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Market Opportunity: Young Canadian Consumers

Severine Suski 8/7/2026

A look into the young Canadian life insurance consumer mindset, with a focus on residency duration.

Summary

This qualitative study aims to guide Canadian carriers to better understand the nuances among young adults varied by whether they are long term or recent residents of the country. It unravels points within their purchasing process as well as emotions and actions that occur or are expected to occur during this process. The study explores where users go to learn about life insurance, the differences between recent and long term residents in their shopping behaviors, the perceived value beyond the policy's face amount, perceptions of AI in the life insurance space, trust in the industry and more. The Young Canadian Consumers study spoke to 36 adults between the ages of 23-35.

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Meet the Project Director

Severine Suski

Severine Suski has a background managing primary research studies at Kadence International and joined LIMRA in 2024. She is part of the Markets Research team, focusing on consumer markets, and also facilitates the Diverse Markets Committee. Severine received a bachelor's degree in global capitalism and sustainable business from New York University.

Assistant Research Director, Markets Research
LIMRA and LOMA
ssuski@limra.com


For more information, please contact ssuski@limra.com.

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