06.09.26

VUL Sales Skyrocket in Q1, Signaling Major Market Shift

by: John Hilton

Variable universal life (VUL) insurance sales surged 15.1% year over year in Q1 2026, reaching $316 million and signaling renewed investor interest as market conditions improved. VUL policies benefited from stronger equity markets and demand for cash-accumulation strategies, which accounted for over 63% of sales. Overall life insurance sales rose 8.1% from a year earlier to $2.9 billion, although most categories declined sequentially. Whole life sales were particularly strong, increasing 22.6% year over year, while term life sales fell nearly 10%. Industry analysts noted that traditional universal life products continue to struggle as indexed and variable life products offer more attractive value propositions, reflecting a broader shift toward investment-linked insurance solutions.

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