Long-term care planning is no longer just about future costs. As NAIFA members heard during the recent webinar, “2026 Long-Term Care Market Outlook,” the market is being shaped by rising demand, caregiver shortages, family burnout, new technology, and advances in brain health and early detection.

The program, sponsored by OneAmerica Financial, featured Jeff Levin, Vice President of Distribution and Head of Care Solutions at OneAmerica Financial, along with panelists Tafa Jefferson, founder and CEO of Amada Senior Care, Jody Hirst, licensed clinical social worker, and Dr. Donna Wilcock, professor of neurology and director of the Center for Neurodegenerative Disorders at Indiana University School of Medicine and IU Health.

One of the biggest takeaways was the importance of interconnected care. Families remain the backbone of care, but they cannot carry the responsibility alone. Health systems, insurers, care organizations, researchers, technology providers, and mental health professionals all have a role to play in helping older Americans and their families prepare.

The webinar focused on three major themes: the rise of preventive long-term care, the caregiver workforce crisis, and the growing pressure on family caregivers. Together, these themes show why long-term care planning must also consider access to care, family readiness, caregiver support, and the client’s broader health and aging goals.

Jefferson emphasized that caregiver shortages are one of the greatest threats to seniors living safely at home. He also noted the difference between planning for a care event and preparing for one. Families may know care could be needed someday, but many do not understand the physical, emotional, and logistical realities until they are already in crisis.

The panel also discussed how technology can help seniors remain at home longer. Wearable devices, passive sensors, mobile tools, and even robotics can help families monitor changes in routine, identify concerns, and bring in professional support when needed.

Hirst focused on the emotional pressure facing family caregivers, especially members of the Gen X “sandwich generation” who may be balancing work, children, aging parents, and other responsibilities. She emphasized the importance of self-care, stress management, connection, and early family conversations before a crisis occurs.

Dr. Wilcock highlighted the growing role of preventive long-term care and brain health. Advances in cognitive screening and blood-based biomarkers are changing how families and health care professionals think about dementia and Alzheimer’s disease. She also stressed that brain health should begin before old age, with attention to risk factors such as hypertension, diabetes, obesity, and physical inactivity.

For financial professionals, the message was clear: long-term care planning is about more than funding a potential claim. For NAIFA members, the 2026 long-term care outlook reinforces the importance of helping clients plan earlier, prepare more fully, and consider the needs of both care recipients and caregivers.