Why do many households remain exposed to large exogenous sources of non-systematic income risk? Why don't financial markets develop to pool these risks? This paper uses a series of randomized field experiments to test the importance of price and non-price factors in the adoption of an innovative rainfall insurance product, designed to hedge a major source of agricultural production risk. Demand is shown to be significantly price-sensitive, with a price elasticity between -0.66 and -0.88. However, non-price frictions, such as liquidity constraints and limited trust in the insurance provider, are also found to be important in explaining limited insurance take-up. Keywords: Insurance, Consumer Finance, Liquidity Constraints, Trust, Economic Development.