Disclaimer: I work for an insurance company.
It is not that insurance companies are crooks (some are but most are not), it is just pure economics.
Other than the mandatory kind (car insurance is an exemple), Insurance is sold and is not bought. To get someone to sell it you need to pay them. Obviously to pay them, pay your expenses and make profits you need to build it in the product fees.
So that means that most (and probably all) of these products are full of fees. Unless you need insurance to protect your family against you dying, this is a bad idea.
If you need insurance for your family, I would suggest that you look at a 10 years or 20 years term life, it will be much cheaper. Don't buy any of the riders or waivers, that is where the fees are hidden.