Who’s Counting on You?
By Craig Davis
September is Life Insurance Awareness Month, making it a good time to ask a simple question: If something happened to you tomorrow, would the people who depend on you be financially okay?
Life insurance isn’t really about you. It’s about the people you love and the promises you’ve made to them.
We insure our homes, cars, businesses, and other valuable assets, yet sometimes overlook the asset that makes everything else possible—our ability to provide an income.
Consider what would happen if that income suddenly disappeared. Would your family be able to make the mortgage payment? Pay everyday expenses? Send the kids to college? Maintain their current lifestyle?
For business owners, the conversation goes even further. What happens to your business if you’re no longer there? Life insurance can provide funds for business succession, buy-sell agreements, key-person protection and, most importantly, financial security for your family.
Many people tell me, “I have life insurance through work.” Employer-sponsored coverage is a valuable benefit, but it shouldn’t necessarily be your entire plan. Your coverage may be tied to your employment, and the amount may not be enough to accomplish your long-term goals. Owning your own policy puts you in control of your coverage.
Despite record life insurance sales in recent years, LIMRA’s 2026 research shows a significant coverage gap remains, with many Americans recognizing they need additional protection.
Life changes. We get married, have children, buy homes, start businesses, and eventually begin thinking about retirement. Your life insurance should change along with you.
This September, take a few minutes to review your coverage and ask yourself one important question:
If I’m not here tomorrow, have I done enough today to protect the people I love?
Because ultimately, life insurance isn’t about dying.
It’s about taking care of the people who keep living.
A conversation with a knowledgeable insurance professional can help determine which approach best fits your unique situation.
This article was originally posted in The Valley Business Journal
