Individual Insurance Products

Individual Insurance Products Research

View ownership and sales trends for individual insurance products, including life insurance, DI, critical illness, and LTC.

Featured Individual Insurance Research

U.S. Individual Life Insurance Forecast: A Return to the New Normal (2023-2025)

What are the expectations for life sales over the next few years?

U.S. Individual Life Insurance Sales

Size it up — quarterly U.S. individual life insurance sales results reflecting 85 percent of the premium market, as well as annual industry estimates and the comprehensive U.S. Individual Life Insurance Yearbook. Updated U.S. Individual Life Insurance Sales, Industry Estimates (1975 - 2023).

2023 IUL Premium Financing eSurvey Report

LIMRA asked companies if they allow premium financing and explored factors driving their recent indexed universal life (IUL) sales growth/declines. Here are the results.

Benchmark Trends

Life Insurance Sales Dip Slightly in First Quarter 2024

Total new annualized premium was down 1% in the first quarter to $3.8 billion.

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U.S. Life Insurance Premium Sets New Record in 2023

Total new annualized premium was $4.2 billion in the fourth quarter, reaching $15.7 billion in 2023.

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Total new annualized premium reaches $3.7 billion in the third quarter, up 4%.

Individual life insurance sales rose in the third quarter, reaching $11.5 billion year-to-date.

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U.S. Life Insurance Premium Rebounds in Q2 2023

Total U.S. life insurance new annual premium up 2% in the second quarter to $4.0 billion.

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Life Policy Sales Increase and Premiums Decline in Q1 2023

Total U.S. retail life insurance new annualized premium fell 7% in the first quarter of 2023 to $3.7 billion.

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Latest Individual Insurance Research

2024 Insurance Barometer Study

Jul 15, 2024

The Insurance Barometer is an annual study that tracks the perceptions, attitudes, and behaviors of adult consumers in the United States, with a particular focus on life insurance. Now available — Report 2: Reaching New Life Insurance Buyers and Modernizing Life Insurance Infographic.

Financial Professional Perspectives: The Vital Role of Wholesalers in Their Success

Jun 10, 2024

Wholesalers are a critical link in the distribution channel. In this study, financial professionals shared their perspective on the vital role wholesalers play in their success.

2023 Canadian Life Insurance Barometer

Jun 4, 2024

The Canadian Insurance Barometer is a study that tracks the perceptions, attitudes, and behaviors of consumers in Canada, with a particular focus on life insurance.

2024 Financial Crimes Services and Fraud Prevention Benchmarking Study

May 23, 2024

This study provides the life insurance and retirement industries with a collective look at the most current data and information related to their financial crimes services and fraud prevention services.

U.S. Consumer Sentiment (April 2024)

May 14, 2024

While consumer sentiment about the economy remains stable, confidence in the insurance industry encountered setbacks.

2024 Gen AI Insurance Trends

Apr 30, 2024

The generative AI (GenAI) wave has arrived in the financial services industry.

Individual Life Insurance Benchmark Studies

A Deeper Dive: Life Insurance Sales Series

Jun 14, 2024

Take a deeper dive into the diverse features of life insurance products.

U.S. Individual Life Insurance Forecast: A Return to the New Normal (2023-2025)

Nov 20, 2023

What are the expectations for life sales over the next few years?

U.S. Monthly Individual Life Sales

Jul 12, 2024

Get the latest monthly individual life sales and application trends. New May 2024 data.

Individual Life Combination Products

Oct 23, 2023

A detailed look at the state of the combination product market.

U.S. Individual Life Insurance Sales

Jun 10, 2024

Bank Life Insurance Sales

Dec 20, 2023

LIMRA's bank life insurance sales quarterly benchmark.

U.S. Individual Life Insurance: COVID-19 Mortality Experience Study

Oct 26, 2023

Explore the impact of COVID-19 on individual life insurance claims experience.

U.S. Individual Life — Quarterly COVID-19 Reported Claims Updates

Dec 19, 2022

These quarterly reports provide an update of COVID-19 and pandemic related reported claims. Data from 32 companies representing approximately 72 percent of the industry face amount in-force are included in this analysis. LIMRA, RGA, TAI, and the SOA jointly collected the data supporting the results of this report.

U.S. Individual Life Insurance Yearbook

Jul 25, 2023

Read the most comprehensive overview of the U.S. individual life insurance market. This includes how consumers feel about the amount of coverage they have and their reasons for owning or not owning.

U.S. Individual Life Insurance Persistency

Jun 10, 2019

Must all good things come to an end? See what's happening with U.S. individual life insurance product persistency at the industry level for benchmarking, product development, and planning - including guaranteed issue and simplified issue.

Canadian Individual Life Insurance Sales

Jul 1, 2024

Sales buzz! Get the latest on quarterly individual life insurance sales for Canada. New Q1 2024 data.

Individual Health Insurance Benchmark Studies

U.S. Individual Disability Income Insurance Sales

Jun 28, 2024

Get a quick look at the most recent individual DI sales and trends in this quarterly benchmark study. New Q1 2024 Data

U.S. Individual Long-Term Care Insurance Sales and In-Force

Jun 4, 2024

Find it here — midyear and year-end sales and in-force benchmarks for individual long-term care insurance in the U.S. market. (Updated June 4, 2024)

U.S. Long-Term Care Insurance Persistency

Feb 12, 2021

Long-lasting benefit? Find out about U.S. industry long-term care insurance product-persistency experience benchmarking, product development, and planning.

Canadian Individual Critical Illness Insurance Sales

Jun 13, 2024

Hit your target? Benchmark individual critical illness new sales, in-force business, and growth rates for 16 Canadian companies.

Related On-Demand Webinars

Watch anytime, anywhere.

LinkedIn LIVE: Helping Women Protect Their Families with Life Insurance

9/19/2023 1 - 1:30 p.m. EDT

According to the 2023 Insurance Barometer Study, 44% of women say they need or need more life insurance, representing approximately 54 million adults. Currently, less than half of women (49%) own life insurance in 2023 compared to 55% of men. This means that women make up a significant market opportunity for our industry. Join LIMRA and LOMA’s Alison Salka, Ph.D., Senior Vice President and Director of Research and Gina Birchall, Chief Operating Officer, for a conversation on understanding the needs and concerns of women and how our industry can help them protect their families through life insurance.

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Related Committees and Study Groups

The Supplemental Health, DI & LTC Committee

Reinsurance Study Group

Individual Life Study Group

Product Development Study Group