Lincoln Financial Meets Shifting Customer Need for Growth and Flexibility With Revamped MoneyGuard Product

Lincoln Financial Group (NYSE: LNC) is meeting shifting customer preferences for growth over guarantees¹ with the launch of Lincoln MoneyGuard Market Advantage (2024), issued by The Lincoln National Life Insurance Company, Fort Wayne, IN, and providing consumers with trusted long-term care protection, increased investment options and flexibility, and a tax advantage their portfolio might be missing.

Lincoln Financial research shows four in five (83%) consumers who do not currently own an asset-based hybrid life insurance policy say they are interested in such a solution for long-term care.² First introduced in 2021, Lincoln MoneyGuard Market Advantage caters to this audience, offering consumers market-driven growth for long-term care with downside protection and the opportunity to grow their investments tax-deferred and use them tax-free when needed. The latest version of this long-term care solution improves on this model, presenting added value to consumers and financial professionals.

“As marketplace needs and preferences shift, Lincoln continues to demonstrate its commitment to meeting clients where they are,” said Michael Hamilton, vice president, head of MoneyGuard Business Management. “MoneyGuard Market Advantage is a forward-thinking solution, and these latest upgrades reinforce its position as a pioneering solution in the hybrid long-term care space.”

MoneyGuard Market Advantage (2024) provides enhanced flexibility for consumers with more than 50 investment options and the choice between reimbursement- and indemnity-style payments at time of first claim. Consumers selecting the reimbursement option will receive reimbursement for qualified long-term care expenses, while those selecting the indemnity option will receive pre-determined monthly payments that may be used for care provided. Consumers selecting the indemnity option will receive 80% of the monthly long-term care maximum while the total long-term care benefit will remain the same under both options.

The product’s focus on flexibility extends to financial professionals as well. For the first time, MoneyGuard Market Advantage (2024) offers professionals a choice in the way they receive compensation for selling the solution – an upfront sum or ongoing payments tied to the asset value.

According to Lincoln Financial’s research, 86% of consumers say having a plan for long-term care needs would help them feel more confident about their financial future.³ In addition to its offering of added flexibility, MoneyGuard Market Advantage (2024) presents an opportunity to build a market-driven, tax-efficient plan for long-term care expenses and strengthens a consumer’s portfolio.