Join the only nonprofit organization in the life insurance industry focused on educating consumers

Who we are

Life Happens was founded in 1994 by industry leaders who recognized the need to provide consumers with educational information about life insurance and related products.

As of 2024, Life Happens, The National Association of Insurance and Financial Advisors and the Society of Financial Services Professionals have come together as one organization. The expanded organization retains all three brands under the NAIFA umbrella and leverages each organization’s strengths to create a greater impact for the industry, financial service professionals and consumers.

Life Happens is the trusted source for unbiased information about the importance of life insurance, disability insurance, long-term care insurance and annuities in a sound financial plan.

What we do

We fulfill our mission in two ways:

1. by sharing our educational message via our website, press coverage and social media so we can directly reach the greatest number of people possible
2. by partnering with insurance companies like yours to share the content and messages with your producers and directly with your customers.

We support insurance companies, agencies and industry associations of all sizes. We like to think of Life Happens as an extension of your company’s marketing and communications team, so that you can focus on specific initiatives while we prepare the market with general awareness.

What you support

Our work would not be possible without our partners. Because of your support, we’re able to coordinate three major annual awareness campaigns and conduct industry research with far-reaching impacts, helping more people get the insurance coverage they need.

Your partnership also supports two consumer-facing programs that show the true power of insurance products: Real Life Stories and the Life Lessons Scholarship Program.