MIB reports double-digit life insurance app activity in record August

Life insurance application activity surged 18% in August from a year earlier, marking the strongest year-over-year growth ever recorded for the month, according to the MIB Life Index.

The August data extended a strong run for life insurance applications in 2026. Through the first eight months, activity was up 15.6% from the same period in 2025 and was 19.6% higher than in 2024 and 20.6% higher than in 2023.

On a month-over-month basis, application activity was essentially flat in August, declining 0.6% from July.

The MIB data comes one day after Wink, Inc. reported strong life insurance sales across all product lines.

Older applicants lead the way

The growth in life applications was particularly pronounced among older applicants. Every age group showed growth in August, MIB reported, with double-digit gains among applicants 40 and older. Activity rose 3.5% among people ages 0-29, 5.3% among those 30-39, 13.5% among those 40-49, 22.9% among those 50-59, 34.4% among those 60-69 and 53.9% among applicants 70 and older.

The pattern was similar on a year-to-date basis, with growth accelerating as applicant age increased. Through August, activity was up 0.7% among applicants ages 0-29, 5.7% among those 31-39, 14% among those 40-49, 22.4% among those 50-59, 30% among those 60-69 and 48% among those 70 and older.

Application activity also increased across all face-amount categories in August, according to information MIB collected from its member companies. Double-digit growth was recorded for policies with face amounts below $250,000 and for amounts of $1 million to less than $5 million.

The year-to-date numbers showed broad-based gains as well. Through August, all face-amount categories posted growth, including double-digit increases for policies below $250,000 and those from $500,000 to less than $2.5 million. Applications for face amounts from $2.5 million to less than $5 million increased at a triple-digit rate.

The relationship between age and face amount produced a more mixed picture.

Among applicants ages 0-29, applications grew for face amounts of $100,000 to less than $250,000 and $500,000 and above, with double-digit gains for amounts of $2.5 million and higher. Activity was flat below $100,000 and declined for amounts from $250,000 to less than $500,000.

Applicants ages 30-39 posted growth for amounts of $100,000 to less than $250,000 and $1 million and above, while applications for $2.5 million and higher rose at a double-digit rate. Activity was flat for $500,000 to less than $1 million and declined across the other face-amount categories.

Applications increased across every face-amount band for applicants ages 40-49. Double-digit growth was recorded for amounts from $100,000 to less than $250,000 and from $1 million to less than $5 million.

Applicants ages 50-59 recorded double-digit growth for amounts below $500,000 and from $1 million to less than $5 million. Applications for $5 million and higher also increased, while amounts from $500,000 to less than $1 million declined at a double-digit rate.

For applicants ages 60-69, applications grew for amounts below $5 million. Growth was in the double digits for amounts below $1 million and from $2.5 million to less than $5 million, while applications for $1 million to less than $2.5 million increased at a triple-digit rate. Activity for $5 million and higher was flat.

Applicants 70 and older posted growth across every face-amount category, with double-digit gains for amounts below $500,000 and for amounts of $1 million and higher.

Term up nearly 25%

The gains also extended across major life insurance product categories.

Term life applications increased 24.7% from a year earlier in August, while whole life applications rose 23.3%. Universal life applications increased 8.3%.

Term life posted double-digit year-over-year growth across every age band. Whole life and universal life both recorded growth among applicants 40 and older, with double-digit increases among those 50 and older. Both products declined among applicants under 40.

On a year-to-date basis through August, all three product categories recorded double-digit growth.

The results point to continued strength in life insurance demand in 2026, with the largest gains concentrated among older applicants and in several higher-face-amount categories.

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