August 25, 2025

Start Life Insurance Awareness Month Off On the Right Foot

Every September, the financial services industry unites for Life Insurance Awareness Month (LIAM)—a time to spotlight the importance of life insurance in securing the financial future of loved ones. This year’s campaign emphasizes a powerful truth: love isn’t just a feeling—it’s a responsibility.¹

Why Life Insurance Still Matters in 2025

Despite growing awareness, over 100 million Americans remain uninsured or underinsured.² That’s a staggering number of families who could face financial devastation if the unexpected happens. According to the 2025 Insurance Barometer Study, 30% of households would experience financial hardship within one month of losing their primary wage earner ³.

Yet, the need is clear. Life insurance provides peace of mind, stability, and a legacy of care. It’s not just about death—it’s about life, and the people we live it for.

The Coverage Gap: A Call to Action

In 2025, 60% of Americans have some form of life insurance, but only 28% hold individual policies, and 13% rely solely on employer-sponsored coverage.²That leaves many without adequate protection.

Young adults, especially those under 30, overestimate the cost of life insurance by 10 to 12 times, which contributes to hesitation and inaction.¹ Education and outreach are more critical than ever.

This Year’s LIAM Theme: Turning Intent Into Action

The 2025 campaign focuses on closing the coverage gap by helping consumers move from awareness to enrollment. LIMRA’s research shows that intent to buy is high, but confusion and perceived cost barriers prevent follow-through.¹ Agents play a vital role in bridging this divide—by listening, educating, and guiding clients toward the right coverage.

Get Started on the Right Foot

As an agent, you’re not just selling a product—you’re offering protection, peace of mind, and a promise. Here are a few ways to get started:

Share real stories of how life insurance has made a difference. Click below to view the most recent client testimonial videos and share these with your clients.