How to get the life insurance conversation started

Life insurance may be one of those things that people just don’t like to talk (or even think) about. According to LIMRA1, more than 40 percent of Americans don’t have any form of life insurance. A full 84 percent say that most people need life insurance, but only 59 percent have some form of it. Some of those may be your employees – or their dependents.

What can you do to encourage them to talk about it – and enroll?

  • Stress the benefits of having it – Without life insurance, the death of an individual can mean financial hardship for the surviving spouse, children or family. After all, the funeral alone could cost anywhere between $7,000 and $10,000, according to experts.2 But with a life insurance benefit in place, the survivors have access to funds which help provide financial support during a difficult time.

  • Highlight benefits they might not be aware of – Some life insurance policies include an accelerated death benefit, which allows employees who are diagnosed with a terminal or other covered illness to request a portion of their benefit to pay for expenses while they’re still alive. This can make things easier for the employee who is struggling with the illness, as well as the family who supports them.

  • Provide resources to help them decide how much they need – Not everyone who has life insurance has enough. Educational materials and tools can help employees understand how much life insurance is best for their family.

  • Consider the stay-at-home parent – If you have employees who are the bread-winners in their families, you may want to encourage them to enroll their spouse in a dependent life insurance policy as well. It’s estimated that a stay-at-home parent works 96 hours per week – doing the work of a tutor, cook, nurse, housekeeper, bookkeeper, etc. If the surviving spouse had to pay for those services, it could cost over $162,000 a year.3


1  2018 Insurance Barometer Study, by Life Happens and LIMRA.
2  How Much Does and Average Funeral Cost? (
3  Here's How Much Money Stay-at-Home Parents Should be Making (

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GE-2693208 (08/2019) (Exp. 08/2021)