Reimagining Long-Term Care: A Smarter Way to Start the Conversation

When it comes to long-term care (LTC) planning, one thing is certain — the need is growing. Yet many clients still hesitate to have the conversation. At Senior Market Sales® (SMS), we believe agents and advisors play a crucial role in helping families plan with confidence. Recently, Drew Carpenter of SMS sat down with Rob Johnson, Sales Vice President at Lincoln Financial Group, to discuss how MoneyGuard Fixed Advantage® is redefining the LTC space — and making it easier than ever to help clients protect their future.
The Changing Face of Long-Term Care
“Long-term care isn’t just about nursing homes anymore,” Johnson explained. In fact, only 10% of Lincoln’s claims last year were for nursing home care — compared to 35% for assisted living and 55% for home care. That shift highlights how today’s clients want flexibility, independence, and choice. Unfortunately, the cost of care keeps climbing — between 5% and 8% annually since the pandemic — which makes proactive planning essential.
How to Start the LTC Conversation
Johnson recommends focusing on three simple questions that help clients personalize the conversation:
1. Who will provide care if you need it? — A spouse, children, or professional caregiver?
2. Where would you prefer to receive care? — At home, assisted living, or another facility?
3. How will the care be paid for? — From income, assets, or an insurance solution?

These questions open the door to meaningful planning that protects both assets and relationships.
What’s New with MoneyGuard Fixed Advantage®
Now in its 36th year, Lincoln’s MoneyGuard program continues to lead the market for asset-based LTC planning. The newest version, MoneyGuard Fixed Advantage (2025), enhances flexibility, guarantees, and client control.
Highlights include:
• Choice at claim time: Clients can now choose reimbursement or indemnity payments.
• Zero-day elimination period: Benefits begin immediately, no deductible required.
• Guaranteed, tax-free benefits: Predictable, stable protection clients can trust.
• Leverage, Legacy, Liquidity: LTC protection, a tax-free death benefit, and a return-of-premium option if needs change.
“You’re spending a dollar to get eight dollars of tax-free long-term care benefits,” Johnson said. “That’s leverage with peace of mind.”
Innovations That Set Lincoln Apart
Benefit Transfer Rider (Built-In): Spouses and even beneficiaries can roll over unused death benefits into their own policy — no underwriting required. It’s intergenerational planning made simple.

Streamlined Underwriting: No medical exams, labs, or medical record requests. Clients answer questions online or by phone, with decisions typically made in 3–5 business days.

Executive Benefit Flexibility: Lincoln now itemizes what portion of the premium funds life insurance versus long-term care, allowing for HSA eligibility and corporate benefit programs with potential tax advantages.
The Ideal Client Profile
The sweet spot for MoneyGuard? Clients aged 55–65, often helping aging parents while thinking about their own future. Many own older life insurance policies with cash value — perfect for repositioning via a 1035 exchange into a more flexible LTC solution.
Simplified for Advisors, Empowering for Clients
Advisors can pre-screen clients with Lincoln’s underwriting tools, ensuring smoother applications and faster decisions. Once approved, clients can track claims online, bringing transparency and confidence to every step.
Final Takeaway: A Smarter Approach to LTC Planning
With guaranteed benefits, flexible payment options, and next-level innovations, Lincoln MoneyGuard Fixed Advantage® continues to be the “crown jewel” of the linked-benefit LTC marketplace.

“Lincoln keeps raising the bar,” said Drew Carpenter. “These updates give advisors more ways to protect clients’ assets, legacies, and loved ones — while simplifying one of life’s most complex financial decisions.”
Learn More
To explore how Lincoln MoneyGuard Fixed Advantage® can enhance your LTC planning strategies, contact Senior Market Sales® (SMS) at www.SeniorMarketSales.com or connect directly with your SMS marketing consultant.
 
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The long-term care conversation is changing — and so are clients’ expectations.

Lincoln Financial’s MoneyGuard Fixed Advantage® is redefining how advisors help clients plan for future care needs. With new flexibility, guaranteed benefits, and tax-free options, this 2025 version makes planning simpler and smarter.

• No Elimination Period: Clients receive benefits right away — no 90-day waiting period.
• Choose Reimbursement or Indemnity at Claim Time: Adapt benefits to fit real-life care needs.
• Guaranteed, Tax-Free LTC Benefits: Predictable protection that keeps pace with care costs.
• Built-In Benefit Transfer Rider: Unused benefits can transfer to a spouse or beneficiary — no underwriting required.
• Streamlined Underwriting: No exams, no labs — approvals in days, not weeks.

“Clients want flexibility, not limitations,” says Rob Johnson, Sales VP at Lincoln Financial Group. “You’re spending one dollar to get eight dollars of tax-free long-term care benefits. That’s real leverage.”

For advisors, MoneyGuard Fixed Advantage® opens the door to new planning opportunities — from 1035 exchanges and multi-pay funding to HSA and executive benefit programs.

Want to see how you can make this solution part of your LTC conversations? Connect with your SMS marketing consultant or visit www.SeniorMarketSales.com to learn more.