In previous weeks we covered several other areas where life insurance serves an important role. In week one, we talked about wealth transfer—when people have a large sum of money, sometimes even smaller amounts, that they want to pass to their children or grandchildren when they die. By placing those funds in a life insurance policy, they can turn them into a tax-free gift that avoids probate. We also discussed additional features like long-term care riders.

In week two, we talked about family protection, which is what many of you work with most often. Life insurance helps families maintain their lifestyle without having to give anything up, and we covered how to present those solutions.

In week three, we heard from URL’s president, Steve Clemons, about business succession planning and the important role life insurance plays in keeping businesses alive for the next generation. URL Insurance Group is a family-owned organization, and if it weren’t for business succession planning and life insurance, URL wouldn’t be here today.

Today we’re discussing final expense planning. Many of you work with URL in different capacities—especially Medicare supplements, Medicare Advantage, and other senior-focused services. One of the easiest and most profitable cross-selling opportunities is offering final expense coverage.

We’re going to equip you with effective marketing strategies, help you understand the emotional and financial importance of final expense planning, show you how to have compassionate conversations, and demonstrate how final expense coverage provides peace of mind for both clients and their loved ones.

A final expense policy is a whole life insurance policy with rates that never go up and coverage that never goes away as long as premiums are paid. The final expense plans available through your partnership with URL are far better than those advertised on TV by companies like Colonial Penn and AARP. Our products are more affordable, customizable, and use simplified underwriting. Clients don’t need medical exams, and companies generally don’t request medical records. The client either qualifies immediately or can be moved to a guaranteed issue plan, which is still superior to what’s advertised on TV.

Our goal is to get clients an affordable rate with coverage that begins immediately—not a two- or three-year waiting period where the beneficiary only receives a refund of premiums plus interest. These plans are designed to take on large underwriting risks: diabetes, high blood pressure, high cholesterol, heart attacks, cancer, and strokes are all often eligible for day-one coverage, depending on timelines. Benefits and premiums are fixed, and many claims are paid within 24 to 48 hours.

Final expense coverage is a strong relationship builder and complements the services you already provide. It allows you to transform a single transaction into a long-term client relationship.

Final expense isn’t only for funeral or cremation costs—it can serve a much larger purpose. It can replace income, provide the surviving family with time to get things settled, or cover medical bills and other debts. A cremation may cost between $5,000 and $7,000; a full burial may cost $10,000 to $15,000 or more. For many people, that is completely unaffordable without life insurance.

The underwriting for final expense is quick. Most companies give you an immediate decision at the point of sale. At most, if additional review is needed, it may take a day or two. There are no surprise premium increases years down the road. Policies provide security for clients and peace of mind for the families they leave behind. Benefits are tax-free, avoid probate, and help people leave a legacy—regardless of whether they have millions in the bank or just a few dollars.

Final expense plans relieve families of financial burdens during one of the worst days of their lives. Many people can remember the exact moment they received the call that a loved one died. While insurance cannot remove grief, it does remove the worry of how to pay for services. Funeral homes don’t work for free, and knowing the money is coming eliminates enormous stress. It’s a comforting feeling when someone can say, “My final expenses are taken care of.”

Some clients may have roots in other countries and want to be buried in their homeland. Repatriating a body is extremely expensive, and a final expense policy can help families honor those wishes. Approaching these conversations with compassion and empathy is essential. Position the policy as a thoughtful choice that ensures everything is in order when the time comes.

Marketing final expense coverage includes cross-selling to Medicare clients, sharing real-life stories, and explaining the costs of funerals and cremations. Many of you have experienced the painful contrast between families who had coverage and those who didn’t. A beneficiary will never turn down a death benefit. They often thank the agent for encouraging their loved one to obtain coverage. If you don’t yet have your own stories, we have many that you can share until you build your own experiences.

Helping clients through a claim—even if it’s not a policy you originally sold—builds trust and can lead to new business. URL will assist you with claims, even for outside policies, to help you support your clients and their families.

Your role as an agent is to guide clients with empathy, ask simple but important questions, and build meaningful relationships. This business is relationship-driven, whether it’s life insurance, annuities, long-term care, Medicare, or health insurance. Clients can buy coverage online, but most don’t because they want guidance and reassurance. Many people don’t think they need coverage, but nearly everyone does.

It costs nothing to be kind and compassionate, and it will grow your business because people refer professionals who genuinely care. Communicate the value of what you offer. Help clients feel confident that they’re making the right decision and supported when the time comes. Provide your card and tell them that when something happens, their family should call you and you will help them through the process.

Starting these conversations is often the hardest part, because no one wants to talk about death. But it’s a reality for all of us. You can start by asking questions like: Do you have a plan in place to help your loved ones with your final expenses? Have you thought about how you want things handled when you pass away? Is your family prepared to cover the costs? Would it bring you peace of mind to be able to tell them everything is taken care of? Have you known someone who didn’t have coverage and what was that experience like? What would it mean to you and your family to have a simple, affordable plan?

You can download these conversation starters from the webinar platform. Choose a few final expense companies to work with. Some clients will recognize Mutual of Omaha or Transamerica; others may not know Foresters or Liberty Bankers Life. Regardless, we will help you make smart decisions so you can confidently serve your clients.

Final expense clients are often people who have never had life insurance and never made enough to work with a financial planner. They worked hard, raised their families, paid their bills, but never accumulated significant savings. This may be their last chance to buy a meaningful life insurance policy and create a legacy. You have the ability to help them do that.

If you ever need guidance or have questions, you can contact me at 717-216-8041. Provide clients with dignity and respect. Show compassion. The life insurance industry is rewarding and impactful. Many of us didn’t expect to end up here, but the work we do truly matters.

Next Tuesday, September 30th, we’re hosting a Life Insurance Sales Academy here at URL in Harrisburg. We will cover products, how they work, target markets, underwriting, case management, and more. The session runs from 10 a.m. to 3 p.m. and includes CE vouchers and lunch. We hope to see you there.

Thank you for your time and for your partnership with URL. Have a great day.