IUL Sales Pitch 

Step 1: Intro

Step 2: Gauge Interest & Knowledge

Hey, (client name), blah blah blah

So, what got you curious about an IUL?

(They say: Saw it online / social media.)

→ Perfect. What do you already know about it?

(Let them explain what they’ve heard: cash value, tax-free, etc. — this gets them invested and shows you’re listening.)

Step 3: Frame the IUL Properly

Here’s the most important thing to know: An IUL is first and foremost a life insurance policy — not an investment. And that’s actually a huge advantage. If it were an investment, you’d be taxed on it… and we both know we don’t want Uncle Sam taking a chunk of your money, right? (get them to say “Right.”)

Step 4: Relatable Comparison with a 401k

Are you familiar with a 401k or IRA? Do you currently have one?

(Listen.)

Think about it like this: If you’ve saved $50,000 in a 401k and passed away, your family only gets that $50,000 — and it’s taxable. With an IUL, even if you only made one payment, your family could receive a much larger death benefit, completely tax-free.

Step 5: Highlight the Living Benefits

And it’s not just for when you’re gone. FlexLife includes living benefits at no extra cost. If you get diagnosed with a terminal, chronic, or critical illness — or even Alzheimer’s — you can access part of your death benefit while you’re alive. That way you’re not forced to sell your home or drain savings. It protects your lifestyle, not just your family’s future.

Step 6: Show How the Money Works

Here’s how the money side works: Part of your premium goes toward the insurance cost, which keeps it tax-advantaged. The rest goes into a cash value account that’s linked to market indexes like the S&P 500®.

Key difference: A 401k is in the market. An IUL is with the market. If the market goes up, your account can grow. If it drops, you don’t lose money — you get a guaranteed 0% floor. No negative years.

Step 7: Simple Visual Example (to lock it in)

Let’s say you have $100k in a 401k and $100k in an IUL. The market drops 10%. What is in your 401k and your IUL now?

Your 401k is now $90k. Your IUL stays at $100k.

Next year the market rebounds 10%. What is in your 401k and your IUL now?

Your 401k grows to $99k. Your IUL jumps to $110k. That’s an $11,000 difference — just from not losing money during the down year.

Step 8: Borrowing Option (Flexibility)

Unlike a 401k, you can borrow from your IUL’s cash value tax-free, with no age restrictions or penalties. That gives you flexibility for things like college, emergencies, or supplementing retirement income.

Step 9: Transition to the Close (Financial Questions)

Now, to show you exactly what this could look like for you, I’ll create a custom illustration. To do that, I’ll need two numbers from you:

The minimum you’d feel comfortable contributing each month

The maximum you’d ideally like to put toward building tax-free retirement income

This isn’t like traditional life insurance where you pick a coverage amount and I quote you a premium. With an IUL, we design it around what you can put in, so it can grow as efficiently as possible. Fair enough?

(Pause — get their buy-in.)

Step 10: Set Expectation

Once we submit your request, approvals usually take 2–6 weeks. While underwriting reviews your case, I’ll walk you through the details so you’re crystal clear on how the policy works and how it fits into your plan.

Our next steps are to go over pre-qualifications in order to determine the likelihood of approval. Sound good?

Medical Suitability

Financial Suitability

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