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规划框架 · 约 7 分钟Planning Framework · 7 min

家庭理财金字塔:买保险的 8 步

The Family Pyramid: Eight Steps of Coverage

大部分人买保险的毛病不在"买少了",在顺序错了: 该先补的洞没补,先买了最容易被推销的那一层。

For most people the problem is less how much coverage they buy than the order they buy it in: they fill the layer that's easiest to sell before the one that's actually open.

幻灯片 · 4 页 · 每页下方附详细讲解Slides · 4 pages · full presenter notes under each ↓ 跳到全文↓ Skip to the full article

家庭理财金字塔The Family Pyramid

Presented by Team Rise

各位伙伴好,我们是 Team Rise。这一组幻灯片讲的是一个规划框架:家庭理财金字塔,以及买保险的 8 步。

Hello, everyone, we're Team Rise. This set covers a planning framework: the family pyramid, and the eight steps of buying coverage.

为什么先讲框架、不先讲产品?因为大部分家庭买保险的毛病,不在"买少了",而在"顺序错了": 该先补的洞没有补,先买了最容易被推销的那一层。钱花出去了,风险还在原地。 框架讲清楚了,客户自己就能看出家里哪一层已经有了、哪一层还空着,我们推荐什么也就有了理由。

Why the framework before any product? Because most families' problem isn't buying too little, it's buying in the wrong order: the hole that should be filled first stays open while they buy whatever layer is easiest to sell. The money is spent and the risk hasn't moved. Once the framework is clear, clients can see for themselves which layers they already have and which are still open, and whatever we recommend has a reason behind it.

一共三页内容。第一页,家庭理财金字塔:一个家庭的钱大致分成四层,各管什么。 第二页,买保险的 8 步:从医疗保险到信托,按顺序一层一层补,并看清楚哪些层可以由同一个工具覆盖一部分。 第三页,一组美国市场的数据,看看寿险缺口有多普遍。

Three pages of content. Page one, the family pyramid: a household's money falls roughly into four layers, each with its own job. Page two, the eight steps: from health insurance to trusts, filled layer by layer in order, and which layers a single tool can partly cover. Page three, a set of U.S. market figures showing how common the life insurance gap is.

互动设计Interaction

开场请大家想一想自己家:如果明天收入停了,家里能撑几个月?不用说出来,心里有个数,带着这个数往下听。

To open, ask everyone to think about their own household: if income stopped tomorrow, how many months could it hold out? No need to say it aloud; keep the number in mind for what follows.

家庭理财金字塔The Family Pyramid

家庭理财金字塔。左边两个问题:失去工作能力后的收入(生病 / 受伤)?家庭经济中断时,剩下的家人(老人、孩子)?右边四层,从上到下:股票、基金指数,约 10% 投资的钱;国债、IUL、年金、投资房,约 20% 增值的钱;生活费、日常支出、车险房险、医疗保险、子女教育、房租 / 房贷等,约 60% 要花的钱;人寿、重疾、意外、护理保险,约 10% 杠杆的钱 / The family pyramid. Two questions on the left: income if you can't work (illness or injury)? The family left behind (parents, children) if household income stops? Four layers, top to bottom: stocks and index funds, about 10% investing money; Treasuries, IUL, annuities, rental property, about 20% growth money; living costs, everyday expenses, auto and home insurance, health insurance, schooling, rent or mortgage, about 60% spending money; life, critical illness, accident and long-term care cover, about 10% leverage money

这就是家庭理财金字塔。在谈任何产品之前,先请客户回答左边这两个问题。 第一,如果你失去了工作能力,不管是生病还是受伤,收入从哪里来?第二,如果家庭经济中断了,剩下的家人,老人和孩子,怎么办? 这两个问题回答不上来,现在就还不是讨论收益率的时候。

This is the family pyramid. Before any product comes up, ask the client the two questions on the left. One: if you lost the ability to work, through illness or injury, where would income come from? Two: if the household's income stopped, what happens to the people left, the parents and the children? If neither has an answer yet, it isn't time to talk about rates of return.

右边的金字塔,我们从下往上讲,因为地基在最下面。

We read the pyramid from the bottom up, because that's where the foundation is.

最底层,大约 10%,是"杠杆的钱":人寿、重疾、意外、护理保险。为什么叫杠杆?因为用一小部分钱,撬动的是一大笔保障。 这一层的作用,正好回答左边那两个问题:人生病了、受伤了、不在了,家里的收入不会一下子断掉。

The bottom layer, about 10%, is "leverage money": life, critical illness, accident and long-term care cover. Why leverage? Because a small share of money secures a large amount of protection. This layer answers exactly the two questions on the left: if someone falls ill, gets hurt or dies, the household's income doesn't simply stop.

往上一层,大约 60%,是"要花的钱":生活费、日常支出、车险房险、医疗保险、子女教育、房租或房贷。这是一个家庭最大的一块,也是最不能断的一块。

Next up, about 60%, is "spending money": living costs, everyday expenses, auto and home insurance, health insurance, schooling, rent or mortgage. It's the biggest block in any household, and the one that can least afford to stop.

再往上,大约 20%,是"增值的钱":国债、IUL、年金、投资房。这一层追求的是稳健增长,为教育、养老做准备。 最顶上,大约 10%,是"投资的钱":股票、基金指数,有涨有跌,波动最大,所以放在最上面,放的比例也最小。

Above that, about 20%, is "growth money": Treasuries, IUL, annuities, rental property. This layer aims for steady growth, toward education and retirement. At the very top, about 10%, is "investing money": stocks and index funds. They go up and down and swing the most, so they sit at the top, with the smallest share.

讲这一页的重点不是背比例,而是让客户看到:底下的地基不稳,上面放得再漂亮也会塌。这些比例是大致的经验分法,每个家庭不一样,不是给每个人的配置建议。

The point of this page isn't memorizing percentages. It's helping the client see that if the foundation is weak, whatever sits on top can come down. The percentages are rough rules of thumb that differ by household, not an allocation for everyone.

互动设计Interaction

请客户在纸上画一个金字塔,自己估一估每一层现在大概有多少。多数家庭会发现:上面两层不少,最底下那一层几乎是空的。

Ask the client to sketch the pyramid and estimate roughly what sits in each layer today. Most households find the top two layers aren't bad, and the bottom one is nearly empty.

买保险 8 步走Eight Steps of Coverage

#这一层Layer解决什么问题What it solves带生前福利的 IULIUL with living benefits
1医疗保险Health insurance看病报销:Covered California、白卡、雇主计划Medical bills: Covered California, Medi-Cal, employer plans不能替代No substitute
2意外险Accidental death意外身故后,一笔钱接住家庭责任A lump sum carries the family's obligations身故理赔Death benefit
3重疾险Critical illness生大病、收入断了,一次性赔一笔A lump sum when serious illness stops income生前福利(重大疾病)Living benefit (critical illness)
4伤残险Disability受伤不能工作,弥补收入损失Replaces income lost to injury只限条款列明的重大伤害Only listed critical injuries
5护理险Long-term care需要长期照护,按年 / 按月领钱Annual or monthly payments for ongoing care生前福利(慢性疾病)Living benefit (chronic illness)
6教育基金Education早存早滚,给孩子上学、买房、创业Start early: school, a first home, a business现金价值Cash value
7养老金Retirement income退休后到点领钱,不怕活得比钱久Income on schedule, so you don't outlive it现金价值(补充,不保证)Cash value (supplement, not guaranteed)
8信托Trusts财富传承,避免遗产纠纷Passing wealth on without disputes—

IUL 能覆盖第 2–7 层的一部分,不是一张保单解决所有问题IUL covers part of layers 2–7; no single policy covers everything

金字塔讲的是钱怎么分,这一页讲保障按什么顺序补。一共 8 步,从最基础的开始。

The pyramid is about how money divides; this page is about the order in which to fill protection. Eight steps, starting with the most basic.

第 1 步,医疗保险。最基础的保障,看病报销:Covered California、白卡、雇主计划都算。这一层不补,后面所有安排都可能被一次住院打乱。 第 2 步,意外险:意外身故以后,家人怎么办?一次性赔一笔钱,把房贷、孩子教育、赡养父母这些未尽的家庭责任接下去。 第 3 步,重疾险:生大病的时候,医疗保险报的是治疗费,但不补停工期间的收入,重疾险一次性赔一笔,填的就是这个洞。

Step one, health insurance: the base layer that pays medical bills, whether Covered California, Medi-Cal or an employer plan. Skip it and one hospital stay can undo everything above it. Step two, accidental death: if an accident is fatal, what happens to the family? A lump sum takes over the mortgage, the children's education and caring for parents. Step three, critical illness: health insurance pays for treatment but not the paycheck you stop earning; a critical illness benefit pays a lump sum to fill that gap.

第 4 步,伤残险:车祸、运动受伤,不能工作了,用赔偿弥补收入损失,这是最常被忽略的一层。 第 5 步,护理险:需要有人长期照顾,比如换膝关节、腿骨折长期卧床,按年或按月领钱,补看护费,也补家人因为照顾而损失的收入。 第 6 步开始从防守转向进攻:教育基金,早存早滚,给孩子上学、买房、创业。第 7 步养老金,退休后到点领钱,最大的风险是活得比钱久。第 8 步信托,财富传承,避免遗产纠纷和遗嘱认证程序。

Step four, disability: a car accident or a sports injury keeps you from working, and the benefit replaces lost income. It's the most commonly skipped layer. Step five, long-term care: when someone needs sustained care, a knee replacement, a broken leg and months in bed, benefits paid yearly or monthly cover the care and the income a family member loses providing it. From step six the emphasis shifts from defense to offense: education funding, started early, for school, a first home or a business. Step seven, retirement income, where the biggest risk is outliving the money. Step eight, trusts: passing wealth on while avoiding disputes and probate.

最右边这一列很重要。8 层不一定要买 8 份产品,一张带生前福利的 IUL 可以覆盖其中几层的一部分: 第 2 层靠身故理赔;第 3、5 层靠生前福利里的重大疾病、慢性疾病;第 4 层只覆盖条款列明的重大伤害,不等于一份伤残收入险;第 6、7 层靠现金价值,能取多少不保证。 第 1 层医疗保险它替代不了,第 8 层信托是另一套法律安排。

The right-hand column matters. Eight layers don't require eight products; an IUL with living benefits can cover part of several of them. Layer two through the death benefit; layers three and five through the critical and chronic illness benefits; layer four only for the critical injuries the rider lists, which is not the same as disability income cover; layers six and seven through the cash value, with no guarantee of how much can come out. It can't replace health insurance in layer one, and a trust in layer eight is a separate legal arrangement.

合规提醒Compliance

不要说"一张 IUL 解决所有问题"。生前福利覆盖的是条款列明的特定情形,理赔条件、等待期和金额都有边界,和独立的重疾险、长期护理险、伤残险不完全等价。 要说:"它能覆盖其中几层的一部分,哪几层、覆盖到什么程度,我们对着条款一起看。"

Never say "one IUL solves everything." Living benefits cover specific situations listed in the rider, with defined triggers, waiting periods and limits, and they aren't equivalent to standalone critical illness, long-term care or disability cover. Say instead: "It covers part of several layers. Which ones, and how far, we'll read in the rider together."

美国人的寿险缺口(2019)The U.S. Life Insurance Gap (2019)

57%的美国成年人拥有人寿保险of U.S. adults own life insurance
43%没有人寿保险have none
66%认为自己需要人寿保险say they need life insurance
17%正在找理财顾问are looking for a financial advisor约 4,200 万人about 42 million people

认为需要的 66%,减去已经有的 57%:9 个百分点的缺口66% who say they need it, minus 57% who have it: a nine-point gap

出处:LIMRA 与 Life Happens,2019 Insurance Barometer StudySource: LIMRA and Life Happens, 2019 Insurance Barometer Study

最后一页,看一组数据。出处是 LIMRA 和 Life Happens 联合做的《2019 Insurance Barometer Study》,这是美国寿险业每年都做的消费者调查,讲的时候请把出处和年份一起带上。

The last page is a set of figures. The source is the 2019 Insurance Barometer Study by LIMRA and Life Happens, the consumer survey the U.S. life industry runs every year. When you use these, quote the source and the year with them.

2019 年,57% 的美国成年人拥有人寿保险,反过来说,43% 没有。同一份调查里,66% 的人认为自己需要人寿保险。 66% 认为需要,57% 已经有,中间差了 9 个百分点:这些人知道自己需要,却还没有买。这就是我们常说的寿险缺口。

In 2019, 57% of U.S. adults owned life insurance; put the other way, 43% didn't. In the same survey, 66% said they need life insurance. Sixty-six percent who say they need it, 57% who have it: a nine-point gap of people who know they need cover and haven't bought it. That's what we mean by the life insurance gap.

还有一个数字:17% 的人表示正在找理财顾问,按调查的推算大约是 4,200 万人。这个数字的意思是,有相当多的人不是不想买,而是身边没有一个能把事情讲清楚、值得信任的人。 这正是我们的位置:先用金字塔和 8 步把框架讲清楚,再谈产品。

One more figure: 17% said they are looking for a financial advisor, which the study puts at about 42 million people. What it tells us is that many people aren't unwilling to buy; they simply don't have someone they trust who can explain it clearly. That's where we come in: lay out the framework with the pyramid and the eight steps first, then talk about products.

提醒一句:这是 2019 年的数据,之后每年都有新一期的调查。数字会变,讲的时候说清楚是哪一年的,不要把它说成"现在"。

A reminder: these are 2019 figures, and a new edition of the study comes out every year. The numbers move, so say which year they come from and don't present them as "today."

讲师提醒Presenter note

17% 和 4,200 万说的是"正在找理财顾问"的人,不是"打算买两份以上寿险"的人,也不是"两年内要买"的人,不要讲混。

The 17% and 42 million are people looking for a financial advisor, not people planning to buy two or more policies or to buy within two years. Don't mix them up.

在谈任何产品之前,先回答两个问题:

Before any product comes up, answer two questions:

一、如果你失去了工作能力(生病或受伤),收入从哪里来?

1. If you lost the ability to work (through illness or injury), where would income come from?

二、如果家庭经济中断了,剩下的家人怎么办?(老人、孩子)

2. If the household's income stopped, what happens to the people who depend on it? (Parents, children.)

这两个问题的答案,决定了金字塔上每一层该配多少。 如果两个问题都回答不上来,那么现在还不是讨论"收益率"的时候。

The answers determine how much each layer of the pyramid needs. If neither question has an answer yet, it's not time to talk about rates of return.

金字塔的四层The four layers

一个家庭的钱,大致可以分成四层。从下往上看,因为地基在最下面:

A household's money falls roughly into four layers. Read them from the bottom up, because that's where the foundation is:

层Layer 大致比例Rough share 放什么What goes there
投资的钱(顶层)Investing money (top)~10%股票、基金指数:有涨有跌,波动最大Stocks, index funds: they rise and fall, with the most volatility
增值的钱Growth money~20%国债、IUL、年金、投资房:追求稳健增长Treasuries, IUL, annuities, rental property: steady growth
要花的钱Spending money~60%生活费、日常支出、车险房险、医疗保险、子女教育、房租 / 房贷等Living costs, everyday spending, auto and home insurance, health insurance, schooling, rent or mortgage
杠杆的钱(底层)Leverage money (base)~10%人寿、重疾、意外、护理保险:用一小部分钱撬动一大笔保障Life, critical illness, accident and long-term care cover: a small share that secures a large amount of protection

这些比例是大致的经验分法,每个家庭不一样,不是给每个人的配置建议。 要看的是结构:底下那一层不稳,上面放得再漂亮也会塌。

These shares are rough rules of thumb that differ by household, not an allocation for everyone. What matters is the structure: if the base is weak, whatever sits on top can come down.

为什么顺序这么重要Why the order matters

保险做的是一笔交换:用确定的小损失,换掉不确定的大损失。 按这个逻辑,配置的顺序应该由"发生概率 × 损失规模 ÷ 自己能承受的程度"排列。 发生概率高、损失大、自己扛不住的,优先补。

Insurance is a trade: a small certain loss in exchange for a large uncertain one. By that logic, the order should follow probability × severity ÷ your ability to absorb it. Whatever is likely, expensive, and beyond your capacity to absorb comes first.

实际上大多数人的配置顺序是反过来的:先买了收益看起来最漂亮的那一层, 而医疗、伤残这些最基础的地方还空着。结果是钱花出去了,风险敞口还在原地。

In practice most people do it backwards: they buy the layer with the most attractive projected return while medical and disability coverage sit empty. The money is spent and the exposure hasn't moved.

这个缺口有多普遍?LIMRA 与 Life Happens 的《2019 Insurance Barometer Study》显示: 2019 年 57% 的美国成年人拥有人寿保险(43% 没有),而 66% 的人认为自己需要,中间差了 9 个百分点; 另有 17% 的人表示正在找理财顾问,约 4,200 万人。这是 2019 年的数据,引用时请带上年份。

How common is the gap? The 2019 Insurance Barometer Study by LIMRA and Life Happens found that in 2019, 57% of U.S. adults owned life insurance (43% did not), while 66% said they need it: a nine-point gap. Another 17% said they were looking for a financial advisor, about 42 million people. These are 2019 figures; quote the year when you use them.

八步走The eight steps

医疗保险

Health insurance

最基础的保障,看病报销。Covered California、雇主计划、白卡(Medicaid)等。 这一层不补,后面所有安排都可能被一次住院打乱。

The base layer, which pays the bills. Covered California, an employer plan, Medicaid. Without it, a single hospitalization can undo everything above it.

意外险

Accidental death coverage

意外身故后,家人怎么办?一次性赔偿一笔钱,替你把未尽的家庭责任 (房贷、子女教育、父母赡养)接下去。

If an accident is fatal, what happens to the family? A lump sum takes over the obligations you were carrying: the mortgage, the kids' education, aging parents.

重疾险

Critical illness

生大病时,收入断了怎么办?医疗保险报销的是治疗费, 但它不会补偿你停工期间损失的收入。重疾险一次性赔付,填的是这个洞。

If a serious illness stops your income, health insurance covers treatment but not the paycheck you stop earning. A critical illness benefit pays a lump sum to fill that gap.

伤残险

Disability

意外受伤(车祸、极限运动等)导致无法工作怎么办? 同样是一次性或分期赔偿,弥补收入损失。这一层被忽略的概率最高。

An injury (a car accident, a sport) that keeps you from working. Benefits replace the lost income. This is the most commonly skipped layer.

护理险

Long-term care

需要有人长期照顾看护(换膝关节、腿骨折长期卧床、中风后遗症)怎么办? 按年或按月领钱,弥补看护费用和家人因照顾而损失的收入。 很多人忽略了后半句:照顾者的收入损失往往比看护费本身更大。

Needing sustained care (a knee replacement, a broken hip, stroke after-effects). Benefits paid monthly or annually cover the cost of care and the income a family member loses providing it. That second part is usually larger than the care bill itself.

教育基金

Education funding

从这一层开始,重心从"防守"转向"进攻"。早存早滚利息, 为孩子未来上学、买房、创业甚至退休提前储备。

From here the emphasis shifts from defense to offense. Start early and let it compound, for school, a first home, a business, even their own retirement.

养老金

Retirement income

退休后钱不够怎么办?到点领钱,活多久领多久, 一直到 120 岁。这一层最大的风险是活得比钱久,收益低倒在其次。

What if the money runs out? Income that starts on schedule and continues for as long as you live, to age 120. The bigger risk here is outliving the money; a low return matters less.

信托

Trusts and legacy

如何给后代一个无忧的交接?财富传承、避免遗产纠纷与遗嘱认证程序, 把爱和保障按你的意愿留下去。

How does the handoff happen cleanly? Structuring the transfer, avoiding disputes and probate, and leaving things the way you intended.

哪些工具可以一次覆盖多层Which tools cover several layers at once

八层不一定要买八份产品。有些工具天然可以同时覆盖多层, 这也是为什么"先搞清楚结构、再选产品"比反过来效率高得多。

Eight layers don't require eight products. Some tools cover several at once, which is why understanding the structure first, then choosing the product, is far more efficient than the reverse.

工具Tool 可以覆盖的层Layers covered
带生前福利的 IULIUL with living benefits 意外险、重疾险、伤残险(仅限条款列明的重大伤害)、护理险、教育基金、养老金,各覆盖一部分
第 2 层靠身故赔偿;第 3–5 层靠生前福利条款,只限条款列明的情形;第 6–7 层靠现金价值,能取多少不保证
Part of accident, critical illness, disability (listed critical injuries only), long-term care, education and retirement
Layer 2 through the death benefit; layers 3–5 through living benefit riders, only for the situations they list; layers 6–7 through cash value, with no guarantee of how much comes out
指数年金Indexed annuity 养老金、护理险(部分产品在需要护理时收入翻倍)Retirement income, and long-term care where the contract doubles income for care
定期寿险Term life 意外险(在保障期内),成本最低Accidental death within the term, at the lowest cost
医疗保险Health insurance 医疗保险(第 1 层,不可替代)Layer 1 (nothing substitutes for it)

"一张保单解决所有问题"是一种过度简化。生前福利条款覆盖的是特定的、 条款列明的情形,它的理赔条件、等待期和金额都有明确边界, 和独立的重疾险、长期护理险在保障范围上并不完全等价。 我们用金字塔这个框架,是为了帮你看清楚哪些层已经有了、哪些还空着, 不是为了论证某个产品无所不能。

"One policy solves everything" is an oversimplification. Living benefit riders cover specific, enumerated situations, with defined triggers, waiting periods, and limits. They are not equivalent in scope to standalone critical illness or long-term care policies. The pyramid is here to show which layers you already have and which are still open, not to argue that any one product does everything.

从哪里开始Where to start

先做一件很朴素的事:拿一张纸,把这八层列出来, 逐层写上"我现在有什么"和"如果这件事明天发生,我家能撑多久"。 八行字写完,该补哪里通常就很明显了。

Start with something plain: write the eight layers on a page, and next to each one note what you currently have and how long your household could hold out if that event happened tomorrow. Eight lines in, the gap is usually obvious.

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本文仅供一般性财务教育使用,不构成保险、税务或投资建议;文中数字为说明性举例,具体保障与条款以保单为准。

General financial education only, not insurance, tax, or investment advice. Figures are illustrative; the policy governs.