Life insurance is a financial product that protects individuals from the risk of unfortunate events such as death and disability. Although the life insurance market is showing increased penetration, many still do not have life insurances. Purpose: This research aimed to analyze the influence of consumer trust in the relationship between the relationship of perceived risk and consumer knowledge with behavior intention. Design/methodology/approach: This research used a quantitative approach. The research was conducted on 210 respondents in Makassar and Balikpapan. Data were collected through an online questionnaire. The data collected were analyzed using the Structural Equation Modelling (SEM) with the AMOS application. Findings: Perceived Risk: financial risk, time risk, delivery risk, and privacy risk have negative influences and not significant to behavior intention. Consumer knowledge have a positive influence and significant to behavior intention. Consumer trust was a variable that mediated the influence of perceived risk and consumer knowledge on behavior intention. Research limitation: This research was conducted on respondents in Makassar and Balikpapan, the cities in central Indonesia. For further studies, we suggest using respondents from other areas who have different culture, religion/beliefs, education and geographic condition that might give different level of perceived risk, consumer knowledge and trust to the insurance product. Practical implication: Results shown that the consumer's behavior intention to make a purchase in insurance products is determined by the consumers’ knowledge and the extent to which consumers trust to the insurance products. Thus, it is recommended for the insurance companies and policymakers to create a socialization and educational regarding the insurance products that is accurate and easy to understand and making appropriate regulations to ensure certainty from insurance companies to fulfill their liability to consumers.