It’s September. You know what that means.

I’ve often thought that September — and not January — should be the first month of a new year.

September is the month when everything ramps up after the lazy days of summer. Vacation time is over. School is in full swing. People get serious about their work after three months of saying, “Let’s circle back after Labor Day.” The pace of life quickens as the days grow shorter. September definitely marks a turning point on the calendar each year.

The industry observes Life Insurance Awareness Month in September, and InsuranceNewsNet marks this special month by looking at several aspects of life insurance. 

In this month’s feature, John Hilton examines the debate over indexed universal life (page 14). Marketed to high earners as a powerful, tax-free vehicle for building retirement wealth, IUL now faces intense scrutiny over hidden fees and complex structures. 

IUL continues to resonate with Americans despite the controversy surrounding it. Sales of IUL hit a record $4.5 billion in new annualized premiums for the full year of 2025, with that momentum surging straight into 2026.

New annualized IUL with excess premium reached $1.1 billion in the first quarter of 2026, up 9% from the prior year, LIMRA reported. IUL now represents 25% of all life insurance sold.

Artificial intelligence is transforming every business, and it is predicted to reshape the life insurance industry as well. As insurers invest in automation and generative AI, routine administrative work is expected to decline. Experts say human judgment, compliance expertise and customer relationships will remain essential to the industry’s future.

Hilton examines the ways in which AI will improve efficiency, reduce costs, enhance underwriting, change the nature of many jobs, and eliminate some of them outright.

Most industry observers expect AI to augment but not replace most insurance professionals, with the workforce shifting toward higher-skilled, technology-enabled positions rather than experiencing widespread job elimination.

GoFundMe is no substitute for life insurance

Families continue to depend on crowdsourcing platforms such as GoFundMe to fund final expenses for a loved one who died without sufficient means to pay for a funeral and final costs.

GoFundMe experienced a 20% increase in crowd­funding for everyday expenses in 2025. In this month’s Life article, Boston Mutual CEO Grant D. Ward Sr. describes the rise in crowdfunding as a symptom of a bigger life insurance coverage gap in the U.S (page 40). He noted some of the contributing factors to the gap:

» There is still a widespread percep­tion that life insurance is too expen­sive. 

» Many people simply avoid plan­ning for the inevitable. 

» With more product options than ever, some feel overwhelmed by choice. 

» Trust remains a barrier. 

Ward said when people encounter consistent messaging from financial advisors, em­ployers, digital platforms and third-party sources, it reinforces credibility and helps normalize planning behaviors. 

Equally important is demonstrating real outcomes. Sharing examples of how coverage supports families in times of need can make the value more tangible and relatable. People are more likely to act when they can see how a decision applies to their own lives. 

Mastery and leadership

This month’s issue contains a bonus feature by John D. Terry III on the MASTER Framework (page 56). Terry is a three-time Martial Arts Hall of Fame inductee and the founder of Black Belt Leadership. He describes the six interconnected principles in the MASTER Framework that define the relentless pursuit of true professional mastery and how advisors can apply these principles to achieve true excellence in their professional lives.

Terry’s article is an introduction to a series, “Mastery in Motion,” that will appear monthly on InsuranceNewsNet.com.

Speaking of mastery, John Nichols became a leader in the life and disability insurance business by overcoming his call reluctance and fear of rejection and by achieving what he called “daily victories.” 

Nichols went on to become president of both the Million Dollar Round Table and the National Association of Insurance and Financial Advisors. He describes his journey in the industry in an interview with InsuranceNewsNet Publisher Paul Feldman in this month’s issue (page 10).

September may not be the first month of a new year, but it’s a great month to take a fresh look at your goals and reset yourself for the remainder of the year. Here’s to finishing the year strong! 

Susan Rupe is editor in chief, magazine, for InsuranceNewsNet. She formerly served as communications director for an insurance agents' association and was an award-winning newspaper reporter and editor. Contact her at [email protected].