September is Life Insurance Awareness Month, and the perfect time to revisit your life insurance marketing plan. Consumer behavior is changing fast – this year’s industry numbers show both opportunity and urgency. By combining updated insights with a focused strategy, you can position yourself to meet today’s needs and capture tomorrow’s growth.
Life Insurance Trends in 2025
According to LIMRA and industry research:
- Half of U.S. adults own life insurance. That means nearly 100 million Americans are still uninsured or underinsured.
- Cost confusion remains a major barrier. Younger adults overestimate the cost of term coverage by 10–12 times.
- Digital is essential. 92% of buyers start their research online, and 62% use social media to learn about life insurance (that number jumps to 80% under age 45).
- Product demand is shifting. Indexed Universal Life (IUL) premiums are up 11% in early 2025, while traditional term slipped slightly.
- Urgency is real. Four in 10 households say they would face financial hardship within six months of losing a breadwinner, and nearly a third within one month.
These trends highlight both the coverage gap and the opportunity for advisors who combine education with modern, flexible marketing strategies.
Step 1: Assess Your Current Marketing Plan
Review your current mix of marketing tactics and product focus. Are you still leading with term only, while IUL experiences double-digit growth? Are you relying on referrals alone while younger buyers are comparison-shopping on Instagram and TikTok? Identifying these gaps helps you adjust your marketing for today’s client expectations.
Step 2: Set SMART Goals
Instead of broad goals like “increase life sales,” make them specific:
- Acquire 15 new IUL policies among 30–44-year-olds by year-end.
- Grow premium share by 10% among Millennial clients.
- Increase digital lead capture from social campaigns by 25% in Q3.
Step 3: Define Your Target Audience
Your life insurance marketing plan should center around underserved groups:
- Young professionals (18–44): They want coverage but often misunderstand costs.
- Women and single parents: Statistically underinsured but highly motivated by family protection.
- Small business owners: Need solutions for succession, debt protection, and key-person coverage.
Step 4: Use the Right Marketing Channels
- Social Media: Share short reels that bust cost myths (“$250k in coverage costs less than you think”).
- Quizzes and Calculators: Offer a “coverage gap check” to generate leads.
- Email Drip Campaigns: Provide educational content, not just product pushes.
- Seminars or Webinars: Focus on “flexible coverage that grows with your life.”
Step 5: Track and Adjust
Measure what matters: Digital leads, quote requests, scheduled appointments, and time-to-application. Test traditional vs. flexible-product CTAs to see which drives better engagement.
Why an Updated Life Insurance Marketing Plan Matters
Consumers want fast, flexible, and affordable coverage options. They’re online first, but still want a trusted professional to guide them. By modernizing your life insurance marketing strategy, you can close the coverage gap, grow your business, and position yourself as the go-to advisor.
Get the Tools You Need
IAMS has built a complete Life Insurance Awareness Month (LIAM) Sales Kit with ready-to-use posts, emails, and conversation starters. This plug-and-play resource saves you time and helps you turn awareness into appointments. The newly updated kit includes:
- A new Generational Marketing Guide to help you tailor your messaging for Boomers, Gen X, Millennials, and Gen Z
- Solutions for business owners
- Premium finance guides (back by popular demand!)
- Consumer-facing concept pieces, checklists, fact-finders, and customizable prospecting templates
- Sales tips for Single Premium Life products
- Beyond Capital Transfer and Life Insurance Best Practices agent guides
- A full slate of ready-to-use social media and drip email content to carry you through LIAM and beyond
Download the IAMS LIAM Sales Kit today and connect with your marketer to start building your 2025 life insurance marketing plan.
