Best Life Insurance Canada Reviews: September 2023

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Best Life Insurance Companies in Canada

‍We used these factors to choose Canada's best life insurance companies of 2022:

• Price: How much does the life policy cost compared to competitors?
• Financial Strength: Is the provider financially healthy? How does their long-term financial forecast look?
• Time to Approval: How much time do the life insurance providers take to approve applications for life insurance?
• Trustworthiness: How good is the provider 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 and how does it work?

Life insurance is a legally binding contract between you and an insurer. You agree to pay the life insurance premiums, and, in return, the life insurance carrier promises to pay a specific amount to your beneficiaries and family upon death.

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

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 offer coverage you cannot outlive. It is the closest thing to ‘buy it, forget it’ life insurance, because you do not have to renew the permanent life insurance policy again. Policyholders will be relieved to know that all their liability and debt should be taken care along with their loved ones in case something were to happen to them.

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 options are six to 10 times costlier than term life insurance. The two most common types of permanent life insurance coverage are whole life insurance & universal life insurance.

Whole Life Insurance

There are many different types of investment products, each with its own unique set of features and benefits. One popular type of investment product is a Whole life insurance plan that gives you lifelong coverage and 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 after fees funds the built-in investment account. Next, let's learn about universal life insurance.

Universal Life Insurance

Universal life insurance is a permanent life insurance plan that provides 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 if need be. Compared to whole life insurance, universal plans are more complex and require closer 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. On the downside, no medical exam policies are generally more expensive than fully underwritten plans. They usually also have smaller payouts with no medical exams for higher risk applicants.

Simplified Issue Life Insurance

Simplified issue life insurance doesn’t involve a medical, 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 often include a waiting period — which is typically two years. If you pass away during this time, 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 health questions (medical underwriting) to prove eligibility. As such, life insurance coverage is guaranteed with no risks or difficulty getting life insurance coverage as long as you are under certain ages. 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, or through an agent. Whichever way you buy, make sure you shop around to ensure you as an applicant 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 broker.

‍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 should be able to offer you unbiased advice based on your needs.

Through an independent local insurance agent.

‍Like independent brokers, life insurance agents act as an intermediary between insurance providers and buyers. 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 ways to get life insurance coverage. More life insurance options can mean lower premiums for you. However, all insurance agents represent insurance providers, not buyers. So, they might not always offer unbiased advice.

How to choose a life insurance company and policy

Life insurance needs are rarely one-size-fits-all. No single provider can be the top insurance option for everyone. Determining your needs, health, and budget will help you decide which type of life insurance work best for you. Then, you can start looking for a suitable provider. A good rule of thumb is to look into companies with higher market capitalization as this generally shows that the business has been around longer. If your family struggles financially already, be on the look out for discounts or tools to help reduce your costs.

For example, if you need life insurance protection only until retirement, you may be better off considering a term life insurance plan. But if you want life insurance for estate preservation purposes, a permanent life insurance policy may be the right option since the payout is guaranteed. On the other hand, someone with a serious medical illness may want to opt for a no-medical life insurance policy. Not sure which type of life insurance product is best for you? Consider speaking to an independent broker, agent, or a representative at Dundas Life, who will help you identify the right solution.

Next, compare life insurance quotes from multiple providers and make a list of Canada's best insurance options. To simplify your search, we have listed the best providers for specific categories of adults.

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 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 of Manulife are generally best for people looking for coverage under $400,000, and who are 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 for their more 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 is a relatively young name in the life insurance industry. Founded in 1992, they specialize primarily in simplified issue, and no medical exam life insurance policies. Their guaranteed acceptance life policy does not involve a medical exam or medical underwriting and is targeted towards individuals who otherwise may not qualify for life insurance, because of their 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 insurance providers in Canada, with over four million customers, and a plethora 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 today. They are very reputable, and have 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. However, you also have the option to customize your term life length, as they allow you to pick any length between 10 and 40 years! 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. 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 the 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 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?

The question of how much life insurance coverage you need is a crucial one. 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 widely based on several factors. Here are some indicative life insurance quotes for standard non-smokers with a term-20 life insurance plan and $250,000 of coverage. 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.

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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. The answer is 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.

Should I buy a permanent insurance policy or a term insurance policy?

Your insurance policy should depend on your life insurance goals. 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. If you want life insurance to pay for funeral expenses or leave a lump sum of money when you pass, a permanent life insurance option would better suit your coverage needs.

Is Disability Insurance worth it?

When you can't work, disability insurance kicks in. It might 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.

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.

When is Travel Insurance worth it?

Travel insurance is worthwhile to consider if:

• Your trip's expense is far greater than you can afford to lose.
• You travel internationally. 
• You are visiting a distant travel location with few close health care services or health insurance.
• Your journey will include connecting flights or several destinations to travel.
• When going overseas, you want to be compensated for Covid-related cancellations and medical issues.
• You want to be reimbursed for your loss in part if you have to cancel your trip or return home early for whatever reason.

When is Car Insurance worth it?

Auto Insurance (or car insurance) provides sufficient protection for your vehicle in the event of an accident, theft, or other covered incidents. It is worthwhile to consider if:

• You can afford it as it can be expensive, so you should only purchase coverage that you can afford and that fits within your budget.
• You own a car as it's usually required by law to have at least liability coverage.
• You drive frequently, which creates greater risk of getting into an accident.
• You have assets to protect like a home or savings (e.g. RRSP or TFSAs), car insurance can provide liability coverage—like your mortgages, credit card (or credit cards) payment to your creditor and other liabilities—to protect you from being sued in the event that you are found at fault in an accident.
• You have a loan on your car as the lender may require that you have comprehensive and collision coverage to protect their investment.

What is an underwriter?

The person who oversees the underwriting of insurance policies is called a "underwriter." An underwriter represents the insurance company they work for, not the buyer.

Conclusion

No single insurer offers the number one life insurance in Canada to everyone and their family. Life insurance needs are unique and each provider is different. The life insurance (or car insurance) company that works best for your relative or anyone else may not work for you.

Before you start searching for the best life insurance companies, first determine the factors that are important to you. Additionally, regardless of whether you want to buy life insurance online, through an agent, or through a broker, grab as many quotes as possible.

At Dundas Life, we work with top-ranking Canadian Life Insurers. An insurance advisor can provide further information, details and tips and can 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 locate 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.

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