As a reminder, effective October 20, 2025, all long-term care (LTC13 and LTC09M-CA) new business applications are now processed and administered directly by Mutual of Long-term care needs are changing — and so are clients’ expectations. As more Americans face the realities of aging and caregiving, producers have an important opportunity to guide them toward greater confidence and control. Here’s a quick look at what’s shaping the LTC conversation in 2025 and beyond.
1. The Aging Boom Is Here
By 2030, every Baby Boomer will be age 65 or older. By 2040, the number of Americans over 85 — those most likely to need care — will more than double. That means more families will be looking for ways to plan ahead and protect what they’ve worked hard to build.
For producers, now is the time to start the conversation early — while clients are healthy, open to planning, and can lock in more affordable coverage.
2. The Cost of Care Keeps Climbing
A private nursing home room now averages over $115,000 per year, and home health aide services are topping $70,000 annually. Those costs are expected to rise 3–4% each year.
LTC insurance remains one of the most effective ways to help clients safeguard retirement income and preserve family assets when care is needed.
3. Home Is Where Clients Want to Be
Today’s clients overwhelmingly say they want to receive care at home — not in a facility. Modern LTC coverage can help make that possible. With flexible benefits and built-in support for home and community care, clients can stay in familiar surroundings longer while maintaining independence.
4. Caregiving Is Taking a Toll
Roughly one in five adults now serves as a family caregiver. Many are juggling work, raising children, and managing their own finances — all while helping aging parents.
By planning ahead with LTC coverage, clients can ease that emotional and financial strain, ensuring loved ones have options for professional care when it’s needed most.
5. LTC Coverage Keeps Evolving
Today’s LTC solutions are designed for modern needs, with:
- Flexible care options — including cash or reimbursement benefits
- Inflation protection to keep pace with rising costs
- Partnership plan eligibility in many states to help protect assets
These features make LTC insurance an essential part of a well-rounded protection plan.
The Bottom Line
The need for long-term care planning has never been clearer. By understanding what’s driving client decisions today, you can lead more meaningful conversations — and help families prepare with confidence.
Reach out to your Mutual of Omaha sales director or visit Sales Professional Access to explore resources, product updates, and sales tools designed to help you bring long-term care solutions to more clients in 2025 and beyond.
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