This month is the perfect opportunity to connect with your clients and highlight how life insurance can play a vital role in their financial planning. To support your outreach, we’ve gathered resources, tools, and talking points you can use to spark meaningful conversations and help clients recognize the value of coverage.
The LIAM initiative was created by Life Happens, a nonprofit organization dedicated to helping Americans understand the value of life insurance.
Each September – a time when many people take stock of their budgets and future plans - they lead this nationwide campaign in partnership with insurers and financial professionals like you to shine a spotlight on how life insurance provides security and peace of mind. The campaign encourages individuals and families to learn more, start conversations, and take steps to protect the ones they love.
Share their Life Insurance 101 resources with your prospective clients!
2025 Facts About Life Insurance
Download the Fact Sheet
Adults Age 30 and Younger Overestimate Life Insurance Cost by 10–12 Times
Read the blog
Visit the
LIMRA 2025 Life InsuranceAwareness Month page
for more!
Fact: 42% of Americans state they do not have enough life insurance.
MassMutual wants to work with you to change that! To help, they’ve curated a LIAM toolkit of their best materials, including videos, conversation starters, concept pieces, and more.
Get them here
This year’s LIAM campaign centers around a story that’s especially meaningful to Securian. The company’s Regional Vice President - Richard Thoma - allowed them to share his journey as a young cancer survivor. Richard’s story is a powerful reminder that insurability is a gift. And it’s one we get to help clients give their loved ones every day. Along with Richard’s story, Securian’s dedicated website offers their entire 2025 LIAM toolkit.
Visit the site
New consumer research shows fresh opportunities to engage with clients. Access the survey insights
Create engaging interaction and opportunities with clients!
Visit their site to get these resources...
Help customers see the true value of life insurance
The benefits of life insurance are bigger than death benefit protection. It can help elevate a customer's financial situation in a number of ways, both while living and when gone. Take advantage of LIAM with Protectives step by step interactive life insurance guide. It outlines how easy it can be to offer life insurance, anticipate and meet the needs of your customers and help your business stay ahead of the curve.
Celebrate Life Insurance Awareness Month
Lincoln is helping you celebrate Life Insurance Awareness Month (LIAM) by providing ways to spend more time on life and less time on insurance. They’ve designed a turnkey, value-packed LIAM campaign to help you drive impactful conversations. Their CYA (Create Your Awareness) site includes a four-week email and social series created to help you connect with clients this month. And even better? It’s backed by compelling stats and includes customizable content. Whether clients are just starting to explore options or looking to enhance what they already have, everything you need is organized and ready for use!
Visit the LIAM toolkit site.
LIAM is an opportune time to talk to clients about helping to protect their life’s work
Clients’ legacies include everything they’ve inherited and everything they plan to pass on to the next generation. Use the resources on the September Trimester page to connect with clients today about incorporating life insurance into their holistic financial plan strategies.
For many families, life insurance is not just a policy—it’s a lifeline that provides stability and peace of mind during life’s most difficult moments
Gerber encourages you to reach out and remind your clients that protecting their loved ones starts with a simple conversation. Every outreach you make can help a client take an important step toward protecting what matters most.
Share this What is Life Insurance? flyer with your clients.
Get the conversation started with your clients
LIAM is a great time to remind your clients that life insurance can help them at any age and stage of life.
Share this Life Insurance at any age: How coverage can help now and in the future article with your clients.
And, watch this video for insights on why millions of Americans remain uninsured.
Now is a great time to talk to your clients about life insurance — no matter what stage of life they’re in.
Download this simple guide to talking life insurance with clients.
And to further help, download their marketing toolkit for pre-written e-mails and social media posts to make it even easier to jump-start the conversation.
