Life combo products provide more options as LTCi market slows – InsuranceNewsNet

Enhancing gross sales

Life mixture merchandise on the rise

In distinction to stand-alone LTCI merchandise, life mixture merchandise seem like on the rise. In accordance with LIMRA’s 2021 U.S. Particular person Life Mixture Merchandise Annual Overview, complete new premium for particular person life mixture merchandise elevated 22% to $4.3 billion, in contrast with prior- yr outcomes, and down barely from the $4.8 billion in premium generated in 2019.

Mixture merchandise represented 20% of complete life insurance coverage premium in 2021. And LIMRA analysis confirmed that there have been almost 559,000 insurance policies bought in 2021, up 37%, in contrast with 2020 outcomes. In distinction to 2020, when gross sales have been down barely, recurring premium gross sales have proven an amazing quantity of progress (39% improve in insurance policies).

The attraction of life mixture merchandise

In accordance with LIMRA analysis, 1 in 4 shoppers are extraordinarily or very more likely to take into account a life mixture product when searching for life insurance coverage.

The highest causes they provide for contemplating life mixture merchandise are:

  • The flexibility to decide on whether or not they obtain care at residence or in a facility
  • Protection for short-term sicknesses/situations
  • The flexibility to make use of advantages to pay for residence modifications or gear that helps them keep at residence

Craig Roers, head of promoting with Newman Lengthy Time period Care, additionally famous the recognition of life mixture merchandise. The truth is, in line with Roers, all these insurance policies are among the many quickest rising available on the market. They’re interesting to shoppers for quite a few causes, he added. They mix LTCI with life insurance coverage or an annuity to create assets for LTC, ought to they require care.

As well as, purchasers worth the truth that these insurance policies can pay out a method or one other, and that their premiums are assured. Most of the linked-benefit carriers have additionally had worth reductions prior to now yr, making their pricing much more enticing, he added.

Mainly, Roers stated, the frequent buildings for mixture merchandise are:

  • Linked Profit LTCI (with extension of advantages)
  • Hybrid LTCI – Life insurance coverage with LTC riders
  • LTC Annuities
  • Persistent Sickness (CI) Acceleration rider

Serving the consumer’s wants

To greatest serve their purchasers’ wants, brokers ought to begin by making an attempt to know their objectives after which work towards an answer, Roers added. “They don’t begin with an answer after which attempt to make it match. They know the professionals and cons of assorted approaches,” he stated.

Roers advised that brokers lead with recommendation, not a product and that, when attainable, they work with a brokerage that provides quite a lot of carriers.

“These outlets perceive the variations between numerous options and will help steer you to the product kind and service greatest suited to your purchasers’ well being and wishes,” he stated.

Further suggestions

Accomplice with an LTCI specialist who offers with these options daily and can do the consumer training and software for you.

Make it clear to the consumer what they’re shopping for. Life choices shouldn’t be bought simply because an advisor is extra comfy with life insurance coverage promoting, or as a result of
they’ve been annoyed by the underwriting course of for conventional options. “Keep in mind that it’s typically the purchasers’ household who will come to you with questions on what you place in place for his or her family members,” he stated.

Create an LTC resolution tree that will help you information your purchasers in discovering the precise resolution for them. There isn’t any one good resolution for each consumer, Roers confused. So, advisors ought to begin by establishing the necessity for purchasers to plan for extended-care financing. “Solely then do you have to take into account their choices to fund that plan,” he stated.

Questions that assist

As soon as purchasers have dedicated to creating their extended-care plan, advisors ought to ask their purchasers and prospects the next primary questions, added Roers:

  1. What’s your main concern? Lengthy-term care? Life insurance coverage?
  2. How wholesome are you?
  3. How would you fund care in case you have been to want it in the present day? The next query could uncover methods to fund the premiums: Are you able to “1035 change” an previous annuity or a life coverage? Are there different “wet day” funds being stored for “emergencies”?
  4. How vital are tax benefits to you? With conventional LTCI, the consumer might be able to deduct some or all of their premiums, particularly enterprise homeowners who’re paying the premiums by means of the enterprise entity. Some linked-benefit options now escape the prices of the LTCI parts of the contract, permitting for a few of these premiums to be deducted, Roers stated.
  5. Is asset safety from an LTC partnership vital to you? Then it is best to look to conventional LTCI.
  6. Would you like shared care? Then it is best to look to conventional LTCI.
  7. How lengthy do you want to pay premiums? By way of a single pay or by way of accelerated funds? There are extra of those options in combo or linked-benefit merchandise, he stated.

One of many greatest obstacles to the expansion of LTCI gross sales is solely the shortage of producers mentioning the subject, Roers stated, including, “One of the best ways to develop the business is to have extra advisors proactively having these conversations.”


Ayo Mseka has greater than 30 years of expertise reporting on the monetary providers business. She previously served as editor-in-chief of NAIFA’s Advisor As we speak journal. Contact her at [email protected]

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