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2025 Insurance Barometer Series
Insights You Need from the 2025 Insurance Barometer Study
Life insurance is often misunderstood and overlooked, leaving millions of Americans uninsured and underinsured. Explore key insights that focus on the opportunities to educate consumers on the benefits and strengths of life insurance, and where and how they seek information when they want to learn about it.
Beyond the Basics: Why Human Advice Still Wins in Life Insurance
In an age of AI tools and digital self-service, consumers still overwhelmingly turn to financial professionals for trusted, personalized guidance – especially when life insurance decisions get complex.
Get Key Insights
Ensuring a Protected Tomorrow with Life Insurance
Life insurance is often misunderstood and overlooked, leaving millions of Americans uninsured or underinsured. Get critical insights into why this happens, and what can be done to help bridge the need gap.
Get Key Insights
2025 Insurance Barometer Study — Report 1: Educating with Intent
This annual study from LIMRA and Life Happens focuses on the attitudes and behaviors of American adults with regard to life insurance.
Download Report 1
2025 Insurance Barometer Study — Report 2: Life Insurance in the (Mis)Information Age
Delve into how much people really understand about life insurance and where and how they seek information when they want to learn about it.
Download Report 2
2025 Insurance Barometer Technical Supplement
Dive deeper into the data behind the LIMRA and Life Happens Barometer Study in the 2025 Barometer Technical Supplement.
Download the Technical Supplement
This annual study from LIMRA and Life Happens focuses on the attitudes and behaviors of American adults with regard to life insurance.
Over half of Americans overestimate life insurance costs and believe it is out of reach. What's fueling the confusion, and how can trust and influence shift the tide?
9/23/2025, 12 - 12:30 p.m.
On-Demand Webinar — Join Bryan Hodgens, senior vice president and head of LIMRA Research, and Steve Wood, research director, LIMRA Consumer Markets, as they discuss how the industry can help more young consumers see the value in protecting their families' financial security.
In this episode of Insider Insights, LIMRA’s Severine Suski and Steve Wood explore how life insurers can better engage young adults aged 24–35. Drawing from recent qualitative research, they discuss the barriers young consumers face, the emotional hurdles in purchasing life insurance, and the evolving role of social media in financial education. From TikTok to YouTube, discover how humor, authenticity, and storytelling can help carriers connect with the next generation of policyholders.
Explore how young consumers are leveraging social media to navigate life insurance options. Uncover the most influential platforms and their impact on decision making.
The Insurance Barometer is an annual study that tracks the perceptions, attitudes, and behaviors of adult consumers in the United States, with a particular focus on life insurance.
