Until someone discovers the fountain of youth, one fact of life is unavoidable: We will all get older. And along the way, it’s inevitable that many of us will need health care to help us rehabilitate, recover, or just have a good quality of life. In fact, experts say 70% of everyone who reaches 65 will need some type of long-term care during their lifetimes.

If so many people—including bank customers—need this service, why is it estimated that the bank channel currently accounts for only 5% of all LTC sales? The biggest obstacles are the  misconceptions or just a lack of good information. Here are the biggest myths standing in the way of LTC sales and consumer acceptance.

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