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

The Making of a Sturdy Hull — Advanced Sales Unit Organization 2024

Learn how advanced sales units have changed post-pandemic and what has stayed the same.

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. New 4Q 2024 Data.

Benchmark Trends

Term Life Sales Mark Sixth Consecutive Quarter of Growth in The Second Quarter 2024 — On Pace For a Record Year

Total new annualized premium level with prior year results at $3.98 billion.

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U.S. Life Insurance New Premium Tops $3.7 Billion in First Quarter 2024

Term life, indexed univeral life, and fixed universal life all posted premium gains in the first quarter.

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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

Life Insurance Sales: Trends and Future Outlook (Infographic)

Mar 25, 2025

2024 life insurance premium reached record-breaking levels totaling $15.9 billion, up 3% from 2023, while policy sales remained level.

Life Insurance Sales: Trends and Future Outlook

Mar 25, 2025

Life insurance premiums reached $15.9 billion in 2024, up 3 percent from 2023. Growth was driven by strong equity markets and innovative product designs. LIMRA’s exclusive forecast anticipates stable sales and no recession; premium growth is expected to stay around 3 percent.

U.S. Consumer Sentiment (January 2025)

Feb 24, 2025

In early 2025, political shifts and recent developments appear to be influencing consumer sentiment in various, albeit foreseeable, ways.

Consumer Perspectives on Long-Term Care and Insurance Update

Feb 4, 2025

LIMRA checked in with consumers on their interest in life long-term care combination products and how they would prefer to receive care when it is their turn.

The Changing Family: A New Reality for Life Insurance

Jan 13, 2025

Over recent decades, numerous fundamental shifts have influenced the structure of the American family. Within the life insurance landscape specifically, these changes present modern and meaningful implications for consumer needs and expectations.

The Facts of Life and Annuities: 2024 Update

Dec 18, 2024

This compilation of key facts from LIMRA and other sources can be used to educate people about the value of life insurance and annuities.

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

Nov 14, 2024

What are the expectations for life sales over the next few years? New 2024 - 2027 report.

U.S. Monthly Individual Life Sales

Mar 5, 2025

Get the latest monthly individual life sales and application trends. New January 2025 and December 2024 data.

Individual Life Combination Products

Dec 17, 2024

A detailed look at the state of the combination product market. New 2024 Mid-Year Review.

U.S. Individual Life Insurance Sales

Mar 20, 2025

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

Aug 1, 2024

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

Mar 14, 2025

Sales buzz! Get the latest on quarterly individual life insurance sales for Canada. New Q4 2024 sales data and technical report, plus 2023 Annual Canadian Individual Life Insurance Sales Supplement.

Individual Health Insurance Benchmark Studies

U.S. Individual Disability Income Insurance Sales

Mar 12, 2025

Get a quick look at the most recent individual DI sales and trends in this quarterly benchmark study. New 4Q 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

Mar 24, 2025

Hit your target? Benchmark individual critical illness new sales, in-force business, and growth rates for 16 Canadian companies. New Q4 2024 data.

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