The Perm-Term Squirm: Why Life Insurance Makes People Wiggle In Their Seats

by: Jeffery A. Keill, CFP, CIM, FMA, FCSI, CEA

Portfolio Manager and Senior Wealth Advisor

Oh we know the look all to well. Start talking about life insurance and clients can start to squirm. It is not the topic of insurance that makes them squirm, it is the choice between the ‘Swiss-Army knife’: approach of various types of permanent Insurance vs the simplicity and less expensive term Insurance. Picking the right one is tough as they both have features and benefits that can be important in the planning of a family’s future.

We call this dance: The Per-Term Squirm

Why the Squirm Happens

At its core, the squirm is about reconciling two very different tools:

• Term insurance is simple, inexpensive, and designed to protect income during the years it matters most. It’s pure insurance- no bells, no whistles.

• Permanent insurance is built for the long game. It lasts for life, builds tax advantaged value, and becomes part of an estate, retirement, or philanthropic strategy.

Both are useful. Both are valid. Both trigger the same question:

“ Which one is right for me....and what if I choose wrong?”

They Need Not be Mutually Exclusive: It’s Not Either/Or

Although the squirm come from thinking you must choose one path forever. Some of the best plans often blend the two if the need is there:

• Term for temporary risks (or shorter spiked risks)

• Permanent for life long goals (longer permanent underlying needs)

When we can explain to clients that insurance isn’t a one shot decision but a living part of their financial architecture, the squirm eases. Clarity replaces discomfort. Purpose replaces confusion.

It is not about Product- It is about Outcomes

The outcomes are the important decision maker, or at least should be:

• Protecting income loss

• Protecting asset loss

• Creating legacy

When framed this way, the Per-Term Squirm becomes less of a chair dance and more of a thoughtful conversation about what our clients value most.

Final Thought

Although the life insurance decision is very personal and unique to your family’s needs, it does not need to be confusing. A good Wealth Advisor eliminates the squirm by guiding clients through the insurance decision with clarity, empathy, and strategy. Have a question- find yourself doing the Perm-Term Squirm, give our team a call.

Posted April 2026