US Life Insurance Industry Statistics 2025: Market Size, Ownership, and Demographics
Barry Elad
Updated · Feb 16, 2025
In the ever-evolving landscape of the US life insurance industry, millions of Americans rely on these policies to secure their families’ financial future. With the industry witnessing significant changes due to evolving consumer preferences, technology, and economic factors, understanding the latest statistics provides a vital perspective on its current state and future. This 2025 overview dives deep into the trends shaping life insurance in the US, aiming to empower readers with insights into ownership rates, policy details, industry growth, and emerging trends that matter most.
Editor’s Choice: Key Statistics and Trends
- Approximately 51% to 60% of Americans report owning at least one life insurance policy, indicating stable coverage levels over recent years.
- In 2024, about 102 million American adults are either uninsured or underinsured concerning life insurance.
- Among those earning $50,000 to $149,999 annually in income and insurance, 40% report needing more life insurance, highlighting a significant interest from middle-income consumers.
- Approximately 52% of Millennials (ages 28-43) own life insurance.
- As of 2025, 60% of insured Gen Z adults in the United States own permanent life insurance, making them the generation most likely to hold such coverage.
- 41% of American adults with life insurance believe they have inadequate coverage.
- 49% of Americans anticipate leaving behind $10,000 to more than $30,000 in debt to their loved ones upon their death.
Market Overview and Industry Size
- The US life insurance industry reported $960 billion in direct written premiums in 2023, marking a 5% year-over-year growth from 2022.
- Life insurers in the US collectively manage assets worth over $10 trillion, ranking it among the largest financial service sectors in the country.
- The US holds approximately 40% of the global life insurance market share, leading internationally in both market size and policy value.
- Growth in digital-only insurance providers surged by 22% in 2023, driven by demand for convenience and accessibility among tech-savvy consumers.
- Health and wellness incentives integrated into life insurance policies grew by 18% in 2023, encouraging policyholders to lead healthier lifestyles.
- Life insurance policies covering critical illness and long-term care rose by 14% due to growing awareness of healthcare costs.
- Policy premiums saw a 2% average increase in 2023, largely due to inflation and adjustments for risk factors across demographics.
| Metric | Percentage Change | Description |
| Market size | +5% | Year-over-year growth from 2022 |
| Growth in digital-only providers | +22% | Increase in digital-only provider market |
| Health and wellness incentives growth | +18% | Increase in policies with wellness incentives |
| Policies with critical illness/long-term care | +14% | Growth in specialized health coverage |
| Policy premium increase | +2% | Average increase in premiums |
Life Insurance Ownership
- 52% of Americans currently own life insurance, a slight increase from 50% in 2022, reflecting a growing awareness of financial planning needs.
- Among those without coverage, 47% cite affordability as the main barrier, while 20% feel they don’t need it due to other investments or savings.
- Millennials (ages 27-42) represent a notable portion of new life insurance buyers, accounting for 30% of policies sold in 2023.
- Family responsibilities are a primary motivator, with 74% of parents reporting they purchased life insurance to provide for dependents in case of their absence.
- Employer-sponsored life insurance remains a common source of coverage, with 55% of insured employees relying on workplace benefits for their primary life insurance.
- Awareness of policy features is low; 40% of policyholders admit they’re unclear on the specifics of their policy’s payout and benefits.
- The number of policy lapses decreased by 5% in 2023 as more policyholders maintained their coverage despite economic challenges.
Life Insurance Policy Statistics
- Whole life insurance policies are the most common type, comprising 60% of all individual policies in force.
- Term life insurance saw a 7% increase in adoption in 2023, particularly among younger demographics seeking affordable short-term coverage.
- Policies with riders for critical illness and long-term care increased by 15%, reflecting growing healthcare costs and coverage needs.
- Guaranteed universal life policies have seen renewed interest, with a 10% increase as consumers seek stability and predictable premiums.
- The average face amount for life insurance policies in the US stands at $170,000, a slight rise from $165,000 in 2022.
- Simplified underwriting policies, which do not require medical exams, accounted for 32% of new policies in 2023, showing a preference for convenience.
- The average monthly premium for a 20-year term policy covering $500,000 is around $25 for a healthy 30-year-old non-smoker.
Life Insurance Claims Statistics
- In 2023, $85 billion was paid out in life insurance claims in the US, a 3% increase from 2022 as the industry continues to grow.
- The average claim processing time for life insurance was 11 days in 2023, down from 15 days in 2022, thanks to advancements in digital processing.
- 91% of claims were approved and paid out within the same year they were filed, reflecting high efficiency in the claim-handling process.
- Death benefits accounted for the majority of claims, with $78 billion allocated to this category, demonstrating life insurance’s role in supporting families financially.
- Accelerated death benefits, a feature allowing policyholders to access a portion of their benefits in case of terminal illness, saw a 20% rise in utilization.
- Fraudulent claims represent less than 0.05% of all claims, thanks to stringent verification protocols.
- COVID-related claims dropped significantly, making up only 2% of total claims in 2023, compared to 8% in the peak year of 2021.
Demographic Trends and Age-Based Statistics
- Millennials and Gen Z are the fastest-growing demographics in life insurance purchases, with 38% of new policies in 2023 attributed to these age groups.
- 65% of Baby Boomers own life insurance, the highest ownership rate among age groups, largely for wealth transfer and estate planning.
- The number of Hispanic policyholders rose by 15% in 2023, a reflection of targeted outreach and culturally sensitive financial planning.
- Among African American households, life insurance ownership stands at 56%, primarily driven by a focus on generational wealth.
- Women are closing the life insurance ownership gap, with 48% of policies held by females in 2023, up from 42% five years ago.
- Higher-income households (earning over $100,000 annually) have the highest coverage, with 78% holding at least one life insurance policy.
- Young parents under 35 are increasingly purchasing life insurance, with a 20% increase in 2023, underscoring a growing focus on financial security for dependents.
| Demographic Group | Percentage/Value | Description |
| Millennials and Gen Z policy share | 38% | Share of new policies bought by younger generations |
| Baby Boomers with life insurance | 65% | Highest ownership rate among age groups |
| African American households with life insurance | 56% | Portion of African American households with coverage |
| Women holding life insurance | 48% | Women’s ownership rate, closing previous gender gap |
| High-income households with insurance | 78% | Ownership rate among households earning $100,000+ |
Premiums by Line and Market Segmentation
- Term life policies remain the most affordable, with average annual premiums of $200–$300 for a $500,000 20-year term policy for a healthy individual.
- Premiums for whole life insurance averaged $2,500 annually for the same coverage amount, reflecting higher costs due to investment and cash value components.
- Smokers pay nearly 50% more in premiums than non-smokers, with premium rates adjusted based on risk factors.
- Annual premiums for policies purchased by individuals with high-risk health conditions are 35% higher than those for healthier individuals.
- Guaranteed universal life policies experienced a 10% reduction in premiums on average, due to higher market demand and competition.
- Premiums for simplified issue policies are 20% higher than traditional policies because they bypass medical underwriting, increasing risk for insurers.
- The family or joint life insurance market segment grew by 8%, as more couples opted for shared coverage to reduce premiums while providing joint benefits.
Major Types of Life Insurance Policies
- Whole Life Insurance accounts for 60% of the total life insurance market, valued for its cash value accumulation and lifetime coverage.
- Term Life Insurance represents 30% of policies, particularly popular for young families and those seeking temporary, affordable coverage.
- Universal Life Insurance holds a 7% market share, favored for its flexibility in premiums and death benefits.
- Variable Life Insurance saw a 5% increase in 2023 as risk-tolerant investors took interest in policies with investment components.
- Final Expense Insurance, targeted for covering end-of-life expenses, saw 12% growth, especially among individuals over 60.
- Indexed Universal Life (IUL) policies gained popularity, with a 15% rise in purchases as people look for policies that grow with stock market indices.
- Guaranteed issue policies—requiring no medical exams—now make up 10% of new policies, catering to older adults and those with health conditions.
Leading Companies and Market Share
- Prudential Financial leads the US life insurance market with a 9.5% market share, maintaining its reputation for reliable service and diverse policy offerings.
- MetLife holds 8.2% of the market, focusing on a mix of group and individual life insurance products.
- New York Life ranks third with a 7.5% market share, widely recognized for its strong mutual structure and customer-centric policies.
- Northwestern Mutual increased its market share to 7%, fueled by growth in whole life and financial planning services.
- MassMutual holds a 6.3% market share, with a strong performance in universal life and group insurance offerings.
- Lincoln Financial saw 6% growth in 2023, expanding its customer base through competitive universal and indexed life products.
- AIG holds 5.5% of the market, appealing to high-net-worth individuals with tailored solutions and comprehensive product options.
Financial Impact and Contributions to the Economy
- The US life insurance industry contributes $370 billion annually to the national GDP, making it a critical component of the financial services sector.
- Life insurers paid out over $85 billion in death benefits in 2023, providing essential financial support to families and beneficiaries.
- Life insurance companies hold $6 trillion in invested assets, a significant portion of which is directed toward long-term infrastructure and development projects.
- 1 in 5 Americans depend on income from life insurance benefits, highlighting the industry’s role in providing financial security.
- The life insurance sector supports over 2 million jobs, including agents, brokers, and administrative roles, contributing to employment stability.
- Life insurers are among the largest institutional investors in municipal bonds, contributing over $300 billion to state and local projects.
- The industry contributes $25 billion in tax revenue annually, funding public services and infrastructure across the country.
Adoption of Technology and Insurtech
- Digital policy applications grew by 40% in 2023, as more insurers embraced online tools for faster, more accessible services.
- Insurers implementing AI-driven underwriting reduced processing times by an average of 30%, significantly improving customer experience.
- Chatbot support increased by 25% across life insurance websites, enhancing customer service and streamlining query resolution.
- Insurtech investments reached $4 billion in 2023, reflecting the industry’s commitment to digital transformation and innovation.
- Mobile app adoption for policy management rose by 32%, allowing policyholders to manage their accounts and make changes with ease.
- Blockchain technology is increasingly used for data verification, with 15% of insurers utilizing it to reduce fraud and enhance transparency.
- Telemedicine was adopted in 20% of policies that required medical assessments, providing a convenient, remote option for policy applicants.
Challenges Facing the Industry
- Low interest rates continue to impact profitability, as life insurance companies rely on investment returns to fund payouts.
- The industry faces a growing lapse rate among younger policyholders, with 15% of Millennials lapsing on their policies within the first three years.
- Regulatory changes are creating complexity; 70% of insurers report struggling to keep up with evolving compliance standards.
- Rising medical costs have increased risk factors, causing premiums to rise for health-contingent life insurance products.
- Climate change is beginning to impact underwriting models, with insurers adjusting risk assessments to account for climate-related health risks.
- Cybersecurity threats are a concern for 80% of life insurers, with increasing digital data requiring robust protection.
- Underinsurance remains an issue, with 40% of Americans feeling they do not have enough life insurance coverage to meet their needs.
Recent Developments
- In 2025, approximately 4.2 million Americans will reach the age of 65, the highest number in U.S. history. This demographic shift is expected to significantly impact financial markets, with annuity sales projected to exceed $520 billion, as retirees seek stable income sources.
- Sun Life Financial reported a 9% drop in shares after missing profit expectations and warning of challenges in its U.S. operations. The company experienced higher claims related to severe medical conditions, leading to plans for a 2% increase in insurance prices.
- Legal & General announced the sale of its U.S. life assurance business to Meiji Yasuda, planning to return over £5 billion to shareholders. This strategic move includes Meiji Yasuda acquiring a 20% stake in Legal & General’s U.S. pension risk transfer business.
- In 2024, total new annualized premiums in the U.S. life insurance market increased by 4%, reaching $16.2 billion. This marks the fourth consecutive year of record-high premiums, driven by strong sales in variable and indexed universal life products.
- U.S. insurance companies are expanding their presence in private credit markets to enhance investment returns. This trend is exemplified by private equity-backed insurers like Apollo’s Athene, which have diversified into various asset classes to offer more competitive annuity products.
Conclusion
The US life insurance industry is navigating a transformative era marked by digital advancements, shifting consumer demographics, and increased focus on financial security. Lfe insurance continues to provide a cornerstone for financial protection and wealth transfer, adapting to changing demands while maintaining its fundamental role. As the industry addresses challenges like regulatory complexities, low interest rates, and cybersecurity risks, it also embraces technology and innovative solutions to meet the evolving needs of modern policyholders. With sustained growth and the incorporation of ESG investments and tech-forward solutions, life insurance will remain a crucial part of financial planning for future generations.
Sources
Barry Elad
Barry Elad is a dedicated tech and finance enthusiast, passionate about making technology and fintech concepts accessible to everyone. He specializes in collecting key statistics and breaking down complex information, focusing on the benefits that software and financial tools bring to everyday life. Figuring out how software works and sharing its value with users is his favorite pastime. When he's not analyzing apps or programs, Barry enjoys creating healthy recipes, practicing yoga, meditating, and spending time in nature with his child. His mission is to simplify finance and tech insights to help people make informed decisions.
