My personal opinion is that to look at fundamental of the financial product itself.
ILP / endowment is investing on fund
SSB is investing on sg government bond
STI is investing on the index
All of these investment instruments have good or bad, during downturn bond can be a better investment, etc.
I tends to agree with yyhwin that it may not be appropriate to compare ssb with endowment. Buying ssb + term of course gives you a different return from endowment (which is fund + terms at its fundamental).
When fund is doing good, endowment will be better. When bond is doing good, ssb can give you a better return.
My personal opinion on ILP or endowment is that it is an investment that depends on fund performance. Some policies allow you to switch fund, but some don't. But, it is also depends timing, when you start buying and when you're selling.
My issue with ILP / endowment is:
1) The agent usually shows the projected return, that's not actually the real return, that's just your fund performance
2) They usually show you the policy that earns money. But there are other cases, that some policies are not earning as much as it projected simply because fund is not doing good during the time horizon of the policy. I once asked an agent, if I bought the policy at high point of the market, what's the return I would get now, the agent always siam this question.
3) Inflexibility of withdrawing or changing the strategy of your investment. Your money basically locked in due to high upfront cost.
I don't blame the agent, because they are sales, of course they will sell whatever they earn the most.
Personally, I don't invest in fund, I got mixtures of strategy, ssb as fixed deposit for me, sti etf for long term DCA and hand pick some stocks. But I am aware that not all are financial savvy. So not all can make a good decision in investing. Creating a diversified portfolio is the best way to go, just don't put all your eggs into one basket.