Annual Report

This was a milestone year for Life Happens. We turned 30 and, at the same time, returned to our roots. As of January 2024, Life Happens officially became a part of the National Association of Insurance and Financial Advisors. This is significant because NAIFA helped found Life Happens back in 1994.

As the industry continues to consolidate, it just makes sense that these powerful industry organizations combined forces. This merger has given Life Happens the strength and the platform to continue its 30-year legacy, alongside an organization that has spent almost 130 years protecting and promoting this very industry.

It’s a storied history, but we remain firmly focused on the future. Life Happens continues on with the national awareness campaigns we created, like September’s Life Insurance Awareness Month. But we are committed to pushing the boundaries of how we educate Americans and help companies get more people the coverage they need within a sound financial plan.

Just one example is our social media and influencer programming. Our research has found that six in 10 people now use social media for financial education. That’s a huge shift from just a few years ago. It also means we have to be where they are—on social media. In 2024, Life Happens had 12 million video views across our social channels and 70 million impressions. This is true impact.

We thank you for your ongoing support, which allows us to educate more consumers, help you expand your marketing reach with a library of thousands of resources, and ultimately help people get coverage.

Please read on for some of our great wins, and we look forward to an exciting 2025.

Brian Steiner
Executive Director

Life Insurance Awareness Month

This is our flagship campaign. Most companies take advantage of this annual campaign in September, but many are unaware that Life Happens created it in 2003 and works to bring the whole industry together to shine the spotlight on life insurance for an entire month.

We created a fresh, new theme with 130+ marketing resources, released a brand-new research “Adulthood Across the Generations” and had a dynamic influencer program.

Influencers

Life Happens has worked with influencers for many years. Our current focus is working with micro- and macro-influencers on social media. This allows us to target specific demographics with our messaging.

Here are some examples:

• The Dumb Dads’ “Press Conference” video
• Single Black Motherhood’s Kim William’s post on what she did to start adulting
• LGBTQ+ couple MyLin and SK’s Instagram Live with financial advisor and NAIFA member Brian Haney
• Brian Steiner on “Real Housewives” and insurance professional Vicki Gunvalson’s podcast. Listen here
• Brian Steiner on The Dumb Dads’ podcast here

Insure Your Love

This campaign takes place each February, during the “month of love.” It allows us another month-long opportunity to talk about life insurance, in a way that is lighthearted and approachable.

Disability Insurance Awareness Month

This campaign happens each May and helps the industry speak on a national platform about this important, but often overlooked coverage.

Long-Term Care Insurance Month

This campaign is celebrated in November. While Life Happens does not run this campaign, we participate with a full suite of marketing resources and outreach to help our partners, and also amplify the message.

NEW Real Life Story

Joe and Jan Saban’s planning with long-term care coverage ensured that their financial legacy lives on through their children and grandchildren.

“Adulting” Across the Generations

This study shows that being an adult doesn’t automatically start at 18. Instead, the age where life, money and the future start to feel real is 27.

2024 Insurance Barometer Study

Now in its 14th year, this research by Life Happens and LIMRA tracks consumer sentiment and gives insight into the hows, whys and why nots of life insurance and related products. Read about the study here.

2022 Annual Report

• Award of Excellence for Overall Design
• Award of Excellence for Annual Report – Non-Profit

Download a PDF of this report.