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The value of selling life insurance to P&C clients

Is life insurance worth adding to your P&C business? Absolutely. Life insurance is a natural complement to your other offerings and enhances your role as a trusted resource for comprehensive protection solutions.

Protect existing P&C clients with life insurance solutions

You've built the foundation, life insurance builds on it. Your relationships with existing P&C clients put you in a strong position to identify and discuss unmet life insurance needs — and they want to have the conversation.
of auto clients want to hear about life insurance from their agent%%1%%
of clients stay 5+ years when they bundle P&C and life%%2%%
of American adults don’t own life insurance%%3%%
Financial professional engages customers in a discussion about life insurance strategies.
Maximize client lifetime value with life insurance strategies

Now is the right time to consider life insurance solutions for clients. Market shifts and rising premiums are opening the door to meaningful conversations around risk, security and long-term strategies.


By incorporating life insurance strategies into your business, you can:

  • Increase client lifetime value (LTV)
  • Grow revenue without raising lead costs

Life insurance further protects your clients and grows your business

Life insurance is more than a policy — it’s a tool for lasting value. Clients gain financial security, and you gain the benefits of selling life insurance: stronger relationships and another revenue source.
How selling life insurance helps your clients
  • Protects income for surviving family
  • Pays off mortgages and major debts
  • Covers college education costs
  • Supports surviving spouses with retirement income
  • Provides living benefits for long-term, chronic or critical illness
  • Helps pass on generational wealth
  • Supports business continuity and succession
  • Reduces estate tax burden
  • Supplements retirement income
How selling life insurance helps grow your business
  • Creates a new revenue stream
  • Increases retention with bundled coverage
  • Strengthens trust through holistic protection
  • Opens doors for future planning conversations
  • Drives client referrals
  • Builds long-term client loyalty
  • Differentiates you from your competitors
Support to strengthen your life insurance strategy
Life insurance can seamlessly align with your existing P&C strategies — especially when you have the right support. With Protective, you have access to our 117 years of experience, along with tools and resources tailored to the needs of P&C agents, including:
  • Monthly webinars
  • On-demand training videos
  • Conversation guides
  • Dedicated wholesalers to guide you through your first cross sale
Financial professional participating in a webinar about incorporating life insurance into his P&C business.

Start cross-selling life insurance with confidence

Take the next step to unlock new revenue opportunities and build client loyalty. We’ll be your trusted guide along the way with life insurance selling tips and strategies to enhance your P&C business.
Learn to cross sell life insurance

Other related topics

Financial professional introducing life insurance to his P&C customers.
Life insurance cross-selling strategies
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A financial professional conducting a life insurance needs check up with a client.
Life policy review to keep up with clients' changing needs
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We’re here for you

We’re ready to help you deliver the protection and security your clients deserve. Reach out to us anytime for questions and support, and we’ll get in touch with you as soon as possible.
Contact us

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1 Auto Insurance Customers Want to Hear about Life Insurance From Their Agents, 2023. https://www.limra.com/en/newsroom/industry-trends/2023/auto-insurance-customers-want-to-hear-about life-insurance-from-their-agents/

2 2022 Insurance Barometer Study, LIMRA, Life Happens. April 2022. page 7.

3 2024 Life Insurance Fact Sheet, LIMRA.

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