When I started in this industry as an enroller (late 80s), the insurance companies were pretty much the only players in the small plan market. 401(k) plans were like the wild wild west in terms of regulation. Insurance companies used to "strongly encourage" you to use part of the contributions to purchase life insurance. If I recall correctly, there was a rule that said that only 25% of the expected contributions could be used to purchase life insurance. You then had to deal with a life application and the limited underwriting that needed done with the policy, policy delivery, PS-58 costs, etc. I guess what I am trying to say is that life insurance within a 401(k) plan has always been a pain and I am so glad no one sets them up that way anymore!