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Gen Re is pleased to present the results of our 2025 U.S. Group Term Life Market Survey. This annual survey covers the Group Term Life (GTL) and Accidental Death and Dismemberment (AD&D) industry, tracking sales and inforce results as well as lapse rate and employee-paid data. The Market Survey continues to provide a valuable opportunity for participants to benchmark their results against those of their peers, as well as the industry as a whole.
Of the 24 companies participating this year, 19 have been long-time contributors in the Market Survey, providing data over the past 10 survey years.
Unless otherwise mentioned, total GTL and total AD&D include combined employer-paid and employee-paid results.
Twenty-four companies provided Group Term Life (GTL) results for 2025. Twenty-two provided Accidental Death & Dismemberment (AD&D) results. On a combined basis, total GTL and AD&D inforce premium reached $35.2 billion, with GTL representing the majority (93%) of the total.
Both GTL and AD&D inforce premium growth rates continue to remain positive. GTL inforce premium increased 1% in 2025, while AD&D premium rose by 4%.
Overall, 80% of companies reported positive GTL inforce premium growth, and 60% reported positive AD&D inforce premium growth in 2025.
Participating companies reported $3.3 billion in combined GTL and AD&D sales premium in 2025, with GTL accounting for 93% of the total.
GTL new sales premium was down 4% in 2025. Nearly half of participating companies reported negative sales results in 2025.
The top 10 companies held 84% of the market share for new sales premium, contributing approximately $3 billion of total 2025 sales.
AD&D sales premium decreased 7%, the first reported decrease since 2018.
Group Term Life sales cases declined for the first time in 5 years, decreasing by 9%. Inforce cases continue to see positive growth, with a 4% increase year over year.
For companies providing sales case size breakdown information for the two-year period, the 10–99 category continues to account for the highest percentage of cases (57%), followed by the 1–9 grouping (24%). Results were similar for inforce (54% and 28%, respectively). Less than 1% fell in the 5,000+ range for both sales and inforce.
Both GTL new sales and inforce lives were up 2% year-over‑year.
Average face amounts for new sales declined 2% in 2025. Inforce average face amounts grew by 1%.
Monthly premium rates were down for both new sales and inforce business.
|
|
Average Face Amount |
Monthly Premium Rate (per 1,000) |
|---|---|---|
|
Inforce Growth |
$108,013 1% |
$0.197 -2% |
|
New Sales Growth |
$98,975 -2% |
$0.194 -5% |
Average premium per life decreased for both new sales and inforce business.
|
|
Percentage of Companies |
|||
|---|---|---|---|---|
|
|
Average Premium Per Life |
Less than $150 |
$150 to $250 |
$250 or more |
|
Inforce Growth |
$252 -1% |
16% |
36% |
48% |
|
New Sales Growth |
$222 -6% |
14% |
55% |
32% |
Note: Totals may not equal 100% due to rounding.
If you have any questions about our summary report, please reach out to me – or let me know if you'd like to participate in next year’s industry survey!
