U.S. life insurance application activity continued to grow in July 2025, with Year-over-Year (YOY) activity up +6.7% compared to July 2024. On a Year-to-Date (YTD) basis, activity through July 2025 was also up, at +2.4% compared to July 2024. When comparing July YTD 2025 to the same month in prior years, activity was up +4.1% compared to 2023 and up at +7.9% compared to 2022.On a Month-over-Month (MOM) basis, July 2025 was up +3.1% compared to June 2025.

For July 2025, ages 31+ saw YOY growth, in the double digits for ages 61+, while ages 0-30 saw flat activity. July YOY activity for ages 0-30 was flat at +1.3%, ages 31-50 up +3.1%, ages 51-60 up +5.4%, ages 61-70 up +16.1%, and ages 71+ up +39.2%. It is worth noting that growth for ages 61+ has been on an upward trajectory since February, with ages 71+ leading in growth since January. On a Year-to-Date (YTD) basis, activity through July 2025 saw growth for ages 61+, in double digits for ages 71+, with flat activity for ages 0-60. July YTD activity for ages 0-30 was flat at +0.3%, ages 31-50 flat at +1.2%, ages 51-60 flat at -0.8%, ages 61-70 up +6.2%, and ages 71+ up +21.3%.

Based on data reported to MIB by our members, July 2025 saw YOY 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. Additionally, when comparing YTD activity through July 2025, activity for all face amounts also saw growth, in the double digits for amounts over $250K up to and including $2.5M and 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 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 31-50 saw YOY growth for amounts over $250K, in the double digits for amounts over $500K up to and including $2.5M, and over $5M, and in the triple digits for amounts over $2.5M up to and including $5M, and saw declines for amounts up to and including $250K. 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 $500K and amounts over $1M, with declines for amounts over $500K up to and including $1M. Ages 71+ saw double-digit growth for amounts up to and including $2.5M, in the triple digits for amounts over $250K up to and including $500K, flat activity for amounts over $2.5M up to and including $5M, and declines for amounts over $5M. 

When examining product types as reported to MIB by our members in July 2025, all product types saw double-digit YOY growth. Term Life was up +14.3%, Universal Life was up +38.7%, and Whole Life was up +21.9%. Term Life saw YOY growth for all age bands, in double digits for ages 31-70 and in triple digits for ages 71+. Universal Life saw double-digit growth for all ages bands. Whole Life saw growth for ages 31+, in the double digits for ages 51+, and flat activity for ages 0-30. Additionally, when comparing YTD activity through July 2025, Term Life saw double-digit growth, Whole Life saw growth, and Universal Life saw was flat.