When buying life insurance, many Indians instinctively choose the longest cover: sometimes till age 99. It feels safe, like a lifelong guarantee. Yet this choice is often driven by psychology, cultural norms, and marketing rather than actual financial need. Understanding these influences helps buyers make rational, cost-effective decisions.
Cheat sheet
10.1 lakh
Individual death claims paid (industry)
FY 2024-25
—Stable at ~10 lakh annually post-COVID
₹33,697 cr
Total death claims payout (industry)
FY 2024-25
▲Up from ₹28,868 cr in FY 2023-24
- Longer cover periods appeal emotionally, not financially.
- Fear of outliving income drives choices.
- Marketing emphasizes “longer is better.”
- Realistic coverage usually ends at retirement age.
- Smart planning balances cost with actual need.
The Allure of “Forever Security”
A 2023 industry surveys survey found nearly 40% of first-time buyers preferred coverage till 99, despite India’s average life expectancy of 70.8 years (World Bank). The comfort of “never running out of cover” mirrors over-insurance behaviors, like extended warranties on gadgets. Lifelong coverage feels emotionally rewarding, even if financially inefficient.
Anchoring Bias in Marketing
Insurers highlight terms like “whole life” or “till 99” as premium choices. Behavioral finance shows anchoring: fixating on the largest number: nudges consumers into equating longevity with value. In India, where multi-generational security is prized, this framing reinforces the perception that longer coverage equals responsible planning, even when premiums strain budgets unnecessarily.
Fear of Outliving Resources
Consider Rajesh, 35, who buys a 50-year term fearing he may live longer than his parents. By age 85, his children will likely be independent, making much of the extra coverage unnecessary. This fear of outliving dependents often drives over-insurance, overriding rational planning.
Cultural Narratives and Legacy Thinking
Life insurance is often seen as a tool for legacy, not just income replacement. A 2022 Max Life study found 65% of urban Indians associate insurance with leaving something behind. Cultural emphasis on “providing forever” reinforces the desire for long-term coverage, even when dependents no longer need support.
Did You Know
65% of urban Indians associate life insurance with leaving a legacy — but term insurance is built to replace lost income during earning years, not to create an inheritance.
The Real Cost of Unrealistic Duration
Premiums rise sharply with extended terms. A 30-year-old non-smoker may pay ₹12,000 annually for a 40-year term cover of ₹1 crore, but nearly double for a 99-year cover. The extra funds could instead be invested in mutual funds or retirement savings, compounding into far greater wealth.
₹
5.84 lakh crore
Sum assured lapsed at LIC alone in FY 2024-25 across 68.63 lakh policies. When buyers lock into premium terms they can’t sustain, policies don’t just cost more — they get abandoned entirely, leaving families with zero cover. LIC’s lapse ratio rose from 2.17% in 2023-24 to 2.55% in 2024-25.
IRDAI DATASource: IRDAI Handbook 2024-25, Lapsed Policies Data
Watch Out
On ₹1 crore cover, a 30-year-old pays roughly ₹12,000 a year for a 40-year term but nearly double for a till-99 plan. That premium gap, redirected to investments, could compound into a substantially larger retirement corpus.
| Age | Cover Till | Annual Premium | Notes |
|---|---|---|---|
| 30 | 40 years (till 70) | ₹12,000 | Ends near retirement, lower cost |
| 30 | 99 years | ₹22,000+ | High cost, limited practical benefit |
Shifting Focus to Real Needs
The practical approach is to match cover to earning years: typically till 60–65. Beyond that, retirement savings and assets should support the family. Psychological biases often lead to overpaying for “till 99,” ignoring that dependents’ needs decline over time.
Quick Tip
Before choosing a policy term, calculate when your youngest dependent will likely become financially independent. That age — not 99 — is your actual coverage finish line.
FAQs
Isn’t longer cover always safer?
Only emotionally; financially it offers little once dependents are independent.
Why do insurers offer till-99 plans?
They capitalize on consumer psychology; longer cover means higher premiums.
Smarter duration to choose?
Usually till retirement age unless special circumstances exist.
Can cover be extended later?
No; a new policy may be purchased if health permits.
Choose Duration, Not Emotion
The preference for unrealistic cover durations stems from psychology rather than financial logic. Anchoring, fear of outliving, cultural norms, and marketing push buyers toward till-99 policies. In reality, insurance should protect dependents during income-earning years. Recognizing these biases allows Indian consumers to make smarter, cost-effective choices that serve both emotional comfort and financial sense.
Related Reading
Disclaimer: This article is for informational purposes only and does not constitute insurance advice. Consult an IRDAI-registered insurance advisor for recommendations tailored to your specific financial situation and needs.
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Reviewed and Edited by
Hardik LashkariHardik Lashkari is a Chartered Accountant and finance content specialist with over six years of experience writing for fintech and financial services brands. He specialises in translating complex financial topics into clear, credible content — from insurance and taxation to investing and personal finance. At Gyansurance, Hardik covers the how-to side of term insurance: buying guides, policy maintenance, digital underwriting, and the fine print buyers often miss.
