Last week I attended the national long-term care insurance conference in Orlando. I attend each year to stay current on market developments so I can bring better options to the advisors and clients I work with.
What to know
Two themes stood out this year: more competition and more AI.
- More competition: More insurers are entering the market, and existing carriers are competing harder on features as products commoditize.
- More AI: Sessions focused heavily on using AI to improve underwriting, claims handling, and customer service. Some of it is positioning, but genuine improvements are happening.
Planning implications
The product landscape is broader today than many advisors realize. New hybrid designs and more underwriting flexibility are making coverage viable for more clients.
For advisors, this means long-term care planning can increasingly be integrated into retirement and legacy planning conversations rather than treated as a niche insurance decision.
When to raise this with clients
- Clients in their 30s and 40s who want to pair coverage with asset growth
- Clients in their 70s or borderline health who previously looked at coverage and found limited options
- Clients who assume traditional reimbursement policies are the only option
Bottom line
The LTCI market is expanding again. Advisors who last evaluated this space five or ten years ago may find that both product design and underwriting flexibility have improved. Over the next few weeks, I'll share more specific takeaways from the conference.
Client resources: I publish short videos and articles explaining long-term care concepts for your clients.
Work together: I'm a long-term care specialist. In addition to articles like these, I help financial professionals evaluate coverage options for clients. Reply or schedule time to refer a client or discuss a case.
Best,
Jesse Vickey
Long Term What?
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