Most of the ones I have read through only provide coverage for the common travel stuff and the medical/life is very limited. The medical/life is usually limited to "common carrier" accidents. If you are killed in a plane crash or injured when a train derails, you are covered - but it may not kick in until you reach the threshold of "dismembered", not a simple broken arm. I don't think any will cover being gored by a rhino on safari.
Personally I am more concerned with the points I earn and other protections of credit cards, such as the ability to charge back fraud. Rental car insurance does come in handy and is a big money saver.
Basically the higher the annual fee, the better the benefits. Citi Prestige, Chase Sapphire Preferred, Amex Platinum/Centurion, etc.