As a proud Florida Gator, September brings me all the anticipation, hope, and excitement of a brand-new college football season. As the CEO of the oldest and most influential association for insurance and financial professionals in the United States, it brings me the pride and heightened sense of purpose of Life Insurance Awareness Month.

LIAM was created and continues to be coordinated by Life Happens, a NAIFA community. It is a time when we shine a spotlight on the importance of life insurance products and educate consumers about this foundation of many comprehensive financial plans. 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 2025 Insurance Barometer Study conducted by Life Happens and LIMRA shows that three-quarters of adults overestimate the true cost of life insurance. Those aged 35 and under speculate that life insurance costs seven to 12 times more than it actually does. 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. We 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.

As Life Happens Executive Director Brian Steiner writes in the current issue of InsuranceNewsNet magazine, LIAM is a win-win for agents and consumers. The more informed people are about life insurance, the more likely they are to take advantage of our industry’s products and services and obtain needed financial protection for themselves and their families. As we kick off September, I’ll leave you with two thoughts:

1. Go Gators! (Or insert your team here!)
2. Let’s have a great Life Insurance Awareness Month. If you’re a NAIFA member, please take advantage of the Life Happens assets at your disposal. If you’re not a NAIFA member, LIAM is a great time to join us!