Younger people are starting long term care insurance planning

A year ago, the majority of individuals who contacted the Association looking for long term care insurance information were age 70 or older.  In fact, we got our share of calls from 80 year olds frustrated that they couldn't find a long-term care insurance company willing to speak with them.  Only a few will and most are understandably highly selective in terms of the risks they will be willing to accept.

Well, slowly I have been witnessing a change.  We started seeing inquiries from more folks in their young 60s and more in their mid to late 50s.  But all of a sudden (meaning the last two or three months) we are fielding calls and questions from consumers in their 40s and even a few in their late 30s.

This is a pretty seismic shift in the world of long term care insurance marketing and certainly will impact how a product is sold.  After all, convincing someone in their late 50s and mid 60s that they need to plan for when they reach the age of 80 is reasonable to accomplish.  For someone who is 40, that is literally an entire lifetime away.

First, what do I think is responsible for what's happening?  To be honest, I hope it is a result of the year-after-year studies published by the American Association for Long-Term Care Insurance that explained the percentage of applicants declined for health reasons and the importance of applying at younger ages when you can still qualify.  It could be that agents have "picked off the low hanging fruit" in terms of marketing to 60 and 70 years olds.  Or, it coule be that younger people are being solicited and a percentage are using Google to find expertise and validate the claims.

What we'll want to see if whether more younger people actually apply and buy.  The year-to-year change in buying ages from 2009 to 2010 was statistically insignificant.

One of the more interesting observations that have caught my attention.