If you’ve ever told yourself you’d look into life insurance "soon"—and then somehow never quite got around to it—you’re far from alone. Many people genuinely intend to protect their families but still hesitate when it comes time to take the next step. Life gets busy, the topic feels heavy, and it’s easy to push it off for another day. But that delay isn’t just procrastination—there are real psychological patterns at play.

Once you understand these mental tendencies, it becomes easier to move forward with clarity and confidence. Here are three common, very human reasons people end up underinsured without meaning to:

Cost misperception

Many people assume life insurance is far more expensive than it really is. In fact, 72% of Americans overestimate the cost of life insurance. That misconception can become a major barrier, even though many policies are surprisingly affordable once you take a closer look.

Optimism bias

This cognitive bias leads people to believe they’re less at risk than others for serious situations like illness or loss. When we assume “it won’t happen to me,” it’s tempting to delay or avoid getting life insurance altogether—even though no one is immune to life’s uncertainties.

Normalcy bias

This belief that things will continue just as they always have can keep us from preparing for emergencies. If everything has always been fine, it’s natural to assume it will stay that way and skip buying coverage. But unexpected events can affect anyone, even when life feels predictable.

Recognizing these tendencies is the first step toward moving past them. A little awareness can open the door to better decisions and greater financial peace of mind.

If you’re ready to take a step—big or small—consider asking for a quote, researching policy options, or simply starting a conversation about life insurance today. Your future self will be glad you did.