As insurance brokers and financial professionals, we take pride in helping our clients build strong financial futures. We talk about investment growth, retirement planning, and protecting loved ones with life insurance. But there’s one glaring gap that too many advisors still overlook: what happens when a client can’t work due to a disability?

Disability insurance is the missing link in far too many financial plans. It’s time we change that.

The Missing Link in Financial Plans

Most clients don’t realize how common disabilities are. According to the Social Security Administration, more than 1 in 4 of today’s 20-year-olds will become disabled before reaching retirement age. That’s a higher probability than dying prematurely, yet life insurance often takes priority.

Clients may assume their employer coverage is sufficient, or that their savings would carry them through. But group disability insurance often only covers a fraction of income, and benefits are typically taxable if the employer pays the premium. A single illness or accident could derail years of careful financial planning.

Why Brokers & Advisors Should Lead with Income Protection

Think of disability insurance as income insurance. Your clients’ most valuable asset isn’t their house or portfolio—it’s their ability to earn a living. If that asset disappears, everything else is at risk.

By leading with income protection, you show clients you’re not just managing their money—you’re safeguarding their financial foundation. This positions you as a comprehensive planner who anticipates risks, not just an investment advisor.

Sales Conversation Starters That Work

Starting the conversation can be as simple as asking:

“What would happen if your paycheck stopped tomorrow?”

“How long could you maintain your lifestyle without income?”

“Have you reviewed your group disability coverage recently?”

Many clients have never considered these questions. That creates an opening for education and solutions.

Leveraging Group Coverage Shortfalls

Start by evaluating what the client already has. Group LTD policies often have:

• Caps that limit high-income earners to a fraction of their salary
• “Own occupation” definitions that may change after 24 months
• No coverage for bonuses, commissions, or incentives

Supplementing group plans with individual disability insurance can bridge the gap and offer clients tax-free, portable, and customizable coverage.

Real Stories, Real Impact

Take the case of a 42-year-old dentist who developed a hand tremor. His group LTD paid just 60% of his base salary, and nothing on his substantial bonuses. Fortunately, his advisor had recommended an individual DI policy years earlier. That coverage allowed him to keep his practice running and maintain his lifestyle.

Stories like these stick with clients far more than charts and statistics.

Action Steps for Advisors

• Add a disability income review to your annual client check-ins
• Use life events (new job, baby, house purchase) to revisit coverage needs
• Partner with a DI specialist if you’re not comfortable presenting options yourself

Conclusion

Disability insurance isn’t just a product—it’s a promise that your clients won’t face financial ruin from the unexpected. It’s time to give income protection the attention it deserves in every portfolio.

Your clients count on you to protect what matters most. Don’t let their income go uninsured.

Ready to get started? Learn more about marketing and selling DI, contact Steve Crowe at ext. 222 or request a quote.