If you are a licensed life insurance agent, one question you’ve heard during an appointment is, “How much is enough life insurance?”

According to the LIMRA 2025 Facts About Life Insurance, 40% of American adults believe they need more life insurance, representing close to 100 million adults. 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.

That’s when most consumers turn to internet searches or possibly AI-driven answers to their questions. One popular website involves Life Happens, where prospective life insurance customers can input information into their Life Insurance Needs Calculator.

Like most online life insurance estimates, these resources focus sometimes on the numbers’ game and may not necessarily focus on the big picture or the story your prospect or client needs to tell you. Remember, 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 per the LIMRA 2025 Facts document.

AIP Marketing Alliance understands this dilemma as AI’s power continues to grow online, but as a licensed financial professional, you also know that every life insurance product is different, the underwriting process could cause approval complications, and every client’s situation is different. Remember, 62% of Americans say they use social media when seeking information on financial or insurance products.

Enter the Life Insurance Policy Review (LIPR) into the chat/discussion. With ongoing changes happening in people’s lives, the LIPR has become a great topic to engage both your clients and your prospects to see if their current life insurance still covers their needs. Some clients think they know what they own, but the unfortunate truth is they often don’t know what type of policy they have and what features the policy provides.

A common complaint from consumers is that their agent did not follow up or stay in touch after delivering their life insurance policy. The need for ongoing policy reviews exists, and today’s consumers want their agents’ help and guidance on protecting their loved ones with life insurance. This conversation provides a great opportunity to help them keep their coverage consistent with their goals and needs.

Agents and financial professionals understand the value of knowing what your clients really care about in their lives. It is equally important for you to be informed when changes occur in their family, career, or finances. You also can perform the LIPR for your clients’ businesses with concepts such as key person insurance, executive bonus, or disability insurance.

Part of your ongoing due diligence involves assessing the impact these changes may have in achieving client goals and, if necessary, recommending adjustments to their strategies in their best interest to keep them on track. Your proactive reviews alone can help deepen relationships, even when the result is to just stay the course without changes in their coverage or policy.

A LIPR also keeps the communication flowing between you and your clients at least one time per year, which could help you protect your clients from other agent sales pitches. You want to protect your book of business and your clients from the competition, right?

September’s Life Insurance Awareness Month (LIAM) provides the perfect opportunity to re-engage with your life insurance clients to review their current policy. AIPMA’s team believes you should conduct an annual LIPR with your clients – especially when newer life insurance products could provide better options (living benefits, hybrid long-term care provisions, premium improvements for healthier lifestyle improvements, etc.).

AIP Marketing Alliance also has developed a three-part whitepaper series on life insurance policy reviews that we distribute to our valued downline wholesalers and agents throughout the year – and especially as a reminder during LIAM. These modules include why agents should conduct LIPRs, how to conduct a LIPR, and even how you can market and promote LIPR to clients and prospects.

Contact our Business Development team at (800) 783-5206 press #2 or [email protected] to request these life insurance policy review materials or our current Life Insurance Awareness Month social media resources. Don’t forget the hashtag #LIAM2025 to promote the value of life insurance in September! 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).