Most agency owners I talk to are frustrated.
They’ve got qualified caregivers. They’ve got time on the schedule.
But their phone isn’t ringing. At least, not from the right kind of clients.
Here’s the truth:
If you want steady, well-funded clients, you need to get long-term care insurance referrals.
In This Article:
- Why Long-Term Care Insurance Referrals Are Different
- What Most Agencies Get Wrong
- Top 5 Long-Term Care Insurance Companies That Send Referrals
- How to Get Listed as a Referral Partner
- Final Word: LTC Insurance Can Change Your Business
- Want More Tips on Building Your Referral Network?
Why Long-Term Care Insurance Referrals Are Different
LTC insurance clients don’t just need care.
They’re ready for it.
They already have funding.
They’ve passed eligibility.
And most of the time? You’re the only agency they’re being referred to.
That’s why LTC insurance is one of the best channels for quality referrals.
No pricing battles.
No tire-kickers.
Just real cases that last months… sometimes years.
What Most Agencies Get Wrong
Most agency owners don’t realize:
LTC insurance companies do refer to preferred providers.
They don’t advertise it. They don’t chase you down.
But once you’re in? You’re in.
The trick is knowing who to contact, what to send, and how to get on their list.
So let’s break it down.
Top 5 Long-Term Care Insurance Companies That Send Referrals
If you want more long-term care insurance referrals, start here.
These five companies are known to refer to agencies like yours:
1. Genworth Financial
One of the largest LTC insurance carriers in the U.S.
But here’s the key:
They refer through a network called CareScout.
To get referrals:
- Apply to the CareScout Quality Network
- Submit licensing, insurance, and background docs
- Be ready to offer preferred pricing
Once approved, they’ll start sending policyholders your way.
2. John Hancock
This is a big name in LTC insurance.
And yes – they also maintain lists of trusted agencies.
What they want:
- Agencies that handle paperwork for clients
- Fast communication with case managers
- Clear documentation (care notes, invoices, etc.)
You don’t need a perfect website.
You need to be organized and easy to work with.
Reach out to their provider relations team to get started.
3. Bankers Life (CNO Financial Group)
Bankers Life serves thousands of LTC policyholders across the country.
Their care coordinators look for:
- Agencies who understand LTC insurance rules
- Providers who respond fast and keep families informed
- Teams who can help policyholders activate their benefits
Tip: Offer to help their policyholders with the claim process. That’s a major value-add they’ll appreciate.
4. Mutual of Omaha
Well-known for solid policies – and yes, for referrals too.
They don’t have a public-facing portal for agencies, but here’s what works:
- Contact their LTC claims department directly
- Ask to be listed as a local provider
- Emphasize your experience working with LTC clients
If they trust you to make their lives easier, they’ll start sending you cases.
5. Northwestern Mutual
Premium policies. High expectations.
But also? High referral potential.
They want top-tier agencies. If you:
- Submit clean documentation
- Follow benefit rules
- Provide white-glove service
…they’ll remember you. And refer to you again.
How to Get Listed as a Referral Partner
This part matters just as much as the names above.
If you want more long-term care insurance referrals, you have to show you’re worth the trust.
Start here:
- Prepare a provider packet: license, EIN, insurance, bios, service list
- Offer to assist with claim paperwork
- Create a landing page or brochure that says: “We work with all major LTC insurance carriers”
Bonus tip:
Train one admin to be your LTC paperwork expert.
When insurance reps know your agency is fast, accurate, and easy to work with, they’ll come back.
Then take it a step further:
Join their preferred provider network.
Many insurers (like Genworth via CareScout) maintain lists of vetted agencies.
Being on that list means their care coordinators are more likely to refer to you when a policyholder needs care.
To get on these lists:
- Contact the insurer’s provider relations or care coordination team
- Submit any required documentation or rate sheets
- Be ready to agree to certain standards (e.g. background checks, quality reviews, or even discounted rates)
Once you’re approved, you’ll be part of a small group of trusted agencies they send referrals to.
Final Word: LTC Insurance Can Change Your Business
I’ve built entire agencies around long-term care insurance referrals.
These cases are consistent.
They’re well-funded.
They trust you faster—because they trust the insurer.
But they don’t happen by accident.
You’ve got to do the legwork:
The paperwork. The networking. The follow-up.
Do that, and ltc insurance can become your #1 referral channel.
Want More Tips on Building Your Referral Network?
Learn more about different home care referral partners here.
Or explore more articles here.