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Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Repair Windows errors before they cause bigger problemsFix Now →Start by asking what the client wants to protect—not by proposing a policy or coverage amount. A useful conversation clarifies who depends on the client, what financial responsibilities matter, what coverage is already in place, and what the client would like to do next. The guidance below is U.S.-focused; insurance rules and products vary by jurisdiction.
Open with permission and the client’s priorities
Make the conversation an invitation, not a pitch. For example: “Would it be useful to check whether your current coverage still fits the people and expenses you want to protect?” Then let the client decide whether to continue now or arrange another time.
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Needs differ from person to person, so avoid assuming that every client needs life insurance, the same amount, or the same type. The National Association of Insurance Commissioners (NAIC) consumer guidance recommends considering individual circumstances and discussing needs with an insurance professional.
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Understand the responsibilities before discussing products
Use open questions to learn what the client is responsible for and what they want a financial plan to address. The NAIC’s Life Insurance Buyer’s Guide offers questions that can help frame this discussion:
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- “How much of the family income do I provide?”
- “Will these financial obligations change over time?”
- “If I have life insurance through my employer, is it enough to meet my financial obligations?”
Follow the client’s answers with questions about financial dependents, debts, final expenses, and any family or charitable legacy goals. Explore whether income, caregiving responsibilities, or other obligations are likely to change. The aim is to help the client identify what they want their coverage to do, not to calculate a universal amount from a short conversation.
Ask what coverage is already in place
Find out whether the client has individual life insurance, coverage through work, or both. Ask what they know about the policy’s benefits, duration, premium schedule, and any values or benefits that are not guaranteed. If the client relies on employer coverage, ask whether it would remain available if they changed or left that job. The NAIC warns that workplace coverage may not be portable and may be insufficient for a person’s needs.
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If the client is considering replacing a policy, compare the existing contract with the proposed one before making a decision. The NAIC advises consumers not to cancel current coverage until replacement coverage has been obtained. A comparison should address the client’s circumstances and, where relevant, coverage duration, premium affordability, cash value, which benefits or values are guaranteed, and how the policy fits the client’s time horizon.
Invite concerns about cost and competing priorities
Ask what feels unclear or difficult: the cost, policy terms, timing, or competing financial goals. Treat these as useful information, not as proof that the client is uninterested. LIMRA’s 2025 article identifies perceived cost and other financial priorities as leading barriers among prospects who say they need individual coverage. That industry finding does not predict an individual client’s premium or establish that a particular policy will be affordable.
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Keep survey figures in context. LIMRA reported that 51% of consumers said they had life-insurance coverage in 2025, down from 63% in 2011; those are the reported survey measures for those years, not a 2026 estimate or a share of households. In a separate 2023 report, seven in ten consumers did not recall their auto agent or insurer ever bringing up life insurance, while 43% of consumers with car insurance believed their auto-insurance company should talk to them about life-insurance needs. These findings describe consumer responses, not what an individual client expects from you.
Sources: LIMRA’s 2025 coverage-gap article and LIMRA’s 2023 auto-insurance customer report.
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Agree on a specific next step
Close by confirming what would be useful to the client, rather than steering every conversation toward an application. Depending on what they have said, a next step might be:
- Gathering the client’s current policy or workplace coverage information.
- Clarifying the responsibilities and time horizon they want coverage to address.
- Comparing relevant features of existing and potential policies.
- Setting a time to revisit the discussion after the client has reviewed their information.
Make follow-up part of the relationship because circumstances can change. The NAIC recommends reviewing life insurance every few years as income and needs change. LIMRA’s professional guidance suggests considering an annual coverage review. These are different recommendations, not a single universal review interval: agree with the client on a cadence that makes sense for their situation. See LIMRA’s 2021 professional guidance.
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Keep the conversation useful, not scripted
A productive discussion leaves the client clearer about their responsibilities, current protection, and unanswered questions. Listen for what they want to protect, explain relevant policy details plainly, and give them room to decide whether and when to take another step. Industry survey results can help explain why outreach may matter, but they are not a substitute for understanding this client’s circumstances.
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