KISS co-founder Gene Simmons is passionate about the power of life insurance — especially to protect the estates of his high-net worth pals. Simmons helped found Cool Springs Life Equity Strategy in 2010 after friend Samuel B. Watson recognized Simmons’ potential as a natural advocate, as per this quote he provided for an article on TheStreet:

“Life insurance is a must. It’s the one thing in your life you are doing for everybody else. Once you are dead, you really don’t care, but while you are alive it is the one big, selfless thing you should be doing. And you should try to maximize the amount of money that you leave behind to your family, your loved ones and whoever else you deem.”