As agents, we spend a lot of time helping clients protect their future—from life insurance to retirement income. But let’s be honest: long-term care insurance is often the elephant in the room. It’s one of the most important yet under-discussed tools we have in our portfolio. And guess what? Many agents are still unsure how to start the long-term care planning conversation—or don’t feel fully confident explaining it. Let’s change that.
Here’s a little refresher—part trivia, part strategy—to help sharpen your LTCI pitch and deliver real value to your clients.
LTCI: A Quick Refresher
Long-term care insurance helps cover non-medical services for clients who can no longer perform two or more activities of daily living (ADLs)—think bathing, dressing, or eating. It’s not about hospital bills or prescriptions—it’s about maintaining dignity and independence.
As you already know: Medicare doesn’t cover this kind of care long-term, and Medicaid only kicks in after most of a client’s assets are gone.
Read More: Top 5 Long-Term Care Insurance Facts Every Agent Should Know
Quick Agent Trivia: Test Yourself
1. What’s the average age clients buy LTCI?
- 35
- 55
- 68
- 70
Answer: B – Ages 55 to 65 is the sweet spot, but earlier is always better to allow your clients to take advantage of more affordable premiums and higher health eligibility.
2. What’s the elimination period?
- The grace period to cancel the policy
- The time before benefits start paying
- The policy’s waiting list
- None of the above
Answer: B – The elimination period for an LTCI policy is most commonly 30, 60, or 90 days. This is like a deductible. A longer period means lower premiums, but it’s a balancing act. You may want to consider an extra rider for waiver of elimination period for home health care so that if your client needs care at home, their policy begins paying as soon as their benefit trigger is met.
3. What’s the #1 objection clients give for not buying LTCI?
- “It’s too expensive.”
- “I’ll never need it.”
- “My kids will take care of me.”
- All of the above
Answer: D – And that’s where education (and a good story) comes in. Download our flyer, How to Handle Client Objections to Long-Term Care Insurance, so you’re ready when clients push back.
Tips for Talking LTC With Clients
- Lead with a story. Personal examples, whether from your own family or a client’s experience, are powerful. Long-term care planning isn’t about numbers—it’s about what happens when life changes.
- Use “what if” language. Ask: “What if something happens and you need care for 2–3 years? How would that impact your family or finances?”
- Bring it up early. Don’t wait until a client is 68 and dealing with health issues. Introduce the concept when they’re in their late 40s- early 50s and planning for retirement.
- Don’t skip the inflation rider conversation. A $150/day benefit might look good now, but in 20 years? Not so much. Compound inflation protection can be the difference between full coverage and not enough.
- Even a small policy can offer a lifeline. Don’t disregard clients who are on a budget and can only purchase a smaller policy. Not all clients will be able to afford all the bells and whistles. A policy with a small benefit can assist a family by covering in-home care to give families a respite or to help cover some of the charges at an assisted living facility. It will buy time to make those critical decisions.
Read More: How to Effectively Close a Long-Term Care Insurance Sale
Why Agents Should Care About LTCI
Offering long-term care insurance does more than protect your client’s future—it shows you’re thinking long-term (no pun intended). It positions you as an advisor, not just a salesperson. And with hybrid products gaining traction, there are even more ways to match solutions to clients’ comfort levels. It gives you another angle to ensure that your client’s retirement portfolio is protected and will last them throughout their golden years.
Long-term care planning isn’t the easiest conversation, but it might be the most important one. And hey, if you got all the trivia questions right, you’re already ahead of the game. If you need help brushing up on your LTCI knowledge, reach out to our team today.