You already help clients protect their health with Medicare. But what about their financial future? Cross-selling life insurance alongside Medicare gives agents a powerful way to support clients more completely—while boosting long-term income.
At Midwestern Marketing (MWM), we equip insurance agents with tools, support, and real-world strategies that actually work. You don’t need to guess your way through compliance or marketing. With MWM by your side, you can build lasting client relationships and offer more value—without crossing any lines.
Let’s break down what cross-selling life insurance looks like, how to stay compliant, and when this strategy makes the most sense.
What Is Cross-Selling Life Insurance?
Cross-selling insurance means offering more than one product to the same client. In this case, it means offering both Medicare and life insurance. It’s not just about making another sale—it’s about meeting more of your client’s needs.
Someone turning 65 might ask questions like:
- What happens to my family if something happens to me?
- How will I cover final expenses?
- Is my retirement income protected?
Life insurance sales answers those questions. By cross-selling life insurance, you become more than just their Licensed Sales Agent. You become their trusted resource for long-term protection.
You may also uncover chances to offer additional products — annuities — helping existing customers bundle policies for great value and stronger customer relationships.
Know the Rules: CMS Guidelines for Cross-Selling
Before you offer a life insurance policy to a Medicare client, you need to understand the rules. The Centers for Medicare & Medicaid Services (CMS) have strict guidelines to keep marketing practices ethical and client-focused.
CMS does allow cross-selling, but with clear boundaries:
- You must separate Medicare discussions from life insurance discussions.
- You cannot promote non-health-related insurance products during a Medicare sales appointment.
- You must document the client’s permission using a Scope of Appointment (SOA) form.
Understanding these rules helps you serve clients while protecting your license. At MWM, we help our agents stay up to date and compliant so they can focus on what matters—helping people.
Keep the Conversations Separate
Cross-selling opportunities during a Medicare appointment doesn’t mean blending the two topics into one conversation. In fact, doing so could get you in trouble.
Here’s how to keep it clean:
- Set clear expectations up front. Let your client know you’ll first cover Medicare, then—only if they agree—you can set up a separate time to talk about life insurance or other insurance coverage.
- Use the SOA correctly. Make sure the client knows what the appointment covers and get their signature before the meeting.
- Schedule the follow-up. After you finish the Medicare enrollment, ask if they’d like to schedule another time to talk about final expense, whole life, or term life insurance coverage.
Simple. Respectful. Compliant.
Why the Scope of Appointment (SOA) Matters
The SOA isn’t just paperwork—it’s protection for both you and your client.
This required form tells CMS (and your insurance agency) that your client agreed to the appointment type and topics. It proves you’re doing things by the book. You must:
- Use it before any Medicare-related appointment.
- Include only the topics the client agreed to discuss.
- Keep it on file for at least 10 years.
Want to bring up life insurance needs? Make sure it’s a separate appointment, not listed on the original SOA.
MWM helps agents manage SOAs with digital tools and guidance so you can build your book of business without stressing about compliance.
When Cross-Selling Life Insurance Makes Sense
Not every client will need both products. But many do. Here are some ideal times to bring up life insurance:
- Turning 65 or retiring soon? They’re thinking about Medicare and financial planning for the future.
- Still working past 65? They may need coverage that lasts beyond group life insurance.
- Clients with no burial plan? Offer final expense options that fit any budget.
- Grandparents? Legacy planning and wealth transfer to loved ones may be top of mind.
When you listen carefully, you’ll notice life events that signal it’s time to offer additional coverage. That’s what cross-selling strategies are all about—serving the whole person.
Build Trust, Respect Privacy
Clients open up when they feel safe. That means respecting their time, space, and boundaries.
Here’s how to build trust across product lines:
- Ask questions, don’t pitch. Find out their goals, worries, and values.
- Educate, don’t pressure. Explain options in simple terms and let them decide.
- Follow up with care. Don’t ghost policyholders after a Medicare enrollment—check in and stay helpful to increase client retention and trust.
Many insurance company strategies today rely on human touch. Focus on real conversations, not just quick sales process wins. At MWM, we teach our agents how to earn trust and deliver value that lasts for years, not just during AEP.
Cross-selling life insurance and Medicare isn’t about selling more—it’s about serving better. When done right, it builds stronger relationships, deeper trust, and a more stable business for you.
Stay compliant, listen well, and always lead with the client’s best interest. When you do, cross-selling life insurance becomes a natural, helpful part of your service—not a hard pitch.
Want help putting these strategies into action? Midwestern Marketing is here to support you.
Cross-selling occurs when an opportunity to sell a Medicare plan is also utilized to sell a non-health-related product (such as life, home insurance, or financial planning services). CMS prohibits this activity during individual appointments, marketing/sales events, or when providing Medicare plan enrollment materials to consumers. Review the current Medicare Advantage Marketing Regulations and ensure you comply with Medicare’s rules regarding cross-selling.”
Midwestern Marketing is a true FMO where a handshake still means something. We value our agents and take service and contracting to a new level. The teamwork and principles by which we operate are reflected in the thousands of agents we serve nationwide. Feel free to call 877-278-3775 or email us at info@midwesternmarketing.com. We are certain we can help you grow your business!