Household Life Insurance Demand

What types of households own life insurance? Who owns term life and who owns whole life insurance? These are questions of great interest to insurers that operate in a highly competitive market. To answer these questions, we jointly examine household demand of two types of insurance, term and whole life, using data from the Survey of Consumer Finances, a probability sample of the U.S. population. We model both the frequency and the severity of demand for insurance, building on the work of Lin and Grace by using explanatory variables that they developed. For the frequency portion, the household decisions about whether to own term and whole life insurance are modeled simultaneously with a bivariate probit regression model. Given ownership of life insurance by a household, the amounts of insurance are analyzed using generalized linear models with a normal copula. The copula permits the bivariate modeling of insurance amounts for households who own both term and whole life insurance, about 20% of our sample. These models allow analysts to predict who owns life insurance and how much they own, an important input to the marketing process.Moreover, our findings suggest that household demand for term and whole life insurance is jointly determined. After controlling for explanatory variables, there exists a negative relationship for a household’s decision to own both whole and term life insurance (the frequency part) and a positive relationship for the amount of insurance purchased (the severity part). This indicates that the greater the probability of holding one type, the smaller the probability of holding the other type of life insurance. However, higher demand for both types of insurance exists when a household decides to own both. This mixed effect extends prior work that established a negative relationship, suggesting that term life insurance and whole life insurance are substitutes for one another. In contrast, our findings reveal that the ownership decision involves substitution, but, for households owning both types of insurance, amounts are positively related. Therefore, term and whole life insurance are substitutes in the frequency yet complements in the severity.