Product Launches & Innovations
This section highlights new and enhanced products focusing on flexible investment and long-term care planning.Lincoln: Launch of Enhanced VUL Products
Lincoln Financial, Fort Wayne, IN
Lincoln Financial has introduced two powerful Variable Universal Life (VUL) solutions designed to meet diverse financial goals: an enhanced Lincoln AssetEdge VUL (2025) and the all-new Lincoln AssetEdge SVUL.
Enhanced Overloan Protection Endorsement: A key addition with no upfront fee that provides crucial protection against policy lapse for heavily loaned policies under specific conditions.
Flexible Indexed Accounts: The removal of the allocation threshold for indexed accounts provides consumers with greater freedom and more investment choices.
Investment Options: The products include two new hedged equity investment options and new lower-fee model portfolios.
Survivorship VUL: The AssetEdge SVUL is a joint-life policy specifically designed for couples and businesses needing solutions for estate tax funding and wealth transfer.
Nationwide: New LTC-Focused Annuity
Nationwide, Columbus, OH
Nationwide has launched the CareMatters Annuity, a product designed for efficient long-term care planning, with a particular focus on clients who prioritize home-based care. This product features cash indemnity long-term care benefits and simplified underwriting, making it a viable option for a wider range of clients.
Important Transition & Sales Deadlines
Ensure you review these dates carefully to manage your pipeline and avoid missed opportunities for clients.
Rate Changes and Policy Adjustments
These updates relate to product pricing, interest rates, and the impact on existing policyholders.
Penn Mutual: Decreased Fixed Account Interest Rates
Penn Mutual, Philadelphia, PA
Effective October 1, 2025, Penn Mutual decreased the fixed account interest rates on many of its universal life products:
Accumulation IUL and Survivorship IUL: The rate for these products dropped from 4.00% to 3.50%.
Variable Universal Life (VUL): Rates for both traditional and short-term VUL products were also lowered.
New York Life: Enhanced PDA Rates
New York Life, New York, NY
Effective October 1 through November 30, 2025, clients may qualify for enhanced first-year Premium Deposit Account (PDA) rates. This applies to eligible Custom Whole Life (CWL), Custom Survivorship Whole Life (CSWL), Secure Wealth Plus (SWP), Variable Universal Life (VUL) policies, and Market Wealth Plus (MWP) policies.
John Hancock: Older LTCI Rate Increases
John Hancock, Boston, MA
Notifications were sent in late July 2025 to certain John Hancock and Fortis long-term care insurance (LTCI) policyholders regarding rate increases taking effect on or after November 1, 2025. It is important to note this action does not impact new LTCI policies.
Wellness Program Expansion
John Hancock: Expanded Vitality Program
John Hancock expanded access to its Vitality health and wellness program to include participants in its Manulife John Hancock Retirement plans, making key wellness resources available to a wider customer base. This includes:
Cancer Detection: Discounted access to GRAIL’s Galleri multi-cancer early detection blood test, a benefit previously limited to life insurance customers.
Advanced Screenings: Expanded discounted access to Prenuvo’s whole-body MRI scan offerings.
Wellness Benefits: Continued discounted access to Garmin fitness trackers and the Tufts Health & Nutrition Letter.
Need a partner to navigate these complex updates? Three Points Insurance Design is equipped to analyze how these product changes impact your clients’ current and future portfolios. We help you transition cases smoothly, utilize new products effectively, and manage the implications of rate and interest changes.
