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EP21 100 Million Need Life Insurance
Life insurance demand is reaching record levels. Through mid-2026, U.S. life insurance application activity is up 15.4% year to date, with Term Life and Whole Life both posting strong year-over-year gains. At the same time, nearly half of American adults still lack enough coverage, largely because they overestimate the cost.
In this episode, you’ll Learn why this creates a major opportunity for independent agents. We share a word-for-word response to the “life insurance is too expensive” objection, show how to turn one appointment into two policies, and discuss why independent agents are capturing a growing share of new business.
🔑 Key Topics Covered
- Record life application growth
- Closing affordability objections
- Coverage gap opportunity
- Cross-selling life insurance
🎯 What This Means for Agents
- More prospects are actively seeking coverage.
- Cost misconceptions create consultative sales opportunities.
- Independent agents continue gaining market share.
- Simple cross-sells increase policy count.
🔗 Sources
MIB Life Index:
MIB Life Index
Insurance news Net:
https://insurancenewsnet.com/innarticle/life-insurance-premium-surges-but-coverage-is-still-falling-short-for-many
Life Happens:
https://lifehappens.org/research/they-dont-understand-life-insurance-and-overestimate-its-cost/
📌 GO-DO: Cross-Sell Three Clients
Pull your last 20 Medicare or annuity clients who do not have a life policy with you. Call three this week using: “While I have you, a lot of folks I work with assume life coverage costs way more than it does. Can I run one quick number for you?” Book everyone who says yes.
Infographic:
https://www.psmbrokerage.com/hubfs/The%20Insurance%20Producers%20Guild/IPG_EP21_Infographic.png
Slides:
https://www.psmbrokerage.com/hubfs/The%20Insurance%20Producers%20Guild/IPG_EP21_Slides.pdf
The Insurance Producers Guild Podcast delivers intelligence for insurance agents looking to stay ahead of industry trends.
Follow the show and connect with PSM Brokerage to access tools, training, and support designed to help you grow your business.
Learn more: https://www.psmbrokerage.com
View all episodes
By Lucas VandenbergLife insurance demand is reaching record levels. Through mid-2026, U.S. life insurance application activity is up 15.4% year to date, with Term Life and Whole Life both posting strong year-over-year gains. At the same time, nearly half of American adults still lack enough coverage, largely because they overestimate the cost.
In this episode, you’ll Learn why this creates a major opportunity for independent agents. We share a word-for-word response to the “life insurance is too expensive” objection, show how to turn one appointment into two policies, and discuss why independent agents are capturing a growing share of new business.
🔑 Key Topics Covered
- Record life application growth
- Closing affordability objections
- Coverage gap opportunity
- Cross-selling life insurance
🎯 What This Means for Agents
- More prospects are actively seeking coverage.
- Cost misconceptions create consultative sales opportunities.
- Independent agents continue gaining market share.
- Simple cross-sells increase policy count.
🔗 Sources
MIB Life Index:
MIB Life Index
Insurance news Net:
https://insurancenewsnet.com/innarticle/life-insurance-premium-surges-but-coverage-is-still-falling-short-for-many
Life Happens:
https://lifehappens.org/research/they-dont-understand-life-insurance-and-overestimate-its-cost/
📌 GO-DO: Cross-Sell Three Clients
Pull your last 20 Medicare or annuity clients who do not have a life policy with you. Call three this week using: “While I have you, a lot of folks I work with assume life coverage costs way more than it does. Can I run one quick number for you?” Book everyone who says yes.
Infographic:
https://www.psmbrokerage.com/hubfs/The%20Insurance%20Producers%20Guild/IPG_EP21_Infographic.png
Slides:
https://www.psmbrokerage.com/hubfs/The%20Insurance%20Producers%20Guild/IPG_EP21_Slides.pdf
The Insurance Producers Guild Podcast delivers intelligence for insurance agents looking to stay ahead of industry trends.
Follow the show and connect with PSM Brokerage to access tools, training, and support designed to help you grow your business.
Learn more: https://www.psmbrokerage.com