Fresh Approaches to Life Insurance Marketing

September is more than a page on the calendar. It’s an opportunity for licensed agents and producers to reintroduce life insurance to consumers who may have overlooked or misunderstood its value. Every year, the industry highlights the importance of financial protection during Life Insurance Awareness Month (LIAM), but in 2025, the conversation took on a slightly different tone.

Insurer innovations for LIAM 2025

Gamification and AI-powered connection

This year, carriers rolled out digital tools that make financial education more engaging and accessible. Gamified platforms give consumers challenges, rewards, and interactive learning experiences. Artificial intelligence is also being used to personalize outreach, aligning product conversations with life events and needs.

 

Dynamic pricing and flexible bundles

Consumers want solutions that adapt as their lives change. New pricing models have enabled policies to be adjusted when someone gets married, buys a home, or pays off a mortgage. Bundles that combine life insurance with disability or long-term care coverage are gaining traction as carriers focus on meeting multiple needs in a single package.

Key takeaways

1. 1. Consumers overestimate life insurance costs — often by 10 – 12 times — which makes transparency your strongest sales and marketing tool during Life Insurance Awareness Month.
   2. Carriers and industry organizations are taking the opportunity to innovate gamification, dynamic pricing, and a focus on reaching young adults.
   3. Agents who engage in digital storytelling and authentic conversations can transform the marketing opportunity of Life Insurance Awareness Month into lasting protection decisions for their clients.