THIRD QUARTER 2025 LIFE INSURANCE SALES
December 4, 2025 by Sheryl J. Moore
All Life
Sales for the third quarter of 2025 were $2,832 million, compared with $2,744 for the third quarter of 2024. Third quarter life sales were down nearly 4% when compared to the previous quarter and up more than 3% as compared to the same period last year. All life products include indexed universal life (UL), UL, variable UL, indexed whole life, interest-sensitive whole life, whole Life, and term life products.
Total 3Q2025 all life sales were $2,832,941,729.
All Universal Life
Sales for the third quarter of 2025 were $1,157 million, compared with $1,132 for the third quarter of 2024. Third quarter universal life sales were down nearly 3% when compared to the previous quarter and up more than 2% as compared to the same period last year. All universal life products include UL, indexed UL, and variable UL products.
Total 3Q2025 all universal life sales were $1,157,805,497.
Non-Variable UL
Sales for the third quarter of 2025 were $838 million, compared with sales of $847 million for the third quarter of 2024. Third quarter non-variable universal life sales were down nearly 7% when compared to the previous quarter and down more than 1% as compared to the same period last year. All non-variable universal life products include UL and indexed UL products.
Total 3Q2025 non-variable universal life sales were $838,496,792.
Universal Life
Sales for the third quarter of 2025 were $73 million, compared with sales of $100 million for the third quarter of 2024. Third quarter universal life sales were up nearly 5% when compared with the previous quarter and down nearly 27% as compared to the same period last year.
Total 3Q2025 universal life sales were $73,070,384.
Primary Pricing Objective:
34.5% of sales were through products with a primary pricing objective of Death Benefit.
AVERAGE TARGET PREMIUM:
The average universal life target premium reported for the quarter was $7,342, a decline of more than 5% from the prior quarter.
Indexed Life
Sales for the third quarter of 2025 were $768 million, compared with sales of $748 million for the third quarter of 2024. Third quarter indexed life sales were down more than 7% when compared with the previous quarter, and up nearly 3% as compared to the same period last year. Indexed life sales include indexed UL and indexed whole life products.
Total 3Q2025 indexed life sales were $768,073,180.
THE TOP FIVE INDEXED LIFE CARRIERS:
- National Life Group
- Transamerica
- Pacific Life Companies
- John Hancock
- Nationwide
TOP SELLING PRODUCTS BY CHANNEL:
Overall- Transamerica Life’s Transamerica Financial Foundation IUL II
Bank- Pacific Life Pacific Horizon IUL 2
Registered Investment Advisor- United of Omaha Professional Advantage IUL
National Broker Dealer- Nationwide’s Nationwide IUL Accumulator II 2020
Career- Transamerica Life Financial Foundation IUL II
Direct Response- American General Life Value+ Protector III
Independent Agent- Transamerica Life’s Transamerica Financial Foundation IUL II
LEADERS BY CHANNEL:
Bank- Pacific Life Companies
Registered Investment Advisor- Mutual of Omaha
National Broker Dealer- Nationwide
Career- National Life Group
Direct Response- Corebridge Financial
Independent Agent- National Life Group
Primary Pricing objective:
73.0% of sales were through products with a primary pricing objective of Cash Accumulation.
AVERAGE TARGET PREMIUM:
The average target premium reported for the quarter was $12,447, a decline of nearly 4% from the prior quarter.
Variable Universal Life
Sales for the third quarter of 2025 were $319 million, compared with sales of $284 million for the third quarter of 2024. Third quarter variable universal life sales were up more than 9% when compared with the previous quarter and up more than 12% as compared to the same period last year.
Total 3Q2025 variable universal life sales were $319,308,705.
THE TOP FIVE VARIABLE UNIVERSAL LIFE CARRIERS:
- Prudential
- Pacific Life Companies
- Nationwide
- John Hancock
- RiverSource Life
TOP SELLING PRODUCTS BY CHANNEL:
Overall- Pruco Life PruLife Custom Premier II
Bank- Pacific Life Pacific Admiral VUL
Registered Investment Advisor- Nationwide Nationwide Survivorship VUL II
National Broker Dealer- Nationwide VUL Accumulator
Independent Broker Dealer- Ameritas Life Ameritas Advisor ClearEdge VUL
Career- RiverSource Life RiverSource VUL 6
Independent Agent- Pruco Life VUL Protector
LEADERS BY CHANNEL:
Bank- Pacific Life Companies
Registered Investment Advisor- Nationwide
National Broker Dealer- Nationwide
Independent Broker Dealer- Ameritas
Career- Prudential
Independent Agent- Prudential
Primary Pricing objective:
65.7% of sales were through products with a primary pricing objective of Cash Accumulation.
AVERAGE TARGET PREMIUM:
The average target premium reported for the quarter was $22,524, a decline of nearly 19% from the prior quarter.
Whole Life
Sales for the third quarter of 2025 were $1,098 million, compared with sales of $1,008 million for the third quarter of 2024. Third quarter whole life sales were down more than 3% when compared with the previous quarter, and up nearly 9% as compared to the same period last year.
Total 3Q2025 whole life sales were $1,098,060,962.
Primary Pricing objective:
73.3% percent of sales were through products with a primary pricing objective of Final Expense.
AVERAGE Annual Premium:
The average annual premium per policy reported for the quarter was $3,987, a decline of nearly 22% from the prior quarter.
Term Life
Sales for the third quarter of 2025 were $574 million, compared with sales of $602 million for the third quarter of 2024. Third quarter term life sales were down nearly 8% when compared with the previous quarter, and down nearly 5% as compared to the same period last year.
Total 3Q2025 term life sales were $574,428,499.
AVERAGE Annual Premium:
The average annual premium per policy reported for the quarter was $2,230, a decline of nearly 11% from the previous quarter.
-sjm
