New research by Cheryl Retzloff, senior research director of LIMRA Markets, has identified a market that is largely untapped by life insurers—the single-household. According to LIMRA’s “2011 Life Insurance Buyer/Non-buyer” study that found only 39% of U.S. households recall having an opportunity to buy life insurance in the past two years, only 26% of single people recall having an opportunity to buy life insurance. This is compared to the 74% of married people.

“We also found that those singles who did recall having an opportunity to buy life insurance are almost as likely to buy life insurance as married households (51% versus 58%),” Retzloff said. “Companies could grow their life business by more aggressively pursuing this untapped market.”

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