Like every new year, 2026 brings great promise and its fair share of challenges. At NAIFA, we look forward to building on our storied past while we make the most of a rapidly changing business environment (and support our members as they do the same). The insurance and financial service industry is not immune from forces reshaping our world, from the whirlwind of developments in technology to unpredictable economic situations to an ever-shifting legislative and regulatory landscape. NAIFA is on top of it, and we remain as committed as ever to fulfilling our membership promise: to advocate for positive legislative outcomes, educate agents and advisors, and help our members differentiate themselves in a competitive marketplace.

With Thanksgiving, we naturally turn our attention to the three Fs: family, food, and football. But when we consider things that we are truly thankful for, I’d like to add one more: financial service professionals.

Americans have much to be thankful for this holiday season largely because of the crucial work you are doing. While your practice websites might tell us that you offer insurance products, financial planning, wealth management, or other products and services, what you are really giving your clients is peace of mind, opportunities to live their best lives, and happiness for themselves and their loved ones. These are among the things Americans are most thankful for.

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.

May is Disability Insurance Awareness Month (DIAM), an important time to highlight the critical role disability insurance plays in protecting the financial well-being of American workers and their families. NAIFA is committed to raising awareness and educating about the necessity and value of disability insurance.

NAIFA proudly participates in Disability Insurance Awareness Month, a national initiative led by Life Happens. Through this campaign, we provide financial professionals with resources to educate their clients about the importance of disability insurance, helping them secure critical protection against unforeseen financial challenges.

Recent findings from a McKinsey & Company study highlight a critical need for more financial professionals in the United States. As more Americans grow their wealth and look for financial guidance, the industry is confronted with a projected shortfall of up to 100,000 financial professionals by 2034. Increased reliance on personal savings for retirement, complex financial products, and rising client expectations all contribute to a growing demand that’s outpacing supply. While technology has improved productivity, attracting new talent is essential to ensure consumers continue to receive the comprehensive guidance they need.

Once again this May Life Happens will coordinate Disability Insurance Awareness Month (DIAM), an annual campaign Life Happens created to raise consumer awareness. Now that Life Happens is a NAIFA Community, specially curated content featuring DIAM messaging is available to NAIFA members to help them connect with their clients and consumers.

NAIFA, for a third consecutive year, has proudly hosted a Women’s Financial Security Fly-In. The event brought 37 women financial professionals from around the country to Washington, D.C., to advocate on behalf of their businesses and clients.

NAIFA is laser-focused on ensuring our members, their businesses, and the broader financial services industry thrive in a rapidly evolving world. The success of insurance and financial professionals is crucial to the financial security of American families and the strength of the U.S. economy. We build a strong professional community to serve the best financial interests of communities across the country. 

February is Insure Your Love Month, an annual campaign created and coordinated by NAIFA’s Life Happens community. The theme for this year’s commemoration is a simple yet impactful message: Life insurance is love insurance.

Happy New Year from your friends and colleagues at NAIFA. I hope you had a joyful and restful holiday season.