Guardian Out to Debunk Life Insurance Myths

September is Life Insurance Awareness Month

NEW YORK--(BUSINESS WIRE)-- It never hurts to try a little humor. As insurance companies and industry groups prepare for Life Insurance Awareness Month, an annual educational initiative coordinated by the non-profit LIFE Foundation, The Guardian Life Insurance Company of America (Guardian) is taking an irreverent approach.

Guardian’s interactive Life Insurance Myths Web site looks at commonly held, non-insurance myths like “You shouldn’t wake a sleep walker” and “Red cars get more speeding tickets” as a fun, non-promotional way to encourage visitors to expand their perceptions of life insurance.

While many educational campaigns are focused on the three in 10 American households which, according to industry research group LIMRA, own no life insurance whatsoever, Guardian is taking on the myths held by those who have bought – literally – into the concept of life insurance, but who may own the wrong type of policy for their current circumstances.

In doing so, Guardian readily acknowledges that life insurance is not anyone’s favorite topic.

“Maybe due to Americans’ lingering discomfort with what’s involved in assessing life insurance needs – after all, who likes to talk about death? – a lot of mythology still surrounds the topic,” said Michael Ferik, Guardian Senior Vice President, Individual Life. “It’s comforting for people to cling to old myths like ‘Buy term and invest the difference,’ for instance.

“We’re trying to help people get beyond their only-natural emotional response, toward a decision-making process that makes sense for where they are in their life,” Ferik added. “A new family member, an inheritance, a promotion: All can mean that the policy bought years ago is no longer the best fit. Ultimately, we just want to arm them with the knowledge to have an informed conversation with their advisor about using life insurance in the most effective way possible.”

About Guardian

A mutual insurer founded in 1860, The Guardian Life Insurance Company of America and its subsidiaries are committed to protecting individuals, business owners and their employees with life, disability income and dental insurance products, and offer funding vehicles for 401(k) plans, annuities and other financial products. Guardian operates one of the largest dental networks in the United States, and protects more than six million employees and their families at 115,000 companies. The company has approximately 5,000 employees in the United States and a network of over 3,000 financial representatives in more than 80 agencies nationwide.For more information about Guardian, please visit www.GuardianLife.com.

GuardianWendy Webster Coakley, 413-395-4467
[email protected]

Source: The Guardian Life Insurance Company of America