“Long-term care insurance is too expensive.”
If you’ve been in this business for more than five minutes, you’ve definitely heard this objection. And while cost is a valid concern, it’s rarely the true issue. More often, it’s a sign that the client doesn’t yet understand the value, the alternatives, or the consequences of doing nothing.As agents, our role isn’t to argue—it’s to reframe. Here are three effective counterpoints to help move the conversation forward.
Clients often compare LTCi premiums to other discretionary expenses. That’s a mistake and one we can help correct.
| Mary Sizemore, CLTC, LTCCP Insurance Communications and Marketing Coordinator Krause Agency |
Long-term care planning is about transferring an unpredictable, potentially catastrophic financial risk. Without a plan, clients are self-insuring a risk that can easily exceed $300,000–$600,000 or more over a lifetime.
A helpful repositioning question: “If this risk shows up, where will the money come from, and what will it disrupt?”
Suddenly, the premium isn’t being compared to a vacation or car payment. Rather, it’s being compared to portfolio erosion, income loss, and family burden.
Many clients believe that declining LTCi means they’re “saving money.” In reality, they’re often choosing to pay more later, with fewer options and less control. Without long-term care coverage:
A strong agent takeaway: The absence of a plan doesn’t eliminate the risk. Instead, it shifts the cost and consequences.
Helping clients see the opportunity cost of inaction often reframes “too expensive” into “too risky not to address.”
Many objections are rooted in outdated perceptions of traditional LTCi. Agents should remind clients that today’s planning landscape includes:
Instead of asking, “Can you afford this?” consider asking: “How much risk do you want to retain, and how much do you want to transfer?”
Affordability often improves when clients understand they’re not locked into a one-size-fits-all solution.
When a client says, “LTCi is too expensive,” they’re usually saying:
Your job isn’t to defend premiums—it’s to educate, contextualize, and guide.
When clients understand the risk, the alternatives, and the flexibility of modern solutions, the conversation naturally shifts from cost to planning—right where it belongs.