Despite the complexity of life insurance, consumers can do much or all of the legwork themselves over the Internet and on the phone when the time comes to buy a policy. Nevertheless, there are times when it would be wise to consult a professional.

1. Decide how to buy. You can go it alone and buy insurance directly from the company; seek guidance from a fee-only financial planner; buy it through a commission-based financial planner; or buy it through a life insurance agent.

2. Doing it yourself. Consider this route if you have a solid understanding of term and permanent insurance; you've done a capital needs analysis and know how much insurance you need; or you're only buying term insurance.

3. Study up no matter what. Even if you don't fit the description of a do-it-yourselfer, read up on life insurance and compare rates at Web sites such as InsWeb (http://www.insweb.com), Quicken.com (http://www.quicken.com) and Quotesmith.com (http://www.quotesmith.com).

4. Know your limits. Don't make any decisions without seeking professional help if your insurance policies are part of an attorney-designed estate plan.

5. Seek help from just one expert. If you're overwhelmed by the complexity of the information you've unearthed, hire one professional only. This will shield you from sales pressure from several different agents or planners.

6. Understand how the pros get paid. Insurance agents and commission-only financial planners don't make money unless they sell products. Fee-plus-commission (or fee-based) planners charge a fee and a commission on products. Fee-only planners charge a fee for their guidance but don't sell products.

7. Learn the ABCs of credentials. If you hire a planner, look for these credentials: Certified Financial Planner (CFP), Chartered Life Underwriter (CLU), Chartered Financial Consultant (ChFC), Certified Public Accountant (CPA) or a law degree (JD or LLM). An insurance agent should be a CLU or a ChFC and licensed in Florida.

8. Buy from a financially strong company. The insurance company should have an "A" rating or higher from rating agencies such as A.M. Best Co., Standard & Poor's Insurance Rating Services, Duff & Phelps Inc., Weiss and Moody's Investor Services Inc.

9. Notice warning signs. Steer clear of advisers who say they're more knowledgeable about the insurance company than the rating agencies or who claim the ratings are unimportant or unavailable.

10. Know where to turn. If you have a complaint about your planner, agent or insurance company, contact the customer service department and speak up. If that doesn't work, file a complaint with the Florida Department of Insurance by calling (800) 342-2762.

-- Compiled by Laura T. Coffey.

Sources: MoneyCentral (http://www.moneycentral.com); American Council of Life Insurers (http://www.acli.com); and the Florida Department of Insurance (http://www.doi.state.fl.us)

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