Description: A 2015 Society of Actuaries Report (co-sponsored by the Reinsurance Section, Product Development Section, and Committee on Life Insurance Research) entitled “Life and Annuity Living Benefit Riders: Considerations for Insurers and Reinsurers,” is available on the Society of Actuaries website (www.soa.org). It covers a wide range of living benefit riders with medically-related triggers on life or annuity products. This article is largely derived from that report, covering several of those riders. In order to add to the marketing implications of these plans, Claude Thau, in his capacity as President of Thau, Inc. has provided additional commentary from the perspective of a marketer who is active in this field.