We wanted to know what parents think about life insurance.
So we asked them.

September is Life Insurance Awareness Month.

It’s also the most popular birth month in America. So we asked over 2,000 parents and grandparents what’s most important as they plan their family’s financial future.*

We learned parents are
thinking about the future

94% of parents consider themselves to be planners
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Millennials focus on the details

41% of millennial parents even planned the birth season of their child.

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What's in a name?

Choosing a baby name is the top priority of expectant parents.

Setting new financial priorities

Parents are willing to make some sacrifices to hit their financial goals

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68%

would give up sushi.

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42%

would pass on coffee.

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38%

would even quit chocolate.

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But trips are still #1

Parents plan more for vacations than saving for retirement or college.

Learning about the
benefits of life insurance

With proper planning, life insurance accumulates funds over a lifetime.
Who understands the living benefits of life insurance?

Graph showing 93% of baby boomers understand the benefits

93% of Boomers

Graph showing 80% of Generation X understand the benefits

80% of Gen Xers

Graph showing 68% of millennials

68% of Millennials

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want a life insurance policy as a gift

More than half of parents would be interested in receiving the gift of a life insurance policy from a loved one, either for themselves or their child.

Life insurance can be the foundation of your family’s financial plan

Chairman and CEO Eileen McDonnell explains the pivotal role life insurance plays in family finance, and shares why now is the time for parents to have a conversation about their future.

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Stories about
parenthood and life

Hear about the new ways parents are thinking about financial stability and the surprising benefits of life insurance.

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Our advisers are here to help

As your family grows, your needs change. Talk to one of our advisers, who can help you find the life insurance product that fits those needs.

Find an adviser

Who we are

Committed to mutuality. Focused on relationships. Founded on financial strength. We’re a life insurance leader that works for you.

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Life insurance awareness month 2019

Read the survey highlights to learn more.

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