Description: In this article, we describe new approaches to long-term care financing that rely on home equity release and we address several of the challenges mentioned above. While these approaches stand to help expand the potential for long-term care financing to middle-class Americans, even these approaches don’t address a large swath of the U.S. with less privilege, who have little or no home equity. We will discuss the product design, marketing, pricing and risk management of these new approaches and potential behavioral factors that should be considered. The article builds on a growing body of academic research to which the authors have actively contributed. We want to share the key insights of this international work in market research, economics, and actuarial studies to stimulate more research in this area.