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Tim Fuller, President of SRS Inc.

Tim Fuller

President, SRS Inc.

Tim Fuller is President of SRS Inc., a full-service IMO (Independent Marketing Organization) and BGA (Brokerage General Agency) that has connected independent financial professionals with life, annuity, disability income, and long-term care solutions from 60+ carrier partners for more than 50 years. Tim and the SRS team specialize in impaired-risk underwriting, advanced case design, and helping advisors place the cases other IMOs turn away.

Life InsuranceImpaired RiskLong-Term CareDisability IncomeAdvanced MarketsUnderwriting
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Income Settlement Options: Paying a Death Benefit Over Time

Happy family of four laughing together on the couch, representing life insurance protection

A life insurance death benefit can put more money in a beneficiary’s hands at once than they have ever had. For clients who worry about how that money will be spent, some carriers offer an income provider option that pays the death benefit as a guaranteed stream of income instead.

Key takeaways

  • An income provider option lets the policy owner choose a guaranteed monthly or annual income for beneficiaries instead of a single lump sum.
  • Because the carrier pays out over time, some carriers offer premium discounts based on the length of the income period.
  • A partial lump sum option can pay part of the benefit up front for immediate expenses and the rest as income.

Choosing an income stream lets clients control how the death benefit is used, and with some carriers it can also reduce the premium.

The concern behind the lump sum

Clients often ask whether their children are ready to manage a large sum, whether a spouse will be pressured by others or whether the money will be spent the way they intended. Those are fair questions, and a standard lump-sum payout does not answer them.

How an income provider option works

With this option, available from select carriers as a policy endorsement, the owner elects to have the death benefit paid as a guaranteed annual or monthly income to one or more beneficiaries over a chosen period. Key features in the designs we have seen:

  • The owner decides the payout schedule in advance.
  • The owner can generally change the election while the policy is in force.
  • Once the insured dies, the income stream pays as elected.
  • Graded premium discounts may apply based on how long the income stream lasts.

Features and availability vary, so confirm details with the carrier before presenting.

The partial lump sum option

Some designs pay a portion of the death benefit, such as half, as a lump sum with the remainder paid as income. The lump sum can cover funeral costs, probate expenses and other immediate needs after a sudden death, while the income stream provides ongoing support.

Comparing it with a trust

An income option is simpler and cheaper to set up than a trust, but it is less flexible. A trust can respond to changing needs, provide for education or health expenses and protect assets from creditors. For larger estates, consider coordinating the policy with a trust-based plan. For sizing the benefit itself, see our guide to income multiples.

Contact our life team to find carriers currently offering income settlement options and to illustrate the premium impact.

Frequently asked questions

Is income from a death benefit settlement option taxable?

The death benefit portion is generally income-tax-free, but interest credited on proceeds held by the carrier is usually taxable to the beneficiary.

Can the income schedule be changed after the insured dies?

Typically no. The owner can change the election while the policy is in force, but once the insured dies, payments follow the elected schedule.

Does choosing an income option really lower the premium?

With some carriers, yes. Graded discounts may apply based on the length of the payout period. Not all carriers offer this, so compare illustrations.

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Reviewed by Tim Fuller on 2026-09-26

Tim Fuller, President of SRS Inc.

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.

Connect on LinkedIn →

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Disability Insurance Discounts for 1099 Contractors and Small Groups

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Multi-life disability discounts usually require full-time W-2 employees under a sponsoring employer. That leaves out independent contractors. An affinity business discount changes that.

Key takeaways

  • Traditional multi-life discounts generally require W-2 employees of a sponsoring employer.
  • An affinity business discount at one carrier lets groups of three or more employees and/or 1099 contractors qualify without employer sponsorship.
  • Accountants, agents, IT professionals, real estate agents, and consultants are strong prospects.

Three or more people applying together — employees, 1099 contractors, or both — may qualify for a discount with no employer sponsorship.

Who’s eligible

Under one carrier’s business affinity discount guidelines, groups of three or more individuals applying at the same time may qualify if they are:

  • Employees and/or 1099 contractors working with a common employer or business, or
  • Members of a local professional employer organization (PEO)

Applicants generally need to be issue ages 18–70 and in occupation class 3A or better. Terms vary by carrier and state.

Prospects to target

  • Accounting firms
  • Independent insurance agents within an agency
  • IT professionals
  • Real estate agents in a brokerage
  • Consulting groups

Why it matters

Contractors typically have no employer disability coverage at all, so the need is real and the discount makes coverage more affordable. For more ways to find DI prospects in your book, see the easiest disability sale.

Frequently asked questions

Can 1099 contractors get a disability insurance discount?

Some carriers offer affinity discounts for groups of three or more that include 1099 contractors, without employer sponsorship.

How many people are needed for a DI group discount?

Often three or more applying at the same time, depending on the carrier.

Do independent contractors need disability insurance?

Usually more than employees, since they typically have no employer-provided disability coverage.

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

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller, President of SRS Inc.

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.

Connect on LinkedIn →

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Key Person Insurance for Sales Leaders and Rainmakers

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In many businesses, a small number of people bring in a large share of the revenue. When a top salesperson, rainmaker or influential advisor to the company dies, the loss can hit the income statement immediately. Key person insurance on these people protects the business while it replaces relationships that took years to build.

Key takeaways

  • Rainmakers and sales leaders are often more financially important than their title suggests, because revenue follows their relationships.
  • Carriers typically justify key person coverage using a multiple of compensation, supported by evidence of the person’s contribution to revenue.
  • Even non-employee directors can sometimes qualify for modest coverage when their economic impact is well documented.

When a rainmaker dies, the business loses more than an employee; it loses the relationships that drive its revenue.

Why rainmakers deserve their own analysis

A sales leader’s value is tied to client relationships, referral networks and team leadership. Losing that person can mean lost accounts, delayed deals and the cost of recruiting and training a replacement, often at higher pay. Owners tend to insure themselves first and overlook the people who actually drive sales. For the basics, see our article on key person coverage.

Justifying the amount

Carriers commonly look at a multiple of total compensation, often up to about ten times, as a starting point. For rainmakers, a strong case adds:

  • The share of revenue or gross profit tied to the person’s book of business
  • Commission and bonus history, not just base salary
  • Estimated cost and time to recruit and ramp up a replacement
  • A cover letter explaining the person’s role and impact

A clear story matters. Our article on writing underwriting cover letters shows how to present it.

An unusual case: outside directors

Sometimes a company’s most important signal-caller is not on the payroll. A board member or outside advisor may shape strategy, open doors or lend industry credibility. Carriers do not traditionally recognize these people for key person purposes because they are not employees and have little or no compensation to apply a multiple to.

In one case, however, our team helped a carrier consider modest coverage of $250,000 on directors. Their contributions to the company were well documented, they received meaningful compensation ($2,000 a year plus $1,000 per meeting) and the company was also insuring its traditional key people under standard guidelines. That small success also opened the door to personal planning for two of the key people.

Structuring and compliance

  • The business applies for, owns and is beneficiary of the policy.
  • For employer-owned coverage, satisfy Section 101(j) notice and consent requirements before issue so the death benefit remains income-tax-free, and file Form 8925 annually.
  • Revisit coverage as the person’s production and compensation change.

Contact SRS to discuss key person cases, especially those outside common guidelines.

Frequently asked questions

How much key person insurance can a business buy on a salesperson?

Carriers often use a multiple of total compensation, commonly up to about ten times, supported by evidence of the person’s contribution to revenue. Each carrier has its own guidelines.

Can a company insure a director who isn’t an employee?

Sometimes. Carriers are cautious, but modest amounts may be possible when the director is compensated and their economic value is well documented.

Is key person insurance tax-deductible?

Premiums are generally not deductible when the business is the beneficiary. The death benefit is generally income-tax-free if Section 101(j) requirements are met.

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Reviewed by Tim Fuller on 2026-09-26

Tim Fuller, President of SRS Inc.

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.

Connect on LinkedIn →

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Upgrade Programs in Life Underwriting: One-Class and One-Table Improvements

Underwriter reviewing medical and financial data with a client during risk assessment

Sometimes a single factor, like a slightly high cholesterol reading, keeps an otherwise healthy client out of the best rate class. Some carriers have programs designed to fix exactly that.

Key takeaways

  • One carrier offers a one-class upgrade when only one of build, cholesterol, blood pressure, or family history holds a client back.
  • A one-table reduction program can improve substandard offers, for example from Table B to Standard, through age 70.
  • Some carriers also treat occasional pipe or cigar use and recreational scuba diving more favorably than others.

A one-table reduction can turn a Table B offer into Standard — on both term and permanent products, through age 70.

The one-class upgrade

One of our carriers allows a one-class upgrade when the less favorable class is caused by just one of four factors: build, cholesterol, blood pressure, or family history. If the other three all meet the better class’s guidelines, the upgrade applies. It’s available on term and permanent products, up to age 70, and includes smoker classes.

Example: a 60-year-old male whose build puts him in Preferred, but whose blood pressure, cholesterol, and family history all meet Preferred Best guidelines, is improved to Preferred Best. Family history is a common culprit; here’s how family history of cancer is handled.

The one-table reduction

For substandard cases, the same carrier offers a one-table improvement through age 70 on term and permanent products. A Table B offer, for example, becomes Standard.

Other underwriting strengths

  • Pipe and cigar use: occasional use (no more than once a month) with a negative nicotine test may be considered for Preferred non-tobacco rates.
  • Scuba diving: may be considered for Preferred Best for resort diving to 35 feet and up to 6 dives a year, or certified divers to 75 feet using the buddy system and up to 10 dives a year.

Carrier programs change, so confirm current availability with our team before quoting.

Frequently asked questions

What is a one-class underwriting upgrade?

A carrier program that moves a client up one rate class when only one factor, such as build or cholesterol, keeps them from the better class and everything else qualifies.

Can a table rating be improved?

Some carriers offer a one-table reduction program that improves substandard offers by one table, for example from Table B to Standard.

Can occasional cigar smokers get non-tobacco rates?

Some carriers allow Preferred non-tobacco rates for occasional cigar or pipe use, typically no more than once a month with a negative nicotine test.

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

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller, President of SRS Inc.

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.

Connect on LinkedIn →

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How to Tell a Long-Term Care Story: 8 Practical Tips for Advisors

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

Most clients don’t believe they’ll be among the roughly 70% of people who need long-term care. Stories help them picture it. But telling a story well is a skill, and a few simple guidelines make the difference.

Key takeaways

  • Personal and firsthand stories carry the most emotional weight.
  • Match the story to the client: relevant, short, and positive.
  • The goal is to help clients picture themselves receiving good care, paid for by a plan.

The best LTC stories end well — because someone had a plan.

8 storytelling tips

  1. Use your own experience. A parent or grandparent’s care adds personal and emotional weight.
  2. Borrow others’ stories. Friends’ and clients’ experiences (with permission and details changed) show real challenges and how they were solved.
  3. Share feelings, not just facts. How did the situation feel for the people involved?
  4. Stay relevant. Don’t tell a client without children a story about the burden on adult kids.
  5. Be authentic. People can tell when a story is exaggerated.
  6. Keep it positive. Educate, don’t frighten.
  7. Keep it short. Focus on the few details that matter.
  8. Invite discussion. Ask questions so clients share their own stories.

The goal

Help clients picture themselves needing care, being well cared for, and having the cost covered. For why stories work better than statistics, see storytelling in LTC sales; for a sample story, see how Joe stayed home.

Frequently asked questions

How do I tell a good long-term care story?

Keep it personal, relevant to the client, short, and positive, and focus on how people felt and how a plan helped.

Should I use scary stories to sell long-term care?

No. Stories that end well because of planning are more effective and more respectful.

How can I get clients to share their own care stories?

Ask whether they know someone who needed care and how it affected their family.

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

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller, President of SRS Inc.

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.

Connect on LinkedIn →

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Business Overhead Expense Coverage for Physicians and Dentists: The Salary Replacement Rider

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Business overhead expense (BOE) coverage keeps a practice running while the owner recovers from a disability. For physicians and dentists, standard BOE has a gap: it usually won’t pay for the one expense that matters most, a replacement doctor.

Key takeaways

  • BOE coverage reimburses regular monthly business expenses, typically for 12 to 24 months, while the owner is disabled.
  • Most BOE policies exclude salaries of employees in the same profession as the insured, such as other doctors or dentists.
  • A salary replacement benefit rider pays the salary of a professional replacement, on top of the overhead benefit.

Standard BOE won’t pay the doctor who fills in for your client. The salary replacement rider will.

How BOE coverage works

BOE insurance reimburses a business’s regular monthly overhead, such as rent, utilities, staff salaries, and equipment payments, if the owner becomes totally or partially disabled. Most plans pay for 12 to 24 months after a short elimination period, giving the owner time to recover. More in why small businesses need BOE coverage.

Why medical and dental practices need it most

Practices carry disproportionately high overhead: expensive equipment loans, professional staff, and facility costs. If the doctor can’t work, revenue stops but those costs don’t.

The gap: replacement professionals

Most BOE policies exclude the salary of any employee in the same profession as the insured. For a practice, that means the salary of an associate or locum doctor or dentist hired to keep seeing patients isn’t covered.

The salary replacement benefit rider

This rider pays the monthly salary of the owner’s professional replacement, in addition to the overhead benefit. The practice keeps running and generating revenue under the replacement, while overhead and replacement costs are covered. Combined with a personal disability policy, the owner’s income is protected as well. Availability varies by carrier and state.

Frequently asked questions

What does business overhead expense insurance cover?

Regular monthly business expenses such as rent, utilities, staff salaries, and equipment loans while the owner is disabled.

Does BOE insurance pay for a replacement doctor?

Standard BOE usually doesn’t, but a salary replacement benefit rider can pay the replacement professional’s salary.

How long does BOE insurance pay?

Typically 12 to 24 months, after a short elimination period.

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

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller, President of SRS Inc.

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.

Connect on LinkedIn →

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The Goodman Triangle: How Three Parties Can Make a Death Benefit Taxable

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The tax-free death benefit is the most valuable tax advantage of life insurance, but it can be lost when a policy is structured carelessly. One of the easiest mistakes to spot is having three different people as the insured, owner and beneficiary, sometimes called the Goodman triangle or the terrible triad.

Key takeaways

  • When the owner, insured and beneficiary are three different parties, the death benefit can be treated as a gift from the owner to the beneficiary.
  • In business cases, proceeds paid to an employee’s family from a company-owned policy may be treated as taxable compensation.
  • The fix is usually simple: make the owner and beneficiary the same party, or use an ILIT.

The red flag is easy to spot: three different parties as insured, owner and beneficiary.

Why three parties create a problem

Every policy has an insured, an owner and a beneficiary. When two parties fill those three roles, such as a spouse who owns a policy on the other spouse and names herself beneficiary, the death benefit generally passes income-tax-free with no gift. When three different parties fill the roles, the owner is treated as transferring the death benefit to the beneficiary at the insured’s death, and that can create a taxable gift or taxable income.

Family example 1: a spouse owns, a child receives

Dad is the insured, Mom is the owner and Mom names Daughter as beneficiary. When Dad dies, Mom is treated as making a gift of the entire death benefit to Daughter. Any amount above the annual exclusion ($19,000 per recipient in 2026) uses part of Mom’s lifetime exemption, and she must file a gift tax return. With a $15 million exemption she may owe no tax, but she has used exemption she may have wanted for other purposes and taken on a filing she did not expect. See our article on the $15 million exemption.

Family example 2: a child owns for siblings

Dad has a $10 million policy meant for his four children. To keep it out of his estate without setting up a trust, he makes his most responsible daughter the owner. She names all four children as equal beneficiaries. When Dad dies, she is treated as making three $2.5 million gifts to her siblings, a total of $7.5 million. That consumes half of her own lifetime exemption and requires a gift tax return. An ILIT designed for estate liquidity would have avoided the problem.

Business example: coverage shared with a family

A company buys a policy on a non-owner executive to serve as key person coverage and to provide a benefit to her spouse. When she dies, half the death benefit goes to her husband. The IRS may treat the amount paid to him as compensation to the executive, taxable on her final return. The company may be able to deduct it as compensation, which could leave room for an additional payment to help with the tax. Clearer designs, such as a separate personal policy or a split-dollar arrangement, avoid the issue.

Frequently asked questions

What is the Goodman triangle?

It refers to a life insurance arrangement where the owner, insured and beneficiary are three different parties. It is named after a 1946 tax case that held the death benefit is a gift from the owner to the beneficiary.

How do you fix a three-party policy?

Change the beneficiary to the owner, transfer ownership to the beneficiary or to an ILIT, or restructure before death. Transfers should be reviewed for transfer-for-value and three-year rules.

Does the Goodman triangle cause income tax?

In family situations the issue is usually gift tax. In employer situations, proceeds paid to an employee’s family can be treated as taxable compensation.

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

Reviewed by Tim Fuller on 2026-09-26

Tim Fuller, President of SRS Inc.

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.

Connect on LinkedIn →

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Why a Needs Analysis Helps You Close More Life Insurance Sales

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A needs analysis shows clients how life insurance fits their family’s situation instead of asking them to guess at a number. It is also one of the most reliable ways to improve your close rate and find other needs along the way.

Key takeaways

  • One industry study found about three in four shoppers who received a needs analysis bought life insurance, compared with fewer than half who did not.
  • A needs analysis identifies the right amount of coverage and removes doubt about being over- or under-insured.
  • Fact finders reveal other financial challenges, opening doors to disability, long-term care and business coverage.

Three-quarters of shoppers who received a needs analysis bought life insurance; without one, fewer than half did.

Why a needs analysis changes the outcome

When prospects see a coverage amount built from their own debts, income, goals and existing assets, the recommendation stops feeling like a sales pitch. It becomes their plan. That clarity is why prospects who complete a needs analysis are much more likely to buy than those who do not.

What a good needs analysis covers

  • Income replacement for the family’s expected needs
  • Debt, mortgage and final expenses
  • Education goals for children
  • Existing coverage and assets already available
  • Special situations such as blended families, domestic partnerships or a child with special needs
  • Business obligations, such as buy-sell or key person needs

For a quick cross-check, see our article on income multiples and coverage amounts.

A cross-selling tool for every advisor

If life insurance is not your core business, a fact finder is an easy, low-pressure way to introduce it to existing clients. If life insurance is your core business, ask yourself whether you are converting as many opportunities as you could. The same conversation often surfaces a need for income protection or long-term care planning.

Tools and support from SRS

We offer marketing pieces and fact finders for traditional families, domestic partnerships, special needs planning and the business market. Our team can also help you turn the analysis into a recommendation and run quotes across carriers. Contact us to request materials.

Frequently asked questions

What is a life insurance needs analysis?

It is a structured review of a client’s income, debts, goals and existing resources used to calculate how much coverage they actually need.

How long does a needs analysis take?

A basic analysis can be done in one meeting with a simple fact finder. Complex family or business situations may take more time and documentation.

Should a needs analysis be repeated?

Yes. Marriage, children, a new home, business changes or retirement all change the numbers, so reviewing every few years keeps coverage aligned.

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

Reviewed by Tim Fuller on 2026-09-26

Tim Fuller, President of SRS Inc.

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.

Connect on LinkedIn →

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Life Insurance With Asthma: Preferred Rates Are Possible

Active older man hiking a mountain trail, representing impaired risk life insurance clients living fully

Asthma is common, affecting about 8% of U.S. adults, and it can make underwriting harder than it needs to be. With the right documentation, many asthmatic clients can still qualify for Preferred rates.

Key takeaways

  • Underwriters judge asthma by severity, lung function testing, and treatment history, not the diagnosis alone.
  • Spirometry values of 80% or more are generally considered normal.
  • One carrier may offer Preferred to asthmatic clients who meet criteria such as no tobacco, no asthma hospitalization in five years, and normal spirometry.

Preferred is possible for clients with asthma — if their lung function tests are normal and they haven’t been hospitalized for it in five years.

How underwriters assess asthma

Asthma causes temporary narrowing of the airways, with symptoms like wheezing, coughing, shortness of breath, and chest tightness. Underwriters want to know how severe it is and how well it’s controlled. The key test is spirometry, a lung function test reported as a percentage of predicted values. Results of 80% or greater are generally considered normal.

Criteria that can support a Preferred offer

One of our carriers may consider Preferred for asthmatic clients who meet all of these:

  • No tobacco use
  • No asthma hospitalizations in the last five years, and no other significant ailments
  • Normal spirometry for FVC (forced vital capacity) and FEV1 (forced expiratory volume in one second)
  • Treatment limited to as-needed inhaled bronchodilators, brief courses of corticosteroids, or low-dose medication
  • No time off work or school due to asthma
  • No underwater or high-altitude avocations
  • All other standard Preferred criteria met

What pushes an asthma case toward a rating

Recent hospitalizations or ER visits, daily oral steroid use, abnormal lung function, tobacco use, and asthma that interferes with work are the most common reasons for a rated offer. Knowing these in advance lets you set expectations and choose the right carrier.

How to prepare the case

Ask the client for recent spirometry results and a medication list, and note any hospitalizations with dates. Our Underwriting Team can pre-screen the details and tell you which carrier is likely to be most favorable before you submit.

Frequently asked questions

Does asthma increase life insurance premiums?

Not always. Mild, well-controlled asthma with normal lung function may qualify for Preferred with some carriers. Severe or poorly controlled asthma is more likely to be rated.

What is spirometry and why does it matter?

Spirometry measures how much air the lungs can hold and how quickly it can be exhaled. Results of 80% or more of predicted values are generally normal and support a better offer.

Do scuba diving or mountain climbing affect an asthma case?

They can. Some carriers require no underwater or high-altitude avocations to consider Preferred for an asthmatic client.

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

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller, President of SRS Inc.

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.

Connect on LinkedIn →

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Why Long-Term Care Statistics Don’t Sell, and What Does

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

If statistics alone sold long-term care insurance, sales would grow every year. They don’t, because clients hear the numbers and think, “That won’t be me.” Numbers support the conversation, but they don’t start it.

Key takeaways

  • People make buying decisions emotionally, then justify them with facts.
  • Humanize the need through personal stories and experiences before sharing numbers.
  • A few well-chosen statistics can reinforce the story: the odds of needing care and what it costs.

Statistics are the evidence. The story is the argument.

Why numbers fall flat

Clients filter statistics through optimism: most assume they’ll be in the healthy majority. Without a personal connection, numbers don’t create urgency.

What works instead

Humanize the need with stories, experiences, and emotions clients can connect with. Ask about people they know who needed care. See eight storytelling tips.

The statistics worth using

Once the client is engaged, a few facts support the case:

  • Close to 70% of people turning 65 will need some type of long-term care.
  • In 2025, assisted living cost a national median of about $74,400 a year, and a private nursing home room about $129,600 (CareScout). See current costs.
  • Medicare doesn’t cover most extended custodial care.

Frequently asked questions

Why don’t statistics sell long-term care insurance?

Most people believe the risk applies to others. Personal stories create the emotional connection that drives decisions.

What long-term care statistics should I share with clients?

The odds of needing care (close to 70% after 65), current care costs, and the fact that Medicare doesn’t pay for most long-term care.

When should I use statistics in an LTC conversation?

After the client is engaged through questions and stories, to support what they’ve already started to feel.

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

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller, President of SRS Inc.

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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