Permanent Life Insurance Growing in Popularity Among Middle Class Consumers

One in Four Likely to Purchase It in the Near Future

As the economic downturn rolls into its third year, middle-class consumers are showing a growing interest in managing financial risk through the use of permanent life insurance products.
The August survey of the First Command Financial Behaviors Index® reveals that 39 percent of middle-class Americans own some form of permanent life insurance coverage. And among those who don’t own a permanent life policy, one in four say they are likely to purchase this type of coverage in the future.

“After years of following the popular pitch to ‘buy term and invest the difference,’ consumers are now seeing how a market downturn can threaten a seemingly sound financial strategy,” said Scott Spiker, CEO of First Command Financial Services, Inc. “These numbers support findings by others in the industry who note that Americans are turning to permanent life coverage as a time-tested tool for managing long-term risk.”

The most popular permanent insurance product is whole life, which is owned by 26 percent of middle-class families. Other permanent life products held by survey respondents include universal life and variable life, which are owned by 10 percent and 4 percent, respectively.

Term life insurance remains the go-to product for many consumers. Term policies are owned by 45 percent of middle-class families. Interestingly people who own term life policies feel less comfortable with their coverage than those who own whole life and other permanent products. The survey reveals a 5-point gap between those who feel “extremely” or “very” comfortable with their permanent life insurance coverage (49 percent) and those who feel the same way about their term life insurance coverage (44 percent). Also, consumer satisfaction levels are highest for whole life (60 percent), followed by term (55 percent), universal life (53 percent) and variable life (50 percent).

“We are not surprised to see that whole life is associated with high consumer satisfaction,” Spiker said. “This seemingly old-fashioned product remains popular because of its long-term value, flexibility and stability. The guarantees offered by these policies make it an especially appealing choice during the uncertainties of the current economic crisis.”

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Source: Business Wire