Based on WHO’s definition of elderly population, it is estimated that Taiwan will start moving towards an aging society in 2018 and will become a hyper-aged society by 2026. This indicates that in 2026, the elderly population over the age of 65 will reach 20% of the total population. Now, in the face of an aging demographic structure, the issue of long-term care has surfaced. Though long-term care insurance has been available on the market for over 20 years now, the national insurance coverage is still low. Clearly, there is much work to be done for insurance enterprises. In insurance theories, long-term care insurance is categorized as part of health insurance. Health insurance is a franchise product permitted to non-life insurance enterprises according to Taiwan Insurance Act, Article 138. Therefore, non-life insurance enterprises are eligible to engage in such business. Based on this fact, this study probes the objective and subjective scenarios when non-life insurance enterprises enter the market of long-term care insurance. The discovery of consumer needs that are yet to be satisfied will offer them an opportunity to incorporate their strength and expertise in non-life insurance. On one hand, they will be able to expand existing markets. On the other hand, challenges faced by the transforming society can be resolved.