Obviously an insurance company is going to push higher face amounts.
This is so wrong (in this context - this is part of an UNDERWRITING guide). While insurance sales departments would love to sell as much insurance as possible, they in no way want to over-insure ANYONE, which is where financial underwriting comes into play. These numbers are THE MAXIMUM an insurance company will consider a person for (unless some plausible explanation exists to insure for more than these multiples). Obviously anyone can chose to protect themselves for LESS THAN WHAT THEY'RE WORTH, but to an insurance company looking at numbers, this is the general rule of thumb of what a person is worth in dollars and cents.
1. Insurance needs should be expressed as a multiple of annual expenses (plus anticipated big ticket items) rather than gross earnings. For many, this could reduce the face amount by 40-50% just by accounting for taxes and retirement savings.
Based on that logic, if someone has a fully paid for $100,000 vehicle which they use to drive to work, it should only be insured for an amount that it would cost to get alternate transportation, even if that would be for a much lesser vehicle. And if a person has some money saved up, maybe they should forgo the insurance altogether, because they can self-insure.
2. Insurance needs should be offset by existing savings.
3. Why would you push a 40x multiple of earnings? That implies a miniscule 2.5% safe withdrawal rate or possibly even less if there are accumulated assets.
Again, this is talking about needs (which no-one can accurately predict for the future) vs actual current financial value.
If a person is earning $100,000/yr, and is young, it is reasonable to anticipate that their earned income will increase over the years. The multiples quoted above take that into consideration. If you're only focusing on needs and the person earning $100,000/yr only needs $60,000 to live on, where is the rest of the money going?
I have yet to hear about a person who received a death benefit complaining that it is too large, and they don't have what to do with the money. OTOH I am aware of two young widows, one who's husband left a life insurance death benefit which was sufficient to generate enough income with 0 risk and without need to touch the principal or make a fundraising campaign, and another who's husband left a smaller death benefit who will need to figure out how she gets by even after the death benefit and the money raised in a fundraising campaign.