NEW YORK, Sept. 04, 2026 (GLOBE NEWSWIRE) -- Most people already know they should have life insurance. Getting around to buying it is where things stall. Recently, Nichole Myers, Chief Underwriter at Ethos, conducted a satellite media tour in partnership with D S Simon Media in recognition of Life Insurance Awareness Month to break down new research on what finally pushes Americans to protect their families and how Ethos is making it easier than ever to get covered.
As millions of Americans continue to put off one of the most important financial decisions they can make for their families, important questions are emerging about why the delay happens and what it actually costs. Here are some of the top questions and expert insights from Nichole Myers, Chief Underwriter at Ethos:
What does new Ethos research reveal about when and why Americans finally decide to get life insurance?
The research points to a striking gap between knowing and doing. "70% of people knew that they needed life insurance long before they ever acted on that and actually purchased a policy," Myers said. The delay was significant for many.
About 30% waited nearly a year to get coverage for their family, and another 17% waited more than two years. Knowing you need protection and actually putting it in place, it turns out, are two very different things.
What are the most common reasons people put it off and what does that delay actually cost families?
For most Americans, the biggest barrier is a misconception about cost. "The number one reason why people aren't purchasing is because they don't think that it's affordable," Myers explained. "Nearly 40% of people assumed that the cost was out of reach."
But the reality is very different. "43% of people said that if they knew the actual cost, they would have acted on it a lot sooner," she said. A healthy 30-year-old can get a meaningful amount of coverage for around a dollar a day. "So that barrier is more of an education barrier than an actual barrier," Myers noted. Every year a family goes without coverage is a year they are one unexpected event away from serious financial hardship.
What life moments should prompt someone to take a serious look at their coverage needs?
Myers points to the big emotional milestones as the moments that most often move people to act. "Getting married, expecting a child, buying a house, and losing a loved one or watching a loved one age, these are those big life events where people are really facing their own mortality," she said.
The data backs it up: around 67% of people say they would worry about their family's financial future if something happened to them. "These are usually the milestones that make people step back and say, it's time. I need to get coverage now," Myers added.
How has Ethos made it easier to get life insurance and where can people get started today?
With Ethos, you can protect your family online in less than 10 minutes without a medical exam. Ethos has fundamentally simplified a process that used to feel overwhelming. "We have taken this complicated, historically burdensome process that used to take 6 to 8 weeks," Myers said. "We've taken the paper out of it. We've taken the medical exams, the blood work, the doctors, and we've compressed that down into a ten-minute online application, something that you could fill out on the sidelines from your child's soccer game." Many people are able to get coverage the same day.
Families looking to learn more about their life insurance options or get started with a quote can visit ethos.com for resources, tools, and a simple application with no medical exam required and just a few health questions.
Nichole, Myers, Chief Underwriter, Ethos
Nichole Myers, Chief Underwriter, is responsible for growing Ethos' underwriting offerings, as well as leading overall underwriting strategy and execution. Prior to Ethos, Nichole was Senior Vice President and Underwriting Innovation Lead for the Americas at Swiss Reinsurance Company, and held various senior level roles at MIB Solutions Inc and Met Life. Nichole is passionate about developing technology, products, business processes, and underwriting philosophy that will evolve the way we connect with and service our customers.
About Ethos
Ethos is a leading life insurance technology company on a mission to protect families. With its robust three-sided technology platform, Ethos is transforming the life insurance experience for consumers, agents, and carriers alike. Ethos offers instant accessible products and a seamless online process that requires no medical exams and just a few health questions; it eliminates traditional barriers, making it easier than ever for everyone to protect their families. Through its platform, Ethos is redefining how life insurance is bought, sold, and underwritten. Learn more at ethos.com.
About D S Simon Media:
The firm is well known as a leader in the satellite media tour industry and produces tours from its studio and multiple control rooms at its New York headquarters. Clients include top brands in healthcare, technology, travel, financial services, consumer goods, entertainment, retail and non-profits. Established in 1986 the firm has won more than 100 industry awards.
About YourUpdateTV: YourUpdateTV is a property of D S Simon Media. The video included and release was part of a media tour that was produced by D S Simon Media on behalf of Ethos.
Media Contact
Michael O’Donnell
D S Simon Media
212-736-2727
modonnell@dssimon.com
A video accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/b6a35034-fee3-48b7-bcd7-e5263fb76781
