It's completely normal to have every intention of buying life insurance but never quite take the final step. Many people relate to that moment when the thought crosses their mind — “I should really get that sorted” — only for life to get busy again. If that sounds familiar, you’re in good company. This hesitation isn’t just procrastination; there are deeper psychological patterns at play that influence how we approach financial protection.
Optimism bias
This cognitive bias leads people to believe they’re less at risk than others for serious situations like illness or loss, causing them to delay or even avoid getting life insurance. It’s that quiet thought of “I’m healthy — nothing will happen to me,” even though life can be unpredictable for anyone.
Cost misperception
A surprising 72% of Americans overestimate the cost of life insurance. That inflated assumption becomes a major roadblock, even though many policies are far more affordable than people expect. When something feels expensive, it’s easy to push it off — even if the reality is much more manageable.
Normalcy bias
This belief that things will continue as they always have keeps people from preparing for emergencies that feel unlikely but can happen to anyone. If everything has been fine so far, it’s natural to think you don’t need coverage yet — but that sense of stability can be misleading.
Recognizing these common mental tendencies is the first step toward moving past them. Whether you decide to request a quote, explore different policy options, or simply start the conversation about life insurance, even a small step today can help you build a more secure tomorrow.
