, 11% above prior year’s results
• Term Life: 5% above third quarter 2024 results and policy count increased 5% in the quarter

Just like a budding romance, life insurance is really starting to grow on consumers. Multiple reasons could have contributed to these increases – strong demand for accumulation products, expansion of simplified products, and a robust final expense market are what LIMRA attributes to the reemergence of life insurance interest.

AIP Marketing Alliance, an Integrity Company, also sees some positive signs as our team agrees with LIMRA about the IUL assessment as carriers continue to adapt products to today’s changing marketplace. Life insurance has grown from a product known for death benefits and leaving a legacy to consumers leveraging the living benefits of life insurance and how long-term care and other optional riders can position these products for potential unexpected healthcare needs.

Our team also will give kudos to insurance carriers as positioning specific pieces of the life insurance puzzle has made the process a bit less cumbersome for applicants and a bit easier for licensed life insurance agents. Accelerated underwriting, e-apps, and products not requiring medical exams contribute to an easier experience for the consumer. When health issues could deny an applicant, final expense insurance is built to provide coverage for those burial/funeral expenses and other costs for an expected or unexpected death.

However, life insurance agents need to communicate the above messages to their end-user clients and prospects as finding the right life insurance products might take more than a Google Search or asking some AI-bot to give them answers. Each individual situation is different and finding the right product to fit the right situation isn’t always a balanced equation solved by an algorithm.

Insure Your Love Month provides the first opportunity of 2026 to start targeted life insurance messaging through social media and email marketing. It’s not about carrier or products. It’s about talking to your clients, setting up those appointments, and taking the time to protect your client and their loved ones for the expected and unexpected.

AIP Marketing Alliance can start the ball rolling for you. We support the Insure Your Love campaign by designing social media graphics and a new video for agents to communicate with your consumers on LinkedIn, Facebook, YouTube, or even Instagram. These compliant resources are designed to nudge and nurture your clients and prospects about the benefits of life insurance while showing the potential need for each person/family.

Once you start the conversation and make an appointment, then AIPMA’s team also can set you up for success with our Life Insurance Policy Review (LIPR) materials. These documents provide an assessment of life insurance needs for the person/family, which helps you review potential carriers/products including options to fit within their budget.

After the appointment and the LIPR, AIPMA has more than 70 carrier relationships to help you find some options to share with your clients/prospects including permanent, whole life, IUL, and traditional life insurance with optional riders for illness or long-term care. We provide access to multiple tools to compare products and generate illustrations to send to your clients/prospects. If term insurance is an option, agents can leverage the Dynamic term life insurance quoting platform to enter in customer information – which leverages the data to select carriers/products with algorithm-driven options with pricing.

Our experienced team also can provide e-apps to expedite the life insurance application process. We also can help follow up in case additional underwriting information is required from the carrier. That’s what AIPMA does as the difference is personal.

To finish off this conversation, think about how love and life insurance have a lot in common. They both protect each other. They both can be hard to find until you find the right one. And sometimes… you don’t know that you needed it in your life until it’s not there when you need it. Let’s leverage Insure Your Love Month to make those Chuck Woolery “Love Connections” with life insurance.

Need AIP Marketing Alliance’s Insure Your Love resources? Have a niche customer/prospect that requires a creative product? Looking for other options than the carriers you are contracted with currently? Contact our Business Development team at (800) 783-5206 Press #2 or [email protected]. We’re here to help you!

We are #TheRightMIXin26 for independent insurance wholesalers and agents. 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 supporting 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 lead programs, access to IntegrityCONNECT’s technology, 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).

* LIMRA’s Retail Individual Life Insurance Sales Survey represents 80% of the U.S. life insurance market. With more than 100 years of expertise, LIMRA conducts over 80 benchmark studies – producing nearly 500 reports annually – for our members and the industry as a whole. These studies provide trusted insights and a comprehensive understanding of market dynamics, trends, and behaviors.