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A Step-by-Step Guide to Selling Indexed Universal Life Insurance


Selling indexed universal life insurance (IUL) successfully requires a deep understanding of the product and the ability to convey its benefits clearly to potential clients. The IUL combines life insurance coverage with an investment component linked to a market index, making it a unique option for both protection and growth.

For those in a hurry, here’s a quick overview of how to sell indexed universal life insurance:

  1. Understand the Product: Know the intricacies of IUL, including its benefits, risks, and how it’s tied to market indices.
  2. Get Licensed: Obtain a life insurance license and stay updated with state regulations and continuing education.
  3. Develop Marketing Strategies: Leverage digital marketing, social media, and content marketing to reach potential clients.
  4. Address Client Needs: Conduct comprehensive fact-finding to tailor policies to each client’s financial situation and goals.
  5. Build Trust: Foster long-term relationships by prioritizing the best interests of your clients.

Indexed universal life insurance is not just about selling a policy; it’s about ensuring financial security and building a legacy. IUL is suitable for individuals with long-term financial goals, providing both a death benefit and potential cash value growth based on market performance.

While life insurance is essential for financial protection, IUL offers additional benefits that can align with various financial strategies, making it a versatile option for many.

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Understanding Indexed Universal Life Insurance (IUL)

Understanding Indexed Universal Life Insurance (IUL) is essential for any agent looking to sell these policies effectively. Let’s break down the basics of IUL, its cash value component, and how it links to a market index.

Basics of IUL

Indexed Universal Life Insurance (IUL) is a type of permanent life insurance that provides both a death benefit and a cash value component. Unlike term life insurance, which only covers a specific period, IUL offers lifelong coverage, as long as premiums are paid.

Key Features:

  • Permanent Coverage: The policy remains active for the insured’s lifetime, provided premiums are paid.
  • Flexible Premiums: Policyholders can adjust premium payments based on their financial situation.
  • Death Benefit: Guarantees a payout to beneficiaries upon the insured’s death.

Cash Value

One of the standout features of IUL is its cash value component. Part of the premiums paid goes into a cash value account, which grows over time.

How Cash Value Works:

  • Tax-Deferred Growth: The cash value grows on a tax-deferred basis, meaning you don’t pay taxes on the gains while they remain in the policy.
  • Access to Funds: Policyholders can access the cash value through loans or withdrawals, offering flexibility in times of need.

Example: Imagine Jane, a business owner, who overfunds her IUL policy. After 10 years, she can borrow against the cash value to fund a new business venture without incurring taxes on the loan.

Market Index

The cash value growth in an IUL is linked to the performance of a stock market index, such as the S&P 500. However, the funds are not directly invested in the stock market. Instead, the insurer uses the index’s performance to determine the interest credited to the cash value account.

Cap and Floor:

  • Cap: The maximum interest rate your policy can earn in a year. For instance, if the cap is 14% and the index returns 20%, your policy will be credited up to 14%.
  • Floor: The minimum interest rate guaranteed, even if the market performs poorly. For example, if the floor is 1% and the index loses 10%, your policy will still earn 1%.

Illustration: Consider the 2008 financial crisis. While the S&P 500 plummeted, an IUL policy with a 1% floor still credited interest, protecting the policyholder from market losses.

Benefits of IUL

  • Flexibility: Adjust premiums and death benefits to meet changing needs.
  • Potential for Higher Returns: Linked to market performance, providing opportunities for higher returns compared to traditional life insurance.
  • Tax Advantages: Tax-deferred growth and tax-free loans or withdrawals if structured properly.

Case Study: John, a 45-year-old professional, uses his IUL policy to supplement retirement income. By overfunding his policy and leveraging the cash value growth linked to the S&P 500, he plans to take tax-free loans during retirement, ensuring a steady income stream.

Licensing and Regulations for Selling IUL

To sell Indexed Universal Life Insurance (IUL), you need to navigate through specific licensing and regulatory requirements. Here’s a step-by-step guide to ensure you’re fully compliant.

Life Insurance License

First and foremost, you need a life insurance license. This license allows you to legally sell life insurance products, including IUL policies. The process involves:

  1. Pre-licensing Course: Most states require you to complete a pre-licensing course. These courses cover the basics of insurance, state laws, and specific details about life insurance products. For example, you’ll learn about cash value accumulation and the mechanics of how interest is credited based on a stock market index.

  2. Licensing Exam: After completing the pre-licensing course, you must pass a state licensing exam. This exam tests your knowledge of insurance concepts and state regulations. Each state has its own exam, so check with your state’s insurance department for specifics.

  3. Fingerprint-based Background Check: Some states require a background check as part of the licensing process. This usually involves submitting your fingerprints and paying a fee.

  4. Application for License: Once you pass the exam, apply for your insurance license through your state’s department of insurance. This application often includes a background check review process.

State Requirements

Each state has unique requirements for becoming a licensed insurance agent. Here are some common elements:

  • State-specific Laws and Regulations: Familiarize yourself with your state’s specific laws and regulations regarding life insurance. This includes understanding the nuances of IUL policies, such as guarantees and caps.

  • Continuing Education: Most states require insurance agents to complete continuing education (CE) courses to maintain their licenses. These courses keep you updated on industry changes, new products, and regulatory updates. For example, staying informed about new IUL product features or changes in tax laws can help you provide the best advice to your clients.

Continuing Education

Continuing education is crucial for staying current in the changing insurance industry. Here’s what you need to know:

  • Regular Updates: CE courses often cover updates in laws, new insurance products, and best practices. For instance, understanding the latest trends in IUL policies can help you better serve your clients.

  • State Requirements: Each state has specific CE requirements, including the number of hours and types of courses you must complete. Check with your state’s insurance department for details.

  • Professional Development: Beyond state requirements, consider additional training to enhance your skills. Attending industry conferences, seminars, and workshops can provide valuable insights. Networking with other professionals at these events can also lead to referrals and new business opportunities.

Completing these steps ensures you’re fully licensed and knowledgeable, enabling you to sell IUL policies effectively and ethically.

Next, we’ll dive into how to successfully market and sell IUL policies, leveraging digital marketing, social media, and more.

How to Successfully Market and Sell IUL Policies

Digital Marketing

Digital marketing is essential for reaching a broad audience and educating potential clients about Indexed Universal Life (IUL) insurance. Start with a professional website that provides comprehensive information about IUL policies, including benefits, risks, and case studies. Use SEO strategies to ensure your website ranks high in search engine results for keywords like “indexed universal life insurance.”

Steps to Optimize Your Website:

  1. Choose a domain name: Make it easy to remember and related to your business.
  2. Design your website: Ensure it’s clean, easy to navigate, and mobile-friendly.
  3. Create valuable content: Write blog posts, FAQs, and case studies that answer common questions about IUL.
  4. Implement SEO: Use relevant keywords, meta descriptions, and backlinks to improve search engine rankings.
  5. Add lead capture forms: Use forms to collect visitor information for future follow-ups.

Social Media

Social media platforms like Facebook, LinkedIn, and Instagram can help you connect with potential clients. Use these platforms to share educational content, engage with your audience, and promote your services.

Effective Social Media Strategies:

  • Educational Posts: Share infographics, videos, and blog links explaining IUL benefits and features.
  • Engagement: Respond to comments and questions to build relationships.
  • Live Q&A Sessions: Host sessions to answer common questions about IUL.
  • Ads and Promotions: Use targeted ads to reach your ideal audience based on demographics and interests.
  • Webinars and Online Events: Promote and host webinars to provide in-depth information about IUL.

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Content Marketing

Content marketing involves creating and sharing valuable content to attract and engage your target audience. Your goal is to educate potential clients about IUL insurance and demonstrate your expertise.

Content Marketing Tips:

  • Identify Your Target Audience: Understand their needs, concerns, and interests.
  • Plan Your Content: Create a mix of blog posts, videos, infographics, and newsletters.
  • Case Studies and Success Stories: Share real-life examples of clients benefiting from IUL policies.
  • Measure Success: Use analytics tools to track performance and adjust your strategy accordingly.

Pay-Per-Click (PPC) Advertising

PPC advertising can provide immediate visibility and drive traffic to your website. Platforms like Google Ads allow you to target specific keywords and demographics, ensuring your ads reach the right audience.

Steps for Effective PPC Advertising:

  1. Understand Your Audience: Identify their interests and search behaviors.
  2. Create Compelling Ad Copy: Highlight the benefits of IUL and include a clear call to action.
  3. Target Your Ads: Use keywords, location, age, and other factors to reach your ideal clients.
  4. Monitor and Adjust: Regularly review ad performance and make necessary adjustments.

Email Marketing

Email marketing allows for personalized communication with potential clients. Provide valuable information and promote your services through regular email newsletters.

Email Marketing Strategies:

  • Build an Email List: Use lead generation tactics like offering free guides in exchange for email addresses.
  • Send Informational Content: Share blog posts, videos, and infographics about IUL.
  • Promote Your Services: Highlight policy benefits, client testimonials, and special promotions.
  • Include a CTA: Encourage recipients to contact you for a free quote or consultation.
  • Track Results: Use email marketing software to monitor clicks and conversions.

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By leveraging these digital marketing strategies, you can effectively reach and educate potential clients about IUL insurance, ultimately driving more sales.

Next, we’ll address common questions and misconceptions about IUL to further equip you with the knowledge needed to assist your clients.

Addressing Common Questions and Misconceptions about IUL

When selling indexed universal life insurance (IUL), clients often have many questions and misconceptions. Let’s clear up some of the most common ones.

Cash Out Options

Can you cash out an IUL?

Yes, you can access the cash value in an IUL through loans or withdrawals.

  • Policy Loans: You can borrow against the cash value without tax implications, as long as the policy remains in force. The loan interest rates are typically lower than other types of loans.
  • Withdrawals: You can also withdraw funds, but this may reduce the death benefit. Withdrawals up to the amount of premiums paid are usually tax-free.

Example: Sarah, a business owner, used a policy loan to fund her business expansion without incurring taxes or penalties, thanks to her IUL policy.


What happens if you cancel an IUL policy?

If you cancel, you might get the cash surrender value, which is the cash value minus any surrender charges and outstanding loans. However, canceling early may result in significant surrender charges, especially in the first few years.

  • Surrender Charges: These are fees for canceling the policy within a certain period, often the first 10-15 years.
  • Impact on Benefits: Canceling means you lose the death benefit and any potential for future cash value growth.

Tip: Always explain the long-term nature of IULs to clients to avoid early cancellations and potential losses.

Tax Implications

Are there tax benefits with an IUL?

Yes, IULs offer several tax advantages:

  • Tax-Deferred Growth: The cash value grows tax-deferred, meaning no taxes are due on the gains as long as they remain in the policy.
  • Tax-Free Loans: Loans against the cash value are generally tax-free.
  • Tax-Free Death Benefit: The death benefit is usually paid out to beneficiaries tax-free.

Fact: According to the IRS, as long as the policy is not classified as a Modified Endowment Contract (MEC), these tax benefits apply.

Investment Risks

Is an IUL a risky investment?

While IULs offer growth potential tied to market indices, they also have built-in protections:

  • Cap and Floor: The cap limits the maximum return, while the floor ensures you don’t lose money due to market downturns.
  • Flexibility: You can adjust premiums and death benefits based on your financial situation.

Example: During a market downturn, John’s IUL policy floor protected his cash value from losing money, providing stability in uncertain times.

By addressing these common questions and misconceptions, you can help clients understand the value and benefits of IUL policies. This knowledge can build trust and confidence in your recommendations.

Next, we’ll dive into developing a strong IUL sales strategy, including identifying your target market and crafting an effective marketing plan.

Developing a Strong IUL Sales Strategy

Prospecting and Lead Generation

Identifying Your Target Market

Knowing your audience is crucial. For Indexed Universal Life Insurance (IUL), this often includes:

  • High-net-worth individuals seeking tax advantages and estate planning benefits.
  • Middle-aged professionals planning for retirement.
  • Business owners wanting to protect their assets and ensure business continuity.

Crafting a Marketing Plan

A well-thought-out marketing plan includes:

  1. Digital Marketing: Use SEO, PPC advertising, and content marketing to attract online leads.
  2. Social Media: Share educational content about IUL benefits on platforms like LinkedIn and Facebook.
  3. Email Marketing: Build an email list through lead generation tactics and send regular, informative emails.

Lead Generation

Effective lead generation strategies include:

  • SEO: Optimize your website for keywords related to IUL, like “benefits of indexed universal life insurance.”
  • Social Media: Engage with potential clients through posts, videos, and live Q&A sessions.
  • Networking: Build strategic partnerships with financial advisors, accountants, and estate planners.

Crafting an Effective IUL Sales Presentation

Building the Need

Help your prospects see the value of IUL by asking questions that reveal their needs and concerns. For example:

  • “How would your family cope financially if something happened to you?”
  • “Are you planning for a tax-free retirement income?”

Illustrating Policy Benefits

Use real-life examples and case studies to show how IUL can benefit your clients. For instance:

“John, a 45-year-old business owner, used an IUL policy to protect his assets and provide a tax-free retirement income.”

Handling Objections

Be prepared for common objections like:

  • “Isn’t IUL too complex?”
  • “Can I lose money with an IUL?”

Address these concerns by explaining the principal protection and tax advantages of IUL.

Understanding and Utilizing IUL Illustrations


WinFlex is a powerful tool for running IUL illustrations. Here’s how to use it:

  1. Input Client Data: Enter your client’s age, health status, and financial goals.
  2. Run Scenarios: Generate different policy scenarios to show potential cash value growth and death benefits.
  3. Review and Explain: Go through the illustrations with your client, highlighting key benefits and features.

Reading IUL Illustrations

Understanding an IUL illustration involves:

  • Cash Value Projections: Show how the cash value can grow over time.
  • Death Benefit Options: Explain the difference between level and increasing death benefits.
  • Fees and Charges: Make sure your client understands the costs associated with the policy.

Quote Engine

Use a quote engine to compare IUL policies from different insurers. This helps you find the best policy that fits your client’s needs and budget.

By following these steps, you can develop a robust sales strategy that effectively markets and sells IUL policies.

Next, we’ll address frequently asked questions about selling IUL, including licensing requirements and how to cash out an IUL policy.

Frequently Asked Questions about Selling IUL

What license do you need to sell an IUL?

To sell Indexed Universal Life (IUL) insurance, you need a life insurance license. The requirements for obtaining this license vary by state but generally include completing a pre-licensing course and passing a state examination.

For more detailed information on licensing, check out our How to Become a Life Insurance Agent article.

Can you cash out an IUL?

Yes, you can cash out an IUL policy through loans or withdrawals from the cash value. However, it’s important to note:

  • Loans accrue interest and reduce the death benefit and cash value until repaid.
  • Withdrawals directly reduce the cash value and may incur surrender charges if made within the first few years of the policy.

Taking money from your IUL can be flexible but should be done cautiously to avoid depleting the policy benefits.

How do I get out of universal life insurance index?

If you decide to exit an Indexed Universal Life policy, here are your options:

  1. Surrender the Policy: You can cancel the policy and receive the surrender value, which is the cash value minus any surrender charges.
  2. Withdraw Cash Value: You can make partial withdrawals, but be aware of potential surrender charges and tax implications.
  3. Policy Loans: Take out loans against the cash value, though this reduces the death benefit and accrues interest.

Always consult with a financial advisor to understand the full implications of exiting an IUL policy.

Next, we’ll dive into crafting an effective IUL sales presentation, including building the need and handling objections.


At Tigner Financial, we believe in the power of continuous learning and building strong client relationships. These elements are crucial for success in selling Indexed Universal Life Insurance (IUL) policies.

Continuous Learning

The life insurance industry is constantly evolving. New products, regulations, and market trends emerge regularly. To stay ahead, we offer 90 days of personal training, coaching, and mentoring. This ensures our agents are well-equipped to provide the best advice and solutions to their clients.

Staying updated isn’t just about attending courses. It’s about applying new knowledge to real-world scenarios. For example, understanding the latest IUL crediting methods or market trends can significantly impact how you present policies to clients.

Building Client Relationships

Successful IUL sales hinge on trust and rapport. It’s not just about selling a policy; it’s about helping clients understand their financial problems and providing solutions that protect their families and secure their future.

Our Trusted Advisor Success Program™ emphasizes this. We teach you to conduct thorough needs analyses, address misconceptions, and use real-life examples. This approach helps clients see the value in IUL policies and makes them more likely to take action.

Regular communication and follow-ups are also key. By staying in touch, you show clients that you care about their long-term financial well-being. This can lead to repeat business and valuable referrals.

For more information on how Tigner Financial can help you become a successful IUL agent, visit our life insurance services page.

By focusing on continuous learning and building strong client relationships, you can become a trusted advisor who helps clients “Live Debt Free and Truly Wealthy.”

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