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Twentieth Anniversary of LIAM

Every September, the industry — led by Life Happens — comes together to sponsor Life Insurance Awareness Month (LIAM). This campaign is designed to educate consumers about the importance of life insurance and its role in protecting families’ financial security. LIMRA is proud to support LIAM in its 20th year.

Celebrating Life Insurance Awareness Month

Today, according to the 2023 Insurance Barometer Study, more than 100 million uninsured and underinsured Americans say they need (or need more) life insurance coverage.

Research shows owning life insurance increases feelings of financial security. Nearly 7 in 10 life insurance owners say they feel financially secure compared to less than half of non-owners.

Overall, 41% of Americans say they don’t have sufficient life insurance coverage. Many underserved markets recognize they have even greater insurance needs, including: 49% of Gen Z adults, 47% of Millennials, 44% of women, and 49% of Black and Hispanic adults.

This is increasingly critical since LIMRA research shows that nearly 4 in 10 families would face financial hardship within six months if the primary wage earner died. For 1 in 5 families, it would be within just one month.

This month is the perfect opportunity for our industry to engage and educate the many Americans who live with a life insurance coverage gap. Together, we can help them get the life insurance they need to protect their families and achieve financial security.

Below are resources that provide insights about what’s impacting life insurance ownership in 2023 and the vital role life insurance can play in providing financial security.

#HelpProtectOurFamilies                   #LIAM23

LIAM 2023 Events

LinkedIn Live: Helping Women Protect Their Families with Life Insurance

Date and time: September 19, 1:00 p.m. EDT

Description: Join LIMRA and LOMA’s Alison Salka, Ph.D., Senior Vice President and Director of Research and Gina Birchall, Chief Operating Officer, to learn about women's financial needs, concerns, and their views on life insurance.

An Insider’s View of the 2023 Insurance Barometer Study

Date and time: September 21, 2023 12:00 p.m. EDT 

Description: Join the co-authors of the 2023 Insurance Barometer Study from LIMRA and Life Happens for a behind-the-scenes look at the top trends in the life insurance industry: from online shopping to financial wellness and more.

Interactive Infographics

Life Insurance Needs of Younger Adults

Younger adults are key to the future success of our industry. Understand Millennial and Gen Z financial priorities and purchase preferences.

Millennials Are Serious About Life Insurance

Seventy-seven percent of millennials recognize the need to shop for life insurance. Discover how millennials go through the buying process from the first step.

More About LIAM


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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