LTC Archives - Page 5 of 7

Long-Term Care Conversation Starters for Business-Owner Clients

September 25, 2026June 3, 2021 by Tim Fuller

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

People buy long-term care insurance because they love their families. Business owners have a second family to worry about: their company and employees. Framing long-term care around both makes the conversation land.

Key takeaways

Long-term care is a family issue, and for owners, a business continuity issue too.
Focus on the impact a care need would have on family and business, not on policy features.
Business owners can often pay premiums with business dollars and deduct them.

“It’s not a question of whether your family will take care of you. It’s how — and what it would mean for them and the business.”

5 conversation starters

“I’d like to talk about living a long life, and how to be prepared so your family and business are protected.”
“Long-term care insurance isn’t really protection for you. It’s protection for your family.”
“Long-term care is a family issue. Do you have a plan to protect yours?”
“Your family will take care of you because they love you. The question is how, and what it would cost them.”
“Long-term care insurance lets your family keep their promise to care for you, better and for longer.”

Add the business angle

If the owner needed care, who would run the business? Would a spouse or child have to step away from it, or from their own career, to become a caregiver? Long-term care planning belongs in the same conversation as succession planning. See using an LTC rider in a buy-sell.

The tax advantage

Business owners can often pay premiums with company dollars. C-corporations can generally deduct the full premium; self-employed owners can generally deduct up to IRS age-based limits. See selling LTC to small business owners.

Frequently asked questions

Should business owners buy long-term care insurance?

Often yes. A care need can affect both their family and their business, and premiums may be deductible.

Can a business pay for an owner’s long-term care insurance?

Yes. C-corporations can generally deduct the full premium, and other business types have partial deductions based on IRS limits.

Why do people buy long-term care insurance?

Most buy to protect their family from the burden and cost of providing care.

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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LTC Underwriting vs. Life Underwriting: Why the Same Client Gets Different Answers

September 25, 2026May 28, 2021 by Tim Fuller

Advisors are sometimes surprised when a client gets a top life insurance rate class but is rated or declined for long-term care. It isn’t a mistake. The two types of underwriting ask different questions.

Key takeaways

Life underwriting focuses on mortality: conditions that could shorten life expectancy.
LTC underwriting focuses on morbidity: conditions that could make someone need help with daily living.
Chronic illness riders often have little or no extra underwriting and can cover clients who don’t qualify for traditional LTC benefits.

Same client, same application: Super Preferred for life insurance, Standard for the LTC rider — because of back pain and scoliosis.

Mortality vs. morbidity

Life underwriters ask, “How likely is this person to die early?” LTC underwriters ask, “How likely is this person to need help bathing, dressing, or moving around, or to develop cognitive impairment?” Conditions like arthritis, back problems, or balance issues barely matter for life insurance but can weigh heavily for LTC.

Case study

62-year-old female seeking $1 million of UL with an LTC rider
Non-smoker, normal build
Hypothyroidism since 1980, well controlled on medication
Saw a chiropractor once for back pain, with improvement
Diagnosed with scoliosis

Decision: Super Preferred for life coverage; Standard for the LTC rider because of the scoliosis and back pain history.

Options when LTC underwriting is the obstacle

Chronic illness riders and some non-traditional LTC riders are available on many permanent products with little or no additional underwriting. They can provide care benefits for clients who would be rated or declined for traditional LTC coverage. Learn more about the differences between LTC and chronic illness riders.

Pre-qualify first

Our Underwriting Team can pre-screen both the life and LTC sides of a case so you can set expectations and choose the right product before you apply.

Frequently asked questions

Why would a client qualify for life insurance but not long-term care?

Life underwriting looks at life expectancy, while LTC underwriting looks at the likelihood of needing care. Conditions like back problems matter more for LTC.

What is the difference between mortality and morbidity underwriting?

Mortality underwriting assesses the risk of death; morbidity underwriting assesses the risk of illness or needing care.

What if my client is declined for an LTC rider?

A chronic illness rider, which often requires little or no extra underwriting, may be an alternative.

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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Long-Term Care Insurance Basics: Why Every Advisor Should Offer It

September 25, 2026May 27, 2021 by Tim Fuller

If you’re new to long-term care or only write a few policies a year, it’s worth a closer look. Few products address a risk this large, and few conversations build as much client trust.

Key takeaways

Long-term care insurance pays for help needed because of a prolonged illness, accident, or aging.
Without coverage, a single year of care can consume a large share of a client’s savings.
Traditional, hybrid, and rider-based products mean there’s an option for almost every client and budget.

A private nursing home room now costs about $130,000 a year at the national median. One year of care can erase years of saving.

People need it

Close to 70% of people turning 65 will need some form of long-term care. Health insurance and Medicare don’t cover most extended custodial care, so without coverage it’s paid from savings. At 2025 national medians, a year in assisted living costs about $74,400 and a private nursing home room about $130,000. See current cost of care figures.

People are buying it

Millions of Americans own long-term care coverage, and more buy traditional, hybrid, and rider-based policies every year. The younger and healthier the buyer, the lower the premium, which is why earlier conversations pay off.

There’s a product for most clients

Traditional LTC insurance: the most benefit per premium dollar, with flexible design.
Hybrid life or annuity products: care benefits plus a death benefit, so premiums aren’t “lost.” See when asset-based LTC fits.
Riders: LTC or chronic illness riders added to life insurance.

Getting started

Start with eight ways to open the conversation, and lean on our LTC team for product selection, quoting, and underwriting.

Frequently asked questions

What does long-term care insurance cover?

Care needed because of chronic illness, injury, or aging, such as home care, assisted living, adult day care, and nursing home care.

What types of long-term care coverage are there?

Traditional LTC insurance, hybrid life or annuity products with LTC benefits, and LTC or chronic illness riders on life policies.

Why should financial advisors offer long-term care insurance?

It protects clients’ retirement plans from one of their largest financial risks and deepens the advisor relationship.

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

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller

President, SRS Inc.

Connect on LinkedIn →

Guaranteed Premiums in Long-Term Care: Asset-Based vs. Traditional Policies

September 25, 2026May 20, 2021 by Tim Fuller

Many clients have heard about long-term care rate increases, and it makes them wary. Asset-based long-term care built on whole life insurance offers an answer: premiums and benefits that are guaranteed.

Key takeaways

Traditional LTC premiums aren’t guaranteed and can rise if the carrier raises rates for a class of policies.
Asset-based LTC built on whole life can guarantee premiums, death benefit, and LTC benefits.
Many designs offer a return of premium option, and can be funded from CDs, savings, cash value, annuities, or qualified money.

Premiums that never increase, benefits that are guaranteed, and an option to get the premium back. That’s what clients worried about rate hikes want to hear.

Why guarantees matter

Traditional LTC policies have seen rate increases over the years, and clients who have heard those stories may hesitate. Asset-based products use the guarantees of whole life insurance to remove that uncertainty.

What can be guaranteed

Premiums that never increase
A guaranteed death benefit that can be used for long-term care
A minimum guaranteed interest rate on cash value
Optional lifetime benefits, so clients can’t outlive their coverage
On some designs, a return of the single premium if the client changes their mind

Taxes and flexibility

Qualified LTC benefits are generally received income-tax-free, and the death benefit is generally income-tax-free if unused.
Cash value growth is tax-deferred.
One policy can cover an individual or two people, such as spouses, partners, siblings, or a parent and child.
Funding can come from CDs, money market, cash, life insurance cash value (via 1035 exchange), annuities, or qualified assets.
Premiums can be single-pay, 1–20 years, or level for life.

Who it fits

Clients who want certainty and have assets to reposition. See no “use it or lose it” and four client profiles for asset-based LTC.

Frequently asked questions

Can long-term care insurance premiums go up?

Traditional LTC premiums can increase for a whole class of policyholders. Many asset-based policies guarantee premiums won’t increase.

What funds can pay for asset-based long-term care?

CDs, savings, cash, life insurance cash value, annuities, and qualified assets, depending on the product.

Are asset-based LTC benefits taxable?

Qualified LTC benefits are generally income-tax-free, and the death benefit is generally tax-free if unused.

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

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller

President, SRS Inc.

Connect on LinkedIn →

How to Make Long-Term Care Insurance More Affordable: 5 Design Levers

September 25, 2026May 13, 2021 by Tim Fuller

A client who understands the need for long-term care coverage but balks at the premium isn’t a lost sale. Some coverage is far better than none, and most policies have several levers that can bring the cost within budget.

Key takeaways

Inflation protection, monthly benefit, benefit period, and elimination period are the biggest premium drivers.
Partnership-qualified policies have state-required inflation protection by age, so other levers may need to do the work.
Showing clients several benefit combinations lets them choose the right balance of coverage and cost.

Some long-term care coverage is far better than none. The goal is a plan the client will keep, not the richest plan on paper.

5 ways to dial down the premium

Adjust inflation protection. Instead of 5% compound lifetime, consider 3% or 4% compound, 5% compound for a limited period, or simple inflation.
Reduce the monthly benefit to cover part of expected care costs, with savings or income covering the rest.
Reduce the assisted living benefit if the carrier allows a lower percentage of the facility benefit.
Shorten the benefit period, for example from five years to three.
Lengthen the elimination period, the waiting period before benefits begin.

The Partnership exception

If you’re writing a partnership-qualified policy, the inflation protection must meet state requirements based on the client’s age at application. You may not be able to change inflation protection, so adjust the monthly benefit or other features instead. Partnership policies can offer valuable Medicaid asset protection, so it’s usually worth keeping qualification.

Show options side by side

Presenting several combinations helps clients see the trade-offs and choose for themselves, which builds trust and closes more cases. Hybrid designs are another route; see when asset-based LTC is a fit.

Frequently asked questions

How can I make long-term care insurance cheaper?

Lower the monthly benefit, shorten the benefit period, lengthen the elimination period, or choose a less expensive inflation protection option.

What is a long-term care elimination period?

The number of days a client must need care before benefits begin, similar to a deductible measured in time. Longer periods lower the premium.

Can I change inflation protection on a Partnership policy?

Only within state rules. Partnership policies require minimum inflation protection based on the insured’s age at purchase.

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

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller

President, SRS Inc.

Connect on LinkedIn →

Long-Term Care Planning for Family Caregivers

September 25, 2026May 6, 2021 by Tim Fuller

Many people, especially women, spend years caring for others: children, spouses, parents. The people who provide the most care are often the least prepared for their own.

Key takeaways

Women tend to live longer than men (about 81 vs. 76 years at birth) and provide most family caregiving.
Married women often care for a husband first, leaving fewer assets for their own care later.
Widowed, divorced, and single women are more likely to have no spouse to care for them.

She cared for her parents, then her husband. When it’s her turn, who will care for her — and what’s left to pay for it?

Why caregivers need a plan of their own

Caregivers spend time, money, and energy on others, often at the expense of their careers and savings. Women in particular live longer and make up about two-thirds of nursing home residents. See why women may be the answer to your LTC sales.

Scenarios to discuss

Married couples: husbands often need care first, depleting assets the wife will need later. Make sure both spouses have a plan.
Unmarried partners: accessing a partner’s assets for care can be complicated. Shared-benefit designs can help.
Widowed or divorced: without a spouse or children nearby, there may be no one to provide care. See planning without children.
Adult children caring for a parent: buying their own coverage can bring access to caregiver support services, useful when an uninsured parent needs care.

Reaching caregivers

Women’s organizations, caregiver support groups, and community events are natural places to offer LTC education. Our team can help you plan seminars and materials.

Frequently asked questions

Why do women need long-term care planning?

Women generally live longer, are more likely to be caregivers, and are more likely to be widowed or single later in life.

What happens if a caregiver needs care herself?

Without a plan, she may have depleted savings caring for others and have no one to care for her, which is why her own coverage matters.

Can long-term care insurance help caregivers?

Yes. Policies can pay for professional care and often include caregiver training and support services.

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

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller

President, SRS Inc.

Connect on LinkedIn →

How to Start the Long-Term Care Conversation: 8 Ways to Ease Into the Talk

September 25, 2026April 29, 2021 by Tim Fuller

Most people know they should talk about long-term care. Almost nobody wants to start. Whether it’s a client talking to aging parents or an advisor raising it in a review, the hardest part is the first sentence.

Key takeaways

Someone turning 65 today has close to a 70% chance of needing some form of long-term care, yet most have no plan to pay for it.
The easiest openings are indirect: someone else’s situation, a request for advice, or a comment made in passing.
If talking face to face is too hard, a letter or a more comfortable family member can get the conversation started.

Close to 70% of people turning 65 will need some form of long-term care. Most have never talked about how they’d pay for it.

Why the conversation matters now

Long-term care planning works best before it’s needed, while clients are healthy enough to qualify for coverage and have time to choose. Waiting until a health event forces the discussion usually means fewer options and higher costs. For clients, the talk is often with their own parents; for advisors, it’s with the client. The same techniques work for both.

8 ways to get the conversation started

Be open. Say you’d like to talk about the future and ask if they’re willing. Everyone thinks about these things.
Be reflective. Ask about their past and their parents, then move to the future: what they want most and what worries them.
Discuss someone else’s situation. A friend or relative dealing with care needs is a natural, low-pressure starting point.
Share an article. Pass along something on planning ahead or care costs and follow up.
Ask for advice. Mention you’re preparing a will or retirement plan and ask how they planned ahead.
Grab an opening. If someone says “I couldn’t stand living in a nursing home,” ask what they would want instead.
Write it down. A letter or email outlining your concerns lets them think it over first, which helps when families live far apart.
Get help. Someone else in the family, or a trusted advisor, may be the better person to raise it. What matters is that it gets done.

Turning the conversation into a plan

Once the topic is open, the next step is a needs discussion: where they’d want to receive care, who would provide it, and how it would be paid for. These three questions that demonstrate the need for LTC are a natural follow-up, and our LTC team can help you compare traditional, hybrid, and rider-based solutions.

Frequently asked questions

How do you bring up long-term care with aging parents?

Start indirectly: talk about a friend’s situation, ask for their advice on your own planning, or follow up on something they’ve said. Writing a letter can also help.

What percentage of people need long-term care?

Someone turning 65 today has close to a 70% chance of needing some type of long-term care services, according to federal estimates.

When is the best time to plan for long-term care?

Before it’s needed, ideally in a client’s 50s or early 60s, while they’re healthy enough to qualify for coverage.

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

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller

President, SRS Inc.

Connect on LinkedIn →

Selling Long-Term Care Insurance to Small Business Owners: Lead With Taxes

September 25, 2026April 22, 2021 by Tim Fuller

Selling long-term care to individuals is often emotional. Selling it to business owners is a logical conversation about finances, and the best opening is usually taxes.

Key takeaways

Businesses can use company dollars for LTC premiums and deduct them, with the amount depending on business structure.
C-corporations can generally deduct the actual premium for owners, spouses, dependents, and a chosen class of employees.
Sole proprietors, partners, and LLC owners can generally deduct premiums up to the IRS age-based eligible premium limits.

Try: “If I could show you a way to reduce your business’s tax burden while protecting your own retirement, would you be interested?”

The opening line

Business owners are always looking for tax savings. “If I could show you something that could help your business reduce its tax burden, would you be interested?” opens the door without leading with illness or aging.

How the deduction works by business type

C-corporations: can generally deduct the actual premium paid for owner-employees, their spouses and dependents, and a designated class of employees. The benefit generally isn’t taxable to the employee.
Sole proprietors, partnerships, LLCs, and S-corp owners (over 2%): can generally deduct premiums for themselves, spouses, and dependents up to the IRS age-based eligible premium limit, adjusted each year.

Rules have nuances, so confirm details with the client’s tax advisor. More in four ways LTC insurance provides tax advantages.

Expanding the sale

Once the owner is covered, key employees are the natural next step, sometimes with multi-life discounts. See multi-life LTC prospecting and executive bonus plans with LTC benefits.

Frequently asked questions

Can a business deduct long-term care insurance premiums?

Yes. C-corporations can generally deduct the full premium; self-employed owners can generally deduct up to IRS age-based limits.

What is the eligible LTC premium limit?

An annual, age-based cap set by the IRS on how much of a tax-qualified LTC premium counts as a deductible medical expense.

Are employer-paid LTC premiums taxable to employees?

Generally not for tax-qualified policies paid by a C-corporation, though rules vary by business structure.

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

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller

President, SRS Inc.

Connect on LinkedIn →

Long-Term Care Costs by Setting: Assisted Living, Nursing Homes, and Home Care

September 25, 2026April 15, 2021 by Tim Fuller

No one can predict whether they’ll need long-term care, but the cost of it is predictable enough to plan for. Here’s what care costs today and what clients often get wrong about who pays.

Key takeaways

In 2025, national median costs were $74,400 a year for assisted living and about $129,600 a year for a private nursing home room.
In-home care ran $35 an hour at the median, about $80,000 a year at 44 hours a week.
Medicare doesn’t pay for most long-term care, and relying on Medicaid means spending down assets and limited choice.

Assisted living: $74,400 a year. Private nursing room: about $129,600. In-home care: about $80,000 a year at 44 hours a week. (2025 national medians)

What care costs in 2025

Nursing home, private room: $10,798 a month (about $129,600 a year)
Assisted living: $6,200 a month ($74,400 a year)
In-home care: $35 an hour (about $80,080 a year at 44 hours a week)

Source: CareScout 2025 Cost of Care Survey, national medians. Costs vary widely by state and city, so check local figures. Trends over time are in our cost of care summary.

The Medicare misconception

Many clients assume Medicare will cover long-term care. It covers only limited skilled care, not ongoing help with daily living. Medicaid does pay for long-term care, but only after most assets are spent down, and provider choices can be more limited.

Where insurance fits

Long-term care insurance, including hybrid products, pays for assisted living, home care, and nursing home care so clients can get the care they want without draining savings or burdening family. Our LTC team can quote options based on your client’s location and budget.

Frequently asked questions

How much does assisted living cost per month in 2025?

The national median was $6,200 a month ($74,400 a year), according to CareScout’s 2025 Cost of Care Survey.

How much does a nursing home cost per year?

A private room had a 2025 national median of $10,798 a month, or about $129,600 a year.

Does Medicare pay for assisted living?

No. Medicare doesn’t cover assisted living or most long-term custodial care.

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

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller

President, SRS Inc.

Connect on LinkedIn →

Asset-Based Long-Term Care With Guaranteed Premiums: No “Use It or Lose It”

September 25, 2026April 8, 2021 by Tim Fuller

The biggest objection to long-term care insurance isn’t that clients don’t want it. It’s paying for something they may never use. Asset-based LTC with guaranteed premiums removes that objection.

Key takeaways

Asset-based LTC pays for qualified care if needed, and leaves a death benefit or cash value if not.
Some designs offer premiums that are guaranteed never to increase, even when paid for life.
The guaranteed life insurance amount can be used for qualifying long-term care expenses.

If they need care, the policy pays for it. If they don’t, their family gets the death benefit. Either way, the premium did its job.

The “use it or lose it” objection

Long-term care is a risk, not a certainty, and many clients hesitate to put money toward something they might never need. Traditional LTC premiums can also rise over time, which adds to the hesitation.

How asset-based LTC with guaranteed premiums works

Clients receive a guaranteed amount of life insurance, all of which can be used for qualifying long-term care expenses.
If care isn’t needed, the death benefit or remaining value passes to heirs.
Some designs, such as OneAmerica’s Asset Care, offer premiums guaranteed not to increase, including pay-for-life options, and credit a guaranteed interest rate to build cash value.

Who it fits

Clients who want certainty about cost, dislike the idea of “wasted” premiums, or have assets they’d like to reposition. See four client profiles for asset-based LTC. Contact our LTC team for a quote and a client-friendly summary.

Frequently asked questions

What happens if I never use my asset-based LTC policy?

The death benefit or remaining value passes to your beneficiaries.

Can long-term care premiums be guaranteed?

Some asset-based products guarantee premiums will never increase. Traditional LTC premiums generally aren’t guaranteed.

What is asset-based long-term care?

A life insurance or annuity product that includes long-term care benefits, so the money provides value whether or not care is needed.

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

Reviewed by Tim Fuller on 2026-09-25

Tim Fuller

President, SRS Inc.

Connect on LinkedIn →

Long-Term Care Conversation Starters for Business-Owner Clients

5 conversation starters

Add the business angle

The tax advantage

Frequently asked questions

Tim Fuller

We’re Here to Help

Mortality vs. morbidity

Case study

Options when LTC underwriting is the obstacle

Pre-qualify first

Frequently asked questions

Tim Fuller

We’re Here to Help

Tim Fuller

We’re Here to Help

Tim Fuller

Tim Fuller

Tim Fuller

Tim Fuller

Tim Fuller

Tim Fuller

Tim Fuller