Part of our guide: Long-Term Care Insurance: Costs, Options and 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.
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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