How to Use Life Insurance Awareness Month to Start Client Conversations 

September is Life Insurance Awareness Month. That means clients may see more reminders about life insurance in their inboxes, social feeds and news sources. 

That doesn’t mean they’re ready to talk about it. 

Most clients are busy. They’re managing work, family, bills, retirement questions, market concerns and whatever else landed in their email that morning. Life insurance may matter to them, but it’s rarely the first thing on their list. 

That’s why Life Insurance Awareness Month can be useful. It gives you a timely, natural reason to reach out without making the conversation feel forced. The key is keeping the message practical, personal and easy to respond to. 

Start with the clients who already know you 

Life Insurance Awareness Month doesn’t have to begin with a broad campaign to people who’ve never heard from you. In many cases, the better place to start is with existing clients. 

These are people who already trust you. They may have purchased coverage years ago, added children to the family, changed jobs, bought a home, started a business or moved closer to retirement. Their life has likely changed since the last time their coverage was reviewed. 

A simple message can open the door: 

“September is Life Insurance Awareness Month, so I’m reaching out to clients who may not have reviewed their coverage in a while. If your income, family, mortgage, business or retirement goals have changed, this may be a good time to take another look.” 

That kind of outreach doesn’t feel like a product pitch. It feels like a reasonable check-in. 

And for many clients, that’s enough to start the conversation. 

Make the review feel manageable 

Financial professionals know life insurance can lead to important planning discussions. Clients may not see it that way at first. Some expect the conversation to be long, uncomfortable or complicated. 

That’s why the invitation matters. 

Instead of asking clients if they want to “discuss life insurance needs,” offer a more specific and manageable next step. For example: 

• A 15-minute coverage check-in. 
• A beneficiary review. 
• A term policy review. 
• A family protection conversation. 
• A business continuity discussion. 
• A retirement income and legacy planning review. 

The smaller the first step feels, the more likely clients are to say yes. 

This is especially important for clients who’ve avoided the topic. They may know they should review their coverage, but they may not want to face a complicated decision. A short review gives them a way to begin without feeling pressured. 

Talk about life events, not policy types 

Clients don’t usually wake up thinking about term, whole life or indexed universal life insurance. They think about what is happening in their lives. 

They wonder whether their family would be okay if something happened. They think about paying off the mortgage, protecting a spouse, supporting children, keeping a business running or leaving money to the people and causes they care about. 

Those are the entry points. 

During Life Insurance Awareness Month, consider shaping your outreach around real situations, such as: 

• “Has your family changed since you first bought coverage?” 
• “Would your current policy still support your mortgage and income needs?” 
• “If you own a business, what would happen if you or a key employee could no longer be there?” 
• “Does your life insurance still match the retirement and legacy plan you are building?” 

These are questions clients understand. They also help you move the discussion from general awareness to a specific planning need. 

Use one message in several places 

A strong Life Insurance Awareness Month effort doesn’t need to become a large project. You probably don’t have time to build a complicated campaign from scratch. 

A better approach is to create one clear message and use it across several channels. 

For example, the message might be: “Life changes. Your coverage should be reviewed with those changes in mind.” 

That idea can become: 

• A short client email. 
• A LinkedIn post. 
• A postcard or mailed note. 
• A phone script. 
• A webinar topic. 
• A meeting agenda item for annual reviews. 

This keeps the message consistent and saves time. It also helps clients hear the same idea more than once, which can make the topic feel more familiar and less urgent in a negative way. 

If you already send client newsletters or social posts, Life Insurance Awareness Month can fit into the rhythm you already have. You don’t need to create a new process. You can use the month to bring attention to a planning topic that may already belong in your client conversations. 

You can also look through our Ameritas client life insurance blogs and share them directly with your clients or on social media. Need help with your social media? Check out this blog for tips: Social Media Best Practices for Financial Professionals. 

Give clients a reason to act now, without creating pressure 

The best Life Insurance Awareness Month messages don’t rely on fear. They help clients understand why a review may be useful now. 

A few natural reasons include: 

• Their coverage may no longer reflect their income, debt or family needs. 
• A term policy may be nearing the end of its level-premium period. 
• Beneficiary information may be outdated. 
• A business plan may need protection for ownership changes, debt or key employees. 
• Retirement planning may create new questions about legacy, taxes or income needs. 

This kind of framing is practical. It gives clients a reason to respond without making the message feel alarmist. 

It also gives financial professionals a stronger reason to follow up. The outreach is not just about selling more life insurance. It’s about helping clients confirm whether an important part of their plan still fits. 

Keep the client conversation simple 

When a client says yes to a review, resist the urge to lead with every option available. Start with what’s changed. 

A simple framework can help: 

• What coverage do you have now? 
• What’s changed since it was purchased? 
• What do you want the coverage to accomplish today? 
• Are there gaps, timelines or next steps to review? 

This keeps the conversation grounded. It also helps clients feel more in control of the process. 

If the discussion becomes more complex, you don’t have to work through it alone. The Ameritas sales support team can help with product positioning, case design and materials for client conversations. The Ameritas advanced planning team can help with more complex cases, including estate planning and business uses of life insurance.  

Make September the starting point, not the whole strategy 

Life Insurance Awareness Month is helpful because it creates a reason to reach out. But the real value comes from what happens next. 

Some clients may respond right away. Others may need another reminder. Some may not be ready until a future review, a life event or a planning conversation brings the topic back into focus. 

That’s why September shouldn’t be treated as a one-time push. It can be the beginning of a more consistent approach to life insurance conversations throughout the year. 

The most effective outreach is often simple: notice what’s changed, ask a relevant question and offer a clear next step. 

The bottom line 

Life Insurance Awareness Month gives you a timely reason to talk with clients about protection. But the message has to fit the way clients think and the way you work. 

Keep it simple. Start with existing clients. Focus on life events. Offer a manageable review. Use the same message across more than one channel. 

When the conversation feels relevant instead of forced, clients are more likely to engage. And that can turn an awareness month into a stronger planning conversation. 

Frequently asked questions about Life Insurance Awareness Month 

What is Life Insurance Awareness Month?
Life Insurance Awareness Month is observed in September and is used across the insurance industry to encourage conversations about life insurance, coverage needs and financial protection.  

How can financial professionals use Life Insurance Awareness Month?
Financial professionals can use the month as a timely reason to contact clients, offer coverage reviews, share educational content and start conversations about how life insurance fits current family, business or retirement needs.  

What is a simple Life Insurance Awareness Month marketing idea?
A practical starting point is to send existing clients a short message offering a coverage review. The message can focus on whether their life insurance still reflects changes in income, family, debt, business needs or long-term goals.  

Disclosures 

In approved states, life insurance is issued by Ameritas Life Insurance Corp. In New York, life insurance is issued by Ameritas Life Insurance of New York. Policies and riders may vary and may not be available in all states. Optional riders may have limitations, restrictions and additional charges.