There is a big problem in the consumer insurance industry: the coverage gap. More than 40% of Americans have no life insurance. Leaving over 100 million Americans without any kind of life insurance coverage can pose those people many problems, but it is also posing problems for the insurers who write the policies, as life insurance policy purchases have decreased by over 8 million since 1984. People know they need life insurance, yet less and less of them are buying it. Why is that? Quite simply, the complicated application process is a major deterrent.