We all love closing a long-term care insurance sale. But if you stop there, you’re likely leaving both value and revenue on the table. A single LTCI conversation can open the door to at least two more policy opportunities—if you know how to look for them. Cross-selling isn’t about being pushy. It’s about being strategic and providing holistic protection. Here’s how to turn one LTCI client into three well-placed policies.
Read More: Top 5 Long-Term Care Insurance Facts Every Agent Should Know
Policy #1. Start with LTCI But Think Bigger
Long-term care is often the trigger: a client sees the rising cost of care, knows someone who needed it, or gets a gentle nudge from their advisor. Once you educate and place the LTCI policy (whether traditional or hybrid), the client’s mindset is in protection mode. Use that momentum to open the door to complementary planning.
Policy #2: Life Insurance for the Spouse or Legacy Plan
Scenario: You just sold a hybrid LTCI policy to a 63-year-old client. They’re relieved they’ve addressed their care needs—but what about the surviving spouse? Here are some valuable cross-selling ideas:
- Term or permanent life insurance for income replacement
- Second-to-die life insurance if they’re estate planning or funding a trust
- Standalone life policy for a spouse not insurable for LTCI
- Final expense policy for both (some carriers offer guaranteed/simplified issue)
How to position it: “Now that your care is covered, let’s make sure your spouse or legacy plan is just as secure.”
Policy #3: Annuities with LTC or Income Riders
Some LTCI prospects don’t qualify or won’t commit to a policy. But that doesn’t mean the conversation ends. Many are sitting on CDs or cash equivalents that could work harder with a fixed indexed annuity or income annuity with a long-term care or income rider. This cross-selling opportunity is best for:
- Clients aged 60–75 with low-risk tolerance
- Those who hesitate at LTC underwriting
- Existing clients who already trust you
How to position it: “You’ve set up long-term care protection. Now let’s make sure your income is protected, especially if care isn’t needed for 15–20 years.”
Bonus: Referrals as the 4th Policy
Every policy you place should come with one more ask: “Who else in your family is going through retirement or planning ahead? This kind of strategy works best when it’s part of a bigger picture.”
Siblings, adult children, and business partners are all fair game, especially if your client had a smooth experience working with you.
Tips for Effective Cross-Selling
- Schedule the next meeting at the close of the first.
- Use visual planning tools to show income gaps, tax exposure, or care cost projections.
- Team up with financial advisors for broader planning and referrals.
- Document the conversation trail so you can follow up with relevance, not repetition.
Read More: Planning for Long-Term Care at Different Life Stages
Final Takeaway: You’re Not Just an LTCI Agent—You’re a Planner
Clients don’t want to “buy policies.” They want solutions—and most of them don’t know what’s possible until you show them. If you help someone solve their long-term care problem, they’re primed to let you help with income, estate planning, or legacy protection too. Three policies. One trusted advisor. That’s you.