Individual Insurance Products

Individual Insurance Products Research

View ownership and sales trends for individual insurance products, including life insurance, DI, critical illness, and LTC.

Featured Individual Insurance Research

2026 Insurance Barometer Series

Is life insurance evolving as fast as consumer expectations? Insights from the 2026 Insurance Barometer Study reveal today’s consumers want more — more flexibility, more relevance, and more value.

New Life for Life Insurance: Revitalizing Industry Growth

Marketing and distribution alignment is key to closing the life insurance coverage gap and accelerating growth. Discover how carriers can unlock this opportunity.

Opportunities in Underserved Markets: Young Consumers' Life Insurance Expectations and Experiences

This study offers insights to provide direction for carriers looking to successfully connect with young consumers and assist in fulfilling their insurance coverage needs.

U.S. Individual Life Insurance Sales

Size it up — quarterly U.S. individual life insurance sales results reflecting 85 percent of the premium market, as well as annual industry estimates and the comprehensive U.S. Individual Life Insurance Yearbook. New Industry Estimates data published.

Benchmark Trends

Term Life Sales Mark Sixth Consecutive Quarter of Growth in The Second Quarter 2024 — On Pace For a Record Year

Total new annualized premium level with prior year results at $3.98 billion.

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U.S. Life Insurance New Premium Tops $3.7 Billion in First Quarter 2024

Term life, indexed univeral life, and fixed universal life all posted premium gains in the first quarter.

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U.S. Life Insurance Premium Sets New Record in 2023

Total new annualized premium was $4.2 billion in the fourth quarter, reaching $15.7 billion in 2023.

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Total new annualized premium reaches $3.7 billion in the third quarter, up 4%.

Individual life insurance sales rose in the third quarter, reaching $11.5 billion year-to-date.

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U.S. Life Insurance Premium Rebounds in Q2 2023

Total U.S. life insurance new annual premium up 2% in the second quarter to $4.0 billion.

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Life Policy Sales Increase and Premiums Decline in Q1 2023

Total U.S. retail life insurance new annualized premium fell 7% in the first quarter of 2023 to $3.7 billion.

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Latest Individual Insurance Research

Market Opportunity: Young Canadian Consumers

Aug 7, 2026

A look into the young Canadian life insurance consumer mindset, with a focus on residency duration.

Market Opportunities Series

Aug 7, 2026

LIMRA conducted a series of qualitative studies to identify growth opportunities and better understand consumer needs, attitudes, and barriers to financial protection. Key insights revealed opportunities to expand engagement by improving financial education, simplifying products, building trust, and delivering more personalized, culturally relevant experiences.

U.S. Consumer Sentiment (July 2026)

Jul 24, 2026

As Americans celebrated the nation’s 250th Independence Day, economic concern eased, but financial security remains elusive for many.

U.S. Life Insurance Ownership Today: Perception and Reality

Jul 23, 2026

LIMRA’s latest study updates more than six decades of life insurance ownership trends, adding new estimates to better reflect today’s coverage landscape. Technical Report now available.

More Features, Less Complexity? The Life Insurance Paradox

Jul 21, 2026

Consumers want life insurance that is simple, flexible, and easy to integrate into their financial lives. Explore insights from the 2026 Insurance Barometer Study.

2026 Insurance Barometer Series

Jul 20, 2026

Individual Life Insurance Benchmark Studies

A Deeper Dive: Life Insurance Sales Series

Jun 14, 2024

Take a deeper dive into the diverse features of life insurance products.

U.S. Individual Life Insurance Forecast

Nov 24, 2025

What are the expectations for life sales over the next few years? New 2025 - 2028 report.

U.S. Monthly Individual Life Sales

Aug 21, 2026

Get the latest monthly individual life sales and application trends. New June 2026 data.

Individual Life Combination Products

Dec 4, 2025

A detailed look at the state of the combination product market. New 2025 Mid-Year Review.

U.S. Individual Life Insurance Sales

Jun 17, 2026

Bank Life Insurance Sales

Dec 20, 2023

LIMRA's bank life insurance sales quarterly benchmark.

U.S. Individual Life Insurance: COVID-19 Mortality Experience Study

Oct 26, 2023

Explore the impact of COVID-19 on individual life insurance claims experience.

U.S. Individual Life — Quarterly COVID-19 Reported Claims Updates

Dec 19, 2022

These quarterly reports provide an update of COVID-19 and pandemic related reported claims. Data from 32 companies representing approximately 72 percent of the industry face amount in-force are included in this analysis. LIMRA, RGA, TAI, and the SOA jointly collected the data supporting the results of this report.

U.S. Individual Life Insurance Yearbook

Sep 19, 2025

Read the most comprehensive overview and gain insights into key factors impacting the U.S. individual life insurance market.

U.S. Individual Life Insurance Persistency

Jun 10, 2019

Must all good things come to an end? See what's happening with U.S. individual life insurance product persistency at the industry level for benchmarking, product development, and planning - including guaranteed issue and simplified issue.

Canadian Individual Life Insurance Sales

Jun 24, 2026

Sales buzz! Get the latest on quarterly individual life insurance sales for Canada. New Q1 2026 data.

Individual Health Insurance Benchmark Studies

U.S. Individual Disability Income Insurance Sales

Jun 9, 2026

Get a quick look at the most recent individual DI sales and trends in this quarterly benchmark study. New Q1 2026 data.

U.S. Individual Long-Term Care Insurance Sales and In-Force

May 18, 2026

Find it here — midyear and year-end sales and in-force benchmarks for individual long-term care insurance in the U.S. market. New 2024 data.

U.S. Long-Term Care Insurance Persistency

Feb 12, 2021

Long-lasting benefit? Find out about U.S. industry long-term care insurance product-persistency experience benchmarking, product development, and planning.

Canadian Individual Critical Illness Insurance Sales

Jun 9, 2026

Hit your target? Benchmark individual critical illness new sales, in-force business, and growth rates for 16 Canadian companies. New Q1 2026 data.

Related On-Demand Webinars

Watch anytime, anywhere.

LinkedIn LIVE: Helping Women Protect Their Families with Life Insurance

9/19/2023, 1 - 1:30 p.m. EDT

According to the 2023 Insurance Barometer Study, 44% of women say they need or need more life insurance, representing approximately 54 million adults. Currently, less than half of women (49%) own life insurance in 2023 compared to 55% of men. This means that women make up a significant market opportunity for our industry. Join LIMRA and LOMA’s Alison Salka, Ph.D., Senior Vice President and Director of Research and Gina Birchall, Chief Operating Officer, for a conversation on understanding the needs and concerns of women and how our industry can help them protect their families through life insurance.

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Related Committees and Study Groups

Supplemental Health, DI & LTC Committee

Reinsurance Study Group

Individual Life Study Group

Product Development Study Group