U.S. life insurance application activity saw the second consecutive month of double-digit growth in October 2025, with Year-over-Year (YOY) activity up +15.2% compared to October 2024, and ending the month up +5.1% Year-to-Date (YTD). When comparing October 2025 to the same month in prior years, YTD activity was up +5.9% compared to 2023 and up at +8.8% compared to 2022. On a Month-over-Month (MOM) basis, October 2025 was up in double-digits at +10.5% compared to September 2025, following a seasonal pattern consistent with long-term historical trends.

For October 2025, all ages saw YOY growth, in the double digits for ages 31+, following a pattern seen since June where growth increases as age increases. October YOY activity for ages 0-30 was up +4.4%, ages 31-50 up +11.0%, ages 51-60 up +19.1%, ages 61-70 up +30.2%, and ages 71+ up +52.5%. It is worth noting that ages 71+ has seen double digit growth for 9 out of 10 months in 2025, while ages 61+ has seen consistent double digit growth since June. On a Year-to-Date (YTD) basis, activity through October 2025 saw growth for ages 31+, in double digits for ages 61+, with flat activity for ages 0-30. October YTD activity for ages 0-30 was flat at +0.7%, ages 31-50 saw growth at +3.1%, ages 51-60 up 3.7%, ages 61-70 up +11.8%, and ages 71+ up +29.3%.

Based on data reported to MIB by our members, October 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. Additionally, when comparing YTD activity through October 2025, activity for 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 $250K up to and including $2.5M, and in the triple digits for amounts over $2.5M up to and including $5M, and flat activity 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. Ages 51-60 saw growth for all face amounts, in the double digits for amounts over $250K up to and including $1M and amounts over $5M, and in the triple digits for amounts over $1M up to and including $5M. Ages 61-70 saw double-digit growth for amounts up to and including $250K and for amounts over $500K and up to and including $5M, triple digit growth for amounts over $250K up to and including $500K, and double-digit declines for amounts over $5M. Ages 71+ saw growth for all face amounts, in the double digits for amounts up to and including $2.5M and for amounts over $5M.

When examining product types as reported to MIB by our members in October 2025, all product types saw double-digit YOY growth. Term Life was up +22.1%, Universal Life was up +24.5%, and Whole Life was up +34.4%. Term Life saw YOY growth for all ages, 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 all age bands, in the double digits for ages 31+. Additionally, when comparing YTD activity through October 2025, Whole Life saw growth while Term Life and Universal Life saw double-digit growth.