Emma Review

Emma is an online life insurance portal with unique focus on young families and pregnant women.

Priya Correia
Updated August 26, 2020


Emma is an online life insurance portal that allows Canadians to compare life insurance providers and policies from their computers or mobile devices. The platform promises a simple and personalized way to pursue different insurers and compare their rates to find the policy that best suits your needs. 

There’s no need to meet with an insurance broker face-to-face. Instead, all the “shopping” for an insurance policy can be done entirely online. Everything from getting a quote, to filling out and submitting an application, to choosing an insurance product and calculating your insurance needs can be done online from the comfort of your home.

Emma is somewhat unique in the realm of life insurance brokers because it has a particular focus on young families to help make it easier for this particular demographic to obtain life insurance. After working with many moms, the team behind Emma noticed that there wasn’t really any life insurance that was adapted to what young families need. In response, Emma created a specialized life insurance portal specifically for them, while still catering to other needs as well.

Let’s take a closer look at this online insurance brokerage and assess its perks and drawbacks to help you determine if this is the right portal to use when buying life insurance. 

How Does Emma Work?

Emma offers Canadians an online platform to compare and contrast various Canadian insurance providers. You can receive a quick quote on an insurance policy in minutes by following three easy steps. Your eligibility for life insurance will first need to be assessed, which Emma does by requiring that you fill out a quick online health questionnaire. 

This is a standard requirement when requesting a quote for a life insurance policy, as a number of factors will influence your ability to be covered as well as the premium price you pay for a policy.

Once you complete the online health survey, your needs will be calculated based on your answers. Emma’s algorithm will determine the amount of life insurance recommended to fully protect your family. You’ll be provided with a list of various insurers within Emma’s network to help you compare different rates. 

You can then speak with an experienced advisor to customize and finalize your life insurance application, all without leaving the comfort of your home. Emma’s services are free to use.

Types of Insurance Emma Offers

Emma offers both term and permanent life insurance policies.  

Term life insurance. This type of life insurance provides coverage for a specific amount of time and expires at a point agreed upon when you first sign your contract. This is the most affordable type of life insurance and is suitable for people who want to provide financial protection for their families during more critical times in life, such as when a mortgage is still due and when children are too young to support themselves. 

Term life insurance can vary in length, such as 10 years, 20 years, or up to the age of 65. Premiums are paid monthly until the term expires, or until the policy is renewed and switched over to a permanent policy. A death benefit is paid out to beneficiaries upon the passing of the insured and when a claim is made in a tax-free lump sum. The money can then be used to cover the cost of a mortgage, or even a car loan or personal loan.

Permanent life insurance. This type of insurance never expires and lasts until the insured passes away. The amount of coverage can also vary over time. People with more complex financial situations or who have estate planning needs may find permanent life insurance more suitable than term life insurance.

How Much Does It Cost To Get Insurance With Emma?

Emma doesn’t charge a fee for its services. Instead, the company is paid a commission from the life insurance providers that it refers to. 

However, there will obviously be a fee to buy life insurance itself. The premium you pay will depend on a number of things, such as:

  • The policy you choose
  • Your health
  • Whether or not you smoke
  • Your family’s health history
  • Your gender
  • Your occupation
  • Your age

Pros and Cons of Using Emma Insurance


  • No fees for this service. Emma does not charge for this online service. Instead, the brokerage is paid a commission from the insurance providers it refers to clients like you.
  • Simple 3-step process to getting life insurance. All you need to do is complete a quick survey, have your needs calculated based on your answers, and complete your life insurance application online. 
  • Get access to several insurance companies in Canada. Emma has partnered with various Canadian insurance providers to help you compare and contrast numerous policies, giving you plenty of options to choose from. 
  • Talk to a live broker. While everything is done online, there are real people behind the screen. You always have the option to speak with someone directly to get your questions answered and to get some help filling out your insurance application. 
  • Your best interests looked after. Emma doesn’t work for any insurance firm. Instead, the company works for you. Emma will look out for your best interests and make sure you get the policy that works best for your needs and budget.
  • One-stop shopping for insurance. There’s no need to hop around from one website to another. Instead, you can get all the important information you need all in one convenient portal. 


  • Only life insurance offered.

How Will I Receive My Benefit?

In order for your death benefit to be paid out to your beneficiaries, your death certificate will need to be obtained and submitted to the insurance provider along with a claim filed upon your passing. The insurance company will then review the claim and will process it within two to four weeks, after which the payout will be made to the beneficiaries. 

A lump sum of cash will be paid out, which is sheltered from taxation. Otherwise, there may be an option to have the money deposited into an interest-accruing account with installment payments paid out on a regular basis. If this route is chosen, part of the payout may be taxed. It’s best to speak with a financial expert to verify whether or not such funds will be taxed, and if so, how much of it will be taxed. 

Emma Insurance Application Process

Once you receive your quote after taking the survey and answering a few important questions about yourself, you can begin the application process. You’ll first need to choose the coverage amount that you require and the policy’s term length. If you need some help selecting a policy, you can always speak directly to a licensed advisor who can help you make this decision and walk you through the entire application process from A to Z.

After you’ve applied, your application will be assessed by the insurance provider and a policy and its premiums will be finalized. 

Emma Overview

AccessibilityAll online
Provinces OfferedNot specified on website
Number of Insurance Companies in NetworkNot specified on website
Type of Insurance PoliciesLife Insurance
Special perksPotential for savings 

Is Emma Right For Me? 

Emma promises to make it easy and affordable for Canadian families to get quotes from the top insurance providers in Canada by taking things entirely online. Anyone looking for a quick and convenient way to compare rates and policies among various insurers will find Emma useful. Even those who may still want to speak directly with an advisor can easily get in touch with one, whether over the phone or via email. 

If you’re looking for a simple and convenient way to find affordable premiums on life insurance, Emma may be a great tool to use.