LIMRA Q1 2026 Results: VUL and Whole Life Growth Surprises and Concerns

LIMRA's Q1 2026 results came in stronger than expected, with overall life insurance premium up 10% YoY.

Two reads under the top line worth pulling out:

👉 VUL is up 16% YoY, continuing its strong trajectory. Heading into the year there was an expectation of softening given market uncertainty. That hasn't materialized.

👉 Whole life is growing too, but a meaningful share of that growth is coming from final expense products, much of which is being pushed by social media marketing.

The final expense / social media dynamic is the more uncomfortable read of the data. The targeting practices behind a lot of that growth deserve more scrutiny than they're getting.

We unpacks both stories This Week in Life Insurance, filmed on location in Seattle.

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