The number of US life insurance policyholders is set to decline in the next few years. Understanding roadblocks to coverage in untapped and growing markets can help insurers right the ship.
Key groups of US consumers face roadblocks to understanding and committing to life insurance products. Insurers that build the right marketing campaigns can bridge these gaps and grow their customer bases.
Key Question: What is preventing prospective customers from purchasing life insurance, and how can marketers address it?
Key Stat: The number of US life insurance policyholders will remain stagnant over the next two years, per our forecast, unless insurers can help consumers understand why they should commit to purchasing coverage.
Here’s what’s in the full report
- 2 Exportable files for easy reading, analysis and sharing.
- 4 Charts: Reliable data in simple displays for presentations and quick decision making.
Table of Contents
- Executive Summary
- US life insurers must bridge a significant knowledge gap to capitalize on a major customer acquisition opportunity
- Consumers don’t understand how life insurance can fit into their budgets
- Gen Zers and millennials don’t know why they should buy life insurance now rather than later
- The life insurance coverage gender gap will continue to widen if marketing tactics aren’t adjusted
- Sources
- Media Gallery
Charts
- US Consumer Debt, by Type, Q4 2023 (trillions and % of total)
- US Life Insurance Policyholders, by Age, 2016-2024 (millions)
- US Life Insurance Policyholders, by Generation, 2016-2026 (% of total population in each group)
- US Adults Who Own and Feel Knowledgeable About Life Insurance, by Gender, Jan 2023 (% of respondents in each group)
