September 01, 2021

Life Insurance Awareness Month is Here: Kelly Rowland & Life Happens Urge Americans to Talk About Life Insurance

In partnership with Life Happens, Kelly Rowland talks family and financial security and the need for more life insurance conversation

Arlington, Va. — Life Happens, a national nonprofit educating consumers about the importance of life, disability and long-term care insurance in a complete financial plan, today launches its annual Life Insurance Awareness Month (LIAM) campaign with four-time Grammy award-winning singer, songwriter, producer, humanitarian and mother Kelly Rowland. Life Happens’ partnership with Kelly seeks to ensure Americans understand the value and comfort life insurance brings, so they can say to their loved ones: “With life insurance, I’ve got you.”

Kelly and her husband had always talked about life insurance, but it was an emotional conversation with a friend that prompted her to take action. As a mom of two, Kelly does anything to make her family’s lives better and more secure—life insurance is a crucial part of that. To support Life Happens’ annual LIAM campaign, Kelly will be helping to change the conversation about life insurance, so more people get the coverage and financial security they need.

“For me, having life insurance truly eases my heart and mind. It means that no matter what, my family can keep looking toward the future. It’s that feeling that with life insurance, I’ve got you,” said Kelly Rowland. “Life insurance is great, but the greatest thing we can give people is the information on what exactly it is and what it does for a family. That’s why my partnership with Life Happens is so important; it allows me to help spread an important message about financial security, as well as the facts about life insurance so families can get the coverage they need.”

For a lot of people, having life insurance comes down to information, they often don’t fully understand all that life insurance can do. Despite this, intent to purchase life insurance is at an all-time high. According to the 2021 Insurance Barometer, 31% of consumers said they are more likely to buy life insurance because of the wake-up call COVID has given them, and 59% of people without life insurance say they need coverage. At the same time, research from Life Happens shows increased conversation around life insurance with 55% of Americans saying that the past year was the first time they spoke with a loved one about life insurance. Throughout LIAM, Life Happens and Kelly will be empowering all Americans with the information and resources they need to talk about life insurance and get the coverage need.

“Life insurance allows you to say to your loved ones, ‘I’ve got you,’ and really mean it. As a role model to many, Kelly’s powerful message emphasizes the security and freedom life insurance can provide so families can keep looking toward the future,” said Faisa Stafford, President and CEO of Life Happens. “For our 18th annual LIAM campaign, our aim is to educate Americans on the importance of including life insurance in their financial plans and inspire them to take action and protect their loved ones.”

Through the partnership with Life Happens, Kelly is featured in a series of resources and a PSA reinforcing this year’s LIAM theme, sharing more about her experience with life insurance and the impact it has had on her family. These videos, social-media graphics and flyers are available for Life Happens Pro members to use in igniting the conversation around life insurance.

To see more information about Life Insurance Awareness Month and Kelly’s personal experience with life insurance, visit

About Life Happens
Life Happens is a nonprofit organization dedicated to helping consumers take personal financial responsibility through the ownership of life insurance and related products. The organization does not endorse any product, company or insurance advisor. Since its inception in 1994, Life Happens has provided the highest quality, independent and objective information for people seeking help with their insurance buying decisions. To learn more, visit

Media Contact
KWT Global for Life Happens

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