U.S. Life Insurance Applications Continue Growth in November 2025

U.S. life insurance application activity demonstrated continued growth in November 2025, with a Year-over-Year (YOY) increase of 9.4% compared to November 2024. Year-to-Date (YTD) figures for 2025 also showed a 5.5% growth over the same period the previous year, indicating sustained market expansion. Month-over-Month (MOM) activity remained largely stable with a slight 0.1% increase from October 2025. The growth pattern was notably pronounced among older age groups, particularly those aged 51 and above, with the 71+ segment exhibiting consistent double-digit YOY growth for ten out of eleven months in 2025. In contrast, younger applicants aged 0-30 showed flat to slightly negative activity levels. Analysis by age bands revealed robust increases in life insurance applications and face amounts for older insureds. Ages 61 and older have experienced steady double-digit growth since mid-2025, reflecting heightened demand or renewed interest among seniors. Applications for higher face amounts over $250,000 displayed significant gains, especially in policies ranging up to $5 million, with some amounts over $2.5 million seeing triple-digit growth rates. Lower face amounts under $250,000 declined or remained flat. All major life insurance product types—Term Life, Whole Life, and Universal Life—reflected growth in November 2025, with Term Life and Whole Life products showing the strongest gains at 17.7% and 33.0%, respectively. Universal Life also recorded an 8.5% increase. Age-specific trends indicated that Term Life policies grew substantially across all age groups, especially among those aged 31 to 70 and surged for the 71+ group. Whole Life growth was consistent across all ages over 31, while Universal Life grew notably among applicants aged 31 and older. The observed trends indicate a shifting landscape where higher coverage amounts and life insurance products that cater to older demographics are driving market growth. These patterns suggest evolving consumer needs and possibly reflect broader financial planning concerns among aging populations. Insurers may find strategic opportunities targeting middle-aged and senior cohorts with tailored products and solutions that address their risk management and retirement planning priorities. Continued monitoring of application activity and face amount distribution by age group and product type will be essential for insurers aiming to align offerings with demographic demand shifts. The sustained growth in high face amount applications highlights the importance of underwriting protocols and risk assessment tailored to older applicants. This data aids insurers, agents, and underwriters in adapting strategies to maximize coverage penetration in expanding demographic segments.