DI Sales In The Small Business Owner Market
Small business owners make up 44% of U.S. economic output and are strong prospects for individual disability income (DI) insurance. Many are unprotected by Workers’ Comp and are viewed favorably by DI carriers because owners are highly motivated to return to work.
The Opportunity
Most business owners aren’t being approached about DI coverage. A 2019 LIMRA study found only 18% carry individual DI, and many who do use it only for business‑related needs—leaving 82% without protection for their own income. This creates a large, underserved market.
How to Engage Them
Your main task is helping owners overcome the belief that they are “invincible.” Asking what would happen if they became sick or injured opens the door to discussing solutions such as individual DI, Key Person coverage, Business Overhead Expense, and Disability Buy‑Sell insurance.
Increase Their Awareness
While some professions (physicians, dentists, attorneys) already understand the value of DI, small business owners often don’t realize their vulnerability. Educate them on why income protection matters and focus on those who recognize the need—don’t overinvest time in those who simply “don’t get it.”
Make Your Case with Facts
Many people underestimate disability risk. Key statistics include:
- Injuries cause fewer than 10% of disability claims.
- Musculoskeletal diseases (e.g., arthritis, tendonitis, carpal tunnel) are the top cause.
- Cancer is the second‑leading cause of disability claims.
Support
We can provide tools and marketing resources to help you reach this important market. Reach out to your DI Associate to get started today.