Britons overestimating the price tag for life insurance by almost 400%

15th June 2015


While most Britons overestimate the price of a loaf of bread by 43%, when it comes to life cover, the nation is way-off by a massive 394%, according to research by SunLife.

On average, people think £100,000 of life cover would cost £50.98 per month; almost five times more than the average premium of £10.31.

But the insurer found that 47% of people have no idea how much life insurance costs, with this rising to more than half, at 53%, of those who cited affordability as the reason why they have no life cover.

And it seems the misconception of the cost gets worse with age, with 58% of 55-65 year olds admitting they have no idea what life cover costs.

SunLife’s research also showed that of those that do not have life cover, more than a quarter, at 26% are concerned that they do not have any in place. Some 11% said their family would lose all or most of its monthly income if they were to become critically ill or die while 8% said they ‘did not know’ what the financial implications would be.

Dean Lamble, managing director at SunLife said: “Our research shows people are not protecting themselves with life cover because they think it is much more expensive than it is; this misconception needs to be addressed. As an industry, we have an important role to play – we need to make life insurance more accessible so that more people realise they can afford it.”

And even amongst those who do have life insurance, the research revealed that only 39% of people are certain they have enough cover while 11% say they know they are underinsured and 15% say they do not know how much cover they have in place.

Lamble added: “It is worrying that there are many families out there that either have no life cover or insufficient cover in place simply because they are overestimating how much it costs.

“More than a quarter of those who don’t have life insurance say they are concerned about the fact they are not covered; we need to help these people get cover they can understand and afford so that, should the worst happen, they know their families are protected.”

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