September marks Life Insurance Awareness Month (LIAM 2025), a nationwide campaign led by LIMRA and Life Happens to address a growing financial gap affecting millions of families. According to LIMRA, an estimated 106 million Americans—41% of the adult population—lack life insurance coverage. Many more are underinsured, leaving families financially vulnerable in times of crisis
For Jason and Nicki Pinkney, licensed agents with Kingdom Minded Builders under the Integrity Marketing Group, along with PHP, the issue is deeply personal. In a recent conversation, they emphasized that too often, families—especially in underserved communities—don’t have the protection they need. “We never know when things can happen unexpectedly. Insurance ensures you’re leaving your family a legacy instead of leaving them with nothing,” Jason explained.
While many people view life insurance only as a safety net for funeral expenses, today’s policies offer living benefits as well. Indexed Universal Life (IUL) policies, for example, allow policyholders to build cash value, compound interest, and even borrow against their funds. Living riders can also provide financial support during illness or disability, making modern insurance a tool for wealth-building and financial security—not just end-of-life planning.
Who Needs Coverage?
Everyone in a household should be covered—grandparents, parents, and children. Life is unpredictable, and when the breadwinner passes without adequate coverage, the family can be left financially vulnerable. Insurance ensures that loved ones are protected from the burden of bills, mortgage payments, and other financial pressures.
Beyond Death Benefits: Living Benefits
Life insurance isn’t only about death. There are living benefits as well:
- Infinite banking opportunities through IULs (Indexed Universal Life policies) where you can grow and borrow from your money.
- Living riders, which provide financial support if you get sick or can’t work.
- Asset protection to safeguard your family and household against unexpected hardship.
Unlike the old days, when life insurance was viewed only as a death benefit, today’s policies can build generational wealth, compound interest, and provide cash access while you’re still alive.
Breaking Cultural Barriers
The Pinkney’s also addressed cultural barriers to discussing life insurance. In many Black households, conversations about coverage only happen after a death occurs, often leaving families scrambling to cover funeral costs through fundraisers. “It’s time we shift from crisis to preparation,” Jason said. “This isn’t our grandparents’ life insurance. Today’s products can help create generational wealth.”
In many communities, particularly the Black community, conversations about life insurance typically happen only after someone passes away. This often leaves families unprepared, forced into financial stress, and relying on fundraisers like GoFundMe for funeral expenses.
In past generations, insurance agents visited homes to make sure families were covered. Today, those conversations aren’t happening enough in certain communities. Our mission is to change that by spreading awareness about modern life insurance solutions in 2025.
Key Statistics
According to LIMRA, an industry authority, 106 million American adults (41% of the adult population) have no form of life insurance. Other sources place the number of uninsured or underinsured between 74 million and 106 million.
This means many families have coverage only for funeral costs, but not enough to cover homes, cars, schooling, or future financial needs. The reality is, we can do better by taking responsibility and ensuring our families are set up for long-term stability.
LIAM 2025 is a reminder that securing life insurance is not just a financial decision but a responsibility. As LIMRA notes, millions of Americans are either uninsured or underinsured, which means families are at risk of losing homes, lifestyles, and stability if the unexpected happens.
The Pinkneys encourage families to take action: talk to your loved ones, review your policies, and ask whether your coverage is enough to truly protect your family. As Jason put it, “We can either leave our families starting from scratch, or we can leave them with a foundation to build on. That’s the power of life insurance.”
As we close out Life Insurance Awareness Month, I challenge you to ask your family:
- Do you have life insurance?
- Are you adequately covered?
- Do you have an agent guiding you in protecting your family properly?
Life insurance isn’t just about financial security—it’s about love, legacy, and responsibility. Don’t leave your family starting over from scratch. Leave them a foundation to build upon.
If you’d like to learn more, I’d be happy to guide you through both the death benefit and the living benefit sides of life insurance.
Learn more about LIAM 2025: LIMRA Life Insurance Awareness Month
For more information or to schedule a consultation, contact Jason Pinkney: 240-300-2558
— Jason Pinkney, Licensed Life Insurance Agent Charles County Maryland
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