Insurance Me For Life vs LifeBroker

Insurance Me For Life (IMFL) and LifeBroker are both Australian life insurance brokers that help consumers compare quotes from multiple insurers. However, there are key differences in how many insurers each covers, their ownership structures, and the tools they offer to help you understand your options before applying.

Why it matters that LifeBroker is owned by TAL

TAL is Australia's largest life insurer by market share, holding approximately 33% of the retail life insurance market. TAL owns LifeBroker, which means LifeBroker operates as a subsidiary of one of the insurers whose products it compares. Additionally, two of Australia's largest comparison websites — iSelect and Compare the Market — funnel their life insurance leads to LifeBroker rather than running their own comparison engines. Insurance Me For Life is not owned by any insurer and sources leads solely through its own website.

What is Medical Pre-Screening?

Insurance Me For Life offers a Stage 3.5 medical pre-screening process that takes place after you receive your quote but before a formal application is submitted. This step identifies potential health-related underwriting issues early, so you have a clearer picture of likely outcomes before committing to a full application. This process is designed to reduce the rate of application rejections due to undisclosed or unexpected medical history.

Sources: TAL market share from APRA Life Insurance Claims and Disputes Statistics. LifeBroker participating insurers from lifebroker.com.au/legal/participating-insurers. iSelect life insurance referral to LifeBroker from iselect.com.au/life/available-life-insurance-products. Information current as at March 2026.