Sales & Marketing | 08.28.26

What Life Insurance Are Clients Buying?

by: Steve Randall

The U.S. individual life insurance market grew in the second quarter of 2026, with total new premiums rising 3% to $4.75 billion and policy sales increasing 8% year over year, according to LIMRA. Whole life led the market, with premiums up 9% to $1.77 billion, reflecting demand for guaranteed benefits and predictable cash-value growth. Variable universal life saw the strongest growth, with premiums jumping 13% to $811 million, driven by affluent clients purchasing larger policies for wealth transfer and estate planning. Term life remained steady, with premiums up 6%, supported by digital sales to younger and middle-income consumers. Meanwhile, indexed universal life premiums fell 9% to $1.1 billion despite a 6% increase in policy count, while fixed universal life declined 3% for its seventh consecutive quarterly contraction.

Read the full article on InvestmentNews