September 01, 2023

Life Happens Celebrates 20th Life Insurance Awareness Month With a Focus on the Financial Needs of Single Parents

Two decades later, the nonprofit remains dedicated to helping Americans achieve financial security through a better understanding of the value of life insurance

Washington, D.C.Life Happens, a national nonprofit committed to educating people about the importance of life insurance, is celebrating the 20th anniversary of Life Insurance Awareness Month (LIAM) this September. This annual initiative helps people understand the key role life insurance plays in a financially secure future and that it is both affordable and easy to get for most.

This year, one of Life Happens’ focuses is on the financial needs of single parents. The challenges these households face are stark. Seven in 10 single parents said becoming a parent is a significant financial burden and, on average, single parents think about their child’s financial future 5 times a day, according to the new survey “Single Parents and the Financial Future” by Life Happens.

“For the last 20 years, LIAM has spotlighted how life insurance matters for all Americans, single parents included. With our new survey saying that 42% of single parents report having gone into debt for their children, the financial concerns facing these households deserve our attention,” said Barbara A. Pietrangelo, chair of Life Happens. “We hope this year’s LIAM efforts will provide single parents with peace of mind, beginning with a better understanding of life insurance as the foundation of any strong financial plan.”

Shining a spotlight with influencers

In addition to showcasing two decades’ worth of life insurance education, Life Happens will also launch an all-encompassing campaign for the 20th year of LIAM. This includes simple actions people can take each weekday during September, from taking a pledge to get life insurance to an Instagram giveaway to wearing green in support of life insurance. Download the 20 Years, 20 Moments calendar for all of September’s events.

LIAM will also feature a robust influencer program to help both spread awareness of the financial hardships single parents face and provide their communities with advice for achieving financial security. ‘Bachelor in Paradise’ star Michael Allio, author and entrepreneur Brandon Janous, and podcast host and community builder Kim Williams will support Life Happens as 2023 LIAM partners, shining a spotlight on the single-parent experience. All three are single parents with unique personal experiences with life insurance, Michael and Brandon as widowers, and Kim as a single mom.

To stay up-to-date on this month’s LIAM activities, the new survey and influencer partnerships, visit and follow Life Happens on Facebook, Instagram, LinkedIn and TikTok.

“Single Parents and the Financial Future” is a random double-opt-in survey of single parents (1,000 moms and 1,000 dads) that was commissioned by Life Happens in July, 2023. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).

About Life Happens

Life Happens is a nonprofit organization dedicated to helping consumers take personal financial responsibility through the ownership of life insurance and related products. The organization does not endorse any product, company or insurance advisor. Since its inception in 1994, Life Happens has provided the highest quality, independent and objective information for people seeking help with their insurance buying decisions. The organization supports the insurance industry by providing marketing tools and resources and convening the industry each September for Life Insurance Awareness Month. Life Happens is supported by many of the nation’s leading insurance companies and financial services organizations. To learn more, visit

Media Contacts

KWT Global for Life Happens

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