U.S. life insurance application activity saw double-digit Year-over-Year (YOY) growth in September of +14.0%, achieving the highest application volume on record for the month of September, and ending Q3-2025 at +3.9% growth Year-to-Date (YTD). When comparing activity through Q3-2025 YTD to prior years, activity was up +4.9% compared to 2023 and up +7.8% compared to 2022. On the quarterly basis, activity during Q3-2025 (July through September) was up +8.9% compared to activity during Q3-2024.

September 2025 saw another surge in growth for ages 61+ YOY, continuing a high growth trend that has been observed for this age band throughout much of 2025. For September, ages 0-30 was up +3.9% YOY, ages 31-50 up +9.3%, ages 51-60 up +16.8%, ages 61-70 up +29.3%, and ages 71+ up +55.5%. YOY growth for Q3-2025 (compared to Q3-2024) also reflected this continuing high growth pattern for older age bands, with ages 61-70 up +21.1% and ages 71+ up +44.5%. Additionally, growth for ages 0-30 was flat at +0.6% in Q3-2025 compared to Q3-2024, while ages 31-50 was up +4.9% and ages 51-60 up +10.2%. It is also interesting to note that in Q3-2025, ages 61-70 and 71+ showed the highest application volume for any Q3 on record for that age band. When examining activity through September 2024 YTD, ages 31+ saw growth, in the double digits for ages 71+ and ages 0-30 saw YTD flat activity.

Based on data reported to MIB by our members, September 2025 saw YOY growth for all face amounts, in the double digits for amounts up to and including $2.5M and in the triple digits for amount over $2.5M up to and including $5M. When comparing Q3-2025 to Q3-2024, all face amounts also saw growth, 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 examining YTD activity through the end of Q3-2025, we also saw growth for all face amounts, in the double digits for amounts over $250K up to and including $2.5M and for amounts over $5M, and in the triple digits for amounts over $2.5M up to and including $5M.

When including age bands comparing Q3-2025 to Q3-2024, ages 0-30 saw growth for all face amounts, 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. Ages 31-50 saw growth for all face amounts over $250K, in the double digits for amounts over $500K up to and including $2.5M, 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 $2.5M and for amounts over $5M, and in the triple digits for amounts over $2.5M up to and including $5M. Ages 61-70 saw growth for all face amount, in the double digits for amounts up to and including $500K and amounts over $1M up to and including $5M. Ages 71+ saw double-digit growth for amounts up to and including $250K and amounts over $500K up to and including $2.5M, triple-digit growth for amounts over $250K up to and including $500K, flat activity for amounts over $2.5M and up to $5M, and declines for amounts over $5M.

When examining product type as submitted to MIB by our members, September YOY activity saw double-digit growth across all product types. Whole Life was up +34.9%, Term was up +20.1%, and Universal Life was up+36.2%. When comparing Q3-2025 to Q3-2024, patterns were similar with Whole Life up +26.7%, Term Life up +16.4%, and Universal Life up 35.5%. When examining YTD activity through the end of Q3, Term Life was up +16.1%, Universal Life was up +6.0% and Whole Life was up +10.5%.

When including age bands and comparing Q3-2025 to Q3-2024, Term saw growth for all age bands, in the double digits for ages 31+ and in the triple digits for ages 71+. Whole Life saw flat activity for ages 0-30, and growth for ages 31+, in the double digits for ages 51+. Universal Life saw double-digit growth for all age bands.