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Our annual look at consumer perceptions, attitudes, and behaviors around life insurance.

No part of any report may be reproduced or translated without written permission from LIMRA. Please contact Customer Service for further information.

Industry Issues

  • Examining the differences between those with and without life insurance 
  • Tracking consumer attitudes toward life insurance 
  • Assessing perceived life insurance need 

Key Findings

  • The most common financial concern is the ability to afford a comfortable retirement. 
  • Though healthcare concerns are consistently the top group, this is changing. 
  • Consumer demand for life insurance is greater than actual ownership.
  • Life insurance owners are more interested in other financial products.  
  • Brand image matters.  
  • Online purchase attempts are increasing.  
  • Simplified underwriting is appealing to consumers.  
  • Millennials overestimate the cost of life insurance.  
  • Peer-to-peer insurance is a nascent segment of the insurance industry.  

Related Resources

Related Research

Simplified Issue Made Simple (2017)

Mar 28, 2017

Learn more about one of the hot topics in the life insurance industry: simplified issue!

Taking Out the Mystery: Providing Transparency for Life Buyers (2017)

Feb 24, 2017

How can companies reach more households to get them needed coverage? Can companies use their websites to reach more consumers, provide the information they need, and encourage them to buy?

A Price Dilemma in the Age of Transparency (2015)

May 6, 2015

Most consumer products are transparent, while the life insurance industry is not. This paper presents a case for transparency and what the industry can do about it.

Life Insurance Ownership in Focus (2016)

Sep 28, 2016

The latest trends in life insurance ownership and coverage levels for American households from 1960 to 2016.

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