September 2021 - SRS Inc

5 Steps to Build a Long-Term Care Business Plan for Your Practice

September 25, 2026September 30, 2021 by Tim Fuller

Adult daughter and her aging mother sharing a warm moment while discussing long-term care planning

Most advisors intend to write more long-term care business. Without a plan, months slip by. A simple, written business plan keeps LTC on the agenda all year.

Key takeaways

Write the plan down, keep it visible, and review it weekly.
Set realistic, measurable goals such as applications, meetings, or referrals.
Track results and adjust what isn’t working.

Instead of “sell more LTC,” commit to making long-term care part of every planning conversation.

1. Stay motivated all year

Write your plan down and put it where you’ll see it every day. Set a recurring weekly calendar entry to review progress. Start small with goals you can actually hit.

2. Set realistic, measurable goals

A vague goal like “increase LTC business” is hard to act on. Instead, commit to integrating long-term care into your practice and attach numbers: applications written, client meetings held, or referrals received.

3. Create a strategy

Decide how you’ll reach those goals. That might mean raising LTC in every financial planning review, or hosting quarterly education events. Set monthly or quarterly milestones. Ideas for building visibility are in four ways to become the LTC expert in your community.

4. Take action

Begin each day with one task tied to a specific goal. Small, consistent steps build momentum.

5. Track results and adjust

Review whether you’re ahead or behind. Keep what works, drop what doesn’t, and stay flexible.

Frequently asked questions

How do I grow my long-term care insurance sales?

Set measurable goals, make LTC part of every planning conversation, build referral relationships, and track your results.

What goals should an LTC business plan include?

Measurable targets such as applications, client meetings, seminars, and referrals, with monthly or quarterly milestones.

How often should I review my business plan?

Weekly for progress, with a deeper review quarterly to adjust strategies.

50+ Years in Business60+ Top-Rated Carriers★★★★★ Rated by Advisors

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller

President, SRS Inc.

Tim leads SRS Inc., a full-service IMO (Independent Marketing Organization) and BGA (Brokerage General Agency), connecting independent financial professionals with life, annuity, disability income, and long-term care solutions from 60+ carrier partners.

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The Transfer-for-Value Rule: How to Avoid Turning Tax-Free Death Benefits Taxable

September 26, 2026September 28, 2021 by Tim Fuller

Advisor and client reviewing an advanced markets estate planning strategy in a private office

Life insurance death benefits are usually income tax-free, but a policy transferred for value can lose much of that advantage. Knowing the rule, its exceptions and how to fix a tainted policy helps advisors protect clients during ownership changes.

Key takeaways

If a policy is transferred for valuable consideration, the death benefit may be taxable except to the extent of the buyer’s basis.
Key exceptions include transfers to the insured, a partner of the insured, a partnership that includes the insured, or a corporation in which the insured is a shareholder or officer.
A policy tainted by a transfer for value can often be cleansed by a transfer back to the insured, since only the last transfer governs.

Consideration doesn’t have to be cash; the IRS can treat almost any benefit received in exchange for a policy as value.

What the rule says

Under Internal Revenue Code Section 101, death proceeds are generally excluded from income. But if a policy (or an interest in it) was acquired for valuable consideration, the exclusion is limited to what the new owner paid plus later premiums. The rest may be taxable income.

Consideration isn’t limited to cash. Services, other property, or any benefit given in exchange for the policy may qualify. Life settlements and business transactions are where this most often shows up.

The main exceptions

The rule does not apply when the policy is transferred to:

The insured
A partner of the insured
A partnership in which the insured is a partner (including LLCs taxed as partnerships)
A corporation in which the insured is a shareholder or officer

Transfers where the new owner’s basis carries over, such as most gifts between family members, are also generally protected. Note that a transfer to a co-shareholder is not on the list, which is a common trap in cross-purchase buy-sell planning when corporate owners swap policies.

Two common gray areas

Collateral assignments. The regulations state that pledging or assigning a policy as collateral security is not a transfer for value. Using a policy to secure a loan is generally safe; an assignment for another purpose may not be.

Beneficiary changes. The regulations focus on creating an enforceable contractual right to the proceeds. A revocable beneficiary change doesn’t create that right, so it is unlikely to be a transfer for value on its own, though there may be other reasons not to name someone in exchange for something.

Because these areas depend on facts, the client’s attorney or tax advisor should review any transfer before it happens.

How to fix a tainted policy

There is good news. A transfer back to the insured is never a transfer for value, and generally only the last transfer determines the tax result. So a policy tainted by an earlier transfer may be cleansed by transferring it back to the insured and then planning forward from there.

Keep in mind that sales of policies to unrelated parties now carry additional reporting requirements. Contact us with any questions about transferring ownership of an existing policy, and our team will help you think it through with the client’s advisors.

Frequently asked questions

What is a transfer for value in life insurance?

It occurs when a life insurance policy or an interest in it is transferred in exchange for valuable consideration. The death benefit may then be taxable except to the extent of the new owner’s basis.

What are the exceptions to the transfer-for-value rule?

Transfers to the insured, a partner of the insured, a partnership that includes the insured, or a corporation where the insured is a shareholder or officer are exceptions, as are most transfers where basis carries over, such as gifts.

Can a transfer-for-value problem be fixed?

Often yes. Since a transfer back to the insured is never a transfer for value and generally only the last transfer counts, moving the policy back to the insured can cleanse it. Clients should confirm with their tax advisor.

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Reviewed by Tim Fuller on 2026-09-26

Tim Fuller

President, SRS Inc.

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Business Continuation Planning: Using Life Insurance to Fund a Buy-Sell Agreement

September 26, 2026September 27, 2021 by Tim Fuller

Small business owners wear many hats, and succession planning rarely makes it to the top of the list. Yet without a plan, a death, disability or retirement can leave the business, the family and the remaining owners in limbo. A funded buy-sell agreement brings order to that moment.

Key takeaways

Many small business owners have thought about who would run the business without them, but far fewer have a formal continuation plan.
A buy-sell agreement guarantees a buyer, sets a price in advance and separates the family from the ongoing business.
Life insurance provides the cash to complete the buyout exactly when it’s needed.

A business can fail simply because no one agreed ahead of time on who would take over and how they would pay for it.

The planning gap

Surveys of small business owners have long shown a gap between thinking and doing: many owners say they have considered who would run the business in their absence, but far fewer have a documented continuation plan. When an owner dies, becomes disabled or retires without one, confusion over ownership, value and control can damage or even end the business.

What a buy-sell agreement does

A buy-sell agreement is a contract that says what happens to an owner’s interest when a triggering event occurs. A well-designed agreement:

Establishes a guaranteed buyer for the owner’s interest
Sets the price or valuation method while everyone is healthy and able to negotiate fairly
Lets surviving owners avoid running the business with a deceased owner’s family if they choose not to
Gives the family a fair price and liquidity when they need it most

Why life insurance is the natural funding tool

An agreement is only as good as the money behind it. Life insurance provides a known, generally income tax-free sum at the moment of death, so the buyer doesn’t have to borrow, drain business cash or pay in installments. Disability buy-out coverage can fund the agreement if an owner becomes disabled.

The structure matters. Choosing between a cross-purchase and an entity redemption affects taxes, basis and, after the Supreme Court’s 2024 Connelly decision, how corporate-owned insurance is counted in valuing the business. Our post on cross-purchase buy-sell agreements walks through one common approach.

How SRS helps

We can help you gather business valuation information, design the right coverage for each owner and compare options across our carrier partners. Contact us with your next business owner case and we’ll help you bring a clear, funded plan to the table.

Frequently asked questions

What is business continuation planning?

It is planning for what happens to a business when an owner dies, becomes disabled or retires, usually through a buy-sell agreement that sets a buyer, a price and a funding source.

Why use life insurance to fund a buy-sell agreement?

Life insurance delivers a known sum at the owner’s death, so the buyer has cash to complete the purchase without borrowing or straining the business.

What triggering events should a buy-sell agreement cover?

Most agreements address death, disability and retirement, and many also cover divorce, termination of employment and an owner’s desire to sell.

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Reviewed by Tim Fuller on 2026-09-26

Tim Fuller

President, SRS Inc.

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How Life Insurers Treat Family History for Older Applicants and Gender-Specific Cancers

September 25, 2026September 24, 2021 by Tim Fuller

Adverse family history can cap a client’s rate class, but not always. Two carrier rules often surprise advisors: family history may be ignored for older applicants, and gender-specific cancers in a parent of the opposite sex may not count.

Key takeaways

Some carriers don’t consider family history at all once the applicant is over 65.
Gender-specific cancers, such as prostate cancer in a father, may not count against an applicant of the opposite sex.
Two applicants with significant family history both received Preferred Best.

Both parents died of heart disease and cancer by 60 — and at 67, the client still got Preferred Best.

Rule 1: family history after 65

Some carriers stop considering family history once the proposed insured is older than 65, since the client has already outlived the risk period.

67-year-old male, 5’10”, 190 lbs
Blood pressure averaging 140/84; total cholesterol 218, ratio 4.6
Father died at 45 of a heart attack; mother died at 60 of breast cancer
No other adverse history

Decision: Preferred Best. Family history had no bearing because of his age.

Rule 2: gender-specific cancers

Some carriers don’t count gender-specific cancers against an applicant of the opposite sex.

42-year-old female, 5’3”, 154 lbs
Blood pressure 130/80 and cholesterol 220 (ratio 4.2), both treated with medication
Father died at 59 of prostate cancer

Decision: Preferred Best. Her father’s prostate cancer didn’t affect her rating.

Know the rules by carrier

Family history rules vary widely. Our Underwriting Team can match clients to the carriers whose rules favor them. See also family history of heart disease and family history of cancer.

Frequently asked questions

Does family history matter for life insurance after 65?

At some carriers, no. They stop considering family history once the applicant is over 65.

Does my father’s prostate cancer affect my life insurance?

For female applicants, some carriers don’t count gender-specific cancers of the opposite sex.

How much does family history affect life insurance rates?

It can limit the best rate classes, but rules vary widely by carrier, age, and the specific conditions.

50+ Years in Business60+ Top-Rated Carriers★★★★★ Rated by Advisors

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller

President, SRS Inc.

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4 Ways to Become the Long-Term Care Expert in Your Community

September 25, 2026September 23, 2021 by Tim Fuller

In a crowded financial services market, becoming the local long-term care resource is one of the clearest ways to stand out. It builds trust and a steady flow of referrals.

Key takeaways

Join community organizations and publish local content to build a reputation as the LTC resource.
Educate estate attorneys and CPAs, who see clients’ LTC risk but rarely address it.
Seminars and webinars reach many prospects at once, but follow-up calls turn them into appointments.

Estate attorneys and CPAs see clients’ long-term care risk every day. Be the professional they call about it.

1. Build your brand

Join groups such as your local Council on Aging, Rotary, or Chamber of Commerce and offer to educate members on LTC planning. A bylined article in a local publication also establishes expertise.

2. Create awareness with professionals

Estate planning attorneys and accountants often see clients whose assets are at risk from a care event. Show them how LTC planning protects their clients’ plans and quality of life. Social media is another way to share expertise and ask for referrals.

3. Build relationships

Keep your schedule full and your contact list growing. Long-term care is a topic people need to hear about more than once, so consistent education builds your reputation over time.

4. Generate leads

Seminars and webinars put you in front of many people at once, and we provide marketing materials to use. Always follow up by phone to schedule appointments and answer questions. Then use eight ways to ease into the talk in your meetings.

Frequently asked questions

How can I get more long-term care insurance leads?

Seminars, webinars, community involvement, and referral relationships with attorneys and CPAs are reliable sources.

Should I partner with estate planning attorneys on LTC?

Yes. Attorneys see clients whose plans are at risk from long-term care costs and value a trusted LTC resource.

Does SRS provide LTC marketing materials?

Yes. We offer seminar and marketing materials for advisors presenting long-term care planning.

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Reviewed by Tim Fuller on 2026-09-25

Tim Fuller

President, SRS Inc.

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Short-Term vs. Long-Term Disability Insurance: Differences and When to Use Each

September 25, 2026September 22, 2021 by Tim Fuller

Short-term and long-term disability insurance both replace income when a client can’t work because of illness or injury. The difference is how quickly they start and how long they pay, and most clients benefit from understanding both.

Key takeaways

Short-term disability typically starts after 7 to 30 days and pays for up to two years.
Long-term disability usually starts after 90 to 180 days and can pay for two years, five years, or to age 65 or 70.
Accident-only short-term plans are an affordable option for workers most worried about injuries.

Short-term DI covers the first weeks and months. Long-term DI protects against the disability that keeps a client out of work for years.

Short-term disability

Short-term policies pay after a short elimination period, often 7 to 30 days, and for a limited period up to two years. They’re useful for significant but temporary disabilities, such as recovery from an accident or surgery. Clients often combine them with emergency savings, paid leave, and workers’ compensation.

An accident-only short-term plan is even more affordable and popular with younger and blue-collar workers who are more concerned about injury than illness. See short-term protection for active clients.

Long-term disability

Long-term policies have longer elimination periods, commonly 90 to 180 days, and benefit periods from two years up to age 65 or 70. They protect against disabilities that could otherwise lead to foreclosure, debt default, or depleted retirement savings. Riders can tailor coverage, including cost-of-living adjustments, partial or residual disability benefits, and future increase options.

Using them together

Short-term coverage (or savings) can bridge the elimination period of a long-term policy, allowing a longer, less expensive elimination period on the long-term side.

Questions to ask clients

How long could you meet monthly expenses if you couldn’t work?
How much savings could you use?
Does your employer offer disability coverage, and what does it pay?
What’s your occupation and reported income?

Send us the answers for a side-by-side quote. Availability varies by state.

Frequently asked questions

What is the difference between short-term and long-term disability?

Short-term starts quickly and pays for up to two years; long-term starts after a longer wait and can pay for many years, often to age 65 or 70.

Do I need both short-term and long-term disability insurance?

Many people use savings or short-term coverage to bridge the long-term policy’s elimination period. The right mix depends on savings and employer benefits.

What is accident-only disability insurance?

A short-term plan that pays only for disabilities caused by accidents, not illness, at a lower premium.

50+ Years in Business60+ Top-Rated Carriers★★★★★ Rated by Advisors

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller

President, SRS Inc.

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Term Conversion and Transfer to an ILIT: Which Comes First?

September 26, 2026September 21, 2021 by Tim Fuller

When a client’s health declines, converting term coverage to a permanent policy is often the smartest move they can make. If that policy is also headed to an irrevocable trust, the order of the two steps can change the value reported for the transfer and the cash or gift needed to make it happen.

Key takeaways

Converting term to permanent coverage preserves insurability when a client’s health has declined.
Transferring before or after conversion can produce different fair market values for gift or sale purposes.
A lower value can keep a gift within annual exclusions or reduce the cash a grantor trust needs to buy the policy.

The order of the steps matters, and the right sequence usually turns on which approach produces the lower defensible value.

A common planning scenario

A client owns a personally held term policy. Their health has changed, so converting to permanent coverage without new underwriting is valuable. They also want the policy in an irrevocable life insurance trust (ILIT) to keep the death benefit out of their taxable estate, protect it from creditors, or manage it for heirs.

The question: convert first and then transfer, or transfer the term policy and let the trustee convert?

How each policy is valued

The answer usually depends on the fair market value (FMV) of the contract at the time of transfer:

Term policy. An in-force level term policy is often valued using its interpolated terminal reserve plus any unearned premium. Level term does build a modest reserve because premiums stay flat while the cost of coverage rises.
Newly converted permanent policy. In its first contract year, a new policy is often valued at the premiums paid.

Advisors often choose the sequence that produces the lower value. The carrier can provide the numbers, typically on IRS Form 712, and the client’s legal and tax advisors should confirm the approach.

Why a lower value helps

If the policy is gifted to the trust, a lower value may keep the gift within the annual exclusions available to the trust beneficiaries, which can avoid using lifetime exemption. Note that gifts of life insurance within three years of death can still be pulled back into the estate.

If the policy is sold to a grantor trust to avoid the three-year rule, a lower value means less cash has to be gifted to the trust to fund the purchase. A sale to the insured’s grantor trust is also generally protected from the transfer-for-value rule. For more on grantor trusts, see our post on grantor trust planning.

Let us help with the sequence

Conversion deadlines, carrier rules and trust documents all have to line up. Contact us when a case involves both a conversion and an ownership change. We’ll gather the valuation information for both policies and help the client’s attorney and CPA order the transactions correctly.

Frequently asked questions

Should a term policy be converted before or after transfer to an ILIT?

It depends on which sequence produces the lower defensible fair market value and fits the client’s goals. Compare the term policy’s value with the new permanent policy’s first-year value and confirm with legal and tax advisors.

How is the value of a term policy determined for gift purposes?

An in-force term policy is often valued at its interpolated terminal reserve plus unearned premium. The carrier can provide this figure, usually on IRS Form 712.

Why sell a policy to a grantor trust instead of gifting it?

A gift of a policy within three years of death can be included in the estate. A sale for full value to a grantor trust generally avoids that rule and is also generally protected from transfer-for-value taxation.

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Reviewed by Tim Fuller on 2026-09-26

Tim Fuller

President, SRS Inc.

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Indexed Universal Life as a Supplemental Retirement Strategy for High Savers

September 26, 2026September 20, 2021 by Tim Fuller

Clients who already max out their 401(k) and IRA contributions often look for another tax-advantaged place to save. For the right client, a properly structured indexed universal life (IUL) policy can add tax-deferred growth, downside protection and tax-free access to cash value, along with a death benefit.

Key takeaways

IUL has no IRS contribution limits like qualified plans, though funding is limited by the policy’s death benefit and tax rules.
Cash value is credited based on index performance, subject to caps or participation rates, with a floor that protects against market losses.
Policy loans and withdrawals from a properly funded, non-MEC policy can generally be taken income tax-free.

For clients who have maxed out qualified plans, properly funded IUL can be a tax-advantaged complement, not a replacement.

Who is a good candidate?

Look in your book for clients who:

Contribute the maximum to qualified plans and still have money to save
Expect taxes to be the same or higher in retirement
Dislike the idea of losing accumulated value in a market downturn
Want tax-efficient income from non-qualified savings
Have a genuine need for life insurance protection

Younger clients, often in their 30s to 50s, with discretionary income can also be good candidates, especially when they have a long runway to fund the policy.

How IUL works

Premiums build cash value that is credited based on the performance of one or more market indexes, subject to a cap, participation rate or spread. A floor, commonly 0%, means the account doesn’t lose value because of a negative index return, although policy charges still apply. Illustrated rates are limited by regulation and should be presented conservatively.

Cash value grows tax-deferred. As long as the policy is not a modified endowment contract (MEC), clients can generally access money through withdrawals up to basis and policy loans without income tax, and loans are not reported as income while the policy stays in force.

Designing for accumulation

For income-focused designs, carriers and advisors typically solve for the minimum death benefit needed to accept the planned premium without creating a MEC. Policies generally perform best when funded for 10 to 15 years before distributions begin, though designs can be tailored to the client’s age and premium schedule.

How the client takes income matters too. Our post on IUL loan options explains the difference between fixed and variable loans and why it affects retirement income.

Keep expectations realistic

IUL is life insurance first. It carries charges, and underfunding or poor index performance can reduce values and, in the worst case, cause a lapse that triggers tax on loans. Clients should understand that illustrations are not guarantees and that the policy needs periodic review.

Once a client commits to a premium, our team will help you assess insurability and prepare efficient designs across our carrier partners. Contact us to get started.

Frequently asked questions

Can indexed universal life be used for retirement income?

Yes. A properly funded IUL policy can provide tax-advantaged retirement income through withdrawals and policy loans, as long as it is not a modified endowment contract and remains in force.

Can you lose money in an indexed universal life policy?

Index credits have a floor, commonly 0%, so a negative index year does not directly reduce cash value. However, policy charges continue, so values can decline if crediting is low or the policy is underfunded.

How long should an IUL be funded before taking income?

Policies generally perform best when funded for about 10 to 15 years before distributions begin, though the right timeline depends on the client’s age and design.

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Reviewed by Tim Fuller on 2026-09-26

Tim Fuller

President, SRS Inc.

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Cross-Selling Long-Term Care Insurance to Existing Life Clients

September 25, 2026September 16, 2021 by Tim Fuller

Your existing life insurance clients already trust you with their family’s protection. That makes them some of the best long-term care prospects you have, if you know how to raise it.

Key takeaways

Frame long-term care as the biggest financial risk of living a long life.
Questions about retirement assets and monthly costs make the risk concrete.
With care costs of $6,000 to $10,000 or more a month, most clients can’t absorb it without a plan.

Ask: “If you had to spend an extra $6,000 to $10,000 a month on care, what would that do to your retirement?”

Open with longevity, not illness

Life insurance protects against dying too soon. Long-term care protects against the cost of living a long life. Talk about what a long retirement means for their family, and offer to build a plan for the biggest risk they’ll face after they stop working.

3 questions to ask

What share of your retirement assets have you set aside for long-term care?
Are you concerned about what a chronic illness would do to your retirement savings?
If you needed to spend an extra $6,000 to $10,000 a month on care, would that concern you?

That range reflects 2025 national medians for assisted living and a private nursing home room. See current cost of care figures.

Product options that pair with life insurance

For clients who already own life insurance, a hybrid policy or a chronic illness or LTC rider on new coverage may feel like a natural extension. See when asset-based LTC is a fit.

Frequently asked questions

How do I introduce long-term care to existing clients?

Frame it as the financial risk of living a long life, and ask how they’d pay for care without drawing down retirement savings.

How much does long-term care cost per month?

In 2025, national medians were about $6,200 a month for assisted living and $10,798 for a private nursing home room.

Can life insurance include long-term care benefits?

Yes. Hybrid life/LTC policies and LTC or chronic illness riders add care benefits to a life policy.

50+ Years in Business60+ Top-Rated Carriers★★★★★ Rated by Advisors

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller

President, SRS Inc.

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Guaranteed Issue Short-Term Disability for Small Businesses

September 25, 2026September 15, 2021 by Tim Fuller

Most disabilities are short-term. Most small businesses don’t offer short-term disability coverage. Guaranteed issue plans built for very small groups close that gap without medical underwriting.

Key takeaways

Guaranteed issue short-term disability can cover groups as small as two employees, with no health questions.
One plan offers up to $1,500 a week, with pre-existing condition, maternity, and partial disability benefits.
Benefits can start the first day after a non-occupational injury or the eighth day of an illness, with rates guaranteed for three years.

100% guaranteed issue for groups of 2 to 19 employees, up to $1,500 a week, enrolled with one digital signature and a census.

Why small businesses need it

Short-term disabilities from injuries, surgeries, pregnancy, or illness are far more common than long-term ones. Without coverage, employees go without pay and owners face pressure to help. A group short-term plan protects everyone on the team.

Plan highlights

Guaranteed issue for groups of 2 to 19 employees
Weekly benefits up to $1,500
Pre-existing condition, full maternity, and partial disability benefits available
Benefits can begin the 1st day after a non-occupational injury or the 8th day of sickness
Rates guaranteed for three years

Plan details vary by carrier and state; contact us for current availability.

Simple enrollment

Enrollment takes one digital signature from the owner and a completed census, and we can facilitate the signature. It’s a good fit for small business clients who have struggled to get disability coverage. For the owner’s own protection, see business overhead expense coverage.

Frequently asked questions

What is guaranteed issue short-term disability?

Coverage issued without health questions or medical underwriting, typically offered to employer groups.

Can a business with two employees get disability insurance for staff?

Yes. Some guaranteed issue short-term disability plans accept groups as small as two employees.

Does short-term disability cover maternity?

Many group short-term disability plans, including the one described here, include maternity benefits.

50+ Years in Business60+ Top-Rated Carriers★★★★★ Rated by Advisors

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller

President, SRS Inc.

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5 Steps to Build a Long-Term Care Business Plan for Your Practice

1. Stay motivated all year

2. Set realistic, measurable goals

3. Create a strategy

4. Take action

5. Track results and adjust

Frequently asked questions

Tim Fuller

We’re Here to Help

What the rule says

The main exceptions

Two common gray areas

How to fix a tainted policy

Frequently asked questions

Tim Fuller

We’re Here to Help

Tim Fuller

We’re Here to Help

Tim Fuller

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