Parents of Children Buy Life Insurance

Life Insurance agents know that Parents of children buy life insurance. This is because the responsibility of taking care of their family is a very pressing concern.

Most families depend on two incomes to make ends meet. The question is if the top wage earner in a family died suddenly, what would happen? Could that family continue meet all their financial obligations? From paying rent or the mortgage to daily living expenses? Could that family continue their standard of living on the spouse’s income alone? Would their plans for the future, like college, stay intact?

Life insurance makes sure that their plans for the future don’t die if they do.  Consequently, that’s why life insurance agents are so successful when they market to this group.

As a matter of fact, in 2021 people age 18 to 44 bought the vast majority (84%) of policies exceeding $1 million in coverage. Most of these are millennials and Gen X-ers. These cohorts constitute most of our families with children.

Young Parents

This is a time when this new responsibility weighs heavily on a parent. The U.S. government estimates that middle-income parents of infants born today will spend at least $242,000 each to raise those babies to age 18 — and that’s before you factor in college tuition (ouch!).

Commercial new parent lists have been discontinued due to privacy concerns. You may be able to find a list of new parents in your local newspaper. They are outstanding prospects for life insurance.

Single Parents  

Single parents of children also buy life insurance. A single parent is the caregiver, breadwinner, cook, chauffeur and so much more. Yet nearly four in 10 single parents have no life insurance, and many with coverage say they need more than they have. With so much responsibility resting on their shoulders, they need to make doubly sure that they have enough life insurance to safeguard their children’s financial future.

Life Insurance agents can reach this market with the appropriate messaging and products.

Stay-At-Home Parent

Just a parent don’t earn a salary doesn’t mean they don’t make a financial contribution to the family. Childcare, transportation, cleaning cooking, and other household activities are all important tasks, the replacement value of which is often severely underestimated. Life insurance allows a family to afford to preserve their quality of life.

Parents of Grown Children

Just because a parent’s kids are through college and the mortgage is paid off doesn’t necessarily mean that they no longer need life insurance. If the top wage earner in the household died today, the spouse will still be faced with daily living expenses. Would their financial plan, without life insurance, enable that spouse to maintain their lifestyle now and into retirement? That is why parents of children buy life insurance – and why they are such outstanding prospects and clients.

Life Insurance agents who market to this group typically overlay an income qualifier on the list. This way, when they prospect, they are reaching people who can afford a policy.

Direct Mail

Direct mail is the top marketing channel for life insurance sales. It is the most trusted marketing medium. The fact is that millennials prefer direct mail in terms of getting their information. Even though direct mail is the top channel for information receipt, according to a study by Valassis, 72% of Millennial parents say print encourage them to go online and make a purchase. That means life insurance marketers need to have a presence in multiple marketing channels.

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