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Scan for outdated or missing drivers - takes under a minuteDriver Scan →Repair Windows errors before they cause bigger problemsFix Now →Start by asking permission to review what the client wants to protect, then learn about their responsibilities and existing coverage before discussing products. The goal is to help the client identify questions or possible gaps and agree on a useful next step—not to assume a particular policy or coverage amount is right for everyone. This guidance reflects U.S.-focused consumer and industry sources; insurance rules and products vary by jurisdiction.
Open with the client’s priorities
A low-pressure invitation gives the client room to decide whether the topic is useful. For example: “Would it be useful to check whether your current coverage still fits the people and expenses you want to protect?” This is suggested wording, not a required script.
Keep the conversation centered on the client’s responsibilities. The National Association of Insurance Commissioners (NAIC) emphasizes that life insurance needs differ and recommends discussing individual needs with an agent. NAIC consumer guidance
Understand what the client wants to protect
Ask about people who depend on the client financially, the client’s contribution to household income, debts, final expenses, and any family or charitable legacy goals. The NAIC’s Life Insurance Buyer’s Guide offers practical questions that can help make this discussion specific:
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- “How much of the family income do I provide?”
- “Will these financial obligations change over time?”
- “If I have life insurance through my employer, is it enough to meet my financial obligations?”
These questions invite the client to describe their situation rather than steer them toward a preset amount of coverage.
Review existing coverage, including workplace benefits
Ask what individual life insurance and employer-provided coverage the client already has. If workplace coverage is part of the picture, ask whether it would remain available if the client changed or left jobs. The NAIC cautions that employer coverage may be insufficient and may not be portable, so it should not automatically be treated as permanent protection.
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If a client is considering replacing an existing policy, compare the current policy with the proposed one and review the terms before making a decision. The NAIC advises not to cancel existing coverage until the new policy has been obtained.
Explore concerns without treating them as objections
Ask what feels unclear or difficult, including policy terms, affordability, or other financial priorities. In a 2025 article, LIMRA reported that perceived cost and competing financial priorities were leading barriers among prospects who said they needed individual life insurance. That finding describes a group, not an individual client’s likely premium or ability to afford coverage. LIMRA, “How to Convert Intent to Action: Closing the Life Insurance Coverage Gap”
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Coverage figures can provide context, but they should not substitute for a personal needs conversation. LIMRA reported that 51% of consumers said they had life-insurance coverage in 2025, down from 63% in 2011. Those figures refer to consumers in LIMRA’s reporting, not the share of households or a 2026 estimate.
Earlier LIMRA findings also point to an opportunity to make the topic easier to raise, without proving that every client wants or needs a discussion. In 2023, seven in ten consumers did not recall their auto agent or insurer ever bringing up life insurance, while 43% of consumers with car insurance believed their auto-insurance company should talk with them about life-insurance needs. These are survey findings, not a prediction about an individual client. LIMRA’s 2023 report
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A separate 2011 LIMRA survey found that 48% of consumers surveyed knew their multi-line carrier offered life insurance, and 87% said they had never spoken with their multi-line agent about it. These are historical findings about that survey’s multi-line context, not current figures for all U.S. consumers. LIMRA’s 2011 survey release
LIMRA’s 2026 article reports that half of consumers would be interested in a policy that could create retirement income, pay for long-term-care services, cover critical-illness costs, or provide emergency funds. The reported summary does not break that interest down by feature; it should not be read as evidence of purchase intent for any particular benefit. LIMRA’s 2026 article
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Compare policy features only after clarifying the need
If the conversation reaches specific policy options, connect the comparison to the responsibilities and time horizon the client described. The NAIC recommends asking about features such as:
- How long coverage lasts and whether that duration fits the client’s needs.
- How premiums are scheduled and whether they are affordable over time.
- Whether the policy has cash value, where applicable.
- Which values or benefits are guaranteed and which are not.
These are comparison questions, not a ranking of policy types. A discussion of options is useful only when it reflects the client’s circumstances and priorities.
Agree on one practical next step
Close by deciding together what would help the client make progress. Depending on the conversation, that could mean gathering current policy details, clarifying financial responsibilities, comparing relevant features, or scheduling a later review. Avoid treating a first conversation as a commitment to buy.
Make follow-up concrete. The NAIC recommends reviewing life insurance every few years as income and needs change, while LIMRA professional guidance suggests considering an annual coverage review. These are different recommendations, not a single universal review schedule. LIMRA professional guidance
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