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Critical Illness Insurance and Its Evolution in Canada

Critical illness insurance had been athan life insurance policies also known
little slow to be known in Canada. Moreas life policies. This may sum up to 30
precisely, it took around five years.to 40 percent of women who may possess
However, the Canadian life industrycritical illness policies. One fact that
believes that critical illness insurancecould explain this may be that many
may adopt a similar trend where it hadbusiness owners in Canada could be
been a success, for example UK. As awomen.
matter of fact, the boost in criticalMoreover, when critical illness was
illness sales may be expected to occurinitially introduced, it was a
imminently.standalone plan. Gradually, it was
Contrary to the UK, where probably mostcombined with disability and life
critical illness sales come from theinsurance. Actually, insurers may be
Direct Sales Forces (DSF), in Canada,giving a new look to the critical
sales most likely come from the agencyillness cover policy design. This may
field force. The agency field force mayaim at giving more benefits to potential
comprise of brokers, associates andcustomers. They had chosen to accelerate
agents. Group critical illness orthe death benefit of a life policy upon
employer sponsored critical illness maydiagnosis of a critical illness. Other
be becoming more popular than individualcompanies might also be choosing to give
critical illness in Canada. Somelimited critical illness coverage on a
critical illness sales may have alsoguaranteed issue basis. Furthermore,
been made through the worksiteReturn of Premium (ROP) was another
marketing. As the Canadians becometactic used by insurers in Canada.
friendlier to critical illnessHaving this on a critical illness policy
insurance, companies believe that salesmeant competition with other companies
may somehow be made by direct responseas it probably represented an advantage.
programmes in the future. Also, theSome companies had the ROP automatically
internet could be used to targetintegrated in their policies as a rider
possible customers as the Canadianbenefit. On the other hand, other
Industry had started to become mature.companies refunded the premiums if the
According to Munich Re, 2000, there hadpolicyholder stayed in good health until
not been a specific market for criticalthe end of the policy. Other firms
illness sales in Canada. Policy holdersprovided their customers with the ROP on
may vary from young to old, males tolapse benefit which refunded the
females and small business owners topremiums upon ceasing the critical
professionals. However, a trend had beenillness policy. Some people view this
noted. People who earn more money tendoption as misleading as companies may be
to buy critical illness cover than thosein fact encouraging their policyholders
who earn less. The reason behind may beto terminate their policy prematurely.
that critical illness policies could beThe adoption of critical illness
quite expensive. The high price ofinsurance may have been slow to be
critical illness cover could be becauseadopted in Canada. But as awareness
the policy may stand for lifetime.increases among people, it could end up
Additionally, women have been recordedbecoming as popular as in the UK.
to buy most critical illness policies



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