Manitoba & Saskatchewan lovebirds most likely in Canada to have had 'the talk' about life insurance

- TD Insurance poll finds 25% of Manitoba and Saskatchewan residents have never discussed life insurance with their partner -

TORONTO, June 13, 2011 /CNW/ - Life insurance is a topic that most Canadians prefer to sweep under the carpet, but not Manitoba and Saskatchewan residents. According to the TD Insurance Look Who's Talking Poll, residents from these provinces are the most likely in the country to have had the hard talk about life insurance with their other halves (75% versus 69% nationally).

Contrary to gender stereotypes, it's Manitoba and Saskatchewan men who are driving the discussion (51% versus 49% of women). "It doesn't matter who's driving the conversation, the important thing is to talk about it," says Dave Minor, Vice President, TD Insurance. "Considering how integral finances are to a family's well-being, it was surprising and concerning to find that some couples aren't talking about life insurance at all."

The survey found that one third of Canadians who have been in a relationship for five to nine years admit they've never broached the issue, along with almost one-in-five (17%) Canadians with children. Canadians under 35 were most likely to have never discussed it (41%).

When asked why, the majority of tight-lipped Manitoba and Saskatchewan residents in a relationship say the topic hasn't been raised, because they never thought about it (68%) or didn't think their relationship was serious enough (18%).

"Thinking about what you would do if something were to happen to you or your partner is hard, so it's no surprise that many couples find it difficult to raise the subject of life insurance. But if you're serious about your partner and starting to build a life together, it's time to get some of the tougher issues, like money, out in the open," says Minor.

Life events trigger life insurance
Manitoba and Saskatchewan residents were most likely in the country to have purchased life insurance because it was offered through their work benefits (43% versus 32% nationally). But the survey also found life events - like buying a house (17%), getting married (13%) or having a baby (13%) - also influence their appetite towards risk.

"Not surprisingly, younger Canadians are least likely to have talked about life insurance since there's a common misconception that it's something you should start thinking about when you have a family," says Minor. "In reality, life insurance should be an integral part of everyone's overall financial health. One of the advantages of thinking about it sooner is that it can be more affordable since premiums are based on life expectancy which naturally decreases over time. At the same time, life insurance is something you should especially consider and revisit whenever you hit one of life's milestones like being in a serious relationship, buying a home or starting a family."

Insurance is a hot topic for some Manitoba and Saskatchewan couples
Manitoba and Saskatchewan residents were the most likely in the country to have never argued with their partner about life insurance (84% versus 68% nationally). For those who have, cost was the hottest point of contention. When it comes to making the big decisions, the survey found Manitoba and Saskatchewan residents were most likely in the country to feel women are more likely to be emotional (95% versus 92% nationally) and overly-cautious (88% versus 80% nationally), and men are more likely to act self-centred (82% versus 77% nationally) and rash (76%).

"Talking about life insurance isn't always an easy conversation, but it's an important one that's easier to have if you're armed with the right information," says Minor. "Doing some research or using an online calculator to estimate how much coverage you may need is a great first step towards understanding your insurance. The cost of things like your mortgage, children's education and living expenses, among other things, all come into play."

"It's also very important to speak to your insurer so that they understand your needs and can recommend a policy that works for you and your family," adds Minor. "Everyone's situation is different so it's important to have a discussion with your family and your insurer so that you can feel confident that you have the right coverage in place," adds Minor.

About the TD Insurance Look Who's Talking Poll
TD Insurance commissioned Environics Research Group to conduct a custom online survey of 1,000 Canadian adults. Results were collected between March 5 - 13^th, 2011, including 130 Manitoba and Saskatchewan residents.

About TD Insurance
TD Bank Group's insurance companies and operations carry on business under the TD Insurance brand. TD Insurance offers a wide range of products to help protect clients from the 'accidents of life' including credit protection, life, health, travel, home and auto insurance. With more than three million clients, TD Insurance authorized products and services are available through a network of more than 1,000 TD Canada Trust branches, the Internet and telephone. The TD Insurance brands include TD Insurance Credit Protection and TD Insurance Life and Health, which are the number one provider of critical illness insurance and direct life and health premium origination in Canada. And through its TD Insurance Meloche Monnex and TD Insurance Home and Auto brands, TD Insurance is the largest direct-response insurance group in the country. For more information, visit www.tdinsurance.com.