Once again this September, the National Association of Insurance Advisors (NAIFA), Life Happens, and the entire insurance and financial service community recognize and celebrate Life Insurance Awareness Month (LIAM).
Life Happens, a NAIFA community, created LIAM in 2004 and continues to coordinate the observance. During September, life insurance companies, agencies, producers, government officials, and associations shine a spotlight on the importance of life insurance products and educate consumers about this foundational product that is vital to many comprehensive financial plans.
“Life Insurance Awareness Month provides a great opportunity for agents and advisors to connect with their communities and educate American families on the importance of life insurance and how it can protect them from life’s inevitable risks,” said NAIFA President Christopher Gandy, LACP. “While just over half of Americans say they own at least one life insurance policy, many acknowledge that they are underinsured. Many also say their lack of knowledge contributes to their lack of insurance or lack of enough insurance. LIAM is above all else an educational campaign, and there is no one better than financial professionals to educate the public about this vital product.”
Financial professionals understand that life insurance provides vital protection to more than 80 million American households (even if many are underinsured) and that coverage is available to fit the budgets of families at most income levels. Consumers, unfortunately, are less likely to know this. The 2026 Insurance Barometer Study conducted by Life Happens and LIMRA shows that nearly 40% of adults say they are only somewhat or not at all knowledgeable about life insurance. Those aged 18 to 30 tend to overestimate the annual cost of a typical term life insurance policy for themselves by about five to six times its true cost. This information gap is hurting the financial security of American families. The top reason given for not having adequate life insurance by those who say they need it is that they believe coverage would cost too much.
Every September, Life Happens and NAIFA lead the industry in promoting LIAM to shrink the knowledge gap and help consumers become better informed. They work with companies, partner organizations, government officials, and agents and brokers to educate Americans. As a benefit to NAIFA members, Life Happens provides a curated library of materials, including social media posts, graphics, and other content that agents and advisors can use to promote LIAM, educate the public, and market their own practices and agencies.
NAIFA’s unparalleled grassroots strength also plays an important role in the success of LIAM. NAIFA state chapters and individual members work with Life Happens to encourage governments officials, including governors, lawmakers, and insurance commissioners, to issue official statements proclaiming September Life Insurance Awareness Month and share pro-life insurance messages with their constituents.