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Leading Tomorrow:
2024 Long-Term Care Consumer Study

That one looks good

Nothing can upend financial plans like the need for long-term care (LTC). But when it comes to LTC, what are people concerned about?  When it comes to LTC protection, what exactly are clients looking for? And what does this mean for your business?

Our Leading Tomorrow: 2024 Long-Term Care Consumer Study answers these key questions and more. Building on our 2022 study, we surveyed Americans to better understand their perceptions of LTC, LTC protection options, the features they value, and where they go to learn more about LTC.


What did we learn? LTC planning is on the rise, particularly among younger Americans; cost of LTC coverage remains a top concern; and many would like assistance when it comes to understanding and selecting LTC options.

  • Get the full report

    What’s top of mind for today’s LTC consumers? Find out by downloading the full report here.

Consumers get it, but they need support.

  • Overall, 74% of Americans think they are likely to need LTC in the future, and nearly two-thirds (64%) say LTC planning is a priority — but only 33% are confident in their current plans.

  • 75%

    who are planning for LTC said that witnessing a loved one need care was a major catalyst for buying protection.
  • 55% of those 40-49 years old are confident in their current plans — just 17% of those over age 60 express the same confidence.

  • 75%

    of younger Americans (ages 40-49) are prioritizing LTC planning.

  • 54%

    say worries over cost remain the biggest barrier to LTC planning.
  • 94% of Americans over age 60 rate price and premium guarantee as the most important factor when considering LTC protection.

  • 44%

    of Americans want support when selecting LTC protection.
  • 51% of Americans plan on using personal savings to pay for LTC — and 46% plan on using LTC protection.

Leading Tomorrow: 2024 Long-Term Care Consumer Study

About the study


The Leading Tomorrow: 2024 Long-Term Care Consumer Study surveyed individuals aged 40+ across the U.S. who have explored LTC options. The goal? To help us better understand their perceptions of LTC coverage, which features they value, and where they go to find information about LTC.

Study highlights

What’s driving Americans to explore long-term care planning?

What are some generational differences in long-term care planning?

What cost considerations are driving Americans to explore long-term care planning?

Where are Americans going for information on long-term care protection?

What are the drivers and barriers to American long-term care planning?

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