Part of our guide: Long-Term Care Insurance: Costs, Options and Planning →
Your existing life insurance clients already trust you with their family’s protection. That makes them some of the best long-term care prospects you have, if you know how to raise it.
Key takeaways
- Frame long-term care as the biggest financial risk of living a long life.
- Questions about retirement assets and monthly costs make the risk concrete.
- With care costs of $6,000 to $10,000 or more a month, most clients can’t absorb it without a plan.
Ask: “If you had to spend an extra $6,000 to $10,000 a month on care, what would that do to your retirement?”
Open with longevity, not illness
Life insurance protects against dying too soon. Long-term care protects against the cost of living a long life. Talk about what a long retirement means for their family, and offer to build a plan for the biggest risk they’ll face after they stop working.
3 questions to ask
- What share of your retirement assets have you set aside for long-term care?
- Are you concerned about what a chronic illness would do to your retirement savings?
- If you needed to spend an extra $6,000 to $10,000 a month on care, would that concern you?
That range reflects 2025 national medians for assisted living and a private nursing home room. See current cost of care figures.
Product options that pair with life insurance
For clients who already own life insurance, a hybrid policy or a chronic illness or LTC rider on new coverage may feel like a natural extension. See when asset-based LTC is a fit.
Frequently asked questions
How do I introduce long-term care to existing clients?
Frame it as the financial risk of living a long life, and ask how they’d pay for care without drawing down retirement savings.
How much does long-term care cost per month?
In 2025, national medians were about $6,200 a month for assisted living and $10,798 for a private nursing home room.
Can life insurance include long-term care benefits?
Yes. Hybrid life/LTC policies and LTC or chronic illness riders add care benefits to a life policy.
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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