As agents, you know that long-term care insurance (LTCI) is one of the most misunderstood and underutilized planning tools. Yet, with the rising costs of care and increased longevity, LTCI can be the difference between a client’s secure retirement and a financial crisis. Here are some tactics you can use to persuade clients to consider an LTCI policy.
Read More: The Power of Planning: A Smart, Client-Centered Approach to Long-Term Care Insurance
1. Longevity is changing the landscape.
People are living longer than ever. According to the Department of Health and Human Services, over 50% of Americans turning age 65 will need some form of long-term care. Clients underestimate this risk, and without planning, extended care needs can quickly drain retirement assets.
Agent Tip: Position LTCI as a risk management tool that addresses the realities of longer life expectancies.
2. LTCI can protect retirement assets and income.
A single year in a nursing home can exceed $100,000, and even home health care costs are rising sharply. Without coverage, clients often deplete retirement assets or rely on family to cover these costs.
Agent Tip: Emphasize that LTCI preserves assets and income streams, allowing clients to use their money for its intended purpose whether that’s retirement, travel, or legacy.
3. LTCI helps relieve the family burden.
Most clients assume their loved ones will “step in” if care is needed, but few understand the toll this takes. The emotional, physical, and financial impact is real.
Agent Tip: Show how LTCI provides choice and flexibility by funding professional care when needed, reducing stress on adult children, spouses, and other loved ones.
Read More: Top 5 Responsibilities of a Family Caregiver and How LTCI Eases the Burden
4. Hybrid options solve the “use it or lose it” objection.
One of the biggest objections we hear is, “What if I never use it?” Hybrid LTCI products (life insurance with LTC riders or annuity-linked solutions) offer benefits one way or another, either through LTC coverage or a death benefit.
Agent Tip: Hybrid plans often resonate with clients who have cash reserves or are concerned about rate increases on traditional LTCI.
5. Premiums are more manageable when purchased earlier.
Clients tend to delay LTCI discussions until their late 60s or 70s, only to discover premiums are higher or they no longer qualify.
Agent Tip: Position LTCI as a proactive purchase. Buying in their 50s or early 60s often means lower premiums, more carrier options, and stronger benefit designs.
LTCI is not just about protecting money. It’s about protecting lifestyle, independence, and family. By framing the conversation around these five reasons, you help clients see LTCI as an essential piece of their overall financial plan, rather than just another optional add-on.
For more information about selling LTCI and the plans available in your state, book a call with a member of our team.