At least 102 million Americans live with a life insurance coverage gap, according to LIMRA and Life Happens. That number has declined modestly over the past several years as pandemic-era awareness has driven more households to buy coverage. The gap remains large. September is Life Insurance Awareness Month, and the most useful thing LIAM can do for individuals is move the conversation from general awareness to specific action, starting with an honest assessment of where their coverage actually stands.
The data on life insurance misconceptions is striking. Seven in ten Americans overestimate the actual cost of life insurance, according to the LIMRA and Life Happens 2024 Insurance Barometer Study. Only a quarter of consumers feel confident in their knowledge of the product. Purchase intent is high. 36% of U.S. adults say they plan to buy coverage this year, yet most do not follow through. The barriers are not necessarily financial. They are informational. People often don’t buy the life insurance they believe they need because they don’t know how much it costs, what type of coverage they need, or how much coverage is appropriate for their situation.
The Gap Between Perceived Need and Actual Coverage
Most underinsured households fall into one of three categories. The first group has no coverage at all: 49% of American adults own no individual life insurance policy, relying either on employer-provided group coverage or on nothing. The second group has insufficient group coverage. Employer-provided life insurance typically offers one to two times annual salary, which rarely reflects a household’s full financial obligations, including mortgage balances, dependent care costs, business debt guarantees, or estate planning needs. The third group has individual coverage they purchased years ago and haven’t reviewed since: a policy sized for a household that existed a decade ago, before income grew, before a business was acquired, before a spouse left the workforce to raise children.
The financial stakes of the gap are concrete. LIMRA research shows that 42% of households would face financial hardship within six months should a wage earner die unexpectedly, and 25% would face hardship within a month. These are not households without assets. They are households without the specific financial tool designed to protect those assets against the timing risk of an unexpected death.
What Life Insurance Awareness Month Should Actually Prompt You to Review
LIAM is most useful as a scheduling trigger, not an awareness exercise. For most households, the review that matters is not “do I have life insurance” but “does my life insurance reflect my current situation.” Three specific circumstances should prompt a coverage review regardless of whether September arrives first.
A change in business ownership or partnership structure is the most common trigger that goes unaddressed. Business owners who have added partners, restructured equity, taken on significant business debt, or changed the valuation of their company since their last coverage review are carrying life insurance designed for a different business. Key-person coverage, buy-sell funding, and loan collateral assignments all require periodic recalibration against current business realities.
A significant increase in net worth can create estate planning complexity that life insurance can help address. An irrevocable life insurance trust can provide estate liquidity without the policy proceeds becoming part of the taxable estate. This strategy can become more valuable as the estate grows.
A change in dependent status, such as the birth of a child, aging parents becoming financially dependent, or a spouse transitioning out of the workforce, can materially change the income replacement calculation. Policies that were sized before these transitions may no longer provide appropriate coverage for the household.

Is Life Insurance More Affordable Than You Think?
Cost is a common concern when considering life insurance, but many people have never requested a quote. Term life insurance may be more affordable than expected, particularly for applicants who are younger and in good health. The premium for any policy depends on factors such as age, health, coverage amount and term length, so an individual quote is the best starting point.
For business owners and families with more complex needs, price is only one part of the decision. Coverage may need to account for income replacement, business obligations, estate planning goals or an ownership transition. Permanent life insurance and other planning arrangements can be useful in some circumstances, but their costs, features and tax implications require careful review with the appropriate advisors.
Tooher-Ferraris helps individuals, families and business owners evaluate coverage in the context of their broader goals. Explore our life insurance services and Private Client Group to learn more.
Frequently Asked Questions
What is the life insurance coverage gap?
The life insurance coverage gap refers to the difference between the amount of life insurance Americans have and the amount they need to maintain their households’ financial security in the event of an unexpected death. LIMRA and Life Happens estimate that at least 102 million Americans live with this gap, meaning their coverage is either insufficient or nonexistent relative to their actual financial obligations.
How much life insurance does the average person actually need?
A common starting point is 10 to 12 times annual income, but the right figure depends on specific obligations: mortgage balance, dependent care costs, business debt, estate tax exposure, and income replacement duration. Business owners often require coverage significantly above this threshold when key-person exposure, buy-sell funding obligations, and personal guarantees on business debt are factored in.
Why do so many people underestimate what life insurance costs?
According to LIMRA’s research, most people overestimate the cost of life insurance by a factor of three or more. A healthy 35-year-old can purchase substantial term coverage for roughly the cost of a streaming subscription. The perception of high cost is the primary reason people delay purchasing coverage they acknowledge they need and it is the most common misconception LIAM campaigns are designed to correct.
Ready to find out where your life insurance coverage actually stands? The team at Tooher-Ferraris has been helping families and business owners protect their financial security since 1932. Contact us today to schedule a no-obligation consultation — https://toofer.com/contact-us/








