Long-Term Care: The Overlooked Risk in Retirement Planning
Traditional long-term care insurance is costly, exclusive, and complex—leaving most clients underprotected. Discover why your guidance—and a more holistic approach—matters now more than ever.
Long-Term Care: The Overlooked Risk in Retirement Planning
Traditional long-term care insurance is costly, exclusive, and complex—leaving most clients underprotected. Discover why your guidance—and a more holistic approach—matters now more than ever.
Long-Term Care: The Overlooked Risk in Retirement Planning
Traditional long-term care insurance is costly, exclusive, and complex—leaving most clients underprotected. Discover why your guidance—and a more holistic approach—matters now more than ever.
Americans are living longer,¹ and nearly 70% will eventually need long-term care,² even as less than 4% have coverage.³ The average cost ranges from $175,000 to over $500,000,⁴ a number most people underestimate. By addressing this risk with innovative new retirement solutions like Bridge® by EquiTrust, you can help secure your clients’ future.
Long-Term Care Basics: The Need is Clear
What is LTC?
Long-term care supports people who can’t handle daily tasks due to illness, injury, aging, or cognitive decline.
Where does it take place?
Care usually starts at home with family or paid caregivers, but can also be delivered in assisted living or nursing homes.
Who pays for uninsured LTC?
Individuals and their families cover most long-term care costs—Medicare covers very little, and Medicaid only helps after assets are spent down.
How much does it cost?
LTC averages $5,000-$9,000 a month today, depending on setting, and if costs continue to rise at recent rates, that average could approach about 8,000 a month in 10 years and 13,000 or more a month in 20 years.⁵
Long-Term Care Basics: The Need is Clear
What is LTC?
Long-term care supports people who can’t handle daily tasks due to illness, injury, aging, or cognitive decline.
Where does it take place?
Care usually starts at home with family or paid caregivers, but can also be delivered in assisted living or nursing homes.
Who pays for uninsured LTC?
Individuals and their families cover most long-term care costs—Medicare covers very little, and Medicaid only helps after assets are spent down.
How much does it cost?
LTC averages $5,000-$9,000 a month today, depending on setting, and if costs continue to rise at recent rates, that average could approach about 8,000 a month in 10 years and 13,000 or more a month in 20 years.⁵
Long-Term Care Basics: The Need is Clear
What is LTC?
Long-term care supports people who can’t handle daily tasks due to illness, injury, aging, or cognitive decline.
Where does it take place?
Care usually starts at home with family or paid caregivers, but can also be delivered in assisted living or nursing homes.
Who pays for uninsured LTC?
Individuals and their families cover most long-term care costs—Medicare covers very little, and Medicaid only helps after assets are spent down.
How much does it cost?
LTC averages $5,000-$9,000 a month today, depending on setting, and if costs continue to rise at recent rates, that average could approach about 8,000 a month in 10 years and 13,000 or more a month in 20 years.⁵
Long-Term Care Basics: The Need is Clear
What is LTC?
Long-term care supports people who can’t handle daily tasks due to illness, injury, aging, or cognitive decline.
Where does it take place?
Care usually starts at home with family or paid caregivers, but can also be delivered in assisted living or nursing homes.
Who pays for uninsured LTC?
Individuals and their families cover most long-term care costs—Medicare covers very little, and Medicaid only helps after assets are spent down.
How much does it cost?
LTC averages $5,000-$9,000 a month today, depending on setting, and if costs continue to rise at recent rates, that average could approach about 8,000 a month in 10 years and 13,000 or more a month in 20 years.⁵
Long-Term Care Mythbusters
Even the savviest clients believe these common LTC myths. Use our expert insights and sales tools to clear up confusion and guide clients to informed, confident decisions.
Medicare or Medicaid will pay for it.
Medicare covers only short-term recovery care—Medicaid applies only after assets are nearly gone.
Medicare or Medicaid will pay for it.
Medicare covers only short-term recovery care—Medicaid applies only after assets are nearly gone.
Medicare or Medicaid will pay for it.
Medicare covers only short-term recovery care—Medicaid applies only after assets are nearly gone.
Medicare or Medicaid will pay for it.
Medicare covers only short-term recovery care—Medicaid applies only after assets are nearly gone.
I have Veteran LTC benefits.
VA coverage is limited and only available under strict service, income, and disability criteria.
I have Veteran LTC benefits.
VA coverage is limited and only available under strict service, income, and disability criteria.
I have Veteran LTC benefits.
VA coverage is limited and only available under strict service, income, and disability criteria.
I have Veteran LTC benefits.
VA coverage is limited and only available under strict service, income, and disability criteria.
I’ll just rely on my own assets and income!
The rising cost of care can erode a lifetime of savings faster than most clients imagine.
I’ll just rely on my own assets and income!
The rising cost of care can erode a lifetime of savings faster than most clients imagine.
I’ll just rely on my own assets and income!
The rising cost of care can erode a lifetime of savings faster than most clients imagine.
I’ll just rely on my own assets and income!
The rising cost of care can erode a lifetime of savings faster than most clients imagine.
The Trouble with Traditional LTC Insurance
Hard to explain
Even experienced agents struggle to clarify coverage, exclusions, and triggers—making it harder to close sales.
Long sales process & underwriting
Lengthy applications and medical reviews lead to delays and discourage both agents and clients.
High rejection rates
Nearly 30–50% of applicants are declined due to strict health qualifications—especially those over age 60.⁶
“Use it or lose it” dilemma
If clients never claim, their investment is lost—making the product easy to walk away from.
Historically unpredictable cost
Unpredictable costs force consumers to pay more, accept reduced benefits, or drop coverage entirely.
The Trouble with Traditional LTC Insurance
Hard to explain
Even experienced agents struggle to clarify coverage, exclusions, and triggers—making it harder to close sales.
Long sales process & underwriting
Lengthy applications and medical reviews lead to delays and discourage both agents and clients.
High rejection rates
Nearly 30–50% of applicants are declined due to strict health qualifications—especially those over age 60.⁶
“Use it or lose it” dilemma
If clients never claim, their investment is lost—making the product easy to walk away from.
Historically unpredictable cost
Unpredictable costs force consumers to pay more, accept reduced benefits, or drop coverage entirely.
The Trouble with Traditional LTC Insurance
Hard to explain
Even experienced agents struggle to clarify coverage, exclusions, and triggers—making it harder to close sales.
Long sales process & underwriting
Lengthy applications and medical reviews lead to delays and discourage both agents and clients.
High rejection rates
Nearly 30–50% of applicants are declined due to strict health qualifications—especially those over age 60.⁶
“Use it or lose it” dilemma
If clients never claim, their investment is lost—making the product easy to walk away from.
Historically unpredictable cost
Unpredictable costs force consumers to pay more, accept reduced benefits, or drop coverage entirely.
The Trouble with Traditional LTC Insurance
Hard to explain
Even experienced agents struggle to clarify coverage, exclusions, and triggers—making it harder to close sales.
Long sales process & underwriting
Lengthy applications and medical reviews lead to delays and discourage both agents and clients.
High rejection rates
Nearly 30–50% of applicants are declined due to strict health qualifications—especially those over age 60.⁶
“Use it or lose it” dilemma
If clients never claim, their investment is lost—making the product easy to walk away from.
Historically unpredictable costs
In the past, premiums have spiked without warning—forcing buyers to pay more, accept reduced benefits, or drop coverage entirely.
The Only* Fixed Index Hybrid Annuity With 100% Guaranteed Approval for Long-Term Care Coverage⁷
Bridge® by EquiTrust is the only* fixed index hybrid annuity with 100% guaranteed long-term care coverage⁷ on the market today—every client qualifies. No field exams, no declines, instant approval.
PLUS:
Simplified underwriting (No MIB, no build chart), three classes
Potential for more than 3X benefits with Coverage Ratios
Tax-free benefits for qualified LTC services (subject to IRS daily maximum)⁸
Indexed annuity growth and principal protection
Robust wellness program—Through participation, clients turn simple daily actions into real dollars added to their LTC coverage⁹
I can’t imagine why someone wouldn’t want to offer Bridge to their clients!
Tom Hegna
CLU, CHFC, CASL
I can’t imagine why someone wouldn’t want to offer Bridge to their clients!
Tom Hegna
CLU, CHFC, CASL
I can’t imagine why someone wouldn’t want to offer Bridge to their clients!
Tom Hegna
CLU, CHFC, CASL
I can’t imagine why someone wouldn’t want to offer Bridge to their clients!
Tom Hegna
CLU, CHFC, CASL
Equitrust is an industry innovator. Bridge is an outside-the-box solution that will differentiate you from the competition and endear you to your clients.
Jim Silbernagel
CFP, LUTCF, CTA
Equitrust is an industry innovator. Bridge is an outside-the-box solution that will differentiate you from the competition and endear you to your clients.
Jim Silbernagel
CFP, LUTCF, CTA
Equitrust is an industry innovator. Bridge is an outside-the-box solution that will differentiate you from the competition and endear you to your clients.
Jim Silbernagel
CFP, LUTCF, CTA
Equitrust is an industry innovator. Bridge is an outside-the-box solution that will differentiate you from the competition and endear you to your clients.
Jim Silbernagel
CFP, LUTCF, CTA
Join other successful advisors who are transforming the way they serve clients with Bridge® by Equitrust.
Longevity Planners is a marketing organization empowering agents, advisors, and BGAs to offer Bridge® by Equitrust.
¹ According to the Centers for Disease Control and Prevention (CDC), U.S. life expectancy has risen from 47.3 years in 1900 to 78.8 years in 2019.
² According to an analysis prepared for the U.S. Department of Health and Human Services, 70% of adults who survive to age 65 develop severe long-term services and supports (LTSS) needs before they die.
³ According to LIMRA, while 29% of consumers believe they own some form of long-term care insurance, just 3-4% of adults over age 50 actually do.
⁴ Based on national median annual costs for assisted living communities and nursing homes reported in the Genworth and CareScout 2024 Cost of Care Survey.
⁵ Based on national median annual costs from the Genworth and CareScout 2024 Cost of Care Survey; 10‑ and 20‑year figures are projections based on assumed inflation.
⁶ According to KFF Health News, in 2021 about 30% of applicants ages 60–64 and 47% of applicants ages 70–74 were denied long‑term care insurance.
⁷ Must pass annuity suitability requirements. Guarantees based on the claims-paying ability of EquiTrust Life Insurance Company. Bridge contract issued on Form Series ICC12-ET-EIA-2000(01-12) or ET-EIA-2000(12-21). Long-Term Care Rider issued on ET-LTC(01-24). NeverStop Wellness Rider issued on ET-WEL(01-24). Products underwritten, issued and distributed by EquiTrust Life Insurance Company, West Des Moines, Iowa. Bridge is not available in CA, CT, IN, NY.
⁸ Neither EquiTrust nor Longevity Planners provides tax advice. Please consult with a tax professional for any tax-related questions you may have.
⁹ NeverStop by Assured Allies may not be available in all states. Product features may vary by state. See contract for complete details.
© 2025 Longevity Planners Insurance Agency, LLC. All Rights Reserved.
Longevity Planners is a marketing organization empowering agents, advisors, and BGAs to offer Bridge® by Equitrust.
¹Must pass annuity suitability requirements. Guarantees based on the claims-paying ability of EquiTrust Life Insurance Company. Bridge contract issued on Form Series ICC12-ET-EIA-2000(01-12) or ET-EIA-2000(12-21). Long-Term Care Rider issued on ET-LTC(01-24). NeverStop Wellness Rider issued on ET-WEL(01-24). Products underwritten, issued and distributed by EquiTrust Life Insurance Company, West Des Moines, Iowa. Bridge is not available in CA, CT, IN, NY.
² According to an analysis prepared for the U.S. Department of Health and Human Services, 70% of adults who survive to age 65 develop severe long-term services and supports (LTSS) needs before they die.
³ According to LIMRA, while 29% of consumers believe they own some form of long-term care insurance, just 3-4% of adults over age 50 actually do.
⁴ Based on national median annual costs for assisted living communities and nursing homes reported in the Genworth and CareScout 2024 Cost of Care Survey.
⁵ Based on national median annual costs from the Genworth and CareScout 2024 Cost of Care Survey; 10‑ and 20‑year figures are projections based on assumed inflation.
⁶ According to KFF Health News, in 2021 about 30% of applicants ages 60–64 and 47% of applicants ages 70–74 were denied long‑term care insurance.
⁷ Must pass annuity suitability requirements. Guarantees based on the claims-paying ability of EquiTrust Life Insurance Company. Bridge contract issued on Form Series ICC12-ET-EIA-2000(01-12) or ET-EIA-2000(12-21). Long-Term Care Rider issued on ET-LTC(01-24). NeverStop Wellness Rider issued on ET-WEL(01-24). Products underwritten, issued and distributed by EquiTrust Life Insurance Company, West Des Moines, Iowa. Bridge is not available in CA, CT, IN, NY.
⁸ Neither EquiTrust nor Longevity Planners provides tax advice. Please consult with a tax professional for any tax-related questions you may have.
⁹ NeverStop by Assured Allies may not be available in all states. Product features may vary by state. See contract for complete details.
© 2025 Longevity Planners Insurance Agency, LLC. All Rights Reserved.
Longevity Planners is a marketing organization empowering agents, advisors, and BGAs to offer Bridge® by Equitrust.
¹ According to the Centers for Disease Control and Prevention (CDC), U.S. life expectancy has risen from 47.3 years in 1900 to 78.8 years in 2019.
² According to an analysis prepared for the U.S. Department of Health and Human Services, 70% of adults who survive to age 65 develop severe long-term services and supports (LTSS) needs before they die.
³ According to LIMRA, while 29% of consumers believe they own some form of long-term care insurance, just 3-4% of adults over age 50 actually do.
⁴ Based on national median annual costs for assisted living communities and nursing homes reported in the Genworth and CareScout 2024 Cost of Care Survey.
⁵ Based on national median annual costs from the Genworth and CareScout 2024 Cost of Care Survey; 10‑ and 20‑year figures are projections based on assumed inflation.
⁶ According to KFF Health News, in 2021 about 30% of applicants ages 60–64 and 47% of applicants ages 70–74 were denied long‑term care insurance.
⁷ Must pass annuity suitability requirements. Guarantees based on the claims-paying ability of EquiTrust Life Insurance Company. Bridge contract issued on Form Series ICC12-ET-EIA-2000(01-12) or ET-EIA-2000(12-21). Long-Term Care Rider issued on ET-LTC(01-24). NeverStop Wellness Rider issued on ET-WEL(01-24). Products underwritten, issued and distributed by EquiTrust Life Insurance Company, West Des Moines, Iowa. Bridge is not available in CA, CT, IN, NY.
⁸ Neither EquiTrust nor Longevity Planners provides tax advice. Please consult with a tax professional for any tax-related questions you may have.
⁹ NeverStop by Assured Allies may not be available in all states. Product features may vary by state. See contract for complete details.
© 2025 Longevity Planners Insurance Agency, LLC. All Rights Reserved.
Longevity Planners is a marketing organization empowering agents, advisors, and BGAs to offer Bridge® by Equitrust.
¹ Must pass annuity suitability requirements. Guarantees based on the claims-paying ability of EquiTrust Life Insurance Company. Bridge contract issued on Form Series ICC12-ET-EIA-2000(01-12) or ET-EIA-2000(12-21). Long-Term Care Rider issued on ET-LTC(01-24). NeverStop Wellness Rider issued on ET-WEL(01-24). Products underwritten, issued and distributed by EquiTrust Life Insurance Company, West Des Moines, Iowa.
² Neither EquiTrust nor Longevity Planners provide tax advice. Please consult with a tax professional for any tax-related questions you may have.
³May not be available in all states. Product features may vary by state. See contract for complete details.
⁴ Based on national median annual costs for assisted living communities and nursing homes reported in the Genworth and CareScout 2024 Cost of Care Survey.
⁵ Based on national median annual costs from the Genworth and CareScout 2024 Cost of Care Survey; 10‑ and 20‑year figures are projections based on assumed inflation.
⁶ According to KFF Health News, in 2021 about 30% of applicants ages 60–64 and 47% of applicants ages 70–74 were denied long‑term care insurance.
⁷ Must pass annuity suitability requirements. Guarantees based on the claims-paying ability of EquiTrust Life Insurance Company. Bridge contract issued on Form Series ICC12-ET-EIA-2000(01-12) or ET-EIA-2000(12-21). Long-Term Care Rider issued on ET-LTC(01-24). NeverStop Wellness Rider issued on ET-WEL(01-24). Products underwritten, issued and distributed by EquiTrust Life Insurance Company, West Des Moines, Iowa. Bridge is not available in CA, CT, IN, NY.
⁸ Neither EquiTrust nor Longevity Planners provides tax advice. Please consult with a tax professional for any tax-related questions you may have.
⁹ NeverStop by Assured Allies may not be available in all states. Product features may vary by state. See contract for complete details.
© 2025 Longevity Planners Insurance Agency, LLC. All Rights Reserved.