Life insurance can be intimidating; from a client trying to figure out how much or what kind of coverage they need, to worrying about whether they’ll qualify for coverage. Buying life insurance can be nerve-wracking. As an agent, your role is to ease their concerns and guide them toward the right solution. Many people put off buying life insurance simply because they don’t fully understand its value or assume it’s more complicated than it really is. Below, we break down 9 reasons clients avoid buying life insurance and how you can effectively address each objection, turning their doubts into confidence and reluctance into action. By proactively addressing their hesitations with clear, relatable explanations, you can help them see life insurance not as an unnecessary expense but as a critical component of their financial security.
“I can’t afford life insurance, it’s too expensive!”
Many people overestimate the cost of life insurance, assuming it’s a luxury only those with high incomes can afford. In reality, sources list the average cost of life insurance is $26 a month. This analysis is taken from data on a 40-year-old purchasing a 20-year term life insurance policy with a coverage amount of $500,000—a combination that represents the most frequently chosen term length and death benefit amount. Use our comparative rater to show them real-time quotes, helping them see just how affordable coverage can be. You might even compare the monthly premium to everyday expenses—like streaming subscriptions or takeout meals—to put the cost into perspective.
“I don’t have kids so no one would benefit from my policy.”
Life insurance isn’t just for parents. If a client has debt such as student loans, a mortgage, or credit cards, those obligations could fall on family members if they pass away. Even without dependents, a life insurance policy that loved ones aren’t burdened by final expenses, medical bills, or other financial responsibilities. Additionally, life insurance can be structured to benefit a spouse, aging parents, siblings, or even a favorite charity. The key is helping your client see that their financial footprint extends beyond just children.
“I’m young and healthy. Life insurance is for later in life.”
The best time to buy life insurance is when a client is young and healthy, not when they’re older and facing potential health issues.This is one of the most common reasons clients avoid buying life insurance. Young adulthood is often the peak of an individual’s health. Premiums are lowest at this stage, and locking in a rate early means long-term savings. Waiting could lead to higher costs if health changes, or worse, a serious medical diagnosis could make coverage unattainable. Explain that life insurance is like a safety net—it’s better to have it before it’s needed rather than scrambling when it’s too late. You can also mention policies that build cash value over time, turning insurance into an asset rather than an expense.
“I’m too old to apply for life insurance.”
While premiums increase with age, many carriers offer guaranteed issue policies well into retirement years. If a client is still working, has dependents, or simply wants to leave a financial legacy, it’s not too late to obtain coverage. Even if traditional policies are more expensive, a final expense policy may still provide coverage without a medical exam. The key is helping your client understand that age alone doesn’t disqualify them. There are life insurance options available at every stage of life. You can read more about final expense insurance here.
“I have pre-existing conditions, so I don’t qualify for coverage.”
Life insurance companies each have their own list of conditions they will and won’t cover. Not all insurers treat medical conditions the same way. Some specialize in high-risk cases, while others offer simplified underwriting for certain health issues. Even clients with diabetes, high blood pressure, or a history of cancer may still qualify for coverage, sometimes at surprisingly competitive rates. The key is research. When you work with Empower Brokerage, you have access to multiple carriers so you can match your client with the insurer most likely to approve them. Never let them assume they’re uninsurable without exploring all options first. If you need any assistance, we are always here to help guide you in the right direction.
“I use tobacco.”
Smokers are still eligible for coverage through many life insurance carriers. While tobacco use may impact premiums, there are still a variety of policy options available. The most important step is to compare different carriers and find the plan that best suits your client’s needs and budget. You can see the list of the best life insurance for smokers here.
“I don’t have a job outside of the home.”
Stay-at-home parents or caregivers provide invaluable services that would be costly to replace. If something were to happen to them, their family might need to pay for childcare, housekeeping, or even professional care for aging relatives. A life insurance policy ensures that surviving family members aren’t left scrambling to cover these unexpected expenses. Help your client see that their contributions have real financial value that deserves protection.
“Life insurance is for when you’re dying, and I don’t want to think about that!”
Life insurance isn’t just about death benefits. Many whole life policies include living benefits, such as cash value accumulation or the ability to borrow against the policy for emergencies, education, or major expenses. Some policies even offer chronic illness or critical illness riders, providing financial support if the policyholder becomes seriously ill. Framing life insurance as a tool for financial flexibility can make the conversation feel more empowering than uncomfortable.
“Life insurance is confusing! I don’t know where to start.”
This is where you come in! Many clients feel overwhelmed by policy types, riders, and underwriting processes. Reassure them that you’ll guide them through every step, answer all their questions, and help them find the right policy for their needs and budget. Break down complex concepts into simple terms, use relatable examples, and never pressure them into a decision. When clients feel understood and informed, they’re far more likely to move forward with confidence. If you want to read about how to handle other common objections, click here.
Agents
We hope this information on the reasons clients avoid buying life insurance and how to educate them on the value of life insurance is helpful to you. This article was updated on 05/01/2025.
Empower Brokerage is dedicated to helping you educate your clients on the insurance they need and staying on top of their health. Whether it’s through webinar training, one-on-one calls, seminars, or marketing plans. We want you to be successful. Give us a call if you have any questions at 888-539-1633.
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Originally from the snow-capped Rockies, Macee moved to Texas in 2016 to pursue an undergraduate degree in Strategic Communication. She currently serves as a writer and editor for Empower Brokerage, as well as the marketing manager for Preferred Senior Advisors. Macee is also working on her Master’s degree in management, and hopes to inspire others with her passion for telling stories through varied digital and print marketing efforts.
