Lincoln Financial Celebrates 35 Years of MoneyGuard®: A Legacy of Innovation in Hybrid Life and Long-Term Care Planning
Marking a milestone anniversary, Lincoln emphasizes the growing importance of LTC preparedness in today’s retirement landscape
In 2025, Lincoln Financial Group proudly celebrates the 35th anniversary of its groundbreaking MoneyGuard® product suite, a hybrid life insurance solution that revolutionized how Americans plan for long-term care (LTC) needs. As healthcare costs soar and the population ages, MoneyGuard’s continued relevance speaks volumes about Lincoln’s foresight—and its commitment to meeting the evolving needs of retirees and their families.
From its inception in 1990, the MoneyGuard® series has offered a compelling value proposition: life insurance protection combined with long-term care benefits, all in a flexible, tax-advantaged structure. Today, as the financial industry shifts toward more personalized and integrated retirement strategies, Lincoln’s hybrid solutions remain at the forefront of LTC innovation.
This article explores the legacy, evolution, and future of MoneyGuard®, highlighting why long-term care planning is more crucial than ever—and how Lincoln continues to lead the way.
1. The Origins of MoneyGuard®: A Revolutionary Idea Ahead of Its Time
When Lincoln introduced MoneyGuard® in 1990, it was among the first hybrid life/long-term care policies on the market. At the time, standalone LTC insurance policies were costly, complex, and rigid—often requiring policyholders to “use it or lose it.”
MoneyGuard’s Innovation:
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Combined universal life insurance with long-term care benefits
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Guaranteed return of premium options
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Tax-free LTC benefits under IRS guidelines (Section 7702B)
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Death benefit if LTC was never needed
It was a revolutionary concept: provide financial protection for two major risks—death and long-term care—within one integrated solution.
2. Why Long-Term Care Planning Is More Important Than Ever in 2025
Aging Population
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By 2030, more than 1 in 5 Americans will be over age 65
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Nearly 70% of retirees will require some form of LTC during their lifetime
Soaring Care Costs
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Average annual cost of nursing home care now exceeds $100,000
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In-home care services have risen by 30% in the past 5 years
Medicare Doesn’t Cover LTC
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Many consumers wrongly assume Medicare covers long-term care—it doesn’t
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Medicaid only applies after exhausting personal assets, creating financial stress
MoneyGuard® addresses these challenges with predictable premiums, inflation protection options, and benefits that cover home health care, assisted living, and nursing facilities.
3. Evolution of the MoneyGuard® Product Suite
Over the past 35 years, Lincoln has continually refined MoneyGuard® to meet consumer demand and regulatory standards. Key innovations include:
MoneyGuard® Reserve & MoneyGuard® II
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Introduced more flexible funding options
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Enhanced benefit triggers and care definitions
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Added spouse discount and gender-neutral pricing in some states
MoneyGuard® Market Advantage®
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A variable universal life hybrid option launched in 2021
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Offers market-linked growth potential while still protecting LTC benefits
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Allows clients to customize risk exposure and optimize policy value
Digital Enhancements
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E-applications and digital policy delivery
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Real-time policy tracking for advisors
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E-claims submission for faster benefit payouts
These innovations ensure MoneyGuard® remains accessible, adaptable, and advisor-friendly, even in an increasingly complex regulatory and economic landscape.
4. Unique Benefits of the MoneyGuard® Solution
Predictable Premiums
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Unlike traditional LTC policies, MoneyGuard offers guaranteed premiums—no surprises.
Tax-Free LTC Benefits
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Benefits used for qualified LTC services are tax-free under IRS guidelines.
Death Benefit
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If long-term care is never needed, a death benefit goes to beneficiaries.
Return of Premium
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Most policies offer options to recover premiums if the policy is no longer needed.
Customizable Coverage
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Choose benefit duration, inflation protection (e.g., 3% compound), and payment schedules (single or multi-pay).
MoneyGuard stands out as a multi-functional financial tool, not just an insurance product.
5. Who Is MoneyGuard® For?
MoneyGuard is ideal for:
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Pre-retirees and retirees (ages 50–75) looking to secure LTC coverage without the uncertainty of traditional policies
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Affluent individuals seeking tax-efficient estate and care planning
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Adult children planning ahead to avoid becoming financially or emotionally burdened caregivers
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Clients who value asset preservation and flexibility
It’s particularly effective for those seeking control over their care—with benefits usable for home care, facility care, or even informal caregiving (depending on the policy structure).
6. Lincoln’s Advisor-Centric Distribution Model
Lincoln has long emphasized trusted financial professionals as the primary distribution channel for MoneyGuard®. In 2025, this continues with:
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Advanced planning tools for LTC analysis
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Turnkey marketing kits and client education materials
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Dedicated long-term care specialists for complex cases
This ensures MoneyGuard® is not a transactional product—but a strategic conversation between advisors and clients about care, legacy, and peace of mind.
7. MoneyGuard in Today’s Financial Planning
MoneyGuard is increasingly featured in:
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Retirement income plans (protects other assets from LTC expenses)
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Legacy planning (ensures estate continuity)
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Business owner exit strategies (used in buy-sell agreements)
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Blended family protection (creates clear, tax-efficient care plans)
In a world where longevity is a blessing—and a challenge—MoneyGuard allows clients to age with dignity while protecting their financial future.
8. Client Testimonials: The Impact of Planning Ahead
David and Sandra – Charlotte, NC
“We didn’t think we’d need LTC coverage until we watched my mother spend down her savings in a year. MoneyGuard gave us the coverage we needed—and the confidence to retire early.”
Rachel – Phoenix, AZ
“My advisor showed me how MoneyGuard could give me flexibility. It felt less like insurance and more like smart asset management.”
These stories illustrate why Lincoln’s hybrid solutions continue to resonate, 35 years on.
9. Lincoln’s Commitment to the Future of Long-Term Care
As part of its 35th-anniversary celebration, Lincoln Financial is:
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Hosting nationwide LTC education events for advisors and clients
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Launching a new marketing campaign under the theme: “Care That Endures”
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Exploring AI-driven underwriting and health data integration to speed up approvals
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Advocating for public policy incentives around LTC planning and hybrid solutions
Lincoln is positioning itself not only as a provider, but as a leader in shaping the next era of care planning.
10. Final Thoughts: 35 Years of Leading, and Just Getting Started
MoneyGuard’s 35-year legacy is a testament to Lincoln Financial’s commitment to innovation, protection, and purpose. As the need for long-term care continues to grow, so does the importance of smart, flexible solutions like MoneyGuard®—ones that offer more than just coverage. They offer confidence.
For financial advisors and clients alike, now is the perfect time to revisit the conversation around long-term care—and to trust a solution with three and a half decades of results behind it.