Life Simpli

Digital life and critical illness insurance marketplace for Canadian consumers

Distribution & Sales Startup

Overview

Life Simpli is a life and critical illness insurance brokerage serving individual consumers across Canada. The company operates a direct-to-consumer digital marketplace that lets shoppers assess their coverage needs, compare real-time quotes from multiple Canadian insurers, and submit an application online without an in-person agent.

The platform covers term and permanent life insurance alongside critical illness coverage, with an option to qualify for coverage without a medical exam depending on an applicant's health and lifestyle profile. Once an application is submitted, licensed advisors review the case, confirm whether a medical exam is required, and support the applicant through underwriting to policy issuance. Life Simpli is compensated by its carrier partners rather than charging consumers directly for the service.

Founded in 2021 by CEO Karan Jain, who previously led financial services firm Star Life, Life Simpli positions its online-first model against Canada's traditional agent-driven insurance distribution channels. The company is based in Ontario and distributes products from carriers including Manulife, Sun Life, Canada Life, BMO Insurance, and Desjardins.

Products & Services

Life Insurance Marketplace

Online marketplace for term and permanent life insurance, offering a needs assessment, real-time quote comparison across multiple Canadian insurers, and a digital application process without an in-person agent.

Key Features

No sign-up required for an initial needs assessment
Real-time quote comparison across 10+ Canadian insurers
Online application submission
Option to qualify without a medical exam based on health and lifestyle

Critical Illness Insurance Marketplace

The same needs assessment, quote comparison, and application flow applied to critical illness coverage, providing financial support for costs associated with a covered illness.

Key Features

Needs assessment and quote comparison across partner insurers
Online application submission

Advisor Support

Licensed advisors contact applicants after submission to finalize applications, advise on better-fit products where relevant, and confirm whether a medical exam is required before policy issuance.