Every September, we pause to recognize something that isn’t always the most glamorous dinner-table topic but is absolutely essential: life insurance. Through Life Insurance Awareness Month (LIAM), a nationwide initiative led by the nonprofit Life Happens, communities across the country are reminded of how vital life insurance is in protecting families and building lasting financial security. Now in its 20th year, LIAM continues to shine a spotlight on preparedness—because at the end of the day, our financial choices shape not only our future, but the futures of the people we love most.
And yet, even with this visibility, confusion still lingers. The 2025 Insurance Barometer Study, conducted by Life Happens in partnership with LIMRA, revealed something eye-opening: nearly three out of four adults overestimate the cost of coverage. Seventy-two percent of Americans assume life insurance is more expensive than it really is. Imagine how many people could be protecting their families right now if they knew the actual numbers.
This gap between perception and reality is even wider among younger adults. Those under 35—often healthy, ambitious, and in their prime earning years—tend to overestimate the cost by seven to twelve times. Millennials, too, fall into this trap, with nearly half guessing premiums are at least five times higher than they really are. As a financial professional, I see this all the time: people talk themselves out of coverage before ever sitting down with an advisor, simply because they’ve relied on a “gut guess” instead of facts.
But here’s the truth: life insurance is more affordable, flexible, and accessible than most people realize. There are policies designed to fit nearly every budget and goal, whether you’re just starting out in your career, raising a young family, or planning your legacy. The key is taking that first step—asking questions, running the actual numbers, and working with a licensed professional who can align coverage with your unique needs.
That’s where LIAM makes a real difference. By breaking down myths, sparking conversations, and putting the spotlight on financial literacy, this campaign empowers individuals to make informed choices. And informed choices are the foundation of financial freedom. When we understand what’s possible, we move from hesitation to action.
For me, life insurance isn’t just about policies and paperwork—it’s about peace of mind. It’s about knowing that if life takes an unexpected turn, your loved ones won’t face financial hardship on top of emotional loss. It’s about creating a bridge from today’s responsibilities to tomorrow’s possibilities. In my work, I see how one decision can change the trajectory of a family’s future. That’s powerful.
So, as we move through September, let this be your reminder: don’t let myths hold you back. Protecting your loved ones doesn’t have to be complicated or costly—it simply requires awareness and a willingness to explore your options. This month and beyond, take that step. Ask the questions. Get the facts. Your family’s future is worth it.
An educator at heart, Sara T. Fields has dedicated her career to empowering others through knowledge and education. After years of shaping minds in the classroom, she transitioned into the financial services industry, where she brings the same passion for teaching to a new mission—helping individuals and families build sustainable wealth. Her background in education allows her to break down complex financial concepts into clear, actionable steps, making wealth-building accessible to people from all walks of life.
Driven by a deep belief in generational prosperity, Sara T. Fields focuses on strategies that not only grow assets today but also secure a lasting legacy. She champions the idea of a multi-generational inheritance—ensuring that financial knowledge, resources, and opportunities are passed on equitably to benefit future generations alike. Through her work, she equips clients with the tools to create lasting change in their own lives and in the lives of those who follow.
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