U.S. life insurance application activity saw double-digit Year-over-Year (YOY) growth in July 2026 compared to July 2025, with activity up +14.7%, representing the sixth consecutive month of double-digit growth. When comparing July 2026 to the same month in prior years, activity was up +23.5% compared to 2024, and up +35.2% compared to 2023. On a Year-to-Date basis (YTD), activity continues to show double-digit growth, ending July at +15.3%. On a Month-over-Month (MOM) basis, July 2026 declined by -2.1% following exceptionally strong growth in June.

Ages 0-29 saw declines YOY in July 2026, while ages 30+ saw growth, in the double digits for ages 40+ and following a pattern observed consistently throughout 2026 where growth increases as age increases. Activity for ages 0-29 was down -1.8%, ages 30-39 up +2.1%, ages 40-49 up +10.4%, ages 50-59 up +20.6%, ages 60-69 up +32.7%, and ages 70+ up +53.5%. On a Year-to-Date (YTD) basis, activity through July 2026 saw growth for ages 30+, in double digits for ages 40+, with flat activity for ages 0-29. July YTD activity for ages 0-29 was flat at +0.3%, ages 31-39 up +5.8%, ages 40-49 up +14.1%, ages 50-59 up +22.4%, ages 60-69 up +29.3%, and ages 70+ up +47.1%.

Based on information reported to MIB by our members, all face amounts saw YOY growth in July 2026, in the double digits for amounts from $1 up to but not including $250K, and for amounts from $1M up to but not including $5M. Additionally, when comparing YTD activity through July 2026, activity for all face amounts also saw growth, in the double digits for amounts from $1 up to but not including $2.5M, and triple digits for amounts from $2.5M up to but not including $5M.

When including age bands in our analysis of YOY activity in July, ages 0-29 saw double-digit growth for face amounts $2.5M and over, flat activity for face amounts from $100K up to but not including $250K and amounts from $500K up to but not including $2.5M, and declines for all other face amounts. Ages 30-39 saw growth for face amounts from $100K up to but not including $250K, and for face amounts $1M and over, in the double digits for amounts from $2.5M up to but not including $5M, and declines for all other face amounts. Ages 40-49 saw growth for face amounts $100K and over, in the double digits for amounts from $100K up to but not including $250K and from $1M up to but not including $5M, and flat activity for amounts from $1 up to but not including $100K. Ages 50-59 saw double-digit growth for face amounts from $1 up to but not including $500K and from $1M up to but not including $5M, flat activity for amounts $5M and over, and declines for amounts from $500K up to but not including $1M. Ages 60-69 saw growth for all face amounts, in the double digits for amounts from $1 up to but not including $250K, for amounts from $500K up to but not including $1M, and for amounts from $2.5M up to but not including $5M, and in the triple digits for face amounts from $1M up to but not including $2.5M. Ages 70+ saw growth for amounts from $1 up to but not including $5M, in the double digits for amounts from $1 up to but not including $100K, from $250K up to but not including $500K, and for amounts from $2.5M up to but not including $5M, in the triple digits for amounts from $100K up to but not including $250K, and declines for amounts $5M and over.

Based on information reported to MIB by our members, July 2026 saw YOY growth across all product types, in the double digits for Term Life and Whole Life. Term Life was up +22.8% YOY, Whole Life was up +21.1%, and Universal Life was up at +4.3%. Term Life saw YOY growth across all age bands, in the double digits for ages 40-69 and in the triple digits for ages 70+. Whole Life saw YOY growth for ages 40+, in the double digits for ages 50+, flat activity for ages 30-39 and declines for ages 0-29. Universal Life saw YOY growth for ages 40+, in the double digits for ages 50+, and declines for ages 0-39. Additionally, when comparing YTD activity through July 2026, all product types saw double-digit growth.

Methodology Change for 2026:

MIB has revised our methodology to fine tune our age and face amount bands to better meet industry needs, while also incorporating more precise filtering to isolate new business application activity and define applicant country. Please see the main MIB Life Index page on our website for details on our methodology change. All historical data in this report has been restated based on our new methodology, however, historical reports archived on our website reflect the methodology in place at the time of publication.

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