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Sales of a cash-value life insurance product that has launched a thousand bitter debates on LinkedIn climbed in the fourth quarter of 2025, according to new issuer survey data from LIMRA.
The issuers reported $1.3 billion in sales of indexed universal life insurance for the quarter, up 12% from the total recorded in the fourth quarter of 2024.
The number of IUL policies sold rose 13%, year-over-year.
The total value of individual life sales increased 6%, to $4.9 billion, and the total number of individual life policies increased rose 9%.
LIMRA did not release the actual number of policies sold.
What it means: Advances in technology may really be making it easier for clients to apply for and get life insurance.
The advances have "improved underwriting automation, digital applications, marketing and lead generation, making the buying process faster and more accessible," according to Sean Grindall, a LIMRA executive.
Indexed universal life: An IUL policy is a life insurance policy that builds cash value.
The issuer promises to protect the value against investment-related market losses.
The purchaser can tie policy value growth to the performance of one or more investment indexes.
Critics say unscrupulous marketers and ignorant marketers often persuade consumers to buy IUL policies using unrealistic performance illustrations. In some cases, the critics say, consumers buy the policies using premium financing arrangements that could lead to large losses if actual interest rates are different from what the consumers had expected.
Supporters say IUL insurance is a flexible product that, when properly understood, designed and managed, can provide a death benefit with some protection against inflation.
Credit: Tadamichi/Adobe Stock
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