U.S. life insurance application activity continued to grow in August 2025, with Year-over-Year (YOY) activity up +6.1% compared to August 2024. On a Year-to-Date (YTD) basis, activity through August 2025 was also at growth, up +2.8% compared to August 2024. When taking a historical lookback comparing August YTD 2025 to the same month in prior years, activity was up +3.7% compared to 2023 and up at +7.2% compared to 2022.On a Month-over-Month (MOM) basis, August 2025 was down -3.6% compared to July 2025. 

Continuing a surge in growth seen for older age bands throughout much of 2025, ages 61+ saw double digit YOY growth in August, while ages 31-60 also saw growth, and ages 0-30 saw declines. August YOY activity for ages 0-30 was down -3.5%, ages 31-50 up +2.3%, ages 51-60 up +8.8%, ages 61-70 up +18.8%, and ages 71+ up +40.0%. It is worth noting that growth for ages 61+ has been on an upward trajectory since February, with ages 71+ seeing consistent double-digit growth since March and ages 61-70 seeing consistent double-digit growth since June. On a Year-to-Date (YTD) basis, activity through August 2025 saw growth for ages 61+, in double digits for ages 71+, with flat activity for ages 0-60. August YTD activity for ages 0-30 was flat at -0.1%, ages 31-50 flat at +1.3%, ages 51-60 flat at +0.3%, ages 61-70 up +7.7%, and ages 71+ up +23.5%.

Based on data reported to MIB by our members, August 2025 saw YOY growth for all face amounts, in the double digits for amounts over $250K up to and including $2.5M, and in the triple digits for amounts over $2.5M up to and including $5M. When comparing YTD activity through August 2025, all face amounts also saw growth, in the double digits for amounts over $250K up to and including $2.5M and amounts over $5M, and in the triple digits for amounts over $2.5M up to and including $5M.

When including age bands, ages 0-30 saw YOY growth for face amounts over $250K, in the double digits for amounts over $500K up to and including $2.5M and amounts over $5M, and in the triple digits for amounts over $2.5M up to and including $5M, and declines for amounts up to and including $250K. Ages 31-50 saw YOY growth for amounts over $250K, in the double digits for amounts over $500K up to and including $2.5M, and in the triple digits for amounts over $2.5M up to and including $5M, and declines for amounts up to and including $250K and amounts over $5M. Ages 51-60 saw growth for all face amounts, in the double digits for amounts over $250K up to and including $2.5M and amounts over $5M, and in the triple digits for amounts over $2.5M up to and including $5M. Ages 61-70 saw double-digit growth for amounts up to and including $5M, and declines for amounts over $5M. Ages 71+ saw growth for amounts up to and including $2.5M, in the double digits for amounts up to and including $250K, and in the triple digits for amounts over $250K up to and including $500K, and double-digit declines for amounts over $2.5M.

When examining product types as reported to MIB by our members in August 2025, all product types saw double-digit YOY growth. Term Life was up +14.8%, Universal Life was up +31.6%, and Whole Life was up +24.0%. Term Life saw YOY growth for ages 31+, in double digits for ages 31-70 and in triple digits for ages 71+, and declines for ages 0-30. Universal
Life saw double-digit growth for all age bands. Whole Life saw growth for ages 31+, in the double digits for ages 51+, and declines for ages 0-30. Additionally, when comparing YTD activity through August 2025, all product types were at growth with Term Life at double-digit growth.