Research shows that during the course of the pandemic, consumers became more aware of the need for insurance and related protection products. This presents a unique opportunity for the industry to demonstrate the value of the products and services it provides and deliver on the promise of protecting American families.

In 2021, LIMRA joined with seven trade associations to launch the Help Protect Our Families campaign. The campaign is designed to raise industry awareness of the growing life insurance coverage gap in the U.S. Leveraging each organization's unique expertise and resources, it aims to help our collective members better connect with consumers and aid them in getting the life insurance coverage they need to protect their families' financial future security and deliver on the promise. More than 75 companies have united to join the effort and help the industry reach Americans who are at financial risk.

During this upcoming open enrollment season, workplace benefits can play a key role in helping the industry deliver on its promise.