LIMRA: 2024 life insurance premium sets $15.9B sales record
March 25, 2025 by Staff Reports
Annualized life insurance premium increased 3% in 2024 to $15.9 billion, according to LIMRA’s retail life insurance sales survey results, setting a record for the fourth consecutive year. In 2024, policy count was level with 2023 results.
LIMRA also reported record-high indexed universal life sales of $3.8 billion in new annualized premium and variable universal life new annualized premium rising 15% to $2.2 billion.
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Wink’s Note: Click HERE for different view on life insurance sales. Wink tracks target premium, which is the amount of premium paid on a Universal Life policy that is fully commissionable to the salesperson; one of two components of the commission paid to salespeople on all types of Universal Life insurance, in the quarterly Wink’s Sales & Market Report. We track target premium since different product objectives lend differently to varying funding levels; an ENLG product will be funded at a minimal level, where CAUL sales are will be greatly overfunded. While it is true that many products are funded at more than target, we find it disingenuous to rank premium-to-endow sales and ENLG sales on a comparable basis as CAUL sales when this level is greater than target. See 4th Quarter, 2024’s Wink’s Sales & Market Report HERE!
