The life insurance industry just hit its strongest growth in over four decades. We break down the latest LIMRA data, which shows a 13% premium increase and 17% policy growth in Q2 2025. Cash value policies are driving this surge, not term insurance. Index universal life sales increased 21% year-over-year, while whole life sales grew 8% and variable universal life sales rose 4%. Term insurance remained essentially flat with just 1% growth. We examine which companies are issuing the largest policies and reveal surprising average premiums across different product types. Pacific Life leads with $208,000 average VUL premiums while National Life Group averages just $6,700 for IUL policies. The marketplace is shifting as more people choose permanent coverage over term insurance. We discuss theories about why younger generations might be more open to cash value life insurance despite decades of "buy term and invest the difference" messaging. We also explore the rise of indexed accounts in variable universal life policies and examine policy count data from major insurers. The episode covers which companies focus on overfunded policies versus traditional death benefit sales and what these trends mean for the industry. ______________________________ Ready to discuss your life insurance strategy? Contact us to explore how these market trends might impact your planning decisions.

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