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 2014 Insurance Barometer Study from LIMRA and Life Happens Analyzes Life Insurance Preferences, Finds Consumers Age 34 or Younger Recognize their Need but Likely to Overestimate Cost


WINDSOR, Conn. and ARLINGTON, Va., April 7, 2014 — Younger Americans, including "millennials" age 25-34, show the highest level of concern across all generations for common financial planning issues, including saving for retirement, paying for a child's education, and burdening others with final expenses. The 2014 Insurance Barometer Study, released today by nonprofit organizations LIMRA and Life Happens (formerly the LIFE Foundation), found that while this sentiment has improved slightly among the overall U.S. population, younger consumers are noticeably more anxious about their financial plans, despite being best suited to take actions now that can make a difference.

According to the annual study, half of consumers age 25-34 (52 percent) state they are very or extremely concerned about having sufficient funds for a comfortable retirement compared with just 46 percent of consumers age 35-54. Nearly a third of millennials (27 percent) are as concerned about paying for a child's schooling (compared with 20 percent of those age 35-44) and burdening others with final expenses (26 percent, compared with 19 percent of consumers age 35-44). Surprisingly, consumers under age 25 show the most worry of all age groups when it comes to paying for medical expenses (43 percent are very or extremely concerned), leaving dependents in a difficult situation if they were to die prematurely (38 percent), and paying for a child's schooling (36 percent).

"Having come of age through the recession and facing uncertainty about the future of employer  and government protections, millennials are having to take personal financial responsibility to ensure their future plans are secure," said Marvin Feldman, CLU, ChFC, RFC, president and CEO of Life Happens. “Life insurance can provide stability and financial peace of mind. While younger Americans recognize its importance, they lack a basic understanding of life insurance and this may be hindering them from getting the coverage they need.”

Misconceptions Hindering Consumer Purchasing Decisions Despite the Need 
According to the study, nearly one third of adults overall (31 percent) believe they would feel the financial impact from the loss of a primary wage earner within one month of their passing. That may be a reason why, consistent with previous years, 65 percent of consumers agree that they personally need life insurance and one in four (27 percent) believe they need more.  One third of those surveyed under age 25 (33 percent) and age 25-34 (29 percent) say they need more.

The most commonly cited reason survey respondents provide for not purchasing more is cost (63 percent cited "too expensive") followed next by having "other financial priorities" (59 percent). The survey found this to be particularly true among younger consumers, who are generally more likely to qualify for preferred rates because of their age and health status.

When asked the price for a $250,000 level-term life insurance policy for a healthy 30 year old, the median estimate given by individuals under the age of 25 years is $1,000-nearly 10 times its actual cost of $150 a year. Nearly one in five consumers in this age group believe the same policy costs more than $3,000.

"Our findings showed an astounding lack of awareness about the true cost of life insurance. Yet, younger consumers are not alone in this misconception. Overall, more than 80 percent of Americans we surveyed overestimate the cost of life insurance and this misconception hasn't changed much in recent years," said Todd A. Silverhart, Ph.D., corporate vice president, LIMRA Insurance Research. "It is important to continue to educate potential buyers, particularly younger consumers who can often pay less, about the policy options that exist."

This is the fourth year Life Happens and LIMRA have conducted the Insurance Barometer Study to understand how consumers think and act in regards to life insurance and other financial products. In 2014, the study investigated consumer perceptions about life, disability and long-term care insurance as well as their preferences for communicating with financial advisors and agents.

Study Methodology 
The 2014 Insurance Barometer Study was fielded in January 2014, using an online panel, which surveyed 2,047 U.S. adults age 18-75. The data were weighted by age, gender, education, race, region, and income to be representative of the general population. The margin of error in the study is plus or minus 3 percentage points.


Contact LIMRA 

Catherine Theroux, 860-285-7787,
Mark Morris, 860-285-7875,

About LIMRA 

LIMRA, a worldwide research, learning and development organization, is the trusted source of industry knowledge, helping more than 850 insurance and financial services companies in 64 countries increase their marketing and distribution effectiveness. Visit LIMRA at


About Life Happens

Life Happens is a nonprofit organization dedicated to helping consumers take personal financial responsibility through the ownership of life insurance and related products. The organization does not endorse any product, company or insurance advisor. Since its inception in 1994, Life Happens has provided the highest quality, independent and objective information for people seeking help with their insurance buying decisions. The organization supports the insurance industry by providing marketing tools and resources and convening the industry each September for Life Insurance Awareness Month. Life Happens is supported by more than 140 of the nation's leading insurance company and financial services organizations. To learn more, visit

Media Contacts

Catherine Theroux

Director, Public Relations

Work Phone: (860) 285-7787

Mobile Phone: (703) 447-3257

Brooke Lacey

Senior Public Relations Specialist

Work Phone: (860) 298-3920

Mobile Phone: (413) 530-6184

Bailey Reed

Public Relations/Social Media Specialist

Work Phone: (770) 984-3788

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