September is Life Insurance Awareness Month, a time to highlight the important role life insurance can play in protecting families, businesses and financial futures.
According to the 2026 Insurance Barometer Study from LIMRA and Life Happens, 52% of Americans report owning life insurance, yet approximately 92 million adults still have a life insurance need gap. Even among those who already have coverage, 18% say they need more.1
These numbers represent families who may not be fully prepared for the financial impact of an unexpected death.
Throughout the month, we’ll explore different ways to help you have authentic, meaningful conversations with your clients.
Start by engaging your audience with a friendly face
Life insurance conversations can sometimes feel intimidating, but the right plan can make them feel more approachable. That’s why we’re introducing LIAM, a friendly face who can help make life insurance easier to understand.
Meet LIAM!
Liam is featured on our social media channels to help explain the importance of life insurance in a simple, approachable way. You can use him in your own social media efforts, too.
Social media is a valuable way to connect with your audience, expand your reach and create opportunities to start conversations. To help you get started, we’ve created ready-to-use assets, including suggested captions and graphics.
Affiliated agents can visit Hearsay Social to access these materials. Independent agents can interact with and share content from our corporate social media channels.
Gain confidence before your next conversation
Whether you’re looking for an opening question, educational support or marketing materials, these resources can help you feel more prepared for your next client conversation.
Conversation Starters
- What financial responsibilities would continue even if your income did not?
- Is your current coverage based on your needs today or on where your life was several years ago?
- What questions have you always had about life insurance but never asked?
- What would make you feel more confident about your protection plan?
- Would it be helpful to look at what coverage might cost based on your current needs?
Get Trained
Head to the Training Calendar and register for webinars to brush up on your skills.
One conversation today could change a family’s tomorrow
Life Insurance Awareness Month gives you a timely reason to reconnect with clients and prospects. Consider starting with people who have recently purchased a home, welcomed a child, changed jobs, started a business or experienced another major life change.
You don’t have to solve every protection need in one meeting. Sometimes, the most important step is simply opening the conversation.
One conversation today could change a family’s tomorrow.
12026 Insurance Barometer Study, LIMRA and Life Happens. July 2026
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