Life insurance review

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Quick Facts

Term and whole life insurance

Mortgage protection insurance

Disability insurance

Critical illness insurance is a digital life insurance brokerage. This company prides itself on providing customers with a quick and easy way of getting life insurance (and more) online. All with the help of the latest technology, intuitive design, and real-world experience.

It’s important to realize that is not an insurance provider as they do not actually provide the insurance themselves. They are an insurance brokerage. They partner with 25+ of Canada’s largest life insurance providers and advise you, the client, as to the best options given your circumstances.

Now, this may sound like it has the potential to be biased, but don’t worry. puts a lot of emphases on honesty and transparency. Their advisors are salary based and do not receive any commission on sales. So you can rest easy knowing that the advice you are given is genuine and not incentivized by an extra pay raise.

Oh, and did we mention that this is a free service? That’s right, there are no fees to use

What do they offer? is most commonly known as a life insurance brokerage, however, life insurance is not the only product they offer. Here are the different types of insurance available through

Life insurance

Life insurance is financial protection for your loved ones and dependents should you (the insured) pass away. It’s not mandatory, however, it is a good thing to have especially if you have family members who rely on you for financial support.

There are two types of life insurance that you can purchase.

  1. 1.

    Term life insurance, which is only for a pre-specified period

  2. 2.

    Whole life insurance, which does not expire.

Life insurance is available to most people including the elderly or those who suffer from serious health issues. Granted, options may be slimmer for those over 70 or with health complications, but there are still options available.

Get life insurance

Mortgage protection

Mortgage protection insurance allows you to protect any mortgage debt through term life insurance. The life insurance term will match up with the duration of your mortgage’s amortization period. Therefore, if you pass away during this period of time, your beneficiary will receive a one-time payment to pay off the mortgage and cover other financial needs.

Get mortgage protection insurance

Disability insurance

Disability insurance comes into play if/when you become disabled due to either an injury or an illness (it’s not just for accident insurance). If you are unable to work due to either of these factors, the disability insurance will help by replacing a substantial portion of your monthly paycheque until either 1) you can get back to work of 2) the end of a pre-determined coverage period (whichever comes first).

Get disability insurance

Critical Illness Insurance

If you have critical illness insurance and get diagnosed with a severe illness (as covered in your policy) then you will receive a one-time lump-sum cash payment. Critical illnesses can include heart attacks, cancer, stroke, and more. This will depend on your policy, some of which will cover as many as 25 critical illnesses.

Get critical illness insurance

Children’s life insurance

Children’s Life Insurance can be purchased for a minor child by either a parent or a grandparent and offers your child lifelong insurance coverage. Children’s life insurance with is incredibly flexible since, on top of being insurance coverage, it also allows the child to save for their financial goals. The money can be used for expenses such as a down payment on a car, a house, or even an education. Like other savings vehicles, Children’s Life Insurance will grow along with them. It never expires and it’s tax-sheltered which makes it an attractive alternative to an RESP.

Get children's life insurance

How Does Work?

Ready to find a life insurance (or other) policy to suit your needs? Visit and click the pink button that says ‘Get Instant Quote’ on the first page.

Once you click through you will be directed to a small questionnaire asking information about yourself including:

  • Male/female
  • Date of birth
  • If you smoke
  • Postal code
  • Resident/ non-resident of Canada

You will then be asked about how much coverage you need. There is an option to move ahead to the next steps if you know what you want. If you don’t know, you can answer a few more questions which will give you personalized recommendations.

At this next point, you will be presented with your options. There is a slider to indicate the coverage amount (which you can adjust to compare) and then several boxes giving you the monthly payments depending on the term (10 years, 20 years, whole life etc.)

If you aren’t sure, there is a button you can click to speak to an advisor. When you have made a decision, click next step.

The next step is more personal questions, this time about your health. You will need to know your height and weight and you will be asked about your blood pressure, cholesterol levels, tobacco use, and driving history, family medical history etc.

Once you have completed all these steps you will be asked to sign up to see mutliple quotes which you can then compare to make your decision.

As mentioned above, is free of charge to use.

Is safe?

When it comes to putting personal information online, you always need to be cautious. That being said, places a high value on customer safety and has several security measures in place including:

  • 256-bit encryption
  • Password Protected Logins
  • Time-sensitive authentication
  • Your data is never shared with third parties

Additionally, is regulated by the Financial Services Regulatory Authority of Ontario and have scores of 4.9/5 and 4.6/5 with and respectively.

Why should I choose

We love how easy they make getting life insurance (or any of their other products). Being able to do the whole process online makes life a lot easier, and even if you struggle, you can consult with an advisor and get expert advice. We appreciate that they have made it simple to obtain life, disability, critical illness and mortgage protection insurance from the comfort of your own home.

We’re also a big fan of the fact that makes it very clear that there are no biases and that advisors are paid a salary, not a commission for working with specific brands. This adds an important level of trustworthiness and integrity.

The biggest downside of is that it is not Canada-wide. At this time, is only available to Canadians living in the provinces of Ontario, Alberta, and Manitoba, but they plan to expand to other provinces soon!

Go to


  • How does make money?

    + does not charge for their services because they make their money from the insurance companies they partner with. Again, their advisors are paid a salary, not commission, so you don’t need to worry about biases incentivized by money.

  • What if I need help?

    + is a digital business which allows you to do the entire process online, however, if you have a question or need help you can reach out to talk to one of their advisors by phone, email, or live chat.

  • Can I buy life insurance during the COVID-19 crisis?


    Now is as good a time as ever, and with 17 of the largest insurance providers in Canada, you can get life insurance, and even access to increased coverage as a result of the corona crisis.

Issuance of coverage is subject to underwriting by the respective insurance company. The final insurance premium is established and insurance coverage offered by the insurance company only after underwriting is completed.

Hannah Logan Freelance Contributor

Hannah Logan is a Canadian freelancer writer and blogger who specializes in personal finance and travel. You can follow her adventures on her travel blog or find her on Instagram @hannahlogan21.


The content provided on is information to help users become financially literate. It is neither tax nor legal advice, is not intended to be relied upon as a forecast, research or investment advice, and is not a recommendation, offer or solicitation to buy or sell any securities or to adopt any investment strategy. Tax, investment and all other decisions should be made, as appropriate, only with guidance from a qualified professional. We make no representation or warranty of any kind, either express or implied, with respect to the data provided, the timeliness thereof, the results to be obtained by the use thereof or any other matter.