Throughout the month, we’re making it easier to start those conversations. Explore the resources, tools, and client-friendly materials we’ve gathered to help you
engage clients, uncover needs, and demonstrate how life insurance can support both today’s priorities and tomorrow’s goals.
The LIAM initiative was created by Life Happens, a nonprofit organization dedicated to helping Americans understand the value of life insurance. As a trusted resource for unbiased insurance and financial education, Life Happens offers a variety of materials designed to make life insurance easier to understand.
September is a great opportunity to help clients consider how life insurance fits into their financial plans and provides protection for the people they care about most. Share Life Happens’ Life Insurance 101 resources with prospective clients to help educate, start conversations, and encourage action.
Engaging the Next Generation:
Rethinking Life Insurance for Young Consumers
Listen to the podcast.
Hybrid Insurance on the Rise:
A New Era for Long-Term Care Protection
Download the reports.
Visit the
LIMRA 2026 Life InsuranceAwareness Month page
for more!
Helping you lead with life
MassMutuals 2026 LIAM Toolkit includes ready-to-share materials to help support conversations with your clients across a range of needs — from protection-focused discussions to conversations about accumulation and income planning. The toolkit includes an engagement strategy, videos and graphics, and a number of conversation starters.
Insurability is a gift
LIAM is one of the best opportunities of the year to connect with clients and prospects. Whether you're planning your outreach or looking for new ways to spark meaningful conversations, Securian has gathered the resources you need.
Use Securian's LIAM Social Media Kit to help you make the most of September. And, don’t just raise awareness. Create an opportunity to reconnect, review and help clients prepare for what’s next. Use Securian's Policy Review Kit.
Action is everything
LIAM is a great opportunity to elevate protection conversations. Corebridge's tools are built around topics designed to open doors, deepen conversations and drive action with your clients. The ready-made conversation starters, insightful action planners and engaging sales concepts can help you have better conversations anytime.
Visit Corebridge's Life Insurance Awareness site.
More than just protection
LIAM is the ideal time to help clients build the confidence to choose solutions that support their financial needs. Protective's consumer guide - Understanding Life Insurance - is a clear, comprehensive resource that can help clients learn about the importance of coverage, whether as part of a broader financial strategy or as standalone protection.
Why life?
Lincoln's Why Life site offers consumer-friendly content and educational resources that help highlight the value of life insurance and the role it can play in a financial strategy. Share these ready-to-use materials across your marketing channels to increase awareness, support conversations, and help clients better understand their protection options.
LIAM provides a timely reminder to review existing policies and ownership arrangements
Are your clients' life insurance policies keeping up? Use John Hancock's policy review page to help.
You can also use this sample letter - for Trust-owned life insurance (TOLI): Considerations for ongoing oversight - to send to Estate Planning Attorneys.
