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Table Ratings Priced Off Standard Plus: Big Savings on Impaired Risk Cases

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

When a client gets a table rating, most advisors focus on which table. Just as important is what the table is built on, and one carrier builds it on a better base than most.

Key takeaways

  • Most carriers calculate table-rated premiums as a percentage added to Standard rates.
  • One carrier calculates table ratings off its Standard Plus rates instead, lowering the premium at every table.
  • A 46-year-old with Type 2 diabetes and elevated cholesterol received Table 2 on $5 million of term, priced off Standard Plus.

Same Table 2 rating, lower premium: one carrier prices its table ratings off Standard Plus instead of Standard.

How table ratings are priced

A table rating adds a percentage to a base premium, commonly 25% per table. At most carriers, that base is the Standard rate. One carrier uses its Standard Plus rate as the base instead, so the same table produces a noticeably lower premium. For clients with several impairments, that difference adds up over the life of a large policy.

Case study: $5 million of term

  • 46-year-old male, no tobacco, 6’1” and 211 lbs
  • Type 2 diabetes diagnosed in 2011, treated with metformin; A1C 7.8
  • Blood pressure 135/84; total cholesterol 273, HDL 41, LDL 125
  • Normal urine protein
  • Mother died of a stroke at 68

Offer: Table 2, priced off Standard Plus rates, a significant saving compared with a Table 2 priced off Standard.

When to look for this

Multi-impairment cases, like this one combining diabetes, cholesterol, and family history, are where base pricing matters most. Compare the final premium, not just the table. More on how diabetes is underwritten.

Frequently asked questions

What is a table rating?

A substandard rating that adds a percentage, often 25% per table, to a base premium to reflect higher risk.

Do all carriers price table ratings the same way?

No. Most use Standard rates as the base, but at least one uses Standard Plus, which lowers the cost of every table rating.

Should I compare table ratings or premiums?

Premiums. Two carriers offering the same table can charge very different amounts depending on their base rates.

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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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How the Long-Term Care Insurance Claims Process Works: A Guide for Advisors

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

Most long-term care policies you sell today won’t have a claim for years. But when a client or their family calls because care is needed, knowing exactly how the claims process works lets you guide them through one of the hardest moments they’ll face.

Key takeaways

  • Benefits are usually triggered when a licensed health practitioner certifies the insured needs help with two of six activities of daily living for at least 90 days, or has a severe cognitive impairment.
  • Notify the carrier promptly, usually within 30 days of the need for care or as soon as reasonably possible.
  • After eligibility is confirmed and the elimination period is met, benefits are paid to the insured or the provider.

Many families wait until the family caregiver is exhausted to file. Encourage them to call as soon as care is needed.

When families usually file

People don’t like admitting they need help, so families often provide care themselves at first. Claims tend to be filed when the family caregiver burns out or the care needed exceeds what they can provide. Earlier filing can mean benefits start sooner, since the elimination period can begin counting.

Step 1: Confirm benefit eligibility

For tax-qualified policies, a licensed health care practitioner must certify that the insured is chronically ill: unable to perform at least two of six activities of daily living (bathing, dressing, eating, toileting, transferring, continence) for an expected 90 days or more, or needing substantial supervision because of severe cognitive impairment.

Step 2: Notify the insurance company

Notice is usually due within 30 days of the onset of care needs, or as soon as reasonably possible. It can often be given by phone or mail and should include the insured’s name and policy number.

Step 3: Claim form and assessment

The carrier sends a claim form, which is returned with provider bills or other proof of loss. The carrier then verifies eligibility, often through an in-person assessment or by contacting the insured’s health care practitioner.

Step 4: Care planning and payment

Once the claim is approved, a care coordinator or case manager often works with the family on the right type of care. After the elimination period is satisfied, benefits are paid to the insured or directly to the care provider, depending on the policy. See how cash benefits differ from reimbursement.

Frequently asked questions

What triggers long-term care insurance benefits?

Typically, being unable to perform two of six activities of daily living for at least 90 days, or having a severe cognitive impairment, as certified by a licensed health practitioner.

How soon should a long-term care claim be filed?

Usually within 30 days of the need for care, or as soon as reasonably possible. Filing early can help the elimination period start sooner.

What is the elimination period in LTC insurance?

A waiting period, often 30 to 90 days of qualifying care, before the policy begins paying benefits.

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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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162 Executive Bonus Plans for S-Corp Owners

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Section 162 executive bonus plans are usually pitched for key employees, but they can work well for S-corporation owners themselves. The plan is simple to set up and administer, and it can be designed to meet several needs at once. Here is how to position it for an owner-employee.

Key takeaways

  • An S-corp owner who is also an employee can receive a deductible bonus used to pay premiums on a policy they own.
  • Plan design can match the need: term for income replacement, overfunded permanent coverage for supplemental retirement, or both.
  • Riders for long-term care and waiver of premium can extend the plan beyond a pure death benefit.

A bonus is a bonus: the plan can fund whatever coverage the owner actually needs, from term to permanent to LTC.

How a 162 bonus works for an S-corp owner

In a 162 plan, the business pays a bonus to the employee, who uses it to pay premiums on a life insurance policy they personally own. The bonus is generally deductible to the business as compensation and taxable income to the employee. An S-corp owner who draws a salary as an employee can participate, which lets the owner pay for personal coverage with business dollars.

Because there is no formal plan document requirement like a qualified plan, it is easy to implement and administer. Have the client’s tax advisor confirm how compensation and payroll tax apply to their situation, especially for greater-than-2% shareholders.

Match the policy to the purpose

Not every need lasts a lifetime. If the goal is replacing income before retirement, term insurance may be the most economical choice, and there is no reason a 162 plan cannot fund term. If the need is permanent, such as estate liquidity, the policy has to be built to last.

Sometimes two policies work better than one: a term policy for income replacement plus a permanent policy for lifelong needs. At retirement the term can lapse or be converted if the need has grown.

A supplemental retirement resource

Highly compensated owners often face limits on qualified plan contributions. An overfunded permanent policy can build cash value that may be accessed on a tax-advantaged basis through withdrawals and loans to supplement retirement income. The owner can choose a lean or heavy funding design based on goals and cash flow.

If the plan uses indexed UL, see our post on using indexed UL to fund executive bonus plans.

Add long-term care and disability protection

  • LTC or chronic illness rider. Allows early access to the death benefit if care is needed. If the policy is also meant to supplement retirement, LTC withdrawals can undercut that goal, so consider one overfunded policy for retirement and a second with an LTC rider.
  • Waiver of premium. Often overlooked, it keeps the policy in force if the owner becomes disabled and can no longer work.
  • Other vehicles. If more life coverage is not needed, the bonus can fund an annuity or standalone LTC policy instead.

Frequently asked questions

Can an S-corp owner participate in a 162 executive bonus plan?

Generally yes, if the owner is also a W-2 employee of the S corporation. The bonus is typically deductible to the business and taxable to the owner. Confirm the details with the client’s tax advisor.

Should a 162 bonus plan fund term or permanent life insurance?

It depends on the need. Term fits income replacement before retirement; permanent fits lifelong needs or supplemental retirement income. Some owners use both.

Can a 162 bonus plan include long-term care coverage?

Yes. The policy can carry an LTC or chronic illness rider, or the bonus can fund a standalone LTC policy.

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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.

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Life Insurance and Marijuana Use: Non-Smoker Rates Are Possible

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

Many clients assume marijuana use means smoker rates. With the right carrier, recreational users can often get non-smoker rates, and occasional users may qualify for the best classes.

Key takeaways

  • Some carriers offer non-smoker rate classes for recreational marijuana use, based mainly on frequency.
  • Once a month or less may qualify for Preferred Plus Non-Smoker; up to three times a week may qualify for Preferred Non-Smoker.
  • Medicinal use is underwritten based on the condition being treated, and some carriers require a prescription.

Occasional recreational marijuana use — once a month or less — may still qualify for Preferred Plus Non-Smoker.

Recreational use: frequency drives the rate class

With one carrier, potential rate classes for recreational marijuana use are:

  • Once a month or less: may qualify for Preferred Plus Non-Smoker
  • Up to three times a week: may qualify for Preferred Non-Smoker
  • Four to six times a week, and no more than once a day: may qualify for Standard Non-Smoker

Guidelines differ widely between carriers, so the same client could be rated as a smoker elsewhere.

Medicinal use is different

Medicinal marijuana is underwritten based on the underlying condition being treated, not the marijuana itself. Some carriers require a valid prescription, particularly for daily use.

Tips for these cases

Encourage clients to answer frequency questions honestly and precisely; vague answers can lead to a less favorable class. Combined tobacco use or other substances will change the picture. Similar flexibility exists for occasional cigar and pipe use at some carriers.

Frequently asked questions

Do marijuana users pay smoker rates for life insurance?

Not necessarily. Several carriers offer non-smoker rates for recreational marijuana use depending on frequency.

What is the best rate class for occasional marijuana use?

With some carriers, use of once a month or less may qualify for Preferred Plus Non-Smoker.

How is medical marijuana underwritten?

Based on the condition being treated. Some carriers also require a valid prescription.

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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LTC Field Underwriting: 6 Things to Uncover Before You Submit

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

Long-term care cases move fastest when the underwriter doesn’t have to hunt for information. A little detective work at the application stage can prevent weeks of delays and surprise decisions.

Key takeaways

  • Ask which specialists the client sees; it reveals conditions they may not mention.
  • Recent diagnoses, pending tests, and ongoing therapy can all delay or change a decision.
  • Clients often describe medications by symptom; find the diagnosis behind every prescription.

“A water pill for fluid” could mean mild swelling — or heart failure. Always find the diagnosis behind the medication.

1. Ask about specialists

A specialist tells the underwriter a lot. After bypass surgery, is there a cardiologist? After joint replacement, an orthopedist? With rheumatoid arthritis, a rheumatologist? Multiple medications for depression or anxiety, a psychiatrist? Diabetes, an endocrinologist?

2. Note the date of diagnosis

A diagnosis within the last six months to a year may not give the underwriter enough time to judge stability.

3. Note the last doctor visit

If it’s been more than two years since a physical and lab work, preferred rates are unlikely. Also ask about upcoming follow-ups; knowing about ongoing treatment lets the underwriter order records right away.

4. Listen for pending tests, surgeries, and therapy

  • Pending tests: anything scheduled but not yet done.
  • Recent surgeries: what type, was anything malignant, has it healed, and is follow-up still needed?
  • Physical therapy: for what, is it resolved, did it help, and has surgery been recommended?

5. Find the diagnosis behind each medication

  • “Water pill”: could be mild swelling or heart failure; note the dosage.
  • “Blood thinner”: ask about stroke, TIA, heart surgery, clots, or leg surgery.
  • Bone medication: ask about recent bone density tests and results.
  • “Arthritis” medication: rule out rheumatoid arthritis.
  • Narcotic pain medication: why, how often, and for how long.

See also asking the tough LTC questions.

6. Question anything unusual

A younger applicant who isn’t working may have a health condition or be receiving disability benefits. The underwriter will need to know, so ask first.

Frequently asked questions

What information speeds up long-term care underwriting?

Specialists seen, diagnosis dates, last doctor visits, pending tests, recent surgeries, therapy, and the diagnosis behind each medication.

Why do medications matter so much in LTC underwriting?

They often reveal conditions the client didn’t mention, and some medications are associated with uninsurable conditions.

Does a recent diagnosis delay LTC approval?

Often. A diagnosis within six to twelve months may need more time to show stability.

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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Critical Illness Insurance: Lump-Sum Cash at First Diagnosis

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More people survive cancer, heart attacks and strokes than ever before, but surviving can be expensive. Critical illness insurance pays a lump sum at diagnosis so clients can cover the costs health insurance leaves behind. Here is how it works and which clients to talk to first.

Key takeaways

  • Critical illness coverage pays a lump-sum benefit on first diagnosis of a covered condition such as cancer, heart attack or stroke.
  • The money can be used for anything: deductibles, lost income, child care, travel for treatment or home care.
  • Some plans offer large benefit amounts, extended benefits past 65, or a return of premium feature, so compare carefully.

Medical advances mean more clients survive a critical illness. The financial strain of that survival is the gap this coverage fills.

Why surviving a critical illness creates a financial gap

Health insurance pays for hospital stays, physicians and prescriptions. It does not cover deductibles and coinsurance, lost income, child care, travel to treatment centers, home modifications, or home health care. A recovering patient often pays those costs directly, at a time when they may not be working.

Five-year survival rates for many cancers are now high, and millions of Americans are living after a stroke, many with lasting disabilities. That is good news medically and a planning issue financially.

How critical illness insurance works

The policy pays a lump-sum benefit, generally income-tax-free when personally owned, upon first diagnosis of a covered illness. Covered conditions vary by carrier but typically include cancer, heart attack and stroke, and some plans cover a longer list that may include conditions like Alzheimer’s disease.

Features to compare across carriers include:

  • Maximum benefit amounts (some carriers offer benefits up to $500,000; confirm current limits)
  • Whether benefits reduce at a certain age, often 65, or continue longer
  • Return of premium features that refund premiums to the beneficiary if the insured dies without a claim
  • The list and definitions of covered conditions

Which clients to approach first

  • Clients with a family history of cancer, heart disease or hypertension
  • Self-employed clients and business owners without paid sick leave
  • Families with high-deductible health plans
  • Existing disability income clients who want protection that pays regardless of work status. See our post on income protection planning.

Coverage is typically affordable, especially at younger ages, and it is easier to qualify before a diagnosis than after.

Getting help with case design

We work with several critical illness carriers, and plans differ significantly in definitions, age limits and optional features. Our team can help you compare options and pair critical illness coverage with disability or life insurance for a more complete protection plan.

Frequently asked questions

What does critical illness insurance cover?

It pays a lump sum on first diagnosis of a covered condition, typically including cancer, heart attack and stroke. The exact list and definitions vary by carrier.

Is a critical illness benefit taxable?

When the policy is personally owned and paid with after-tax dollars, the benefit is generally received income-tax-free. Clients should confirm with a tax advisor.

How is critical illness insurance different from disability insurance?

Disability insurance replaces income when a client cannot work. Critical illness pays a one-time lump sum at diagnosis, regardless of whether the client keeps working.

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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Trust-Owned Life Insurance Policy Reviews: Opportunity and Liability Protection

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Not every life insurance policy held in a trust was built on guarantees. Many older policies have underperformed their original illustrations and could lapse before they do their job. Offering trust-owned policy reviews protects trustees and advisors, and it builds referral relationships.

Key takeaways

  • Non-guaranteed policies held in trusts may underperform and lapse early if nobody is watching them.
  • A documented policy review can be an important defense if beneficiaries later question how a policy was managed.
  • Offering complimentary trust policy reviews is a strong way to start relationships with CPAs, estate attorneys and trust companies.

A documented review, even one the client chose not to act on, can make the difference when beneficiaries later ask what went wrong.

Why trust-owned policies need regular reviews

Many trust-owned policies were designed with non-guaranteed assumptions. After years of lower interest crediting and rising cost of insurance charges, some are now projected to lapse before the insured’s life expectancy. Because these policies usually carry large face amounts on older insureds, a lapse can mean a significant loss to the trust beneficiaries.

Trustees, often family members, may not realize they have a duty to monitor the policy. For more on this, see our post on older UL policies at risk of lapse.

A cautionary story

A carrier representative shared a case in which trust beneficiaries sued the writing agent, the brokerage general agency and the carrier for failing to maintain a sound insurance strategy and review the policy to prevent a premature lapse.

A review had been done within the prior three years. It identified the underperformance and recommended an alternative. The insureds, the beneficiaries’ parents, chose not to act and did not tell their children. The documented review was enough for the case to be dismissed. The lesson: review, recommend and document.

Use reviews to open doors with professionals

This story is a natural conversation starter with CPAs, estate planning attorneys and trust companies. Many have clients or friends serving as trustees who may not understand their exposure.

  • Offer a complimentary review of trust-held policies.
  • Share findings in plain language with the trustee and the client’s other advisors.
  • Look for more efficient solutions even when a policy is performing, since newer products may offer better guarantees or lower cost.

How SRS helps

We can help you order in-force illustrations, analyze current performance, and compare alternatives. For complex trust designs, our advanced markets support can help you structure recommendations. Because trust-owned policies tend to be large, even one review a month can meaningfully grow your practice.

Frequently asked questions

Why do trust-owned life insurance policies need reviews?

Many were built on non-guaranteed assumptions that have not held up. Without periodic review, a policy can lapse before the insured dies, defeating the trust’s purpose.

Can a policy review reduce liability for an advisor or trustee?

Documenting a review and recommendation can be an important defense if beneficiaries later challenge how a policy was managed. It is not a guarantee, so consult legal counsel about specific duties.

What does a trust-owned policy review include?

Typically an in-force illustration at current and guaranteed assumptions, an assessment of lapse risk, and a comparison with alternatives such as funding changes or a replacement policy.

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.

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Permanent vs. Term Life Insurance: When Permanent Coverage Makes Sense

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Term life insurance is the right answer for many clients, but not all of them. Some needs last a lifetime, and some clients want benefits beyond a death benefit. Here is how to tell when permanent coverage belongs in the plan.

Key takeaways

  • Term fits temporary needs like income replacement and debt; permanent fits needs that last for life.
  • Permanent policies can offer tax-advantaged cash value growth, no required minimum distributions and no income phase-outs.
  • Many permanent policies offer living benefits such as long-term care or chronic illness riders.

If the need will still exist when the client is 85, term insurance is unlikely to be there to meet it.

Start with the length of the need

The simplest test is time. If the need ends, such as a mortgage, raising children, or replacing income until retirement, term is often the most economical choice. If the need lasts for life, such as estate liquidity, a special-needs dependent, charitable goals or final expenses, permanent coverage is designed to be there when it is needed.

When permanent life insurance makes sense

  • Estate liquidity. Clients whose estates may exceed the federal $15 million exemption, or who live in states with their own estate taxes, need coverage that lasts. See our post on estate tax liquidity.
  • Business planning. Buy-sell and succession arrangements often need coverage for as long as the owner lives.
  • Tax-advantaged accumulation. High earners who have maxed out qualified plans may value cash value growth with no income phase-outs.
  • Legacy and equalization. Leaving a guaranteed amount to heirs or charity.

Features clients may not know about

  • Income-tax-free death benefit to beneficiaries
  • Cash value that grows tax-deferred and can be accessed through withdrawals and loans
  • No required minimum distributions and no penalty for access before 59½ (outside of MEC rules)
  • Indexed designs that offer upside potential with downside protection
  • Riders that accelerate benefits for long-term care or chronic illness
  • Wellness programs from some carriers that reward healthy habits

Blending term and permanent

It does not have to be one or the other. Many clients are best served by a blend: permanent coverage for lifelong needs and term for the larger temporary need. Convertible term can also preserve the option to move to permanent coverage later without new underwriting.

Frequently asked questions

When is term life insurance the better choice?

When the need is temporary, such as replacing income until retirement, paying off a mortgage or covering years of child-raising, term usually provides the most coverage per premium dollar.

What are the main advantages of permanent life insurance?

Lifetime coverage, tax-deferred cash value that can be accessed, no RMDs, no income phase-outs, and optional living benefit riders.

Can a client have both term and permanent coverage?

Yes. A blend often works well: permanent for lifelong needs and term for large temporary needs. Convertible term keeps the option to switch later.

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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Couples Discounts and Asymmetrical Designs: Making LTC Coverage Affordable

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

Many clients assume long-term care coverage is unaffordable. In reality, a policy is only as expensive as its design, and a few strategies, especially for couples, can make a big difference.

Key takeaways

  • Some carriers offer couples discounts of 20–30%, and at least one up to 40%, when both spouses apply and are approved.
  • An asymmetrical design gives one spouse a richer benefit and the other a smaller one, while keeping the couples discount.
  • Buying between ages 45 and 60 means lower premiums and a better chance of preferred health discounts.

A couples discount of 20–40% can make coverage for two cost far less than two separate policies.

Couples discounts

Many carriers discount premiums when spouses or partners apply together and both are approved: typically 20–30%, and up to 40% at one carrier, compared with little or no discount for a married person applying alone.

Asymmetrical case design

When a couple can’t afford two rich policies, or one spouse wants coverage more than the other, give one spouse a fuller benefit and the other a smaller “token” benefit. Both usually still qualify for the couples discount, and the total premium drops significantly. Joint policies are another option; see joint life LTC for couples.

Use age and health

The ideal planning window is roughly 45 to 60. Younger applicants pay less and are more likely to qualify for preferred health discounts. See the cost of waiting.

Some protection beats none

Coverage doesn’t have to be all-or-nothing. A pool of benefits, even a modest one, hedges the risk. More levers in five ways to make LTC more affordable.

Frequently asked questions

Do couples get a discount on long-term care insurance?

Often, yes. Discounts of 20–30% are common, and some carriers offer up to 40% when both are approved.

What is an asymmetrical LTC design?

Giving each spouse different benefit levels, often a richer benefit for one and a smaller one for the other, to control cost.

What is the best age to buy long-term care insurance?

Roughly 45 to 60, when premiums are lower and qualifying is easier.

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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5 Tips to Start the Income Protection Conversation

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Clients avoid conversations about disability. They lean into conversations about protecting their income. That small shift in framing makes individual disability insurance much easier to discuss.

Key takeaways

  • Focus on the need, providing income if a client can’t work, before discussing policy details.
  • Real stories and comparisons to familiar coverage like auto and home insurance make the risk tangible.
  • Position income protection as the foundation of the client’s financial plan.

Clients insure their cars and homes without a second thought. Their income pays for both.

1. Focus on the need, not the product

Most clients don’t know why they’d need disability insurance. Start with the basics: it provides income if an illness or injury keeps them from working. Save policy details for later. Clients often get lost in terminology; see explaining own-occupation vs. any-occupation for when details matter.

2. Tell stories to make it real

People don’t think “disability” will happen to them, but they know they could get sick or hurt. Examples like a cancer diagnosis or a back injury make the risk concrete. See the power of real-life stories.

3. Compare it to insurance they already own

Clients understand why they insure their car and home. Without income, they could lose both.

4. Stick to the facts

Illnesses such as cancer, heart disease, and musculoskeletal conditions cause most long-term disabilities, not accidents.

5. Make it the foundation of the plan

Every financial plan assumes income keeps coming. Protecting it makes the rest of the plan possible.

Frequently asked questions

How do I bring up disability insurance with clients?

Talk about protecting their income rather than disability, focus on the need first, and use real stories and familiar comparisons.

Why do clients avoid disability insurance conversations?

Most believe disability won’t happen to them and find the topic uncomfortable. Framing it as income protection helps.

Should disability insurance come before investing?

Many planners view income protection as foundational, since it keeps the rest of the financial plan funded if the client can’t work.

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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