Ask your clients to rate the life they’re living on a scale from 1 to 10.

Their car? An 8 or 9.
Their home? Maybe a 7 or 8.
Their kids’ school? An 8, maybe higher.

Your clients work hard to provide a life they’re proud of. But when it comes to protecting that lifestyle, too many are only planning for a 3. To me, that’s a disconnect. If your clients are working hard to give their families the best, why would the plan to protect it fall short?

Why this work matters to me

That disconnect is why this work matters to me—deeply and personally. Early in my career, I delivered my first death claim to a young family—two little boys under five—who lost their father in a car accident. It was then I realized: life insurance isn’t just a product. It’s a promise that your plans for your family continue, even if you can’t be there in person.

Years later, the lesson hit even closer to home. My brother passed away at 46, leaving behind his wife and two high-schoolers. His life insurance allowed his kids to stay at their school, pursue their education, and remain active in the community they loved. They didn’t have to move, sacrifice opportunities, or give up on dreams.

Holistic planning starts with protection

Stories like these illustrate why holistic planning has to start with protection. As a financial professional, you’re expected to build strategies that grow, protect, and distribute wealth. But you can’t truly offer a holistic financial plan without addressing risk—and that starts with life insurance.

You may design the most sophisticated accumulation and retirement income strategy. But if the primary income earner doesn’t come home one day, that plan can unravel in an instant. 

Bobby Johnson Chief Distribution Officer Midland National® Life Insurance Company

Financial professionals: don’t shy away

I get it—life insurance can be a tough topic to bring up. But it’s too important to avoid. For new or hesitant financial professionals, here’s my advice:

• Have the conversation. Your clients trust you to bring up the hard stuff.
• Don’t go it alone. Partnering with an experienced financial professional is one of the best ways to build confidence.
• Own what you sell. If you don’t believe in life insurance—or own it yourself—it’s hard to recommend it with authenticity.

You may also hear some objections. Here’s how I recommend handling those conversations:

• “It’s too expensive.” There are options at every budget level.
• “I have it through work.” Employer coverage is usually not enough.
• “I’ll outgrow the need.” As wealth grows, so does the need for tax-efficient strategies. Life insurance can help with that too.

Ultimately, the most valuable life insurance is the policy that’s active when families need it most. Let’s meet clients where they are, but also help them aim higher. If they’re planning for a 9 everywhere else in life, encourage them to not settle for a 3.

At Midland National, we’re proud to offer direct access and personalized support to help financial professionals like you deliver that same level of care to your clients. Our comprehensive life insurance portfolio is backed by a unique distribution model that connects you directly with experienced regional partners.

Help your clients protect their 9—connect with a regional distribution partner today.