September is Life Insurance Awareness Month, a 20-year tradition created and coordinated by NAIFA partner Life Happens and commemorated by the entire life insurance industry, elected officials, and consumers across the country. The goal of LIAM is to put the importance of life insurance front-of-mind for a greater number of Americans and help more people get the coverage they need so their loved ones are protected financially.

Raising awareness is important because 106 million adults in the United States believe their life insurance coverage is inadequate, yet misperceptions may be keeping them from getting proper levels of coverage, according to Life Happens and LIMRA. Around 80% of consumers overestimate the cost of life insurance, for example.

NAIFA will commemorate LIAM all month long with blog and social media posts on our consumer and advisor-facing channels. We will also participate in LIAM events, including Life Happens’ September 14 Facebook Chat on the importance of life insurance. Life Happens has compiled a complete calendar of LIAM events. We also encourage advisors to visit the Life Happens site for resources they can use to help promote LIAM with their clients and in their communities.