How do I pick a life insurance provider?

I mean as above really, they all seem to offer something slightly different and idk how or when I'm going meet my childhood goldfish so don't know what to pick.

Also they all require a callback, why? I don't need someone trying to talk me in into spend more money.

I'm 24M and owned my flat for just over 3.5 years now and only just sorting insurance as it's morbid asf to think about and when I looked into it a few years back I had some lady over the phone trying to push me into a policy that didn't fully understand.

Any companies to straight up avoid?