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Knightian uncertainty embedded in stock returns causes rising demand for life insurance, as the uncertainty averse agent seeks alternative investment channels. Life insurance demand of middle-aged agent is more sensitive to the uncertainty. Stock return uncertainty reduces the agent’s total wealth and subsequently the propensity of wealthy agent serving as an insurance seller. Rising demand and falling supply of life insurance imply that life insurance is more expensive in the presence of stock return uncertainty. Sensitivity of life insurance demand to the mortality rate and key stock return characteristics also changes with the uncertainty.

Stock Return Uncertainty and Life Insurance