November is National Long-Term Care Awareness Month, an annual campaign to raise awareness about the need for long-term care (LTC) planning and the financial, emotional, and physical impacts associated with it. The campaign is aimed at educating the public about the importance of preparing for the potential need for long-term care services, which include assistance with daily activities such as bathing, dressing, and eating, often needed due to aging, chronic illness, or disability.

Congratulations to Life Happens, which joined NAIFA as our consumer-education community last year and is celebrating its 30^th anniversary today. NAIFA was a key player among the industry organizations that founded Life Happens in 1994 to educate consumers about life insurance and related products.

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.

May is Disability Insurance Awareness Month (DIAM), a national awareness campaign that NAIFA’s consumer division Life Happens created and coordinates each year. This awareness campaign is critical because 4 in 10 people of working age are “extremely concerned” about being able to support themselves if an illness or injury were to keep them out of work, according to the 2023 Insurance Barometer Study by Life Happens and LIMRA.

Message From the CEO

Life Happens, NAIFA’s consumer-education arm, has collaborated for the 14th year with LIMRA to conduct the 2024 Insurance Barometer Study. The findings reveal a great opportunity for financial professionals to educate Americans about the importance of life insurance and dispel some of the myths and misunderstandings that contribute to a life insurance need-gap in the United States. As we wrap up April, National Financial Literacy Month, it’s a great time to remember that an important part of being a financial professional involves improving the financial literacy of clients and consumers.

In celebration of Financial Literacy Month, Life Happens has created a social media toolkit of posts and graphics available to all members who utilize their social media platforms to raise awareness of the importance of financial literacy. The images are co-branded with both the NAIFA and Life Happens logos.

April is National Financial Literacy Month, an annual observation NAIFA wholeheartedly agrees with. But why is financial literacy important and what are we doing about it?

February, the month of love, brings with it a unique opportunity to express our deepest affections in the most meaningful way possible. Life Happens, a devoted advocate for financial protection and security and NAIFA's consumer outreach arm, spearheads Insure Your Love Month every February.

This initiative serves as a reminder that one of the most profound demonstrations of love is ensuring the financial safety of our loved ones. The message is clear and powerful: acquiring life insurance is not just a financial decision; it's an act of love.

As we ring in another new year, this is an exciting, historic time for our association. The American public needs the services of insurance and financial professionals more than ever. You and your fellow NAIFA members help them achieve financial security, prepare for retirement, and create enduring financial legacies. NAIFA with you every step of the way, and 2024 promises to be a great year as we continue with the integration of three iconic brands within our industry – NAIFA, the Society of Financial Service Professionals, and Life Happens.

September is Life Insurance Awareness Month, a 20-year tradition created and coordinated by NAIFA partner Life Happens and commemorated by the entire life insurance industry, elected officials, and consumers across the country. The goal of LIAM is to put the importance of life insurance front-of-mind for a greater number of Americans and help more people get the coverage they need so their loved ones are protected financially.