Moneylife has compared ULIP with traditional plans in it's recent article. Akshay Mehrotra, Chief Marketing Officer, PolicyBazaar.com was quoted in the same saying “Most customers look at insurance as a saving and investment option; they may not be able to understand the core difference between traditional endowment and ULIP endowment. ULIPs have become more beneficial for customers since the 2010 IRDA guidelines; unfortunately, agents discourage the purchase of ULIPs today due to a lower distribution margin.

Many insurers like LIC, HDFC Life, Bharti AXA Life, Tata AIG life are set to come out with term plans which may be pure online or combined with offline mode of distribution.