Best life insurance companies in Canada, according to AI.

The top life insurance companies Canadians actually use most are Manulife, Sun Life, Canada Life, RBC, iA Financial, Empire Life, and Canada Protection Plan, with digital-first options like PolicyMe also ranking highly for affordability.

Not financial advice — please confirm details with a licensed insurance professional.

🇨🇦 The Most Trusted, Widely Used Insurers

These companies consistently appear across independent rankings and advisor reviews.

Manulife — Canada’s largest insurer with $1.7T in assets and an A+ AM Best rating. Strong for term, universal, and participating whole life. Known for its Vitality program offering wellness-based premium discounts. Sun Life — Over 150 years in Canada and $1.5T AUM. Excellent digital tools, strong permanent insurance, and industry-leading term-to-permanent conversion up to age 75. Canada Life — One of the biggest national insurers with $723B in assets and A+ rating. Offers custom term lengths (5–50 years) and unlimited whole-life coverage. RBC Insurance — Backed by Canada’s largest bank; offers term, whole, universal, and guaranteed acceptance options with coverage up to $25M. iA Financial (Industrial Alliance) — Frequently recommended for competitive term rates and lenient underwriting, especially for no-medical cases. Empire Life — Often among the cheapest term-life providers and strong for participating whole life.

💰 Cheapest Term Life Options (Typical Canadian Pick)

Independent comparisons show these companies often deliver the lowest term-life premiums:

Canada Life — Frequently among the cheapest term providers. Empire Life — Known for low-cost term coverage. iA Financial — Competitive pricing and flexible underwriting. BMO Insurance — Also appears in “cheapest term” lists.

⚡ Best No-Medical / Fast Approval Providers

Ideal for people with pre-existing conditions or those who want instant coverage.

Canada Protection Plan (CPP) — A top choice for no-medical and hard-to-insure applicants. Industrial Alliance (iA) — Strong for simplified and guaranteed issue coverage. Assumption Life — Another leading no-medical provider.

💻 Best Digital-First Options (Fastest & Easiest)

PolicyMe — Fully online, instant decisions, and 10–15% cheaper than many traditional insurers. Coverage up to $5M, with child coverage included at no cost. Blue Cross Life — Digital onboarding, instant quotes, and competitive pricing starting around $15/month.

🏆 Advisor Consensus: Best Overall (2026)

Across multiple independent reviews:

Manulife and Sun Life lead overall for breadth of products, financial strength, and long-term reliability. Canada Life, Empire Life, and iA often win on price for term insurance. CPP and iA dominate the no-medical category.

📊 Quick Comparison Table (Top Picks by Need)

Buyer Type | Best Companies | Source Cheapest Term | Canada Life, Empire Life, iA, BMO | 1 Best Overall | Manulife, Sun Life | 1 No-Medical | CPP, iA, Assumption Life | 2 Digital Convenience | PolicyMe, Blue Cross Life | 1 High Coverage Limits | RBC (up to $25M) | 1 Estate Planning | Sun Life, Manulife, Canada Life | 1 3 Sources3

✅ How Canadians Usually Choose

Most Canadians pick based on:

Price → Canada Life, Empire Life, iA Brand strength & long-term stability → Manulife, Sun Life, Canada Life Fast approval / no medical → CPP, iA, Assumption Life Fully online experience → PolicyMe, Blue Cross Life

If you want, I can help you narrow this list based on your age, health, budget, and coverage goals.

There's no single "best" life insurer in Canada. The right choice depends on whether you want term, permanent, or no-medical coverage. These are the names that come up most often.

The biggest, most established insurers

Manulife, Sun Life, Canada Life, iA (Industrial Alliance), and Beneva rank among the five biggest life insurance companies in Canada in 2026. They all sell term, whole life, and universal life, plus critical illness and disability insurance. Smaller or niche companies may offer better value through competitive rates and personalized service.

• Manulife is the largest in Canada. It has a broad product range and is often named as a top pick for whole life.
• Sun Life is often named for wealth and insurance together. It's considered best suited to high-net-worth buyers, with large coverage amounts and flexible policy features.
• Canada Life is a top-three insurer. It's known for universal life and group benefits.
• iA and Beneva have strong online ratings. Beneva (4.4/5) and Industrial Alliance (4.3/5) both offer term life up to 40 years.
• Desjardins is the strongest choice if you're in Quebec. It's the largest insurance provider in Quebec, but it also operates across Canada.

Best for term life, which is what most people need

Empire Life, Manulife, RBC Insurance, BMO Insurance, and Canada Protection Plan are ranked as the best term insurers for 2026, based on financial strength, fast approvals, and competitive pricing. PolicyMe is an online option. It ranks first for term in its own comparison, followed by RBC and Empire Life. That is PolicyMe's own ranking, so treat it with some caution. It's also an older article.

Best for permanent insurance (whole or universal life)

• The top whole life picks for 2026 are Equitable Life, Manulife, Empire Life, Sun Life, and Foresters.
• Equitable Life is a true mutual company. Empire Life is noted for steady long-term growth and dependable lifetime guarantees through its EstateMax and Optimax products.
• For universal life with cash values, Beneva, Equitable Life, and Canada Life lead one comparison site's rankings.

Best for no-medical-exam coverage

Canada Protection Plan is rated the best provider for no-medical policies. No-medical policies usually cost more than fully underwritten ones.

Bank-affiliated options

RBC Insurance, BMO Insurance, and TD Insurance are convenient if you already bank there. BMO is often competitive on term, and RBC is strong for self-employed people and mortgage coverage. Be careful with mortgage life insurance sold by banks. It often costs more than a personal term policy and the payout goes to the bank, not your family.

How to choose

1. Compare quotes. Premiums for the same coverage can vary a lot between insurers, especially by age, health, and smoker status. An independent broker or a comparison site such as PolicyAdvisor or PolicyMe can quote several insurers at once.
2. Check financial strength. Look at the AM Best rating and the LICAT ratio. For example, Canada Life has an A+ rating and a 130% LICAT ratio.
3. Look at the policy features. Check that it's convertible to permanent coverage and renewable. Check the term length, too.
4. Be cautious with the rankings. Many "best of" lists come from brokers or sites that earn commissions, and the rankings often disagree. One source says there is no single objectively most trusted life insurance company.

For most people, a 20- or 30-year term policy from Empire Life, Manulife, RBC, Sun Life, or iA is the usual place to start. I can walk through how much

Assuming you’re in Canada and shopping for personal life insurance: there’s no single “best” insurer — the best policy is the one that approves you at the best underwriting class, with the coverage and conversion options you need, at a competitive price. In Canada, most people buy through a licensed broker who can quote several insurers at once; workplace group life is usually through Sun Life, Manulife, Canada Life or Desjardins.

Top brands Canadians actually use

Practical “best” picks by need

• Healthy 30s–40s, need $500k–$1M term for kids/mortgage: get broker quotes from Canada Life, Sun Life, Manulife, iA, Equitable Life, RBC Insurance. If you want online convenience, also check PolicyMe. Compare 10-, 20- and 30-year term and conversion privileges.
• Permanent/whole life for estate, tax or final expenses: Canada Life, Sun Life, Manulife, Equitable Life, iA. Use an advisor who shows illustrations and guarantees.
• Quebec resident: Desjardins, Beneva, iA are especially common.
• Health issues / want no medical: Canada Protection Plan/Foresters, Assumption Life, Humania are common simplified-issue options — but expect higher cost and restricted coverage.
• Workplace group life: use it if offered — usually Sun Life, Manulife, Canada Life or Desjardins — but remember it’s often not portable and may not be enough; many people top it up with individual term.

My recommendation

For most Canadians who are healthy and need straightforward term life, don’t pick by brand alone. Use a licensed Canadian broker and compare Canada Life, Sun Life, Manulife, iA, Equitable Life and RBC Insurance; use PolicyMe as an online quote check. For permanent insurance, stick with a strong advisor at Canada Life, Sun Life, Manulife, Equitable Life or iA.

Check that the insurer is an Assuris member, confirm provincial licensing, and ask about conversion options, renewal premiums, exclusions and commissions. This is general information, not financial advice.

Choosing the best life insurance company in Canada depends heavily on your stage of life, budget, and health condition. Thanks to strict Canadian regulations and consumer protections like Assuris (which guarantees up to $1 million or 85% of your death benefit if an insurer goes under), solvency is rarely a concern. Instead, you'll want to focus on pricing, application ease, and policy flexibility.

The top life insurance brands and platforms Canadians actually use can be grouped by primary needs:

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1. The "Big Three" Legacy Insurers (Best for Comprehensive & Permanent Coverage)

If you are looking for permanent/whole life insurance, participating policies, estate planning, or business coverage, the traditional giants dominate the Canadian market.

• Sun Life Financial
  • Best For: Participating whole life insurance and estate planning.
  • Why Canadians use them: Sun Life is one of Canada’s oldest and largest financial institutions. Their participating whole life policies consistently deliver strong dividend returns, making them a top choice for wealthy individuals, parents building cash value for kids, or corporate estate planning.
• Manulife Financial
  • Best For: Healthy/active individuals and high coverage amounts.
  • Why Canadians use them: Manulife is the largest insurance company in Canada by total assets. Their flagship Manulife Vitality program rewards policyholders with gift cards, wearable tech discounts (Apple Watch, Garmin), and lower premium rates if they track steps, workouts, and health checkups.
• Canada Life
  • Best For: Whole life dividends, wealth transfer, and group policy conversions.
  • Why Canadians use them: Formed by the combination of Great-West Life, London Life, and Canada Life, this insurer holds massive market share. They are widely respected by independent financial planners for their stable participating whole life funds and reliable disability/critical illness riders.

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2. Best Digital-First Insurers (Best for Cheap Term Life Insurance)

For everyday families looking to cover a mortgage, debt, or replace income while raising kids, Term Life Insurance is usually the best fit. Modern online direct-to-consumer platforms have streamlined this process:

• PolicyMe
  • Best For: Fast, affordable term life insurance with an entirely online process.
  • Why Canadians use them: Underwritten by Securian Canada, PolicyMe has gained huge popularity among 25–50-year-old Canadians. Their online algorithm cuts out traditional agent commissions, making their term rates among the lowest in Canada. Most healthy applicants can get approved online in 15–20 minutes without a needle or medical exam.
• Emma Life Insurance
  • Best For: Young families and expectant parents.
  • Why Canadians use them: Originally built in Quebec and now available across Canada, Emma offers a quick, chat-based online application for term and simplified policies with fast digital approvals.

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3. Best Major Mid-Tier Insurers & Bank Brands

• iA Financial Group (Industrial Alliance)
  • Best For: Flexible terms and liberal underwriting.
  • Why Canadians use them: Very popular in Quebec and across the provinces, iA is known for competitive term rates, flexible policy conversions, and being slightly more forgiving with minor pre-existing health issues.
• RBC Insurance / BMO Insurance
  • Best For: Brand convenience and policy bundling.
  • Why Canadians use them: Many Canadians prefer having their banking, mortgage, and life insurance under one familiar roof. BMO Insurance is particularly strong for business owners looking for corporate coverage, while RBC Insurance offers straightforward term policies and simplified underwriting timelines.

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4. Best for Hard-to-Insure / No-Medical Needed

If you have underlying medical conditions, a high BMI, or a history of illness that makes traditional underwriting tough, standard insurers might decline you or charge high premiums.

• Canada Protection Plan (CPP) / Foresters Financial
  • Best For: No-medical & simplified issue life insurance.
  • Why Canadians use them: CPP is the go-to Canadian provider for simplified issue (no medical exams, just standard questionnaire) and guaranteed issue policies. Approval is virtually guaranteed, though premiums are higher than fully underwritten term policies.
• Humania Assurance
  • Best For: Self-employed individuals, niche medical conditions, or fast web approval without fluid tests.

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Which Policy Type Should You Choose?

1. Term Life Insurance (10, 20, or 30 Years): What 70%–80% of Canadians actually need. It pays out a tax-free lump sum if you pass away during the chosen term. It’s cheap, simple, and ideal for covering your mortgage, debt, or child-raising years.
2. Permanent / Whole / Universal Life: Costs 5–10x more than term life. Useful if you want lifelong coverage, have maximized your TFSA and RRSP, need to cover capital gains taxes on a family cottage/business, or are setting up estate transfers.

Pro-Tips for Buying in Canada

• Don't just buy mortgage life insurance from your bank at the branch: Mortgage insurance sold at the bank branch pays off your declining balance, but your premiums stay the same, and the bank is the beneficiary. Buying individual term life insurance through an insurer is almost always cheaper, keeps the payout level, and lets your family decide how to spend the funds.
• Use an Independent Broker or Comparison Tool: Brokers (or comparison aggregators like PolicyAdvisor, Ratehub, or PolicyMe) can scan pricing from 15+ Canadian insurers simultaneously to find the lowest rate for your exact age, smoker status, and health profile.

When looking for the best life insurance in Canada, the "right" choice depends heavily on whether you need Term Life (temporary, budget-friendly protection for a mortgage or young family) or Permanent/Whole Life (lifetime coverage with wealth accumulation), and whether you prefer buying through a traditional advisor or a streamlined digital platform.

The top-rated brands and products that Canadians actually use break down by category:

1. Best for Overall Value & Digital Term Life

PolicyMe Why people use it: It has revolutionized Canadian term life insurance by offering a fully online, tech-enabled application process that cuts out unnecessary medical red tape for qualifying applicants. Best for: Busy parents, professionals, and digital-first buyers looking for affordable 10-, 20-, or 30-year term policies without booking a traditional broker meeting. Wawanesa Life Why people use it: Backed by a trusted mutual legacy, Wawanesa consistently ranks among the most affordable for standard term pricing across Canada while maintaining an A (Excellent) AM Best financial strength rating.

2. Best Big-Name Industry Giants (Full-Service & Permanent)

Manulife Financial Why people use it: As Canada’s largest life insurer, Manulife dominates the market with massive financial stability (A+ rating) and an advanced digital infrastructure. Their Family Term and Manulife Vitality programs (which reward you with perks/discounts for healthy habits) are widely adopted. Best for: All-in-one robust coverage, high-value policies, and sophisticated whole-life or universal life options. Sun Life Financial Why people use it: A household name across Canada with exceptional customer satisfaction and high claim approval rates (~95.8%). They offer comprehensive life, critical illness, and wealth-building products. Best for: People who want a dedicated advisor and a globally recognized, rock-solid institution. Canada Life (incorporating Great-West Life and London Life) Why people use it: Boasting over 170 years of history, they feature fantastic add-ons (riders) like robust disability and living benefits.

3. Best for Streamlined Underwriting & Banking Integration

RBC Insurance Why people use it: Known for simplified underwriting pathways that can fast-track approvals in days rather than weeks. It is exceptionally popular for clients who already bank with RBC and want seamless financial bundling. Best for: Fast turnarounds and integrated banking-insurance packages. Desjardins Insurance Why people use it: A leading cooperative financial group offering very competitive rates on temporary and permanent plans, particularly popular in Quebec and growing rapidly across Ontario and BC.

4. Best for No-Medical / Simplified Issue Options

Canada Protection Plan (CPP) Why people use it: They specialize in simplified-issue and deferred life insurance, meaning you can get coverage without undergoing a physical medical exam or blood tests. Best for: Older Canadians, individuals with pre-existing health conditions, or anyone needing quick approval on smaller coverage amounts.

To help narrow down which of these brands fits your situation, let me know:

Are you looking for Term Life (temporary) or Permanent / Whole Life (lifetime)? Roughly how much coverage (e.g., $500k, $1M) are you looking for? Do you prefer a fully online application or working with a broker/advisor?

The best life insurance in Canada depends on whether you are looking for simple, affordable coverage online or a traditional legacy/whole life policy from a major institution. Most Canadians actually use Term Life Insurance for pure protection because it is cost-effective, though major traditional and digital brands dominate the market.

Top Life Insurance Brands and Products in Canada

1. Best Digital-First & Affordable Term Life: PolicyMe

What people use it for: Fast, affordable, and 100% online term life insurance. It bypasses long traditional broker waits and medical exams for many applicants. Why it’s popular: Designed specifically for young families and adults who want a straightforward policy without sales pressure. It offers term lengths between 10 and 30 years with coverage amounts up to $5 million. You can explore options directly via PolicyMe. PolicyMe

2. Best for Legacy Stability & Whole Life: Sun Life Financial

What people use it for: Permanent life insurance, whole life plans, and wealth-building/estate planning. Why it’s popular: As one of Canada’s largest and oldest financial institutions, Sun Life is trusted for long-term policyholder stability, strong financial ratings, and reliable payout history.

3. Best for Electronic Application & Size: Manulife

What people use it for: Comprehensive whole life, universal life, and term protection. Why it’s popular: Manulife is the largest life insurer in Canada. They built an advanced digital application platform allowing high coverage limits (up to $2 million) with streamlined or no-medical-exam pathways.

4. Best for Group Expertise & Conversions: Canada Life

What people use it for: Term policies, permanent coverage, and group-to-individual conversions. Why it’s popular: Canada Life boasts deep industry heritage and strong financial strength ratings (A+). They are well-regarded for flexible term-to-permanent policy conversions.

5. Best Value & Budget Bundling: Desjardins Insurance

What people use it for: Affordable term life and bundling life insurance with disability or critical illness coverage. Why it’s popular: Known for competitive baseline pricing on term policies and easy multi-product integration for families looking to lower monthly costs.

6. Best Mutual & Cooperative Alternatives: Beneva & The Co-operators

What people use it for: Client-focused mutual insurance where policyholders share in company strength and stability. Why it’s popular: Beneva (formed by La Capitale and SSQ Insurance) and The Co-operators rank high for customer satisfaction, community orientation, and accessible regional advisory networks.

What Type of Policy Do Most People Actually Buy?

Term Life Insurance (Most Popular): Covers you for a specific period (e.g., 10, 20, or 30 years). It is heavily recommended by financial advisors for 99% of young families because it provides a large, tax-free lump-sum payout to pay off mortgages or replace income at a fraction of the cost of permanent insurance. Whole / Universal Life Insurance: Provides lifelong coverage and builds cash value, though it is significantly more expensive and typically used for high-net-worth estate planning or business continuation rather than basic family protection.

To help narrow down the best choice for you, could you share:Your approximate age and whether you are in good health? How much coverage (e.g., $500k, $1M) or what financial goal you are trying to cover (mortgage, kids' education)? Whether you prefer a 100% online quick-approval process or working with an advisor for a permanent policy?

The top life insurance companies in Canada are Canada Life (part of Great-West Lifeco), Sun Life, and Manulife—the “big three” by assets, market presence, and financial strength. These dominate permanent/participating whole life and group coverage, while term life is more competitive with options like Empire Life, RBC Insurance, iA Financial Group, and online platforms such as PolicyMe.

There is no single “best” insurer for everyone—choices depend on your age, health, coverage needs (term vs. permanent), budget, and whether you want fully underwritten (medical exam) or simplified/no-medical options. Premiums for identical coverage can vary by a few dollars monthly across carriers, so always compare personalized quotes.

Top Recommendations by Category (Based on 2026 Reviews and Comparisons)

Financial strength leaders (biggest and most stable for long-term policies):

• Canada Life: Often tops or ties for highest ratings (e.g., AA from S&P/Fitch/DBRS, A+ AM Best as of mid-2026). Strong in participating whole life and corporate/estate planning. Large par account.
• Sun Life: Matches Canada Life on key ratings (AA S&P/DBRS, A+ AM Best). Excellent for participating whole life, conversions, and integration with wealth products.
• Manulife: Strong ratings (A+ AM Best, AA DBRS/Fitch). Good digital tools (e.g., CoverMe online), Vitality wellness program on some policies, and flexible term/permanent options.

These three lead in market presence and are widely used by Canadians for substantial or complex needs.

Best for term life (most popular affordable option for families/mortgages):

• PolicyMe: Frequently ranked #1 for ease, speed, and competitive rates in independent comparisons. Fully online, high customer ratings (e.g., 4.8–4.9/5 on Google), coverage up to $5M. Backed by established insurers.
• Empire Life: Often among the lowest rates for term (e.g., Solution series); strong for convertible policies.
• RBC Insurance: Competitive YourTerm products, good for bank customers, solid guaranteed-issue options.
  Other strong contenders: Co-operators, iA Financial Group, and Beneva for value or specific profiles (e.g., smokers).

Best for permanent life (whole life, universal, term-to-100—for lifelong coverage or estates):

• Empire Life: Frequently tops reviews for whole life and term-to-100.
• Canada Life, Sun Life, and Manulife: Leaders in participating whole life (dividends, cash value).
• Others: Desjardins or Assumption Life for certain permanent products; Beneva or Equitable for universal life.

Easiest online or no/simplified medical exam:

• PolicyMe or Manulife/Sun Life online platforms for quick term.
• Canada Protection Plan, Assumption Life, or iA for no-medical/guaranteed-issue (good for health issues or seniors, though limits are lower and premiums higher).

What People Actually Use

Canadians most commonly buy term life for cost-effective protection (e.g., 10–30 years to cover mortgages/kids), with the big insurers plus RBC, Empire, and online brokers like PolicyMe seeing heavy use. Permanent policies (especially participating whole life) are popular for higher-net-worth or estate needs and are dominated by Canada Life, Sun Life, and Manulife. Bank-affiliated options (RBC, BMO, TD, Desjardins) appeal for convenience. Market data shows steady growth in individual term and whole life sales.

Tips for Canadians

• Get multiple quotes — Use sites like PolicyMe, PolicyAdvisor, or a licensed broker (many work with 10–15+ carriers). Rates and underwriting vary.
• Consider your needs — Term is usually best for most families; permanent for specific tax/estate goals.
• Financial strength — All major Canadian insurers are well-capitalized (LICAT ratios well above OSFI targets) with strong ratings.
• Provincial notes — Options are similar nationwide, but Desjardins is especially strong in Quebec.
• Next step — Start with an online quote tool for term or consult an advisor for permanent/complex cases. Policies are portable across provinces.

Shop around based on your situation—prices and features change, and a few minutes comparing can save significantly. If you share details like age, coverage amount, or term vs. permanent preference, I can help narrow it further!

If you’re shopping in Canada, I’d start with term life insurance if your main goal is to protect a partner, children, or a mortgage for a set number of years. Permanent insurance is worth a separate look if you need lifelong coverage or have an estate-planning goal. There isn’t one company that will give everyone the best quote. (canada.ca)

Canadian brands and products worth comparing

My practical pick: get quotes for the same coverage amount and term from at least three of these insurers, ideally through an independent broker. Compare the approved premium, what happens when the term ends, and conversion rights—not just the brand. If a medical history makes ordinary coverage difficult, ask about Canada Protection Plan’s simplified or deferred products, and check when the full death benefit begins. (cpp.ca)

If the purpose is mortgage protection, compare personal term life insurance before accepting a lender’s optional mortgage life insurance: the latter generally pays the lender, and its benefit shrinks as your mortgage balance falls. (canada.ca)

There is no single best life insurer in Canada—the right choice depends on whether you need term, whole life, universal life, or no-medical coverage, plus your age, health, province, and budget. For a practical shortlist, start with Manulife, Sun Life, Canada Life, RBC Insurance, iA Financial Group, Empire Life, Equitable Life, Beneva, and PolicyMe.

Best Canadian life insurance companies by use case

Practical recommendations

• Most Canadians buying income-replacement coverage: Get quotes for a 10-, 20-, or Term 30-year policy from Manulife, Sun Life, Canada Life, RBC, and at least one broker-accessible insurer such as Empire Life or iA.
• Young and healthy, wanting a simple online purchase: Compare PolicyMe with RBC and quotes from a traditional insurer. PolicyMe is frequently ranked highly for affordable, straightforward term coverage.
• Parents with a mortgage and dependants: Start with 20- or Term 30-year term insurance, matching the term to the period when children or mortgage debt depend on your income.
• Permanent estate or tax-planning needs: Ask an independent advisor to compare participating whole life from Canada Life, Manulife, Sun Life, Equitable Life, or Empire Life against universal life from several insurers.
• Health concerns or difficulty qualifying: Compare simplified-issue policies, but do not automatically choose the first no-medical plan; traditional underwriting can provide more coverage for less money if you qualify.

Best starting shortlist

For most Canadian shoppers, the most useful quote list is:

1. Manulife — strong mainstream and permanent-insurance presence.
2. Sun Life — broad family, health, and insurance offering.
3. Canada Life — extensive product range and advisor distribution.
4. RBC Insurance — convenient bank-affiliated option and competitive term comparison.
5. iA Financial Group — major Canadian insurer with varied policy designs.
6. Empire Life — often worth including for permanent insurance comparisons.
7. Equitable Life — established mutual insurer with permanent-life options.
8. Beneva or Desjardins — especially practical options for Quebec residents.
9. PolicyMe — convenient online term-life option for eligible applicants.

The insurer’s brand matters less than the contract wording, guaranteed premiums, exclusions, conversion rights, renewal pricing, policy ownership, and financial strength. For term insurance, compare identical coverage amounts and terms; for permanent insurance, use an advisor who can show the guaranteed values separately from projected dividends or investment returns.