5 Essential Life Insurance Questions Every Advisor Should Be Asking

Life insurance isn’t just a box to check — it’s a critical component of financial, business, and legacy planning. But clients rarely wake up thinking, “Today’s the day I buy a policy.” That’s why great advisors learn to ask the right questions — the kind that uncover gaps, trigger urgency, and help people connect the dots emotionally and financially.

Here are 5 essential life insurance questions you should be using to open conversations and lead clients toward the right solutions:

✅ 1. “If something happened to you tomorrow, how would your family manage financially?”

Why it works: It grounds the conversation in real life. Clients start thinking about immediate bills, long-term goals, and what’s left behind.
Use this to pivot into basic term, income replacement, or even permanent life for estate protection.

✅ 2. “If you could get affordable coverage that secures your family’s future, would you want to see what’s available?”

Why it works: This overcomes the cost objection before it comes up. You’re offering a solution — not pushing a product.
Use it to explore simple term, final expense, or combo products with living benefits.

✅ 3. “Have you heard of life insurance that rewards you for staying healthy?”

Why it works: Clients are intrigued by cash value, wellness incentives, or chronic illness riders — especially younger or health-conscious clients.
Great lead-in for Indexed UL with wellness programs, return-of-premium term, or life with living benefits.

✅ 4. “Would your business take a financial hit if you lost a key employee — or yourself?”

Why it works: Business owners often forget they’re the engine of their operation. This question introduces the idea of key person insurance, buy/sell planning, or executive bonus strategies.

✅ 5. “Do you offer group term to employees? Would you be open to rewarding top talent with permanent coverage — for less than you'd expect?”

Why it works: Company leaders often think they can’t afford permanent policies for staff. Showing how executive carve-outs or split-dollar plans can reward and retain top people opens the door for larger-case conversations.

💡 Pro Tip:

Don’t try to pitch a policy on the first question — use these to open conversations, segment client types, and build curiosity. Then, follow up with education and options tailored to what matters most to them.

Want help finding the right solution once a client says yes? That’s what we’re here for. Whether it’s term, IUL, executive bonus, or living benefit strategies — we’ll help you place the case and grow your book.