U.S. life insurance application activity finished 2025 with record-breaking year-to-date (YTD) growth of +6.8% compared with 2024, representing the highest annual growth rate on record, at +6.7% above YTD activity for 2023 and up +9.8% compared to 2022, while also achieving the highest total volume of annual application activity seen in the last 10 years. Following upward-trending monthly patterns seen throughout 2025, December also saw a record-breaking month, achieving the highest year-over-year (YOY) growth rate and highest total volume of activity for any December on record, and ending at +22.1% YOY compared to December 2024.

2025 began with fluctuating growth patterns, including flat activity in January, declines in February, growth in March and flat activity again in April. However, starting in May, the remainder of 2025 showed continuous YOY growth, following an upward trend and peaking in December at +22.1% YOY. October and September also posted double-digit growth up +15.2% and +14.0% respectively, creating a strong finish to 2025.

All age bands saw YTD growth in 2025, with growth rates increasing as age increases, and achieving double-digit growth for ages 61+. Activity for ages 0-30 was up +1.6% YTD, ages 31-50 up +4.4%, ages 51-60 up +6.1%, ages 61-70 up +14.6%, and ages 71+ up +32.8%. When looking back at monthly YOY patterns by age band, ages 71+ led in growth for all 12 months, in the double digits for all months except February. Among the other age groups, the first half of 2025 saw fluctuating patterns. However, a trend emerged as of June that continued through the remainder of 2025, with YOY growth consistently increasing as age increased. Additionally, as of June, ages 31+ consistently showed growth, in the double digits for ages 61+, while growth for ages 0-30 continued to fluctuate.

Based on information where face amount was reported to MIB by our members, all face amounts saw growth in 2025 YTD, with double-digit growth for amounts over $250K up to and including $2.5M and for amounts over $5M, and triple-digit growth for amounts over $2.5M up to and including $5M. When adding age bands to our analysis, ages 0-30 saw YTD growth for all face amounts, in the double digits for amounts over $250K up to and including $2.5M and over $5M, and triple-digit growth for amounts over $2.5M up to and including $5M. Ages 31-50 saw YTD growth for amounts over $250K, in the double digits for amounts over $500K up to and including $2.5M and over $5M, and triple-digit growth for amounts over $2.5M up to and including $5M, and flat activity for amounts up to and including $250K. Ages 51-60 saw YTD growth for all face amounts, in the double digits for amounts over $250K up to and including $2.5M and over $5M, and triple-digit growth for amounts over $2.5M up to and including $5M. Ages 61-70 saw YTD double-digit growth for all face amounts. Ages 71+ saw YTD growth for all amounts, in the double digits for amounts up to and including $2.5M and over $5M.

Based on information where product type was reported to MIB by our members, all product types saw YTD growth in 2025, with double-digit growth for Term Life and Whole Life. Term Life was up +17.5%, Whole Life was up of +15.8%, and Universal Life was up +9.4% YTD. When breaking down activity by product type into age bands, Term Life saw YTD growth for all age bands, in the double digits for ages 31-70 and in the triple digits for ages 71+. Whole Life saw growth for ages 31+, in the double digits for ages 61+, and flat activity for ages 0-30. Universal Life saw growth for all age groups, in the double digit for ages 51+.

For more detailed insights, please watch for the full 2025 MIB Life Index Annual Report, which will become available in the coming weeks.