Best Life Insurance Canada Reviews: September 2024

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Best Life Insurance Canada: Top Companies in 2024

We used the following criteria to evaluate Canada's best life insurance companies of 2024:

• Price: How much does the life policy cost compared to competitors?
• Financial Strength: Is the insurance company financially healthy? How does their long-term financial forecast look?
• Time to Approval: How much time do the life insurance companies take to approve applications for life insurance?
• Trustworthiness: How good is the insurer when it comes to settling claims? What do their customers say about them?
• No Medical Options: Does the insurer only offer traditional plans or are no-medical options available?
• Coverage Amount: Does the life insurance company only offer small death benefits, or can you purchase $1 million or more in life insurance coverage?

What is life insurance?

Life insurance is a legally binding contract between you and an insurer. In exchange for your regular premium payments, the insurer promises to pay a specified amount to your designated beneficiaries upon your death.

Why is life insurance important?

Life insurance protects your loved ones from the potential financial impact or damage when you pass away and provides your family, parents, and partner peace of mind and future security. The payout can help anyone replace some, or all your income, and pay off any loans. This ensures they are able to live comfortably after you’re gone.

Death can come from anywhere at anytime, even from activities like sports that put a player at risk. It is imperative you keep that in mind throughout the course of this blog post and plan out your family's future with us.

Types of life insurance

There are different types of life insurance policies to suit different needs, preferences, and budget. These include:

• Term Life Insurance: Covers you for a specific period, typically 10, 20, or 30 years. Best for: Young families, mortgage protection
  • Best for: Young families, mortgage protection
• Whole Life Insurance: Lifelong coverage with a cash value investment component.
  • Best for: Estate planning, lifelong dependents
• Universal Life Insurance: Offers lifetime protection with flexible premiums and death benefits.
  • Best for: Those seeking insurance with an investment component
    
• No Medical Life Insurance: Policies that don't require medical exams
  • Best for: Those with pre-existing health conditions

Term Life Insurance

Term life insurance policies come with an expiry date and have one goal — to pay the death benefit. The policy term can be as short as one year, or as long as 40 years in duration. In the event you pass away during the term life insurance policy term, the life insurance carrier will pay the death benefit to your beneficiaries.

If you outlive the term, there will be no payout. However, most insurers allow you to renew the term life insurance policies without a medical check renewal, up to a specific age. Term life insurance coverage options do not include additional bells and whistles, like cash value. They do have fixed level monthly payments. This makes them generally more affordable, resulting in more savings.

Permanent Life Insurance

Permanent life insurance policies give you coverage for your whole life, offering you peace of mind and financial security—something many people think about when searching for the best life insurance Canada. It is the closest thing to ‘buy it and forget it’ life insurance, because you do not need to renew your permanent life insurance policy.

Many permanent life insurance plans also include an investment component, called cash value. Funds in this account grow tax-deferred, and you can access them anytime. Generally speaking, permanent life insurance costs more than term life insurance, often six to ten times more. The two most common types of permanent life insurance coverage are whole life insurance & universal life insurance, which we'll cover next.

Whole Life Insurance

Whole life insurance is a type of permanent life insurance that offers lifetime protection. It also includes an investment tool to accumulate money on a tax-deferred basis. A part of your premium goes to cover the whole life insurance cost and administrative fee, while the remainder funds the built-in investment account. Next, let's learn about universal life insurance.

Universal Life Insurance

Universal life insurance also offers lifetime protection. The main difference between universal life and whole life insurance is that the former offers you better control over how your money is invested. Universal life insurance also gives you a certain degree of freedom regarding your life insurance premiums and death benefit. You can increase or reduce your payment within permissible limits.

Compared to whole life insurance, universal plans are more complex and require close monitoring, especially in changing market conditions.

No Medical Life Insurance

No-medical life insurance does not require a medical exam to prove insurability. This makes it easier to qualify for if you have a health condition, and fast-tracks the application process. The process can be as fast as 5 minutes.

While no medical exam life insurance offers convenience and speed, it's important to note that premiums may be slightly higher compared to traditional plans. This is because insurers offset the lack of medical information by adjusting pricing. However, for those who prioritize a hassle-free application process, no medical options can be a valuable solution.

Simplified Issue Life Insurance

Simplified issue life insurance also doesn’t involve a medical exam, but you will have to answer a few health questions when you apply. The insurer will decide your eligibility and set your premium rate based on your answers. These policies usually include a waiting period — which is typically two years. If you pass away during the waiting period, the insurer will not pay the death benefit. Instead, it will refund the life insurance premiums you have already paid.

Guaranteed Issue Life Insurance

Guaranteed issue does not require taking a medical exam, nor answering any health questions (medical underwriting) to prove eligibility. Life insurance coverage is guaranteed as long as you are under a certain age. However, the death benefit amount is rather small. It estimates between $25,000 to $50,000. Most people take a guaranteed acceptance life insurance policy to cover end-of-life expenses or to leave a small legacy to their children or grandchildren.

How do I buy life insurance in Canada?

You can purchase life insurance Canadian online, through a broker (like Dundas Life), or through an agent. Whichever way you buy, make sure you shop around to ensure you are getting the best value for money.

Directly through an insurance company.

You can do so much online these days: order food, book a holiday, look at past employees, rate your previous employer — and even buy life insurance. Buying life insurance online directly from the provider is simple, easy, and quick. If you know what you need and do not need help from a life insurance agent or broker, it may be right way to go.

Through an independent local insurance agent.

‍Like independent brokers, life insurance agents act as an intermediary between insurance companies and individuals. Some agents represent only one insurance company and are called captive agents. Others work as independent agents, meaning they represent several providers.

Since an independent agent works with many carriers, they can offer you more options for getting life insurance coverage. More options can mean lower premiums for you. However, all insurance agents represent insurance providers, not buyers. So, they might not always offer unbiased advice for you, the consumer.

Through an independent broker (like Dundas Life).

‍Life insurance brokers act as an intermediary between insurance companies and consumers. A good rule of thumb: brokers represent buyers, not insurance providers. This means that they can offer you unbiased advice based on your needs.

How to choose the right life insurance company

Choosing the right life insurance company is a big decision.  Here's what to consider to ensure you get the best coverage and support:

• Compare prices: Compare life insurance quotes from multiple insurers (at least 3-5 companies). Don't just look at the premium – factor in potential hidden fees, administrative charges, and policy exclusions.  A lower premium doesn't always mean better value.
• Customer Experience: Research the company's reputation for customer service. Look for reviews and ratings that reflect responsiveness, helpfulness, and ease of contacting support.
• Claims Process: Investigate how easy it is to file a claim and how quickly claims are typically processed. A company with a high claims payout ratio and positive customer feedback regarding claims handling is a good sign.
• Customization and Riders: Consider the availability of riders (add-ons to your policy) that can tailor your coverage to your specific needs. Look for flexibility in terms of coverage amounts, term lengths, and payment options.
• Underwriting Requirements:  Understand the insurer's underwriting process, including medical exam requirements and health questionnaires. No-medical exam options are available but may come with higher premiums.
• Company Reputation & Financial Strength: Research the company's financial stability and reputation for ethical practices. Check ratings from independent agencies like A.M. Best and look for a history of paying claims fairly and promptly.
• Digital Process: In today’s digital age, the ease of managing your policy online is important. Ask about the company's online process for policy management, premium payments, and customer service interactions. This can save you time and provide convenience in handling your policy.

Not sure which type of life insurance product is the best life insurance in Canada option for you? Consider speaking to an independent broker like Dundas Life, who will help you identify the right solution.

Best Life Insurance Companies for Affordability: Wawanesa & Assumption Life

Headquartered in Winnipeg, Manitoba, Wawanesa Insurance offers a number of different types of insurance, including home, auto, farm, commercial business and life insurance. They were founded in 1896, and have strong financial health, according to their AM rating. Compared to their competitors, they offer one of the most affordable life insurance policies.

Real customer review:

"We have Whole life insurance and have had for years. They send regular updates and keep us informed." - Customer on InsurEye

Read the complete Wawanesa Life Insurance review.

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Assumption Life was founded in 1903 and are now based in Moncton, New Brunswick. They have grown steadily since then, now with over $1.7 billion in assets. They are most known for their no-medical term life insurance policy, however they offer a number of insurance solutions for all Canadians. They offer a variety of affordable life insurance.

Real customer review:

"Assumption Life products represent a great option, if you are looking for an affordable Term life Insurance protection, especially for longer periods of time e.g. if you have young children or need to cover a long-term mortgage." - Richard Parkinson, Insurance and Annuities Broker on InsurEye

Read the complete Assumption Life Insurance review.

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Best Life Insurance Companies for Couples: Desjardins, Industrial Alliance, & Manulife

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The Desjardins Group is one of the largest financial institutions in Canada founded in the province of Quebec, with over 20 subsidiaries. They offer a wide range of insurance products and services, such as life and general insurance, venture capital, securities brokerage and asset management.

Desjardins Financial Security is the branch that life insurance falls in, and they have over 6,000 advisors (1200 in Quebec alone) that can help you find a policy. Couples, business partners, or owners of many businesses can split a joint policy into two individual permanent life insurance plans if their needs change in the future. Available for three term life insurance plans — Term 10, Term 20, and Term 30.

Read the complete Desjardins Life Insurance review.

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Manulife is the largest, and one of the oldest life insurance companies in Canada. They are best known for their term life insurance policies and offer a variety of them to suit the unique needs of Canadians. The insurance rates at Manulife are generally best for people looking for coverage under $400,000, are young, and in good health. Manulife’s combined coverage policy is a highly regarded plan for couples.

Real customer review:

"When my wife passed I informed them. They told me what was needed, instructed me to fax the information and send the originals by mail. Within a short period of time I received payment with an apology for taking so long and included interest. Great service." - Customer on InsurEye

Read the complete Manulife Life Insurance review.

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Industrial Alliance is a wealth management insurance company headquartered in Quebec—with cities like Montreal—that sells financial products across North America. They are ranked among the top 5 life insurance companies in Canada and provide a plethora of life insurance options (most notably Access Life for no medical life insurance) that are suitable for people with a variety of different lifestyles.

Real customer review:

"IA has the cheapest life insurance and very responsive to claims and customer service. Definitely recommending it to Canadian families." - Brett Wilson on InsurEye

Read the complete Industrial Alliance Life Insurance review.

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Best for Seniors: Equitable Life

Equitable Life of Canada was founded in 1920 and specializes in life insurance and group benefit plans. It has a great life insurance policy for seniors, up to the age of 85.

Real customer review:

"Have insurance for both my son and me, have found this company to be extremely responsive to my questions and see value & growth in our policies. Recently saw all their donations to charities and other health organizations and was thrilled to see a big company like this giving back. I am happy my advisor choose this company to work with." - ProudMama on InsurEye

Read the complete Equitable Life Insurance review.

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Best Life Insurance Company for Smokers

Foresters

Foresters Life Insurance is known to offer affordable life insurance policies. Since being founded in 1874, they have over 3 million clients across Canada, the United States and the United Kingdom. They offer a competitive plan for smokers, and they also have a Quit Smoking Incentive Plan which will allow former smokers to have lower rates on their life insurance policy.

Real customer review:

"I have this company for over 45 years and they are the best." - Customer on InsurEye

Read the complete Foresters Life Insurance review.

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Best Life Insurance Company for Pre-existing Medical Conditions

Canada Protection Plan

Canada Protection Plan (CPP) is a relatively young firm in the life insurance industry. Founded in 1992, they specialize mainly in simplified issue, and no medical exam life insurance policies. These are usually targeted at seniors or people with pre-existing health conditions. Their guaranteed acceptance life policy does not require a medical exam or medical underwriting and is targeted towards individuals who otherwise may not qualify for life insurance, due to existing medical conditions.

Real customer review:

"I had a very easy time finding an acceptable policy for an acceptable premium even with me being someone who has **** *** ********. So far I have had no issues with this company. Hopefully my loved ones will have the same luck when it comes time to collect." - Crystal D on Better Business Bureau

Read the complete Canada Protection Plan Life Insurance review.

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Best Life Insurance Companies for the Most Coverage

RBC

The Royal Bank of Canada (RBC) is one of Canada’s most trusted and well-known insurance providers. They are the largest bank-owned insurer in Canada, with over four million customers, and an array of life insurance policies. YourTerm Life Insurance is RBC banks flagship product, and it offers coverage up to $25,000,000, with term life insurance lengths ranging from 10 to 40 years.

Real customer review:

"Best presentation of plans" - Customer on InsurEye

Read the complete RBC Life Insurance review.

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Manulife

Manulife is the largest life insurance company in Canada. Manulife’s Family Term Life and Business Term Life Insurance policies (business protection for business owners) both offer coverage up to $20,000,000. These two plans have the most coverage. However, their flagship product Manulife CoverMe only provides coverage up to $1,000,000.

The pros and cons of Manulife can be viewed above.

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Best Life Insurance for Flexibility

Empire Life

Empire Life is among the top 10 largest life insurance companies in Canada. They were founded in 1923 and won the Life and Health Insurer of the Year title in 2019, as well as three times prior to this. They are generally very good with their pricing, and offer a variety of term life insurance, permanent life insurance, guaranteed life insurance, critical illness insurance and many more.

Read the complete Empire Life Insurance review.

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Best Life Insurance Companies for Term Life Insurance

RBC

RBC offers a number of term life insurance lengths, including 10, 15, 20, 30 and 40 year options. You also have the option to customize your term life length, as they allow you to pick any length between 10 and 40 years (e.g. a 12 year term policy)! They have competitive prices, and an impressive amount of coverage associated with their term life insurance policies, depending on which policy you choose.

The pros and cons of RBC can be viewed above.

Industrial Alliance (iA)

Similar to RBC, Industrial Alliance (iA) has a product called Pick-a-Term, where you can choose your own term life insurance length in 1 year increments. They allow you to buy a policy that has a term life length anywhere from 10 to 40 years!

The pros and cons of iA can be viewed above.

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Best Life Insurance Companies for Whole Life Insurance

Manulife

Manulife is one of Canada’s largest insurance companies, and it was first one to offer e-delivery of life insurance policies. A distinct feature is Manulife’s Vitality program. It lets you earn credit toward your program if you participate in a health program and demonstrate good lifestyle habits.

The pros and cons of Manulife can be viewed above.

Sun Life

Sun Life's headquarters are located in Toronto, Ontario, but is a huge international financial organization with a presence around the world. In addition to insurance, they are also well known in the wealth and asset management industry and sell their insurance products through over 112,000 advisors. Sun Life has an A+ AM Best financial stability rating.

Real customer review:

"I have been with Sun Life for over 40 years and since I'm still alive, I haven't had any claims experience with the company. My agent has always sends yearly greetings at Xmas, and on my birthday. She also calls periodically to see if there is anything I would like to change." - Customer on InsurEye

Read the complete Sun Life Insurance review.

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Best Value For Your Money Life Insurance

RBC

RBC has highly competitive rates while still being a leading life insurance provider in Canada. Their offerings include many options and flexibility for their customers as well. Going with RBC gives you insurance coverage from a trusted provider while keeping the prices similar to that of a smaller insurer.

The pros and cons of RBC can be viewed above.

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Best for Bundling

Ivari

Ivari is a well established Canadian life insurance company. They offer a wide selection of products and product combinations. They are a great option for individuals who want a highly customizable option for life insurance.

Read the complete Ivari Life Insurance review.

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Best Life Insurance for Quick Issue Options

Humania

Humania speeds up the life insurance policy process with their online HuGo Life Insurance option. It is a quick and painless way for individuals to get life insurance from a trusted Canadian top provider.

Read the complete Humania Life Insurance review.

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Best Life Insurance for Technology

Manulife

As the largest life insurance company in Canada, Manulife has put in the effort to make the life insurance process easily accessible from your computer. They offer an electronic policy delivery that can provide you with up to 2 million dollars worth of coverage without leaving your house.

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Best Life Insurance for Customer Service

Sun Life

As one of the largest life insurance providers in Canada, Sun Life has many branches located throughout Canada. Their experience, in fact, allows them to make in-person insurance quick and easy for their customers.

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Best for Children

Foresters

Foresters adds a child term rider to your insurance policy for no added cost. Their child term riders start at a face value of $10 000 but can go up to $50 000 once the child turns 16. It is a great option for parents who need life insurance, but are also considering it for their kids (riders are more affordable add-ons).

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Best for Giving Back

Foresters

Foresters life insurance suits individuals with ever changing life insurance needs. Their term life insurance options are easily exchangeable to longer term life plans as well as universal life insurance and whole life insurance policies. If you are looking for life insurance but, unsure which policy will last, Foresters life insurance policies with great term options are right for you.

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Best for Member Benefits

Manulife Vitality

Manulife Vitality is a unique life insurance product that few other life insurance companies offer. It provides many perks to it's customers beginning with a free Apple Watch and a discount (or discounts) to Goodlife Fitness and Amazon Prime (first year free) just from signing up. Manulife Vitality awards points to customers for completing exercise and health goals each week. These points can be spent on many things such as an Amazon gift card. The choice of Manulife Vitality is perfect for individuals looking for life insurance that rewards you for being healthier.

Read the complete Manulife Vitality Life Insurance review.

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Best life insurance for families

Equitable Life

Equitable life is a reliable Canadian life insurance company that offers both term life and permanent life insurance policies. Headquartered in Ontario, it ranges to farther provinces like Alberta and BC. What stands out is that Equitable life provides multi-coverage for the same policy, meaning you and your family members will be content having coverage under the same contract which will help keep the life insurance average cost lower.

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Honourable Mention

Canada Life

Tens of thousands of Canadians have selected Canada Life as their life insurance provider. They have a strong financial history, and currently boasts $219 million in assets. Although you cannot select your own policy term life insurance length, Canada Life does offer a 5-year policy. Which is incredibly rare, as most life insurance companies start at a 10-year policy. Canada Life has a product called Canada Life My Term life insurance, where a customer can choose their own policy length, from anywhere between five and 50 years, up to the age of 85.

Canada Life is a subsidiary of Great West Lifeco.

Real customer review:

"When my mother passed away from ALS, Canada Life was very easy to deal with and accommodating. They worked with my brother and me to get an advanced payment based on her diagnoses and the expected time left. She ended up passing away before we received advanced payment but Jeff was very easy to work with in getting us the full payment instead of the advanced payment when the time came." - DaveSilva on InsurEye

Read the complete Canada Life Insurance review.

Frequently Asked Questions

What is the best type of life insurance in Canada?

While there is no one-size-fits-all answer, term to 100 life is seen as the perfect mix of both term life insurance and permanent life insurance plans (including whole life insurance and universal life insurance). Term to 100 is a permanent life policy that you only have to pay until you turn 100. Even though it is permanent life insurance coverage, the premiums are lower than other permanent life insurance plans. The reason for this is that there is no accumulated cash value with term to 100.

What is the most trusted life insurance company in Canada?

Both Sun Life and Manulife rank at the top of trusted life insurance providers and a long history in Canada. With their experience, popularity and credibility, you can buy a policy from either of them and feel secure about your plan.

How much life insurance coverage do I need?

It's generally recommended that you purchase an insurance policy with a face value somewhere around 7-10 times your annual salary. This guideline ensures that your beneficiaries would have enough financial support to cover living expenses, pay off debts, and potentially fund future needs like education or retirement.

However, everyone's situation is unique, so it's important to consider factors such as your dependents' needs, your debt levels, and your long-term financial goals when determining the appropriate coverage amount.

How much does life insurance cost?

Life insurance costs can vary based on several factors. Here are some sample monthly premium rates for a 20-year $500,000 term life policy for a healthy 35-year-old non-smoker:

• Male: $31-36 per month
• Female: $23-28 per month

The cost of such a policy will depend on factors such as age, gender, and overall health.

Other factors that can influence the cost include your lifestyle, family medical history, and occupation. It's also worth noting that the type of life insurance policy you choose, such as term or permanent, will significantly impact the cost.

Therefore, it's essential to compare life insurance quotes from different insurers and consider working with a financial advisor or insurance broker to find a policy that fits your budget and coverage needs.

At what age should you stop buying term life insurance?

Since term life insurance only lasts for a specific amount of time, it may be hard to know what length of term insurance is right for you. It's recommended to have a term life plan for as long as you have high expenses that would hurt your family's peace of mind if you were to pass.

Many individuals keep a term insurance policy for as long as they have mortgage payments and then discontinue life insurance after that.

What is the difference between term life and permanent life insurance?

Term life insurance provides coverage for a specific period (e.g., 10, 20, or 30 years) and pays out only if you pass away during that term. As a result, it's generally more affordable. If you need life insurance because you have outstanding debts that will not last forever (like a mortgage on a property) but, your family and dependents would struggle to pay on their own, term insurance is right for you.

Permanent life insurance, on the other hand, covers you for your entire life and includes a cash value component that grows over time. While more expensive, permanent policies offer lifelong protection and can be used as an investment vehicle.

If you want life insurance to cover your funeral expenses or leave a lump sum of money when you pass, a permanent life insurance option would better suit you.

Is Disability Insurance worth it?

When you can't work, disability insurance kicks in. It can provide you with tax-free monthly income to assist you pay your bills if you are unable to work due to illness, disability, or an accident. This is especially important if your family depends solely on your income and if you work in a risky profession (e.g. construction).

Is critical illness insurance worth it?

Whether critical illness insurance is worth it depends on your personal circumstances, including your health history, financial situation, and the level of health coverage you already have. If you have a family history of critical illnesses or insufficient savings to cover expenses during a prolonged illness, critical illness insurance could provide valuable financial protection.

Conclusion

Choosing the right life insurance company is crucial for protecting your loved ones' financial future. While no single insurer is perfect for everyone, this guide should help you narrow down your options based on your specific needs and circumstances.

Before you start searching for the best life insurance companies, determine the factors that are important to you. Regardless of whether you want to buy life insurance online, through an agent, or through a broker (like Dundas Life), always compare different quotes.

At Dundas Life, we work with top-ranking Canadian Life Insurers. An insurance advisor can provide relevant information and tips to help you find a quote that suits both your long-term financial goals, earning ability, and your current budget. Dundas Life is the perfect place for applicants to find the greatest life insurance products for your specific situation, online or over the phone. Reach out to us today.

It is important to provide your loved ones a peace of mind, and future security. So don't wait. Start your search today.

Why You Should Trust Us

Our team spent over 100 hours in researching, evaluating, and reviewing the top life insurance companies in Canada to find the best ones. See how we research and review other life insurance companies, including their claim process.

You can find reviews for other top Canadians insurance companies below:

• Costco Life
• American Income Life
• TD Life
• Scotia Life
• Specialty Life
• Primerica Life
• CUMIS Life
• Assurant Life
• Canadian Premier Life
• La Capitale Life
• BMO Life
• Co-operators Life
• BCAA Life
• Blue Cross Life
• CIBC Life
• SSQ Life
• UV Life
• National Bank Life
• Walnut Life