This study investigates consumer perceptions of life insurance, examining the factors that influence individuals' attitudes, preferences, and decision-making processes. Despite the critical role of life insurance in financial planning, many consumers remain hesitant or misinformed about its benefits. Key findings indicate that while awareness of life insurance has increased, misperceptions and distrust still hinder its adoption. The study also highlights the role of financial literacy, brand reputation, and advisory services in shaping positive consumer perceptions. These insights underscore the need for more targeted, transparent, and informative marketing strategies by insurers to address consumer concerns and improve the overall appeal of life insurance products. The paper concludes with recommendations for insurers to build trust and tailor policies to meet the specific needs of diverse consumer groups.