# Emma

> Canada's online life insurance platform for self\-serve and broker distribution

## At a glance

| Field | Value |
| --- | --- |
| Category | Distribution & Sales |
| Type | MGA |
| Region | NA |
| Headquarters | Quebec City, QC, Canada |
| Founded | 2017 |
| Stage | Growth |
| Employees | 51-200 |

## Overview

Emma is a life insurance MGA operating a digital distribution platform for individual consumers and independent brokers across Canada. Founded in 2017 by Felix and Jacomo Deschatelets, the company is headquartered in Quebec City and holds an AMF Certificate of Registration (no. 603236) as a licensed financial services provider.

The platform connects applicants to coverage from over 10 Canadian life insurer partners, offering term, whole life, universal life, mortgage life, participating life, and child protection policies. Applications are completed entirely online, typically in under 10 minutes. Emma distributes through two channels: a direct-to-consumer application at app.emma.ca and Emma Pro, a platform for independent brokers and financial advisors.

In November 2024, Emma partnered with Equisoft to support third-party administration (TPA) services, policy administration, payments, commission tracking, and agent network management. The company serves a broad consumer base including parents, homeowners, self-employed individuals, entrepreneurs, and students.

## Products & services

### Term Life Insurance

Fixed-period life coverage available for 10 to 30 year terms, distributed through multiple Canadian insurer partners via the Emma platform.

**Key features:**

- 10 to 30 year terms
- Multiple insurer options for competitive pricing
- Fully online application

*Target users:* Individuals and families seeking affordable, time\-limited coverage

*Distribution:* Direct\-to\-consumer \(app\.emma\.ca\) and through the Emma Pro broker network

### Whole Life Insurance

Permanent coverage with cash value accumulation, available through partner insurers.

**Key features:**

- Lifetime protection
- Cash value accumulation
- Multi\-insurer access for competitive options

*Target users:* Individuals seeking lifetime protection with a savings component

*Distribution:* Direct\-to\-consumer and broker network

### Universal Life Insurance

Adjustable permanent coverage with flexible premiums and investment component options.

**Key features:**

- Flexible premiums and coverage amounts
- Customizable terms
- Investment component options

*Target users:* Policyholders seeking flexibility in premium payments and coverage amounts

*Distribution:* Direct\-to\-consumer and broker network

### Mortgage Life Insurance

Coverage aligned with mortgage terms to protect families from outstanding mortgage obligations.

**Key features:**

- Coverage matched to mortgage term
- Multiple insurer comparisons for competitive pricing
- Family financial protection on death

*Target users:* Homeowners with active mortgages

*Distribution:* Direct\-to\-consumer

### Participating Life Insurance

Permanent coverage with dividend potential distributed through partner carrier programs.

**Key features:**

- Lifetime protection
- Potential policyholder dividends
- Available through partner insurers

*Target users:* Individuals seeking lifetime protection with dividend participation

*Distribution:* Direct\-to\-consumer and broker network

### Child Protection Policies

Multi-child coverage under single policies for family life protection starting at early ages.

**Key features:**

- Multi\-child coverage under one policy
- Early\-age coverage initiation
- Available through partner insurers

*Target users:* Parents seeking coverage for children

*Distribution:* Direct\-to\-consumer

### Emma Pro \(Broker Platform\)

A B2B distribution platform enabling independent brokers and financial advisors to place life insurance business through the Emma system.

**Key features:**

- Access to the full Emma product suite
- Streamlined broker application workflow
- Third\-party administration support via Equisoft

*Target users:* Independent financial advisors and life insurance brokers

*Distribution:* Licensed brokers and financial advisors

## Category & focus

- Insurance verticals: Life & Annuity
- Target customers: Consumers, Brokers

## Links

- Website: <https://emma.ca>
- Directory profile: <https://insurtechlist.com/companies/emma/>
- Careers: <https://emma.ca/en/careers>
- About us: <https://emma.ca/en/about-us>
- Linkedin: <https://ca.linkedin.com/company/emma-labs>

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*Last updated: 2026\-05\-17*