A well-planned retirement is about more than financial security—it's about having the freedom, independence, and confidence to enjoy the years ahead. An important part of that planning is preparing for the possibility of needing long-term care.
While no one can predict what the future holds, having a plan in place can make all the difference. The rising cost of care, longer life expectancies, and the potential impact on loved ones make long-term care planning an essential part of a comprehensive retirement strategy.
Long-term care insurance can help protect the assets clients have worked hard to build while providing greater flexibility and choice in how and where they receive care. Just as importantly, it can help ease the emotional and financial responsibilities that might otherwise fall on family members.
November is Long-Term Care Awareness Month - the perfect opportunity to bring these important conversations to the forefront. To help you make the most of it, we've gathered a variety of educational resources, marketing materials, carrier tools, and client-friendly content designed to make discussing long-term care easier and more effective. Explore the resources below to help your clients understand their options and take meaningful steps toward a more confident future.
Many clients may not realize that traditional health insurance and Medicare generally don't cover extended long-term care needs. Planning ahead can help them better understand their options and prepare for the potential financial impact of future care.
The Life Happens Long-Term Care Insurance 101 resources offer an easy-to-understand introduction to long-term care insurance, addressing common questions and helping clients determine whether coverage may be right for them. Share these valuable resources to help start the conversation and encourage informed decisions about their future.
Understanding the long-term care options available in your clients' communities can help set you apart as a knowledgeable and trusted resource.
The Centers for Medicare & Medicaid Services (CMS) offers valuable information to help individuals and families research and evaluate nursing homes nationwide.
Through its Nursing Home Compare tool, you can search for Medicare- and Medicaid-certified nursing homes by location, review quality ratings, and compare important information about staffing, health inspections, and quality of care. It's a valuable resource to share with clients and their families as they explore care options and make informed decisions.
The 2026 Longevity Preparedness Index
This year's findings reveal something interesting: while awareness of longevity-related challenges continues to grow, preparedness has remained largely unchanged. In other words, awareness alone isn't enough.
So, this year’s report not only highlights preparedness gaps, but also helps translate insights into action. Throughout it, you'll find practical guidance, real-world examples and resources that can help clients take meaningful steps toward greater preparedness across the many dimensions of life that matter most.
Explore it now.
Prepare for Long Term Care Conversations
Lincoln is focusing this month on three topics that can help you guide more meaningful client conversations.
The Talk That Protects Tomorrow
This year’s theme is a reminder that the best time to talk with clients about long-term care is before they need it. One conversation now can help protect clients’ families, finances and plans for the future. View the flyer.
Long Term Care Awareness Month Resources
Use the resources in Nationwides LTC Awareness Month Toolkit both in November and throughout the year to support prospecting and client conversations - while learning more about their industry-leading suite of LTC solutions.
Download the toolkit.
How to discuss LTC as an asset protection strategy
Talking about long-term care can feel daunting, but it’s one of the most important conversations you can have with your clients.
Click here for three ways to open the discussion with clarity and confidence. Then provide this resource that can be shared with clients as they begin discussing long-term care with their families: Extending LTC Conversation Family Members Brochure.
Be sure to also visit the Asset Based LTC page for more.
Long-Term Care Awareness Month Launch Center
Securian's LTC Awareness Month Launch Center has everything you need to help you make the most of November, including a week-by-week marketing plan, educational webinars, prebuilt email campaigns and social content.
And, they've got three new consumer resources to help get conversations started. Each takes a different angle on LTC planning:
