The five stages, in order
| Stage | What it is | How binding it is |
|---|---|---|
| Preliminary quote | An estimated premium based on the age, health class and coverage you enter. | Illustrative only |
| Illustration | A detailed document from a specific insurer showing the plan, premium schedule and any guaranteed and non-guaranteed values. | Assumption-based, not an offer |
| Application | The formal request for coverage, including health, lifestyle and financial disclosure. | Starts the process; no coverage yet unless temporary coverage applies |
| Underwriting | The insurer's review — questions, records, and sometimes an exam or fluids. | Determines the actual risk class |
| Final carrier offer | The insurer's decision and the premium it will actually charge. | The real number, once accepted and the policy is placed |
Why the quote can change
Sometimes the offer comes back better than expected, and sometimes it comes back rated. Either way, nothing is binding until you review and accept it.
- Health history or medications that affect the risk class
- Build (height and weight) outside the insurer's preferred bands
- Nicotine or cannabis use, including occasional use
- Family history of certain conditions
- Occupation, travel plans or specific hobbies
- Driving record
How to compare quotes properly
- Compare the same coverage amount and term length across insurers
- Check whether the plan is convertible, and until what age
- Read the renewal provisions, not only the initial premium
- Note which values in a permanent illustration are guaranteed
- Consider the insurer's underwriting stance on your specific history
Where to start
The Bluebird Digital Coverage Hub lets you enter your details and see options online in a few minutes. If your situation is less standard — a health condition, self-employment income, or business-owned coverage — sending a text is often faster than a form.
Either way, there is no obligation and no cost to see your options.
Common questions
Is a life insurance quote the price I will pay?
No. A quote is a preliminary, illustrative figure based on the information provided. The premium is finalized only after the insurer completes underwriting and makes an offer.
Does getting a quote obligate me to buy?
No. Requesting quotes carries no obligation and does not start an application.
Why do quotes differ between insurers?
Each insurer sets its own pricing and underwriting rules. Health history, build, occupation, travel and nicotine use can be treated quite differently from one company to another, which is why comparing several is worthwhile.
Keep reading
Decide the amount before you compare prices.
Term life insuranceThe structure most quotes are based on.
Life insurance in OntarioThe complete overview of how coverage works.
Policy Type QuizNot sure which structure to quote? Start here.
How underwriting worksWhy a quote can change once an application is reviewed.
Self-employed applicantsHow income is documented when you work for yourself.
Written and reviewed by Mathew Cordeiro, a licensed life and health insurance broker serving Ontario through Bluebird Assurance. This page is general information only, not financial or insurance advice. Coverage, features, eligibility and pricing vary by insurer and are subject to underwriting and policy terms.