The problem: Young adults don’t see value in life insurance beyond its death benefits, as we explore in “US Life Insurance Trends 2025.” That narrow view also means they overlook the value of estate planning—a space where life insurers have a strong presence, per Insurance News Net.

How we got here: A common misconception, especially among younger consumers, is that estate planning is only necessary if one owns substantial assets or is older. The reality is that estate planning is also about protecting your wishes or sentimental items and ensuring the right people make decisions on your behalf if you become incapacitated.

What this means for life insurers: Many life insurers offer estate planning services. But even when they don’t, insurers that encourage current and prospective clients to make estate plans can demonstrate their commitment to their customers’ financial well-being and strengthen the relationship.