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EMARKETER

US Life Insurance Trends 2025

How Insurers Can Navigate Slowing Demand While Remaining Competitive

Report by Lauren Ashcraft  |  Jun 27, 2025
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Table of Contents
Executive Summary
Life insurers will struggle to grow amid economic uncertainty
Rapidly changing employment and lifestyle trends could suppress life insurance demand
Young consumers want flexible products but don’t see how life insurance fits into their needs
Insurers are investing in AI to deliver the experience and personalization that consumers expect
Recommendations for insurers
Sources
Media Gallery
About This Report
As employment trends and economic stressors drive down life insurance products’ relative affordability, insurers must find new ways to sync up with potential customers. Product flexibility, investing in technology, and updating outreach tactics will be key.
Topics
Financial Services
Insurance
United States
Table of Contents
Executive Summary
Life insurers will struggle to grow amid economic uncertainty
Rapidly changing employment and lifestyle trends could suppress life insurance demand
Young consumers want flexible products but don’t see how life insurance fits into their needs
Insurers are investing in AI to deliver the experience and personalization that consumers expect
Recommendations for insurers
Sources
Media Gallery

A confluence of stagflation and rapidly changing employment trends is fundamentally reshaping US consumers’ views on life insurance and its relative affordability. Insurers’ reliance on traditional products and marketing tactics is a ticking clock that could cost them policyholders and growth.

Key Question: How can life insurers sync up with consumers to offer them products that address their changing wants and needs amid rising economic pressures?

Younger Adults Want Life Insurance That Can Easily Adapt to Their Changing Life Circumstances (% of US adults, by age, Feb 2025)
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Key Stat: Sixty percent of US 30- to 44-year-olds and 59% of 18- to 29-year-olds want life insurance they can easily adjust online as their life circumstances change, per a February 2025 YouGov survey. To meet this demand, life insurers will need to think beyond traditionally static products.

This report can help you:

  • Develop product strategy, showcase opportunities to customers, and develop go-to-market strategy (life insurers)
  • Develop media strategy (life insurers, agencies)

Here’s what’s in the full report

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Exportable files for easy reading, analysis and sharing.

3charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Life insurers will struggle to grow amid economic uncertainty
  3. Rapidly changing employment and lifestyle trends could suppress life insurance demand
  1. Young consumers want flexible products but don’t see how life insurance fits into their needs
  2. Insurers are investing in AI to deliver the experience and personalization that consumers expect
  3. Recommendations for insurers
  1. Sources
  2. Media Gallery

Charts in This Report

Younger Adults Want Life Insurance That Can Easily Adapt to Their Changing Life Circumstances (% of US adults, by age, Feb 2025)US Life Expectancy Hasn't Fully Rebounded Since the COVID-19 Pandemic Began (estimated US life expectancy at birth, 2016-2023)
Life Insurers' AI Use Is Still Evolving

authors

Lauren Ashcraft

Contributors

Tiffani Montez
Emma Noyes
Graphic Designer, Data Visualization
Naomi Rebuelta
Copy Editor
Amy Rotondo
Director, US Research
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Julia Woolever
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