This paper studies how information on costs and prevalence of long-term (LTC) care shapes individuals’ willingness to pay (WTP) for long-term care insurance (LTCI) using a randomized experiment on a representative Italian sample. The design allows for causal identification of the effects of cost-risk and fiscal information on stated WTP. Results show that factual information about costs and risks of LTC significantly increases the monthly WTP by about €3—around 15% relative to the control mean—while the fiscal message has no significant impact. The effect is robust across specifications and driven by groups initially less informed, such as women and the uninsured. By contrast, extensive-margin results are not stable, suggesting that information mainly affects how much individuals are willing to contribute, not whether they would buy insurance. Aggregating individual WTP to the national level implies a potential annual fund of €13–13.7 billion, roughly 8–12% higher than the baseline and equivalent to about 15% of households’ expenses and one-third of current public longterm care spending.