Life insurance is sold to needs. For the past few decades, most life insurance consumers bought coverage to protect their income from the risk of dying early. However, as the traditional customer base grows older, consumers are now concerned about living too long.
These changing needs, as well as other factors affecting life insurance sales, have led life insurers to seek new sources for growth. More and more carriers are turning to living benefits, specifically long term care (LTC) riders. While companies had limited success with LTC as a standalone product, recent changes in the tax code may enable carriers to answer the LTC need and, at the same time, find a new source of growth for their life insurance and annuity products.