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LTCI insert reaches newsstands

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The American Association for Long Term Care Insurance (AALTCI) is trying to use its fall ad campaign to get younger consumers interested in buying long-term care insurance (LTCI).

 AALTCI is running a 4-page insert in the November issue of Kiplinger’s Personal Finance magazine.

Subscribers started to get the issue Friday, and newsstands are starting to get the issue today, according to AALTCI.

The sponsors of the insert include Genworth (NYSE:GNW) and John Hancock Long-Term Care Insurance.

Traditionally, many LTCI buyers have been retirees.

In recent years, carriers have tried to get better claims experience by persuading consumers to buy coverage at consumers. Carriers hope the younger consumers will understand the general need to prepare for long-term care (LTC) costs but not come in knowing that they already have health problems that will increase the likelihood that they will need LTC services.

“The earlier you start thinking about long-term care, the more options you’ll have to consider, and the more affordable those options will be,” AALTCI says in the insert. “Experts today say that between 45 and 55 is the ideal age to start the planning process.”

AALTCI notes that monthly premiums for a couple could be as low as $83 if both spouses are 40 years old and as high as $225 if both spouses are 65.

AALTCI, an LTCI industry trade group, publishes LTCI ad inserts in conjunction with its annual Long Term Care Awareness Month campaign, which takes place in November.

AALTCI campaign organizers said the Kiplinger’s insert should reach a total of about 2 million readers. The median age of the readers is 56, more than half have an annual household income over $100,000, and the readers’ median net worth is about $500,000, according to AALTCI.

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