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Trevor A. Farrington, LUTCF®, RICP®
Regional Vice President
Financial Advisor
Equitable Advisors, LLC
93 Worcester Street, Suite 103
Wellesley, MA 02481
Phone: 617-407-2684
September/October 2026
Who Wants Life Insurance
September is National Life Insurance Awareness Month, so there's no better time to explore insurance options or review your current coverage.
Traditionally, Gen Z and Millennials, particularly those starting out or with young families, want life insurance. According to the 2025 Insurance Barometer Study by LIMRA and Life Happens, the percentage of Americans with a self-reported life insurance need-gap—those who know they should have life insurance or more insurance than they do—rose sharply in 2020 amid the COVID-19 pandemic. It has remained elevated since, though the 2025 percentages (10% for respondents with insurance and 30% for those without) indicate that awareness of the need may be slowly returning to prepandemic levels.
What's Holding You Back?
What's keeping people who acknowledge a need from getting coverage? Perceived cost is cited in the study as the top barrier to purchasing life insurance. Yet year after year, the Barometer studies have found that respondents greatly overestimate the cost of life insurance. Despite reframing and personalizing the cost-oflife- insurance question in the 2025 Barometer survey, 49% said their estimate of the cost of coverage for themselves was based on "gut feeling" or a "wild guess."More than a quarter of the two younger generations (Gen Z and Millennials) cite "lack of knowledge about life insurance products" as a reason they don't own it. The younger generations aren't the only ones who may lack knowledge. As the graph shows, people of all ages are unfamiliar with the myriad ways life insurance can enhance financial security for owners and beneficiaries.
If you feel you may have a need gap in your life insurance or have been procrastinating on updating your coverage, talk with your trusted financial advisor about your unique situation.
Source: 2025 Insurance Barometer Study, LIMRA and Life Happens
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Duly registered and licensed financial professionals offer securities through Equitable Advisors, LLC (NY, NY 212-314-4600), member FINRA,SIPC (Equitable Financial Advisors in MI & TN), offer investment advisory products and services through Equitable Advisors, LLC, an SEC-registered investment advisor, and offer annuity and insurance products through Equitable Network, LLC (Equitable Network Insurance Agency of Utah, LLC in Ut; Equitable Network of Puerto Rico, Inc.). Equal Opportunity Employer - M/F/D/V. Equitable Advisors and its associates and affiliates do not provide tax, accounting, or legal adviceor services. Representatives may transact business, which includes offering products and services and/or responding to inquiries, only in state(s) in which they are properly registered and/or licensed. Your connection to this website does not necessarily indicate that the sender is able to transact business in your state. The information in this website is not investment or securities advice and does not constitute an offer. For more information about Equitable Advisors, LLC you may visit https://equitable.com/crs to review the firm's Relationship Summary for Retail Investors and General Conflicts of Interest Disclosure.
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