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.
