Voluntary Benefits
Published by Drew Daniele on June 2nd, 2026
Over the last decade, long-term care (LTC) has evolved from a relatively niche insurance conversation into a country-wide, urgent planning priority. But while the need is universal, the experience is most certainly not. Especially for West Coast residents (Californians in particular), planning for LTC comes with its own distinct set of pressures.
From some of the highest costs of care in the nation to evolving state legislation actively reshaping how LTC is funded and delivered, the landscape here looks different than it does anywhere else. And with 70% of adults aged 65 and older expected to need LTC at some point in their lives,¹ the question is no longer if Californians will face this reality, but how prepared they'll be when they do.
The country-wide answer seems fairly simply — everyone should purchase some kind of LTC insurance plan. It’s true that doing so is a meaningful first step, but for California residents, it's rarely the whole answer. The LTC conversation is changing, and brokers here have the opportunity and responsibility to lead that conversation locally, helping clients move from uncertainty to confidence when planning for their future care needs.
Despite California’s world-class reputation for healthcare, access to quality LTC is not equally distributed across the state. In rural stretches of the Central Valley, the Sierra Nevada foothills, or the far reaches of Northern California, the nearest care facility can be hours away, and getting in-home care professionals to travel those distances comes at a premium. And even in more populated areas, our notorious Californian traffic and sprawling geography can make routine care logistics a real burden.
It’s not a secret — when access is difficult, the costs follow. Of the available LTC facilities and services, California costs rank well above the national average. For example, in 2025, the cost of a semi-private room in a nursing home was $12,167, more than $2,500 per month than the national average.3 In a state where the cost of living is already among the highest in the nation, that pressure can compound until it’s unmanageable.
There’s an industry saying that goes, “The best time to think about your benefits is before you need them.” For Californians, that couldn't be more true. As brokers and carrier reps, our role goes beyond simply offering access to quality LTC products. It's about educating our clients on why planning early matters. That means reinforcing the value of securing a policy sooner rather than later, discussing the costs and availability of nearby facilities, and having honest conversations about the potential burden LTC can place on your clients' families.
It's also about breaking down misconceptions that keep people from planning, such as the stigma that care benefits are only for the elderly. Health issues can arise anytime, anywhere – just ask my friend, and colleague, David Donatelli. In fact, 37% of individuals who use LTC are 64 years of age and younger (approx. 3.7 million Americans).4
When you consider how many people utilize care today, coupled with the costs and lack of availability, the math becomes pretty straightforward. The longer you wait, the higher your premium is likely to be — end of story. And in California where care costs are already elevated, that delay can meaningfully shrink both affordability and coverage options.
These products carry some real advantages. Because they pair life insurance with LTC coverage, policyholders stand to receive a benefit regardless of whether they ultimately need care. And for younger Californians just starting out or already growing their families, the life insurance component can make the conversation feel more immediately relevant and create a natural entry point for early planning that standalone LTC policies often struggle to offer.
In the case of Trustmark®, we offer three different products that offer benefits that can be used to help pay for LTC: Universal Life, Universal LifeEvents®, and Trustmark Life + Care®. Trustmark Life + Care can these benefits pay 4% or 6% of the death benefit per month that can be used for care, but the benefit is also available for in-home care (by a healthcare worker or family member) or at a facility for up to 50 months. And as of 2025, they all come standard with Cariloop® to help make planning for care needs, or helping a loved one in need of care, even easier. You can learn more about the Universal Life with LTC benefit here.*
California's LTC landscape is complex, yes, but with the right guidance, your clients don't have to navigate it alone.
*Product and rider availability may vary by state. Please contact a Trustmark Sales Representative for more information regarding state eligibility
Sources:
1 Most aging Americans will need long-term care in their lifetime. CBS News. 2025/
2 State Health Facts. Population Distribution by Age. KFF. 2026.
3 Cost of Care Survey. Genworth. 2026.
4 Selected Long-Term Care Statistics. Family Caregiver Alliance. 2024.
Cariloop® is a registered trademark of Cariloop, Inc. Cariloop is not a Trustmark Insurance Company program, but is created and managed by Cariloop, Inc. Trustmark is not responsible for any advice received from Cariloop. Trustmark®, Trustmark Universal LifeEvents®, and Trustmark Life + Care® are registered trademarks of Trustmark Insurance Company. Benefits, definitions, exclusions and limitations, and form numbers may vary by state. Products underwritten by Trustmark Insurance Company and Trustmark Life Insurance Company of New York. Rated A (Excellent) for financial strength by AM Best.
From some of the highest costs of care in the nation to evolving state legislation actively reshaping how LTC is funded and delivered, the landscape here looks different than it does anywhere else. And with 70% of adults aged 65 and older expected to need LTC at some point in their lives,¹ the question is no longer if Californians will face this reality, but how prepared they'll be when they do.
The country-wide answer seems fairly simply — everyone should purchase some kind of LTC insurance plan. It’s true that doing so is a meaningful first step, but for California residents, it's rarely the whole answer. The LTC conversation is changing, and brokers here have the opportunity and responsibility to lead that conversation locally, helping clients move from uncertainty to confidence when planning for their future care needs.
Here’s What’s Happening in California
Across the country, we’ve all seen the population of individuals aged 65+ increase year over year — and California is certainly no exception to the trend. In 2014, individuals aged 65+ accounted for 12.9% of the state population. A decade later, that number has risen to 16.6%.2Despite California’s world-class reputation for healthcare, access to quality LTC is not equally distributed across the state. In rural stretches of the Central Valley, the Sierra Nevada foothills, or the far reaches of Northern California, the nearest care facility can be hours away, and getting in-home care professionals to travel those distances comes at a premium. And even in more populated areas, our notorious Californian traffic and sprawling geography can make routine care logistics a real burden.
It’s not a secret — when access is difficult, the costs follow. Of the available LTC facilities and services, California costs rank well above the national average. For example, in 2025, the cost of a semi-private room in a nursing home was $12,167, more than $2,500 per month than the national average.3 In a state where the cost of living is already among the highest in the nation, that pressure can compound until it’s unmanageable.
Why We Need to Plan for Care
There’s an industry saying that goes, “The best time to think about your benefits is before you need them.” For Californians, that couldn't be more true. As brokers and carrier reps, our role goes beyond simply offering access to quality LTC products. It's about educating our clients on why planning early matters. That means reinforcing the value of securing a policy sooner rather than later, discussing the costs and availability of nearby facilities, and having honest conversations about the potential burden LTC can place on your clients' families.
It's also about breaking down misconceptions that keep people from planning, such as the stigma that care benefits are only for the elderly. Health issues can arise anytime, anywhere – just ask my friend, and colleague, David Donatelli. In fact, 37% of individuals who use LTC are 64 years of age and younger (approx. 3.7 million Americans).4
When you consider how many people utilize care today, coupled with the costs and lack of availability, the math becomes pretty straightforward. The longer you wait, the higher your premium is likely to be — end of story. And in California where care costs are already elevated, that delay can meaningfully shrink both affordability and coverage options.
What’s available for Californians?
Californians navigating the current LTC landscape need to understand another vital hurdle: the shrinking pool of benefit solutions available. As costs and demand have risen, many standalone LTC insurers have pulled back from the market. The good news is that hybrid products combining life insurance and long-term care benefits have emerged as a compelling alternative, giving you a meaningful solution to bring to the table for your clients.These products carry some real advantages. Because they pair life insurance with LTC coverage, policyholders stand to receive a benefit regardless of whether they ultimately need care. And for younger Californians just starting out or already growing their families, the life insurance component can make the conversation feel more immediately relevant and create a natural entry point for early planning that standalone LTC policies often struggle to offer.
In the case of Trustmark®, we offer three different products that offer benefits that can be used to help pay for LTC: Universal Life, Universal LifeEvents®, and Trustmark Life + Care®. Trustmark Life + Care can these benefits pay 4% or 6% of the death benefit per month that can be used for care, but the benefit is also available for in-home care (by a healthcare worker or family member) or at a facility for up to 50 months. And as of 2025, they all come standard with Cariloop® to help make planning for care needs, or helping a loved one in need of care, even easier. You can learn more about the Universal Life with LTC benefit here.*
…
There's no question that Californians face a unique set of LTC challenges — but that's also what makes your role here so meaningful. When you can educate your clients on the risks of going unprotected and empower them to plan ahead, you’re doing more than just selling them policy. You’re helping their people build financial security and peace of mind for themselves, their families, and ultimately, the communities you’re a part of.California's LTC landscape is complex, yes, but with the right guidance, your clients don't have to navigate it alone.
*Product and rider availability may vary by state. Please contact a Trustmark Sales Representative for more information regarding state eligibility
Sources:
1 Most aging Americans will need long-term care in their lifetime. CBS News. 2025/
2 State Health Facts. Population Distribution by Age. KFF. 2026.
3 Cost of Care Survey. Genworth. 2026.
4 Selected Long-Term Care Statistics. Family Caregiver Alliance. 2024.
Cariloop® is a registered trademark of Cariloop, Inc. Cariloop is not a Trustmark Insurance Company program, but is created and managed by Cariloop, Inc. Trustmark is not responsible for any advice received from Cariloop. Trustmark®, Trustmark Universal LifeEvents®, and Trustmark Life + Care® are registered trademarks of Trustmark Insurance Company. Benefits, definitions, exclusions and limitations, and form numbers may vary by state. Products underwritten by Trustmark Insurance Company and Trustmark Life Insurance Company of New York. Rated A (Excellent) for financial strength by AM Best.
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Written by Drew Daniele
Regional Sales Manager,
LA & Ventura County
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