Over nearly two decades working as a financial and insurance advisor, I have learned one essential truth: client objections are rarely resistance. More often, they are signals—signals that something needs clarification, reassurance, or a different explanation.
Insurance is not a topic most people naturally prioritize. It requires thinking about uncertainty, responsibility, and future risks—subjects many prefer to postpone. As a result, clients often raise difficult and emotionally driven questions. How we respond in those moments defines the quality of the relationship and the level of trust we build.
1. “I Don’t Believe in Insurance”
When a client expresses this concern, I acknowledge it respectfully:
“I understand how you feel—it’s not something people enjoy thinking about. But let me ask you this: if something happened to you tomorrow, what would your family have to work with? What is your financial emergency plan?”
Life insurance is not about belief. It is about planning. If someone depends on you financially, insurance is simply a solution to ensure they are not left alone to figure everything out during an already overwhelming time.
2. “I’m Young and Healthy—I Don’t Need Insurance”
This is often the best time to secure coverage. Insurance is priced based on risk, and youth and good health place you in the lowest risk category.
Coverage is affordable and accessible now. Waiting until later—when health or age changes—can make coverage more expensive or unavailable. Locking in protection early provides peace of mind at the right time and cost.
3. “I Have Savings—I’ll Self-Insure”
Having savings is excellent and essential. However, savings and insurance serve different purposes.
Insurance multiplies your money instantly. Savings protect today; insurance protects tomorrow. Together, they ensure your family’s financial stability without exhausting your assets.
4. “Life Insurance Is a Scam”
This objection usually comes from misunderstanding.
Life insurance—when properly structured—is a legal contract. You pay for coverage, and the insurer pays when the insured event occurs. Just like car insurance, it exists for the “if,” not the “when.”
5. Protecting Your Biggest Asset: Your Home
For many families, their home is their largest asset. If income stopped unexpectedly, how long could your family realistically stay in the home?
Life insurance does not solve everything—but it gives your family time. Time to grieve, plan, and avoid rushed financial decisions.
Reframing Objections
Objections are not rejection—they are requests for clarity.
Effective advisors slow down, clarify, and reassure:
Acknowledge: “That’s a fair question.”
Clarify: “Let me make sure I explained this clearly.”
Confirm: “Does this make more sense now?”
Final Thought
Our role is never about commission—it is about ensuring clients truly understand what is right for their needs and guiding them with clarity, empathy, and trust.
About the Author
Shenaz Kassam, RWM, RRC®/CR® is a senior financial educator and collaborating advisor with nearly two decades of experience supporting Canadian families in building, protecting, and transferring wealth. Her expertise spans financial planning, retirement income strategies, and family wealth continuity. Shenaz is recognized for her strong commitment to financial literacy and her mission-driven approach to helping individuals and families establish sustainable, multi-generational financial foundations.