As the pandemic evolved in 2020, more people became aware of the need for life insurance. In fact, six in 10 Americans say they have a heightened awareness of the importance of life insurance due to COVID-19, according to LIMRA.
The life insurance industry has an opportunity now to engage more consumers who don’t have or lack adequate coverage. LIMRA, Life Happens and six other trade associations have created a campaign called “Help Protect Our Families” to leverage their expertise and resources to help carriers and financial security professionals reach families who need coverage.
Research shows that the need is great:
• Just 54% of Americans have any life insurance coverage, a notable decline from 63% just a decade ago. — 2020 Insurance Barometer Study, LIMRA and Life Happens
• There are 60 million uninsured and underinsured households with an average life insurance gap of $200,000, representing more than $12 trillion in market opportunity. —Turn Up the Volume: $12 Trillion Sound Opportunities (2017), LIMRA
• Forty-four percent of families say they would face financial hardship if the primary wage earner died within six months. For 28%, it would be within just one month. —2020 Insurance Barometer Study, LIMRA and Life Happens
Western & Southern Financial Group and its life insurance business subsidiaries are proud to support the “Help Protect Our Families” campaign. As LIMRA notes, together “we can help fulfill the industry’s noble purpose and provide Americans a level of financial peace of mind and stability at a time when so much else is uncertain.”