Goose Insurance Services Inc. has partnered with Assumption Life to launch a new suite of whole life and renewable term life insurance products.
The initiative is aimed at simplifying access to long-term coverage through a fully digital customer journey.
Traditionally, purchasing life insurance in Canada has been a time-consuming process, involving in-person consultations, paperwork and often medical exams. A 2023 LIMRA study found that nearly one-third of Canadians, or about 8.4 million adults, remain uninsured, with cost and lack of accessible purchasing options cited as key barriers.
Goose's model seeks to close that gap by offering instant issuance of policies directly within its app. Consumers will be able to purchase whole life insurance for as little as $25 per month, with no medical exams or blood tests required. Policyholders can also track cash value, manage coverage, and access support through the app.
The partnership pairs Goose's digital distribution capabilities with the established market presence of Assumption Life. Goose co-founder and chief growth officer Omar Kaywan said the collaboration reflects a shared focus on using technology to simplify a traditionally complex product.
According to Kaywan, life insurance is often perceived as difficulty to understand and slow to obtain, and digitizing the process makes it as seamless as other app-based services.
For Assumption Life, the arrangement supports its broader digital transformation strategy. Chief digital officer Pierre Martin said the partnership extends the reach of the company's simplified life insurance products to younger and often underserved customers, helping expand access to financial protection.
The rollout also highlighted a growing trend in Canada's life insurance sector, where carriers are increasingly adopting insurtech partnerships to appeal to digital-first consumers. While term life has been available online for some time, the move to app-based whole life products marks an expansion into more complex coverage typically associated with wealth building and long-term planning.
Industry observers also noted that by lowering barriers to entry, app-based offerings could bring younger demographics into the market earlier, but questions remain about whether digital underwriting models will stand up against risk management challenges in the long term.
Still, the Goose–Assumption partnership underlines the accelerating convergence of technology and insurance distribution, as incumbents seek innovative ways to reach new customers while startups look for scale through established players.
