Studying consumer behavior in purchasing life insurance plan is important to marketeers, consumers and also to society. The human life is the most valuable asset, and the most crucial sort of insurance is life insurance, which offers financial security to an individual and his family in the event of unforeseeable risks or harm. The advent of global pandemic led to an avenue where preparedness for life preservation is of great importance. Consumer behavior around life insurance products is evolving quickly. The descriptive-based study was chosen with the goal of examining the demographic profile of life insurance plan holders and identify the different factors that affect the consumer’s decision in purchasing life insurance plan. These include, but not limited to, social factors, values of the Filipino family, psychological factors, income impact and marketing initiative of insurance companies. In the paper, various insurance-related issues have been covered. The study was conducted in the Province of Laguna, with a sample size of 40 respondents through online distribution of questionnaires, employing snowball sampling. Furthermore, the study analyzed the relationship between the different factors that affect consumer’s behavior to purchase policies in relation to the purchaser’s demographic profile.