Life insurance is a low value offer for many, and it's value is inversely proportional to wealth. Term life policies are especially low value compared to whole life. As I got older, I dropped my term policies as they became more expensive, and kept my whole life as dividends now pay the premiums almost entirely. Younger policy owners have different priorities than older people in many cases. The choice between life insurance and rent/mortgage, car payment, and other household expensed or life insurance for someone in their 20s means the life policy is likely the first item to go away. As many employers offer some level of life insurance, that can erode personal policies. Also, as younger workers reach their 30s and may have been contributing to retirement plans through their job, they are more able to self-insure against death, again eroding the need for those policies.