Most life insurance policies pay out when you die. National Life Group just added something you can use while you’re alive—and struggling to care for aging parents, a disabled child, or a grieving family member.
Starting with all 2025 FlexLife Indexed Universal Life policies, the company now includes free access to Homethrive’s caregiving support platform. No extra premium. No application required. Business Wire reported the partnership on November 6, 2025—timing that coincides with National Family Caregivers Month.
The numbers tell the story. Johns Hopkins estimates 63 million Americans currently juggle caregiving alongside work and family responsibilities. Most do it without professional guidance, burning out while trying to coordinate doctor appointments, insurance claims, and emotional support for loved ones.
This shift matters because life insurance companies rarely bundle services you can access before death. You’re watching the industry evolve from “pay when you die” to “support while you live.”
What National Life Group Policyholders Actually Get
The Homethrive platform isn’t a discount program or referral list. It’s direct caregiving assistance that starts the moment your policy activates.
Here’s what’s included with eligible 2025 FlexLife IUL policies:
- One-on-one coaching from licensed social workers. These aren’t call center employees reading scripts—they’re experienced professionals who understand Medicare enrollment deadlines, disability benefits paperwork, and how to find specialized care for conditions like Alzheimer’s disease.
- Concierge care coordination handles the logistics caregivers dread most: scheduling multiple specialists, comparing assisted living facilities, or navigating insurance denials. Someone else makes the calls.
- 24/7 digital tool access means you can search vetted caregiver resources at 2 a.m. when you can’t sleep, worried about tomorrow’s doctor appointment.
- Specialized Alzheimer’s and elder care resources address the reality that cognitive decline creates unique caregiving challenges most families aren’t prepared to handle.
- Grief and after-loss support continues even after your caregiving role ends—a phase many families face without professional help.
Linda Goldstein, VP of Marketing at National Life Group, framed the need clearly: “Millions of Americans are quietly balancing work, family, and caregiving responsibilities, often with little guidance or support.”
That “quietly” part matters. Caregivers often don’t identify as caregivers until they’re already overwhelmed.
Who Qualifies for This Benefit (And Who Doesn’t)
Eligibility is straightforward but time-sensitive.
You’re covered if:
- You purchase a National Life Group FlexLife Indexed Universal Life insurance policy
- Your policy is issued in 2025 (not earlier years)
- Your policy remains active and in force
You’re NOT covered if:
- You bought your FlexLife IUL before 2025—existing policyholders aren’t automatically included
- You have other National Life Group products (term life, whole life) that aren’t the specific 2025 FlexLife IUL
- Your policy lapses due to missed premium payments
The company hasn’t disclosed whether they’ll expand this benefit to existing policyholders or other product lines. Right now, it’s exclusive to new 2025 FlexLife IUL purchases.
No application process exists once you’re eligible. The Homethrive access activates automatically with your policy. You’ll receive instructions on how to register and start using the platform—typically within weeks of your policy approval.
How Much This Benefit Costs You
Zero. Not “discounted” or “subsidized.” Actually free.
National Life Group absorbs the Homethrive partnership cost without adjusting FlexLife IUL premiums upward. Your premium calculation still depends on standard underwriting factors: age, health status, death benefit amount, and chosen riders.
This pricing strategy makes sense when you consider the business model. Insurers profit when policies stay in force long-term. Caregiving stress causes financial strain, which leads to lapsed policies when people can’t afford premiums. By reducing caregiver burden, National Life potentially improves policyholder retention.
You’re not paying directly, but you’re also not getting something for nothing. The company expects this investment to pay off through better customer satisfaction and fewer policy surrenders.
Compare this to standalone caregiver support services, which typically run $50-200 per month for similar coaching and coordination. Over a 20-year policy term, that’s potentially $12,000-48,000 in value—though most people wouldn’t pay out-of-pocket for such services until they desperately needed them.
Why Life Insurers Are Adding Living Benefits
This partnership signals a broader industry shift worth understanding if you’re shopping for coverage.
Traditional life insurance solves one problem: replacing your income when you die. But that singular focus creates a psychological barrier—you’re paying for something you hope your family never needs to use.
Modern life insurance companies are fighting policy lapse rates by adding benefits you can access while alive:
- Chronic illness riders let you access death benefits early if diagnosed with qualifying conditions
- Wellness programs offer gym discounts, health screenings, and fitness tracking rewards (similar to auto insurance telematics)
- Estate planning tools provide legal document preparation and beneficiary guidance
- Caregiver support (like this National Life Group partnership) addresses immediate family needs
The strategy mirrors what happened in auto insurance. Companies realized customers engage more with products that provide ongoing value, not just catastrophic coverage.
For consumers, this creates a new evaluation metric. You’re no longer just comparing death benefits and premium costs—you’re weighing ancillary services that might save you thousands in avoided consultation fees or prevented caregiver burnout.
Should you choose life insurance based on caregiving benefits? That depends on your situation. If you’re already caring for aging parents or have a high likelihood of needing these services soon, the National Life Group partnership delivers immediate tangible value.
What Caregivers Should Know About Indexed Universal Life Policies
The FlexLife product type matters here because IUL policies work differently than term or whole life insurance.
Indexed Universal Life basics:
- Your cash value grows based partly on stock market index performance (usually S&P 500)
- You get market upside participation with downside protection—gains are capped, but you can’t lose money in down markets
- Premiums are flexible within limits, unlike fixed whole life payments
- Policies include a death benefit plus cash accumulation that builds tax-deferred
IUL products cost more than term life but less than traditional whole life. For 2025 FlexLife policies, you’re now getting caregiver support bundled into that middle-ground pricing.
The catch with IUL policies: they’re complex. Market index crediting methods, participation rates, caps, and fee structures require careful review. Adding caregiver benefits doesn’t simplify the product—it just adds another evaluation layer.
If you’re considering this specifically for Homethrive access, compare these numbers:
| Option | Annual Cost | Caregiver Support | Life Insurance |
|---|---|---|---|
| Standalone Homethrive | $1,200-2,400 | Yes | No |
| Term Life + Separate Service | $800 + $1,200 = $2,000 | Yes | Yes |
| FlexLife IUL (2025) | $1,500-3,000 | Yes (included) | Yes (with cash value) |
These are rough estimates—your actual IUL premium depends heavily on age, health, and coverage amount. But the math shows the caregiver benefit isn’t “free” in absolute terms. You’re paying IUL premiums instead of term life premiums, then getting caregiving support as part of that higher cost structure.
When This Partnership Might Not Help You
Homethrive’s platform solves specific caregiving challenges. It won’t help with everything.
Limitations to understand:
- No direct financial assistance. The service coordinates care and provides guidance, but doesn’t pay for home health aides, medical bills, or assisted living costs. If your main challenge is affording care (not organizing it), this won’t solve your problem.
- You still need to implement recommendations. A social worker can identify the best memory care facility in your area, but you’re still responsible for touring it, handling paperwork, and arranging the move.
- Platform effectiveness depends on your engagement. Unlike a death benefit that automatically pays out, these services require you to actively use them. If you don’t log in or schedule coaching calls, the benefit provides zero value.
- Geographic limitations may exist. While digital tools work anywhere, care coordination effectiveness varies by location—rural areas with fewer service providers offer less to coordinate.
The partnership also doesn’t replace professional legal or medical advice. Homethrive social workers can guide you toward resources, but they won’t act as your elder law attorney or make medical decisions.
If you’re primarily worried about paying for long-term care costs, you need long-term care insurance or hybrid life/LTC policies—not caregiving coordination services.
Frequently Asked Questions
Can I add Homethrive support to my existing National Life Group policy?
No. The partnership currently applies only to FlexLife Indexed Universal Life policies issued in 2025. Existing policyholders—even those with FlexLife IUL policies from earlier years—don’t automatically receive this benefit. National Life Group hasn’t announced plans to expand access to legacy policies, though that could change. If you want this benefit and hold an older policy, you’d need to purchase a new 2025 FlexLife IUL (which means going through underwriting again and potentially facing higher premiums based on your current age).
Does using Homethrive services affect my life insurance premiums or death benefit?
No impact on either. Your death benefit remains exactly what your policy specifies, and premium calculations don’t change based on how much you use the caregiving platform. Whether you access Homethrive daily or never log in, your life insurance coverage stays the same. This differs from some wellness programs where participation can earn premium discounts—National Life Group treats the caregiver benefit as a flat inclusion rather than a performance-based incentive.
Can family members use the Homethrive platform if I’m the policyholder?
Details about extended family access weren’t specified in the partnership announcement. Typically, these benefits are policyholder-specific, though the support you receive (care coordination, resource recommendations) indirectly helps your entire family. Contact National Life Group directly to confirm whether your spouse or adult children can create separate Homethrive accounts under your policy. Some caregiver platforms allow multiple user profiles per household; others restrict access to the primary policyholder.
What happens to my Homethrive access if I stop paying premiums?
Your access terminates when your policy lapses. Since the caregiver benefit is tied to active FlexLife IUL coverage, missing premium payments that cause your policy to lapse will also end your Homethrive access. This creates a potential problem if you’re in a financial crisis—exactly when you might need caregiving support most. If you’re struggling with premiums, contact National Life Group immediately. Many IUL policies include options like premium holidays or reduced coverage amounts that can keep your policy in force (and maintain your caregiver benefits) during temporary financial hardship.
Is FlexLife IUL worth buying just for the Homethrive benefit?
Probably not. Buy life insurance primarily for the life insurance—the death benefit that protects your family financially if you die. The caregiver support is a valuable add-on that might tip the scales if you’re comparing similar products, but it shouldn’t be your main purchase motivation. IUL policies are complex and expensive compared to term life. If you don’t need permanent coverage with cash value accumulation, buying FlexLife IUL solely for caregiving support means overpaying dramatically. A more cost-effective approach: purchase affordable term life insurance for your death benefit needs, then allocate the premium savings toward standalone caregiver support services (which cost less than the IUL premium difference).
Bottom Line: Who This Partnership Really Helps
National Life Group’s move makes most sense for three groups.
First: People already shopping for Indexed Universal Life insurance. If you’ve decided IUL fits your financial plan (permanent coverage, tax-deferred cash accumulation, market index participation), the added caregiver benefit makes FlexLife more attractive than competitors without similar services. You’re buying the insurance anyway—the Homethrive access is genuinely free to you.
Second: Sandwich generation caregivers with complex family situations. If you’re caring for aging parents while raising kids, managing multiple care needs simultaneously, the coordination assistance could prevent the burnout that leads to health problems and financial mistakes. The 63 million caregiver statistic includes many people juggling competing responsibilities without professional guidance.
Third: Families with specialized care needs. If you’re managing Alzheimer’s care, navigating disability services, or supporting a neurodivergent child, Homethrive’s specialized resources address challenges general care coordinators often miss. Standard employee assistance programs rarely provide this level of specific expertise.
This partnership won’t revolutionize life insurance overnight. But it represents where the industry is heading—toward products that provide value throughout your life, not just at your death.
For more information on eligibility and enrollment, visit National Life Group’s website or consult with a licensed insurance agent who can compare this benefit against other carriers’ value-added services.