05.01.26

Life Insurers See 7% Policy Growth Despite Post-Pandemic Slide: LIMRA

by: Grace Crane

LIMRA’s 2026 Insurance Barometer Study found life insurance policy growth increased 7% in 2025, with new annualized premiums surpassing $17.5 billion, even as fewer Americans reported actively seeking coverage. About 38% of consumers said they need more life insurance, down from the pandemic-era peak of 42% but still above pre-pandemic levels. LIMRA credited continued growth to technology improvements that simplified applications, underwriting and customer experiences. Insurers are increasingly adding features such as retirement income options, long-term care coverage and other “living benefits” to appeal to changing consumer expectations. Younger buyers are also showing interest in flexible policies that can adapt to life events and financial needs. Researchers said insurers now have an opportunity to better educate consumers about how life insurance can support broader financial security beyond funeral expenses. The industry is also investing heavily in digital tools to improve advisor efficiency and customer engagement.

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