Most of the recent research in the life insurance industry has focused on analyzing customer buying behavior and ignore the importance of retaining customers of insurance-linked commercial banks. Purchasing behavior appears to be a repetitive process for customers, while the decision to maintain their insurance policy involves more complex factors. In Vietnam, according to statistics from the Ministry of Finance, the cancelation rate of life insurance contracts concluded through commercial banks is at a high level. In this study, the authors developed a research model using the (TPB) (Ajzen in Organ Behav Hum Decis Process 50:179–211, 1991) [1] to examine factors that influence insurance policyholders in making decisions. The research data sample was collected online by the article’s authors from 315 survey questionnaires of life insurance contract owners concluded through agents who are joint stock commercial banks in Vietnam during the period. Period from June 2024 to October 2024. The author uses the PLS-SEM linear structural model, which is experimentally manipulated on SPSS and AMOS 20 software. The results show that four factors have been identified that have a strong influence on the intention to maintain a life insurance contract., including: (i) Level of confidence in insurance benefits (BENE), (ii) Customer’s risk perception (RISK), Customer’s attitude toward maintaining insurance contracts (ATTI) and (iv) Subjective standard (STAN).