I've been in this business a long time and still learned something recording this one.
You can now buy a life insurance policy at Costco in Canada. Or on your phone, in about five minutes. And honestly, for a lot of people that beats what they have right now, which is nothing at all.
But our guest told us about a young family who got most of the way through an online application, balked at the blood test, and emailed to cancel. Thirty-two dollars a month. They passed away not long after. Nobody was on the other end of that email to call them back.
That story is the whole episode. Martin and I go about half an hour on where buying insurance online genuinely works, and where it quietly doesn't.
https://www.youtube.com/watch?v=yIKivmImlDg
Greg Rozdeba
Helping Canadian business owners keep more of what they build | Co-Founder @dundaswealth | Tax strategies, COLI, estate planning.
Here's the mistake costing business owners the most money on group benefits: signing the renewal without comparing.
Insurers count on it. They know you're busy. That's how you end up paying 20-30% more than you need to — every single year.
Full breakdown in the new video — link in bio. Free strategy call: dundaswealth.ca/apply
If you think group benefits are just health and dental, you're missing most of it.
A standard plan covers 6 areas — health, dental, vision, disability, life, and an EAP. You don't need all of them on day one; the point of working with an independent broker is building a plan that fits your budget and grows with you.
🔗 New video live now — link in bio.
If you've got 5+ employees and offer nothing, you're at a real competitive disadvantage.
Losing one good employee can cost you 50–200% of their salary — recruiting, training, lost productivity, all of it. A group benefits plan signals stability. It says you're serious about your team.
New video out tomorrow, 9am 👇
Here's how it works in practice.
A incorporated professional puts $500,000 in after-tax retained earnings into a corporate-owned whole life policy. The policy grows tax-sheltered. When the insured dies, the full death benefit credits the Capital Dividend Account.
The corporation pays it out to the family — 100% tax-free. No probate. No estate tax. No waiting.
That same $500,000 pulled out as dividends? CRA takes 30-40% first.
Same money. Very different outcome.
Book a free strategy call at dundaswealth.ca/apply
Get it when you don't need it, so it's there when you do.
Health changes. Insurability isn't permanent. And "we're too small" is backwards — smaller businesses are the most exposed when one person carries the revenue.
Clip from Ep 9. Free strategy call: dundaswealth.ca/apply
Two numbers to hold side by side.
Cost to replace a key employee: 150–300% of salary.
Cost to hedge it: often a fraction.
Owners treat this as an expense. It's closer to arbitrage.
Clip from Ep 9 with Thomas Hull 👇
08/13/2026
You insure the trucks, the building, the equipment. Almost nobody insures the person who makes all of it work.
Martin and I had Thomas Hull on Keep What You Build — fourth generation at Hull Life Insurance. His line I'd repeat to every owner: get this in place when you don't need it, so it's there when you do. Health changes; insurability doesn't wait.
Link in comments.
What actually makes someone a "key person" in your business? Thomas Hull's test is one question — and most owners fail it. New episode of Keep What You Build out tomorrow, 9am. Preview 👇
08/12/2026
TODAY at 12 PM ET: AI in Insurance. Free live webinar for licensed Canadian advisors. The real system, the real numbers, and the parts that didn't work. Grab a seat:
AI in Insurance: How Top Brokers Use AI to Book 12+ Appointments a Month A free live 45-minute webinar with Greg Rozdeba · Wednesday August 12 · 12:00pm ET. For licensed Canadian life insurance advisors.
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