Long-term care (LTC) is not only a concern for elderly individuals but also for their adult children. Therefore, they might have strong incentives to have their parents purchasing LTC insurance. This article investigates both the determinants and motives of adult children willingness to influence their elderly parents’ LTC insurance purchase decision in Switzerland using data from a 2019 survey. We show that those individuals self-reporting interest about LTC insurance, living with their children and having provided informal help with personal care are more likely to influence their parents LTC insurance purchase than others. We also find that the motives to influence parental LTC insurance ownership can be classified either as altruistic, i.e. related to parental wellbeing, or as self-interested, i.e. related to the child’s wellbeing. Whereas relatively poor respondents tend to influence their parents mainly for altruistic reasons, relatively rich individuals or expecting to pay large out-of-pocket LTC costs in case of dependency are more likely to influence their parents for self-interested motives.