Selling life insurance means guiding people through some of the most important decisions they’ll ever make. But getting those conversations started can be tough. Life insurance is one of those things people know they should have, but it’s easy to put off. That’s why marketing for life insurance has to be less about selling and more about staying in touch in ways that feel personal, helpful, and well-timed.

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The Problem: People Don’t Wake Up Wanting Life Insurance

Life insurance isn't something people think about every day. Most clients don’t reach out until they’ve hit a big life moment, like getting married or having a child. That means if you’re not consistently staying in touch, you’ll miss the window when they’re ready. And if your only outreach is a sales pitch, they’ll probably tune you out before you get a chance to build trust.

The good news is, with the right kind of marketing, you can stay top of mind in a way that doesn’t feel like spam.

The Fix: Consistent, Personal Outreach That Feels Human

You don’t need a flashy ad campaign. What you need are simple touchpoints that show up at the right time and feel like they’re coming from a real person who genuinely cares.

Here are a few specific life insurance marketing ideas you can start using right away:

1. Life Event Email or Text Check-ins

Send personal, one-to-one messages based on big life moments. These are the times when people are naturally more open to talking about protection and planning.

• New baby:
  “Hey Matt, just wanted to say congrats on the new addition! If you’re thinking about how to protect your growing family, I’m here when you’re ready.”‍
• New job or promotion:
  “Big congrats on the new role! Life changes like this are a good time to make sure your coverage still fits your needs. Let me know if I can help.”‍
• Turning 30, 40, or 50:
  “Happy Birthday, Jenna! Hope it’s a great one. If it’s been a while since we reviewed your policy, I’m happy to set up a quick check-in.”
  

2. Helpful, Educational Emails That Build Trust

Sometimes people hesitate on life insurance simply because they don’t understand how it works or how it fits into their life. That’s where informative emails come in. These can be short and to the point, or longer when the topic needs more explanation. The key is to make them easy to follow and genuinely helpful, not salesy.

Example emails:

• “Why life insurance isn’t just for parents”
  “Even if you don’t have kids, life insurance can help cover debt, support loved ones, or lock in lower rates while you're young. Happy to answer any questions.”‍
• “What happens when your work policy isn’t enough?”
  “Many people assume their employer policy is all they need, but coverage limits can fall short. This email can walk through what group plans usually cover and when it makes sense to consider an additional policy.”‍
• “3 signs it might be time to review your policy”
  “Bought a house? Added a child to the family? Changed jobs? These are great times to take another look at your coverage. I’m here if you want to chat.”

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Longer emails work well when you're breaking down something that needs clarity. Just keep the tone friendly and the structure simple, so your message doesn’t feel overwhelming.

3. Social Media That Reflects Real Conversations

Posting once or twice a week is plenty. Focus on content that speaks to life moments and common questions your clients bring up.

Post ideas:

• “Why I Got Life Insurance” series – Share stories from real clients (with permission) or your own reason for working in this field.‍
• Common Questions – “A client recently asked, ‘What if my policy from work isn’t enough?’ Here’s how I explain it.”‍
• Milestone Moments – “Just married? It’s a great time to revisit your coverage. I can help walk you through what to look for.”

Want to Focus on People Instead of Marketing?

You don’t need to figure all this out on your own. At Levitate, we help life insurance professionals stay top of mind with clients through personal, relationship-based outreach. Our platform includes a full content library of one-to-one email templates, social media ideas, and client education messages written specifically for life insurance agents.

Book a demo with a product expert and see how relationship-focused marketing can help you grow your business and stay connected to the people who matter most.