Frisco has rocketed from a small town to a city of 230,000+ in under two decades — and it shows no signs of slowing. The city's population is among the youngest, most educated, and highest-earning in Texas, driven by corporate relocations, the NFL's Dallas Cowboys practice facility, and a master-planned community infrastructure that draws affluent families from across the country. Frisco's financial profile is striking: median household incomes exceed $115,000, home values average over $600,000, and dual-income professional households are the norm. Yet despite this affluence, Frisco ranks among the most underinsured markets in North Texas relative to income. The reason is demographic: young, healthy, busy professionals consistently underestimate mortality risk and delay insurance purchases. The cost of that delay compounds annually — a 32-year-old in excellent health qualifies for rates that a 40-year-old with the same health history simply cannot obtain. Frisco's tech and finance workforce also faces equity concentration risk: a large share of net worth may be tied up in unvested RSUs or 401(k) accounts that become inaccessible or forfeited upon death. Life insurance provides liquid, immediate benefit that equity cannot. With Collin County continuing to set new records for home construction and population growth, the mortgage exposure Frisco families carry demands proportional protection.