NAIFA, the leading association of financial professionals in the United States, has revitalized its Find a Financial Service Professional search directory to provide consumers with easy access to the highly skilled, experienced professionals who subscribe to NAIFA’s Code of Ethics. The tool is located on lifehappens.org, the consumer-facing website of NAIFA’s Life Happens community. It draws from a database of financial service professionals from various practice specialties who are NAIFA members, including legacy members of the Society of Financial Service Professionals, or subscribers to Life Happens Pro.

Are you taking advantage of the Life Happens content NAIFA provides as a member benefit? For Life Insurance Awareness Month (September) and Long-Term Care Awareness Month (November), NAIFA members had access to specially curated content from NAIFA’s Life Happens community. Today, Life Happens is unveiling a new set of assets for Insure Your Love Month (February 2025). The content should be posted by 12 noon eastern.

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.