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About
US Insurance Policyholders 2026
The Forces Closing the Growth Window for Life, Homeowners, and Auto Policyholders
We prepared this report with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.
US insurance policyholder growth is stagnating as affordability pressures shrink new demand. As generational shifts reshape ownership, insurers must balance retention and acquisition in a market defined more by churn than expansion.
Key Question: How are US insurance policyholder numbers evolving through 2028?
Key Stat: Life insurance policyholder numbers will be near flat through 2028, when just 50.1% of the US population will own life insurance—leaving the industry reliant on a smaller customer base.
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authors
EMARKETER Editors
Contributors
- Eleni Digalaki
- Delfina Huergo Bensadon
- Penelope Lin
- Director, Data Visualization
- Tiffani Montez
- Myra Thomas
- Matt Torpey
- Senior Data Visualization Editor
- Emman Velasco
- Data Visualization Editor
- Julia Woolever
- Director, Report Editing
- Ali Young
- Senior Copy Editor and Manager of Content Operations
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