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Keep Life Insurance Buyers Awake Now: Faisa Stafford

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Faisa Stafford is the face of the life insurance community’s effort to help Americans deal with the possibility that they could die.

As the CEO of Life Happens, she organizes national personal protection insurance literacy efforts, including the Life Insurance Awareness Month campaigns in September, and the Insure Your Love campaigns in February.

Stafford has been working for Life Happens since 2003. She took over as its leader in 2019.

Via email, we asked Stafford a set of questions that touch both on her professional life and on what she does off the clock:

1. What market indicator, industry statistic, regulatory change or advisor trend are you watching most closely right now and why?

Life insurance sales and where it’s headed is something I keep a close eye on. As we know, the pandemic has motivated many consumers to finally take action to protect what is important to them.

We have seen a record number of life insurance sales in most demographics, but the sense of urgency and motivation can wane as the pandemic evolves.

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That is why Life Happens continues its consumer education efforts to make the public aware of how critical it is to protect yourself and your loved ones with the right mix of financial products. During a pandemic and afterward, too.

2. What would you suggest advisors do now or consider doing in the future about it?

Go through your book of business and check-in with those clients who have been silent. You know the ones I’m talking about. They have a great plan, which you helped them put together. But this past year has seen a lot of change, so call on them and provide relevant financial news or information they may have missed.

They may think they have everything they need, but remember you are your clients’ financial problem-solver. Your clients don’t know what they don’t know, so highlight why your expertise is so important to their continued financial security.

3. Who or what critical source of information do you track, or follow online, to keep up with this or other trends?

Top of my list for insurance sales trends is LIMRA and MIB. I rely on both groups to share the latest sales activity, demographic breakdowns and purchasing preferences. Knowing who is buying what type of insurance, or not, is critical to creating the right consumer education content that will resonate with targeted demographics.

4. What’s your biggest hobby and what was the last event/activity you did related to it?

If you were to visit my home, you would notice every decorative bowl I have is filled with a craft of some sort. And I mean all kinds of crafts: beaded keychains, air-dry clay art, handmade jewelry, glass art. I am pretty sure Michael’s is still in business largely due to how much money my girls and I have spent there over the years. I love how I get into the zone while crafting and feel refreshed afterward; it’s nearly as good as meditating.

5. How about your latest community/charitable activity/event/cause?

Life Happens’ Life Lessons scholarship program is one of the most impactful charitable giving we can do. Just this year, we awarded over $400,000 in scholarships to over 40 students, all with the support from this incredible industry. Life Happens and our partners changed the lives of these students, students who were left without a financial safety net after losing a parent. And while doing this good, we are educating other families on how advisors can help them protect their loved ones, no matter what.