Fact CheckedIf you’re searching for how are life insurance rates determined in Canada, congratulations, you’re already ahead of the game.
Most people assume all life insurance companies price policies the same way. That misconception often comes from looking at online quotes without understanding what’s happening behind the scenes.
The real difference lies in the underwriting process that insurers use to evaluate risk and decide what you’ll pay.
Life insurance is a business. Insurers want you to live to the end of your policy term, so they do everything possible to estimate longevity and price coverage accordingly.
Let’s take a look under the hood.
Step 1: Choose Your Coverage Type, Term Length, and Coverage Amount
Before a life insurance company can determine your rate, you must make three foundational decisions. These choices alone have a significant impact on the cost of your life insurance, even before underwriting begins.
Coverage Type: Term vs. Permanent
The first decision is whether to choose term or permanent life insurance.
Term life insurance provides coverage for a specific period, most commonly 10, 20, or 30 years. If you pass away during the term, your beneficiaries receive the payout. If you outlive the term, the coverage ends. Because there is no guaranteed payout, term insurance is far more affordable and works well for income replacement during your most financially vulnerable years.
Permanent life insurance provides coverage for your entire life and typically includes a cash-value component. Because the insurer is guaranteeing a payout, permanent insurance costs significantly more and is more complex.
For most people, term life insurance provides the best balance of affordability and protection. Permanent insurance may make sense if you have estate planning concerns, business interests, or dependents who will require lifelong financial support.
Term Length: How Long Do You Need Coverage?
If you choose term insurance, the length of the term plays a major role in pricing.
Common term lengths are 10, 20, and 30 years. Longer terms cost more because the insurer is taking on risk for a longer period. However, locking in coverage while you are younger and healthier can be financially smart, as premiums increase with age.
For example, parents with young children and a mortgage often choose a 20- or 30-year term to protect their income through child-rearing years and the majority of their mortgage amortization.
Waiting too long to secure coverage can result in higher premiums or, in some cases, fewer options altogether.
Coverage Amount (Face Value): How Much Insurance Do You Need?
The face value is the amount your beneficiaries receive if you pass away while the policy is in force. This decision directly affects your premium.
Typical face values for term life insurance include:
$100,000
$250,000
$500,000
$1,000,000 or more
While $100,000 may sound substantial, it disappears quickly when used to replace income, pay debts, and cover ongoing household expenses.
As a general guideline, many families require 7 to 15 times their gross annual income to maintain financial stability after the loss of a primary earner. The right amount depends on your debts, dependents, and long-term obligations.
Step 2: Answer Health and Lifestyle Questions (Honesty Matters)
Once your coverage details are set, the next step is gathering health and lifestyle information. This part of the process is critical because it directly affects how your life insurance rates are determined.
Your agent will ask questions about things like:
medical history
medications
family health history
smoking or nicotine use
hobbies or high-risk activities
This is where working with an independent life insurance agent really matters. Not all insurers evaluate risk the same way, and knowing how different companies treat certain conditions can save you a lot of money.
Honesty Is Not Optional
It’s absolutely essential to be truthful during this stage.
Leaving out details — even minor ones — can put your beneficiaries at risk later. Claims made within the first two years of a policy are often investigated, and any misrepresentation gives the insurer the right to deny the payout.
I’ve seen beneficiaries lose death benefits because a policyholder failed to disclose something as simple as occasional smoking.
Even if the cause of death has nothing to do with the omission, incomplete information can still void the claim.
Bottom line: lying on a life insurance application is considered fraud, and it never works out in the long run.
TD Insurance Conducted A Survey Of Canadians To Gauge The “Habits, Attitudes, And Knowledge” About Insurance. The Survey Revealed Some Surprising Results. According To The Second State Of Insurance Report, One-Fifth Of Canadians Admitted To Lying On An Insurance Application Or Leaving Out Information When Completing The Application. Unfortunately, Lying On An Insurance Application Can Have Serious Consequences.
Step 3: The Medical Exam (When Required)
For traditionally underwritten policies, a medical exam is usually required.
This doesn’t sound very safe, but in reality, it’s very straightforward.
A licensed nurse will:
take your height and weight
collect blood and urine samples
check blood pressure
ask a few basic questions
The exam typically takes less than an hour and is done in the comfort of your home. Most clients are surprised by how easy it is, and how typical their results are.
This exam provides insurers with objective data, often leading to lower premiums than for no-medical-exam policies for healthy applicants.
Step 4: Underwriting and Rating Classes
Once all your information is collected, it’s sent to an underwriter. This is the person responsible for assessing risk and assigning your rating class, which determines your final premium.
Common rating classes include:
Preferred Plus – Excellent health, lowest available rates
Preferred – Very good health, strong overall profile
Standard – Average health (this is where most people fall)
Rated – Higher premiums due to medical risk
Postponed – Decision delayed pending additional information
Declined – Coverage not available with that insurer
This is where many people are surprised. Two applicants with similar profiles can receive very different offers — depending on the insurer.
That’s why life insurance quotes Canada can vary so widely from one company to another.
Step 5: Choosing the Right Life Insurance Company
This step has one of the biggest impacts on cost, yet it’s often overlooked.
Each insurer has its own underwriting philosophy. Some are strict on things like weight or family history, while others are far more lenient.
Choosing the wrong company can mean paying significantly more for the exact same coverage.
Real-World Example
Age 30, Non-Smoking Male, Good Health
BMO (Standard rating): $45.90/month
Wawanesa (Preferred rating): $40.50/month
Savings: $1,944 over the policy term
Age 40, Same Profile
BMO (Standard): $91.80/month
Wawanesa (Preferred): $77.40/month
Savings: $5,184 over the term
The only difference? Which insurer was chosen?
This is why comparing insurers properly, not just grabbing the first online quote, matters so much.
Final Thoughts: How Are Life Insurance Rates Determined?
If you’ve been asking, “How are life insurance rates determined?“ Here’s the short answer:
Rates are shaped by:
the coverage you choose
your health and lifestyle
underwriting decisions
and, critically, which insurer evaluates your application
This is also why two people searching for the same life insurance coverage can see wildly different prices online.
At Policy Architects, our advice is free. We help match clients with insurers that best fit their unique profiles, often saving thousands over the life of a policy.
If you want to understand what your life insurance should actually cost, we’re happy to walk you through it.
4 Responses