Objective To determine the effect of consumers’ numeric abilities on the likelihood of owning private long‐term care insurance. Data Source The 2010 wave of the Health and Retirement Study, a nationally representative survey of Americans age 50 and older, was used (n = 12,796). Study Design Multivariate logistic regression was used to isolate the relationship between numeracy and long‐term care insurance ownership. Principal Findings Each additional question answered correctly on a numeracy scale was associated with a 13 percent increase in the likelihood of holding LTCI, after controlling for predictors of policy demand, education, and cognitive function. Conclusions Poor numeracy may create barriers to long‐term care insurance purchase. Policy efforts aimed at increasing consumer decision support or restructuring the marketplace for long‐term care insurance may be needed to increase older adults' ability to prepare for future long‐term care expenses.