That Price Is Real — But Probably Not for You
Those low prices in TV and mail ads are not made up. They are real prices — for someone else. The ad shows the smallest possible price, for the youngest and healthiest buyer, for the smallest amount of coverage.
Think of it like a car ad that shouts the price of the base model with no options. The price is true. It is just not the price most buyers pay.
The "Per Unit" Trick
Here is the main trick: many ads quote the price per unit of coverage. A "unit" might be $1,000 of coverage. So "$9.95 per unit" for $10,000 of coverage is really about $100 a month — ten units times $9.95.
The big number on the screen is the per-unit price. The number of units you actually need is in the fine print. Always ask: "How many units is that price for, and how many units do I need for the coverage I want?"
Talk to me directly. I am Serge — a licensed Florida agent (FL License G231352). One call gets you your real numbers, with no pressure: (407) 434-9297. Or send the form and I will call you back.
What to Look For in the Fine Print
Honest ads spell out these details — but they print them small and fast. Look for:
- The sample age. The price may be for a 50-year-old. If you are 72, your price will be higher.
- The coverage amount. Check whether the price is for $5,000 or $25,000 of coverage. Big difference.
- Health assumptions. The quoted price often assumes the healthiest rating class — non-smoker, no major conditions.
- The plan type. Some rock-bottom prices are for term plans that jump in price later, not level whole life.
If you cannot find these details in the ad, that is a red flag by itself.
How to Compare Ads Honestly
Ignore the headline price. Instead, ask every company the same question: "What would MY monthly payment be, for the coverage amount I want, at my age and health?"
Write down the three things that matter: your age, the coverage amount, and the monthly price. Line them up side by side. That is the only comparison that means anything. A $9.95 ad and a $40 ad might be the exact same price once you adjust for coverage amount.
And beware of urgency tricks — "call in the next 20 minutes" or "this offer ends tonight." Real insurance does not expire at midnight. Take your time.
Get Your Real Number — No Tricks
You deserve a straight price with no fine-print games. Call (407) 434-9297 and tell me your age and how much coverage you want. I will give you your real monthly number in plain English — what you would actually pay, not a sample rate for someone else. Free quote, no pressure, no tricks.
Sources & Further Reading
- Florida Administrative Code 69O-150 — Life insurance advertising rules: flrules.org
- Federal Trade Commission — Truth in advertising: ftc.gov