May is Disability Insurance Awareness Month (DIAM), and for advisors working with high net worth or soon-to-be high net worth clients, it presents a timely opportunity to reframe the disability insurance conversation. More than a calendar event, DIAM is a springboard to revisit existing relationships, uncover new planning needs, and position yourself as the go-to advisor for income protection strategies that align with the complexity of your clients’ lives and businesses.

The Advantages and Opportunities Within DIAM

Advantages:

• Open doors for policy reviews: A natural reason to reconnect with clients and assess if their coverage still aligns with their income, goals, and lifestyle.
• Revisit past declines or postponed cases: Medical, financial, or motivational barriers may no longer be an issue.
• Upsell or cross-sell to existing clients: Clients who already trust you for life or business insurance may be unaware of the risks they’re carrying without adequate income protection.
• Position yourself as a trusted advisor: DIAM offers a platform to elevate your role and demonstrate thought leadership.

Strategic Opportunities: 

• High awareness = easier conversations: DIAM gives you a reason to engage. Clients and partners are more receptive to financial planning conversations during awareness campaigns.
• Seasonal momentum = increased responsiveness: Use May’s focus on DI to accelerate the sales cycle.
• Real client needs = real business growth: DIAM isn’t just about education. It’s about acting on client gaps that exist today.

Bring High-Limit Disability Insurance to the Forefront

When traditional group or individual disability policies cap out at levels far below what your clients actually earn, High-Limit Disability Insurance becomes an essential piece of their wealth protection strategy.

Key Messages That Resonate:

• Rebrand the DI Conversation: Move beyond the “pay your mortgage” messaging. Start talking about estate preservation. Use projected future income to illustrate the true value at risk.
• Spotlight the Unrecognized Asset: Too often, income goes unprotected simply because clients don’t view it as an asset. Spell it out: Client is 45 and plans to retire at 65. Earning $1 million a year = $20 million in future earnings. That’s more than many portfolios or businesses - yet often unprotected.
• Ask the Right Goal-Based Questions: a) How big do you want to build your estate?; b) What is your retirement income goal?; c) How much generational wealth would you like to create? d) How do you want to protect your life insurance strategy?

Key Person Disability: A Business Continuity Conversation

For clients who own or operate businesses, DIAM is the perfect time to address the risk of losing a key revenue driver or strategic leader.

Conversation Starters:

• Who in your business is truly irreplaceable?
• What impact would it have on your business if your key person were unable to perform their duties?
• How would hiring an external replacement create financial strain if there’s no internal backup plan?

High Limit Key Person Disability Insurance solutions offer liquidity to cover recruitment, lost revenue, and transition costs during a critical absence - and help protect the long-term value of the business.

Buy-Sell Disability: Secure the Future of the Business

Disability buy-out coverage is often forgotten in succession planning, but it can be just as important as life insurance in protecting business value and ownership transition.

Questions to Ask Business Owners:

• Do you know the current value of your business?
• Do you have a buy-sell agreement? If so, has it been two or more years since it was reviewed?
• Has your agreement been impacted by:
  • A change in your valuation?
  • The addition or departure of a partner?

If the answer is yes to any of these, DIAM is your moment to review their existing plan and propose funding solutions that ensure a smooth exit if disability strikes.

Your DIAM Checklist

To make the most of this opportunity, follow a clear, action-oriented plan:

• Identify the top 10 clients or firms to revisit:  Start with business owners, executives, and high-income professionals.
• Make your outreach education-forward: Share articles, stats, or case studies that spark interest and create urgency.
• Schedule review meetings: Use DIAM as the entry point to discuss broader financial and business continuity planning.
• Gather updated quotes/illustrations: Especially for previously declined or outdated cases.
• Leverage Exceptional Risk Advisors: Our team is here to support you with high-limit solutions, case design, illustrations, and sales strategy.

Disability Insurance Awareness Month is your permission slip to have deeper, more strategic conversations about wealth protection. It’s a moment to educate, advise, and offer clarity on one of the most important, yet neglected, pieces of a comprehensive plan.

Take the lead. Your clients are counting on it.