According to LIMRA and their 2020 Insurance Barometer Study, U.S. life insurance ownership has “fallen [significantly, by] 9 percentage points to 54%” over the last decade. While there is a reduction in ownership, the study also states that “the intent to purchase life insurance is at an all-time high with 36% of Americans saying they intend to purchase life insurance coverage in the next 12 months.” Meaning there is a huge opportunity, as financial professionals, over the next few months.