Life Individual Market Share by Distribution Channel, 2015 and 2024

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(1) Includes brokers, broker-dealers, personal producing general agents and registered investment advisers. (2) Includes agency building, multiline exclusive and home service agents. (3) No producers are involved. Excludes direct marketing efforts involving agents. Includes internet sales where consumers submit online applications. (4) Includes financial institutions, worksite and other channels.

Source: U.S. Individual Life Insurance Sales Trends, Industry Estimates, 1975-2024, LIMRA, 2025.