Every September, Life Insurance Awareness Month (LIAM) reminds families nationwide to assess their financial protection. For military families, it’s more than a reminder; it’s a timely call to action.
With deployments, PCS moves, and unpredictable transitions, life insurance needs can shift quickly. That’s why this month is the perfect time to pause and reassess.
Whether you are active duty, transitioning to civilian life, or supporting a spouse in service, this is your opportunity to make sure your coverage still fits your life.
What Is Life Insurance Awareness Month—and Why Was It Created?
Life Insurance Awareness Month is recognized every September as a national initiative to help Americans better understand the importance of life insurance.
LIAM was launched in 2004 by Life Happens, a nonprofit organization dedicated to financial education. The campaign was created in response to a growing issue: too many Americans were either uninsured or underinsured, leaving their loved ones financially vulnerable if the unexpected happened.
Each year, LIAM is supported by insurers, financial educators, and military organizations like The Uniformed Services Benefit Association® (USBA®), who work to raise awareness and encourage informed decisions about life insurance. For military families, whose financial planning can be affected by deployments, PCS orders, or changes in benefits, this presents a valuable chance to review their long-term protection strategies.
According to LIMRA, 44% of U.S. households would face financial hardship within six months if the primary wage earner passed away.*
Why It Matters for Military Families
Life insurance isn’t just about the worst-case scenario; it’s about creating a sense of stability in a world full of change. For service members and their families, that change often comes quickly: new assignments, career shifts, growing families, or separation from service.
That’s why it’s important to regularly review your coverage, especially if you only have one policy in place. While that coverage may be a helpful foundation, it may not be enough to support long-term goals like mortgage protection, education funding, or income replacement.
Taking the time to review and adjust your policy ensures your coverage keeps pace with your life, offering protection tailored to your family’s needs.
4 Questions to Help You Evaluate Your Coverage This September
As you recognize Life Insurance Awareness Month each year, ask yourself:
- Has your family situation changed this year? A new child, marriage, or divorce may require a beneficiary update or increased coverage.
- Have you received a promotion or been separated from service? Career changes often shift financial responsibilities.
- Would your current coverage be enough for your family if something happened tomorrow? Many military families discover they’re underinsured.
- Are you relying solely on government-provided benefits? If so, consider how long those benefits would last and whether they align with your family’s needs.
If any of these questions gave you pause, it might be time to explore your options. That’s where having the proper support and the right coverage makes all the difference.
How USBA Supports Military Families Year-Round
At USBA, we don’t just offer life insurance—we offer protection with purpose. Our nonprofit roots and military focus mean we prioritize long-term support, not short-term sales. That includes:
- Coverage that moves with you after separation or retirement from the military.
- Plans without war clauses—because we understand the risks you take.
- Flexible options for service members and spouses at every stage of life.
Whether you’re a new recruit, a seasoned officer, or a military spouse managing your family’s finances, we’re here to help make life insurance easier to understand—and easier to act on.
Get an estimate for coverage today with our easy-to-use Quote Tool.
Take Action This September
Don’t let Life Insurance Awareness Month come and go without taking a moment to evaluate your life insurance coverage. The most important financial decisions are often the ones we delay, but taking one small step today can create peace of mind for years to come.
Let USBA partner with you to safeguard what matters most. Review your options and begin your coverage assessment today.
Follow us on social media @USBAInsurance
Follow us on social media @USBAInsurance