InsurTech Spotlight: Emma

Emma Life Insurance

Company: Emma Life insurance


Business Category: An insurance practitioner (insurer, MGA, broker, agent)

Maturity Status: Mature (more than 3 years since product went into production)

Product or Service: Life insurance brokerage

Area: Life & Health Insurance

Emma is on a mission to protect as many Canadian families as possible while offering them an accessible and affordable life insurance solution, tailored to their specific needs, thanks to its innovative technology and valuable partnerships.

What makes us an InsurTech:

Emma is the first and only company in Canada to distribute life insurance both through its D2C self-serve application, and through a brokerage network through its new Emma Pro platform for brokers. These two distribution methods allow for a complementary multi-channel approach that reaches the customers where they want it.

Major features & technology used:

Innovation presentation: The self-serve application allows the client to be insured within minutes after filling a simple form without any interaction from a broker. The platform handles the underwriting, pricing and policy issuance instantly, allowing for instant issuance. Complementary to this, the Emma Pro broker platform allows brokers to sell Emma insurance products quickly and easily, while also managing all the compliance aspects required in the life insurance sales process. .

Since insurers do not have submission API in Canada, the road to developing such platforms is a complicated journey. In order to realize this innovation, Emma had to develop exclusive products (T1, T10, T20, Whole life, and child rider) with a carrier and a re-insurer and engineer innovative business processes to be able to sell instant issue life insurance products with or without the help of a broker.

News & Updates

See the latest Emma news.

About Emma

Why Emma? In Canada, the process for a parent to obtain life insurance is long, demanding and involves many steps including some disappointments. In addition, certain pregnancy-related risks were generally poorly considered in the underwriting process. In order to remedy these aberrations, Emma wanted to create a non-discriminatory insurance product for the pregnant woman, and considering all the new obligations of new parents, Emma wanted to make the process quick and easy and provide immediate coverage. In order to reach as many families as possible, Emma has developed these two platforms, allowing the new parents to obtain Emma Life Insurance through a broker, or on their own. For more information, visit

Source: Emma

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