Part of our guide: Long-Term Care Insurance: Costs, Options and Planning →
Many advisors lead with asset protection. But clients buy long-term care coverage for different reasons, and the right product depends on which reason matters most to them. Uncover that first.
Key takeaways
- Common motivations: not burdening family, choosing where to receive care, keeping control, and staying at home.
- Ask one or two questions to isolate the client’s most important reason.
- Match the motivation to the product: traditional, hybrid, or rider-based coverage.
“If you ever need care, what matters most to you about it?” The answer tells you what to recommend.
Think: why do people buy?
- To avoid burdening loved ones with caregiving
- To choose where they receive care
- To keep control of care decisions
- To stay in their own home
- To protect assets for a spouse or heirs
Ask: find the primary reason
- “What’s the main reason you’re considering long-term care coverage?”
- “If you ever need care, what’s most important to you about it?”
- “What’s your biggest concern about getting older and needing help?”
Present: match the product to the need
- Maximum care benefit per dollar: traditional LTC insurance.
- Doesn’t want premiums “wasted” or wants guaranteed premiums: hybrid life or annuity LTC. See asset-based LTC with guaranteed premiums.
- Needs life insurance anyway, or can’t qualify for LTC: LTC or chronic illness rider. See chronic illness vs. LTC riders.
- Wants flexibility to pay family caregivers: a cash or indemnity benefit.
Many carriers also offer care coordination and family support services worth highlighting.
Frequently asked questions
How do I choose between traditional and hybrid long-term care?
Consider whether the client wants the most care benefit per dollar (traditional) or wants a death benefit and guaranteed premiums (hybrid).
Why do people buy long-term care insurance?
Most want to avoid burdening family, choose where they get care, stay independent, and protect their assets.
What should be discussed before showing an LTC illustration?
The client’s main reason for considering coverage, so the product and design match what they value.
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.
Connect on LinkedIn →We’re Here to Help
Have a question about what you just read, or a case you’re working on? Tell us a bit about what you need, and a member of the SRS team will follow up with you personally — no obligation, no hassle.
