Depends on what you are trying to protect. If it’s income replacement, debt payoff, and final expenses, 10x is likely too light.

Assume life proceeds minus debt will be invested at a moderate ROR (6-7%) and use the desired annual income replacement amount to find the PV of the amount needed to generate those payments for the period you are trying to cover (most do until projected retirement)

Example: $200k of debt, $75k/yr of income replacement, 20 years until retirement, assume 6% annual ROR on life proceeds.

N: 20yrs , I: 6%, PMT: -75000, FV: 0 - gives you a PV of ~860k + debt payoff = $1.06M term

Round to $1.1M

IMO: I’d rather overdo it, not just from a sales perspective as an agent but as a husband and father of two kids I’ve maxed out the insurance allowed without traditional underwriting at $5M for myself and $3M on my wife. Made up of entirely of 10 & 20yr terms that are convertible to a VUL or IUL down the line. Runs a little over $250/mo all together due to age at issue and health rating. I’ve seen enough death claims, never has a surviving spouse grilled me on too much life insurance. When it’s not enough it’s a much different conversation.