“The family market, traditionally served by generalists, is a neglected market,” stated Christian McGuire, Quebec Regional Vice-President of PPI, at the Life and Health insurance Congress, held on November 18, 2025, in Montreal. The numbers speak for themselves: in a recent survey by LIMRA and Life Happens, 21% of Canadians said they did not have life insurance but needed it, while 10% indicated they had some but needed more. The need for life insurance therefore concerns 31% of the population, or approximately 8 million people, noted the panelist at the discussion entitled Declining Policy Sales: Encouraging Solutions. And this figure is expected to exceed 10 million people by 2043, according to demographic projections.

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Record-breaking life insurance application activity in 2025 The latest Canadian MIB Life Index from Massachusetts-based MIB Group Inc. shows record-breaking growth in application activity in 2025. Year-to-date application activity rose 6.4 per cent when compared to the same period in 2024, a 13.7 per cent increase over activity reported in 2023 and a 20 per cent increase in activity reported in 2022. “Activity in 2025 saw year-over-year growth for all months, in the double digits in September and December and peaking in December at 14.4 per cent. Additionally, in 2025, March, September and December all achieved the highest growth rate on record when compared to year-over-year growth for the same month in prior years,” the latest Canadian report from MIB states.

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