As we conclude another impactful Life Insurance Awareness Month (LIAM), I want to take a moment to recognize the incredible efforts of our NAIFA members, corporate partners, and the broader financial services community. Together, we’ve made significant strides in educating and empowering individuals and families across the nation about the importance of life insurance and its critical role in securing financial futures.

Key Achievements:

1. Reaching New Heights in Consumer Engagement: I’m proud to share that during September’s Life Insurance Awareness Month, Life Happens achieved an all-time high of nearly 7 million organic social media impressions across their channels. This milestone of educational outreach speaks to the relevance of our message and the critical work our members and partners do to raise awareness about the importance of life insurance in a sound financial plan.
2. Active Member Involvement: Our members truly stepped up this year. Through community outreach, educational webinars, and local events, NAIFA members have been on the front lines, helping families understand their life insurance options. Many took the lead in conducting free financial planning sessions and sharing resources to ensure consumers felt empowered to make informed decisions.
3. Collaboration with Life Happens: This year marks the first Life Insurance Awareness Month since Life Happens rejoined the NAIFA family, and this partnership remains a cornerstone of our efforts. The Life Insurance Awareness Month toolkit, available through the NAIFA membership portal, offered members high-quality resources, including videos, infographics, and other educational materials. These tools played a critical role in amplifying our message and empowering members to effectively communicate the importance of life insurance to their clients. Additionally, members who subscribe to Life Happens Pro gain access to an even wider range of resources, including personalized marketing materials, client engagement tools, and educational content that can further enhance their outreach efforts year-round.
4. Corporate Support and Sponsorship: Our corporate partners played a critical role in amplifying LIAM’s message and extending our reach. Their sponsorship allowed us to engage new audiences through both digital and in-person initiatives. If other companies are interested in becoming Life Happens sponsors, they can learn more and join by visiting this link. We’re grateful for our sponsors' continued dedication to this important cause.

Life Happens Scholarship Fund

In addition to our work on LIAM, I want to take a moment to highlight the Life Lessons Scholarship Program, which provides financial assistance to students who have lost a parent without life insurance coverage. This fund reflects our shared mission to protect families and support the next generation. If you'd like to contribute to this meaningful cause, you can do so at the following link: Life Happens Scholarship Program Donation.

Looking Ahead

As we wrap up LIAM, it’s important to remember that our mission doesn’t stop here. NAIFA remains committed to advancing financial literacy and providing our members with the resources they need to serve their clients year-round. Through Life Happens Pro, financial professionals can continue accessing the educational tools and marketing materials that empower them to promote the importance of life insurance effectively.

Thank you to all who contributed to the success of this year’s campaign. Together, we’ve made a lasting impact, and I look forward to continuing this important work in the months ahead.

Special thanks to our top sponsors:

• State Farm
• MassMutual
• Pacific Life
• USAA
• Colonial Life
• Corebridge Financial
• Erie Insurance Group
• Protective Life
• Sammons Financial Group Companies
• Southern Farm Bureau Life Insurance Company
• Farm Bureau Insurance of Tennessee
• Equitable
• New York Life Insurance Company