Over the past decade, exciting breakthroughs in the field of immuno-oncology have resulted in significant gains in long-term cancer survival, but the cost of immunotherapy is often extremely high. This column argues that life insurance would become a more valuable product to consumers if it were to pay for life-enhancing medical treatment in case of a cancer diagnosis. Widespread adoption of this funding model would increase life expectancy in the population, which would in turn lower the cost of life insurance.