Emma Life Insurance Review (April, 2024) – Pros, Cons, Features, & Pricing

This Emma Life Insurance Review will give you an in-depth understanding of the company’s life insurance offerings and services. Contrary to what people may think, life insurance is vital for people of all ages and stages. However, it’s essential for those with financially dependent relatives.

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Last Updated: Apr 14, 2024


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Emma Life Insurance is one of Canada’s digital insurance brokers founded in 2017. It prides itself on providing accessible, flexible, and inclusive insurance policies to Canadians without the hassle of a medical examination.

With a minimum $8 per month premium and a maximum of $1,000,000 coverage, you can opt for any of Emma’s insurance policies depending on your eligibility and needs.

Do you know the best time to buy life insurance was yesterday? Yes! You read that right! And the next best time is today! So, in this Emma Life Insurance Review, you will understand the company’s services, its credibility, pros and cons, and how you can apply. So, let’s get started!

What makes Emma life insurance a good option?

As a family-focused insurance broker, Emma simplifies the process of obtaining life insurance from some of the leading providers in Canada.

This is one of the reasons Emma Life Insurance is good for you. However, there are others, and this section of our Emma Life Insurance Review will explain.

Coverage amount

Emma can give maximum coverage between $100,000 to $1,000,000 to your insurance beneficiaries at the time of your death.

Term length

Emma’s life insurance policy term length depends on the policy in question. You can select term life insurance from 1 year, 10 years, and 20 years.

However, for whole life insurance, it’s 100 years. And the good thing is you can renew the policy.


The premium you pay will depend on your eligibility and needs. This can be calculated quickly when you apply online for a free quote. You can get as low as $6 to $8 monthly premium for a term life insurance.

Health status

With Emma, there is no need for a medical examination. This makes its approval processes relatively easy compared to other alternatives.

Types of policy

Although Emma’s primary insurance policy is life insurance, however, it also provides other insurance, such as:

  • Home Insurance
  • Car Insurance
  • Pet Insurance   
emma term life insurance - compareise

Emma’s riders

Although only child riders are available with Emma, this child protection offers up to $25,000. This implies that your children are instantly granted approval and safeguarded. 


Emma has experienced advisors available online to help you select and customize the best policy for your needs and pocket size. The best part is all services are free to use.


Emma provides a full reimbursement should you cancel a policy purchased within 15 days.

Option to cancel

Emma offers the flexibility to terminate your policy at any time without you having to provide a reason.

Customer service

Emma provides an accessible and problem-solving custom chat, email, and phone line (438-806-7227) for customer support. You can lay your complaints with agents that work between the hours of 9 am to 9 pm EST.

Privacy protection

Emma and its team of experts are committed to protecting the privileged information you provide and respecting your privacy.

Its privacy policy keeps your mind at ease as it informs you how they collect, use, disclose, protect, and even retain your personal information.

Pros of Emma life insurance

There’s no doubt having a life insurance policy like Emma can offer you and your loved ones significant benefits. Some

The pros of Emma

Completely digitized process

All Emma services are entirely online. This saves you the time and stress of going to a physical office and scanning through loads of paperwork on policies.

With a well-organized and intuitive online platform, you can submit an application and get quotes from the comfort of your home.

No hidden fees

One of Emma Life Insurance’s best-selling points is that it charges $0 for services. However, you may be curious to know how they make their money if they charge nothing. Well, this broker gets paid through commissions from customer referrals.

Access to many insurance providers

As a broker, you must provide your potential clients with various insurance companies to compare quotes. This also includes policies, coverages, and pricing options.

This is what Emma Life Insurance does. They partner with top insurance companies in Canada. Her insurance partners include:

  • Sun Life
  • Manulife
  • Empire Life
  • Canada Life
  • iA Financial Group
  • Canada Protection Plan
  • Desjardins
  • RBC Insurance
  • ivari
  • Goose Insurance
  • Humania

The above are the key pros to using Emma Life insurance. These benefits include:

  • Same day ICoverage
  • Easy application process
  • 15 days money back guarantee
  • Cancel anytime
Emma Life Insurance review - comparewise 1

The cons of Emma

No matter an insurance provider’s huge features and benefits, there will be some downsides too. Here are some of the cons of buying Emma Life Insurance:

Maximum coverage of $1 million

Emma Insurance has a maximum coverage of C$1m for both term and whole life insurance.

Limited age range

Emma’s life insurance is not available to Canadians above 55 years of age.

Limited convertibility options

Emma’s life insurance doesn’t come with an exchange option.

Limited rider options

Emma’s insurance only has a child rider option with coverage between $15,000 to $25,000. It cannot add standard critical illness or disability coverages.

Emma life insurance services

This part of Emma Life Insurance Review will explain the types of Life Insurance offerings available. A life insurance policy is a tax-free payment offered to your beneficiary in the event of your death.

This benefit covers family expenses, debts, and funeral costs.

This insurance policy can be in two parts depending on your budget, coverage, and needs.

  • Term life insurance
  • Whole life insurance

Term life insurance policy

Emma’s term life policy is less expensive and easier to manage. You pay a monthly or annual premium. Then, a predetermined sum is distributed to your loved ones in the event of your death.

Term life insurance, unlike whole life insurance, has an expiration date. Most people purchase term life insurance because it is less expensive and easier to understand.

Whole life insurance policy

Unlike term life insurance, Emma’s whole life insurance has no expiration date, and the amount of coverage can change over time.

This life insurance category suits individuals with intricate financial circumstances or estate planning needs.

Emma life insurance service quality

This Emma Life Insurance Review section will analyze the Canadian insurance company’s service quality.

Emma has an annual premium of $158.3 million, worth approximately $ 0.6 billion. All its policies are insured through Humania Assurance Inc., so its financial stability is specific.

To further explain its reputation, here are some of the ratings Emma has gotten from users:

  • Savvy New Canadian: 4.3
  • Wealth Awesome: 4.5
  • Policy Advisor: 2.5
  • Trustpilot: 5.0
  • WalletBrain: 4.7
  • Loans Canada: 5.0

How to get started with Emma life insurance

This section of our Emma Life Insurance review will walk you through the application process step by step. Although Emma does not require a medical examination or reports, there are other criteria you must fill in to get approval.

To get started with Emma Life Insurance policy, follow these steps:

  • Step 1: Visit the Emma Life Insurance website.
  • Step 2: Click on “get your free quote”
  • Step 3: Go ahead and get started by clicking “Continue”
  • Step 4: Answer a quick health and lifestyle questionnaire to verify your eligibility.
  • Step 5: After completing the survey, you will be assigned to a broker that suits your needs.
  • Step 6: You will then be contacted over the phone to finalize your insurance and submit your payment information if approved for coverage.

Alternatives to Emma life insurance

This Emma Life Insurance Review section will help you explore other life insurance policy options available asides from Emma. For example, you could opt for any of the following companies if you feel Emma’s offerings come short:

Emma vs Policy Advisor

Policy Advisor is one of Canada’s top insurance brokers providing Canadians with simple and quick insurance policies.

With over 30 companies to compare quotes, 20,000 policies, and $2.5 billion in coverage, Policy Advisor can provide affordable insurance to over 460,000 Canadians.

Pros of Policy Advisor

  • Zero fee
  • Life support from an experienced advisor is available
  • They are an independent broker

Cons of Policy Advisor

  • Limited access to only residents of Alberta, Ontario, and Manitoba

Similarities between Emma and Policy Advisor

  • No medical examination required
  • No service fee allocated
  • Provide both term and whole life insurance

Differences between Emma and Policy Advisor

  • Policy Advisor provides critical illness and disability insurance, but Emma doesn’t.

Emma vs PolicyMe

PolicyMe is a digital insurance brokerage company based in Canada. They offer an online platform where users can compare and purchase life insurance policies from leading insurance companies in the country.

Pros of PolicyMe

  • The coverage ranges from $100,000 to $5,000,000
  • No medical examination required
  • Completely digital processes
  • User-friendly and straightforward platform
  • No phone call or physical meeting required

Cons of PolicyMe

  • No human interaction
  • Limited coverage
  • Limited customization
  • Reliance on technology

Similarities between Emma and PolicyMe

  • No medical examination required
  • Both offer refunds or money back when you opt out of a policy purchase.
  • Both are 100% online

Differences between Emma and PolicyMe

  • Emma offers both term and full life insurance, but PolicyMe only has term life insurance.
  • Emma’s age limit is 65, while that of PolicyMe is 75
  • Emma has a term length of up to 20 years for its term life insurance, while it’s up to 30 years for PolicyMe
emma life insurance canada - comparewise

Emma life insurance review conclusion

Our extensive Emma Life Insurance Review hails this Canadian company as an excellent option for buying a life insurance policy. It offers a simple and digitized application process that you can complete in a few minutes without needing a medical examination or report.

Although, the downside we found was its limited coverage of $1 million and age limit of 55 years. Aside from this, Emma Life Insurance is an excellent choice for Canadians aged 18 – 55 looking to own life insurance.

Finally, before you go ahead to buy, It is essential to assess your personal and financial situation to determine the need for life insurance and the type and amount of coverage that would be appropriate for you.

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FAQs about Emma life insurance reviews

What is Emma Life Insurance?

Emma Life Insurance is an online insurance platform providing Canadians with flexible life insurance policies. Its online platform makes it easy to process and get approval in a few minutes. Emma makes the top list of most sought-after insurance companies because its services are free and require no medical examination.

How Can I Apply for Emma Life Insurance?

Applying for Emma Life Insurance is easy. All processes, applications, and approvals are made online. So, all you need to do is log onto the Emma Life Insurance website, follow a few steps, and quickly survey your general health and lifestyle. Then you are a go!

What Does Emma Life Insurance Cover?

Emma Life Insurance covers mainly two types of insurance. The term life insurance policy covers 1 year, 10 years, and 20 years. And then the whole life insurance policy or T-100. Both policies allow your beneficiary access coverage amount worth $1M.

What are Emma Life Insurance Exclusions?

An Emma Life Insurance policy aims to be inclusive and affordable to all. However, there are specific exclusions. There is an age limit of 65 years, a limited coverage amount of $1m, and limited Rider options. Only the child rider option is available.

How Much Does Emma Life Insurance Cost?

Emma Life Insurance cost depends on your needs and eligibility status. Although, you get a discount when you bundle up its term life insurance and whole life insurance into one. However, you can get any of the policies for as low as $6 per month.

Does Emma Life Insurance Have Maximum Coverage?

Unfortunately, Yes. Both term life insurance and whole life insurance policy have a maximum Coverage amount between $100,000 to $1,000,000. So, if you want to leave a legacy worth more than this, you may consider alternatives like PolicyMe.

Is Emma Life Insurance Policy Renewable?

Yes, Emma Life Insurance policy is renewable, especially its term life insurance policy. However, this renewability comes at an elevated premium and is only available for those under 65.

March 5, 2023
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