<p>Term life insurance contracts differ in the level of private information required from applicants, the presence of optional features, and the type of claim payment. Understanding how individuals’ demand is influenced by these possibilities is not straightforward. We explore socioeconomic and behavioral characteristics that might influence term life insurance demand through a Discrete Choice Experiment (DCE). Using a sample representative of the French population, we estimate the individual characteristics that influence (1) the decision to purchase term life insurance and (2) the willingness to pay for each contract feature. In addition to socioeconomic characteristics, some behavioral factors shed new light on our understanding of both overall demand for term life insurance product and the characteristics of such contract. Future concerns, optimism about survival, perceived asset management risk, and altruism influence term life insurance purchasing behavior. This paper provides insurers a method to develop more targeted product offerings without testing new features directly in the market.</p>