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Now to be fair, he could use a GUL for a death benefit for the spouse, but you stated he wants something "HE could start saving for retirement" you did not say he wants to provide a DB for the spouse. You also stated "he doesn't need to leave the kids anything"
What the client may have said he wanted... and what might be best and realistic for him... may be two completely different things.
If you let the client be the planner, then you are limiting your role to what he things you can do for him. (That's one of the problems with positioning yourself as a "life insurance agent" - you are positioned as someone who sells policies, but not necessarily someone who brings bigger ideas to the table.)
If YOU are the planner, then it's your job to bring new ideas into the mix for consideration.
In a way, it almost doesn't matter what he says he wants, when the problem is retirement income planning and no cash assets (per the OP). Obviously with these priorities, leaving assets to grown adult children isn't even in the picture for consideration.
Bring the bigger and better ideas to the table and the relationship - stretch and challenge his mind - but ultimately let him choose what would make the most sense for him and his situation.