Editorial standards




About our content review process

At Emma, we are committed to providing every individual with clear, credible and evidence-based insurance and financial information. To be your most trusted source of information, our content is financially reviewed to ensure the financial accuracy of our content, images, products and services.

Content review is performed by team members of financial advisors from all insurance specialties, who provide their perspective after years of practice, research and advocacy. To learn more about our process, click here.

Published January 19, 2023 | 3 min read

Emma gives you all the information you need to protect your family and your finances with confidence. Here’s why you can trust our research.

Emma wants to help you get your finances right. To do that, we’ve assembled a best-in-class editorial team full of experts, fact-checkers, licensed insurance agents, and certified financial planners. Since we’re an insurance marketplace, we’re not beholden to any one company and will advocate for you. The same goes for our editorial content — we give you the unbiased information you need and will never recommend a product, company, or financial strategy we don’t think is right.

Core principles

Autonomy: Our writers and editors work independently from our business teams to ensure there are never conflicts of interest when it comes to our financial advice.

Expertise: We invest in internal experts and fact-checkers to ensure our content is the best in the field. We include original reporting with direct quotes from academics, professionals, and industry leaders.

Accuracy: Our educational content is based on empirical evidence and carefully sourced research. We always cite our sources and regularly update pages to reflect the latest data and insights.

Editorial process

Our educational guides are written by in-house experts — including licensed insurance agents and certified financial planners — who are dedicated to their area of focus. Prior to publishing, our research and advice is thoroughly reviewed, fact-checked, and revised to ensure accuracy and completeness. We follow the Society of Professional Journalists' code of ethics, and in some cases, our own proprietary information and data may be used to write about a company or product.

Sources and citations

Emma cites a number of reputable data sources so that our articles are as comprehensive and informative as possible, including but not limited to:

Where possible, we link to information sources and provide methodology on how data was calculated. Our team regularly reviews sources so that they’re using the most up-to-date information.

Fact checks and reviews

Where noted, articles are reviewed and fact-checked by members of our Financial Review Council, including certified financial planners, certified public accountants, licensed financial advisors, and licensed insurance agents. This additional level of review ensures that:

  • Articles use the most accurate facts and figures
  • Third-party sources are suitably vetted
  • Advice given aligns with the Emma mission of providing appropriate financial guidance

Corrections, updates, and removals

Our writers and editors periodically review content to ensure it is up-to-date and accurate according to the latest news, reports, regulatory guidance, and industry studies. You can see the most recent publication date at the top of an article.

In cases of errors, corrections will be made to an article as soon as possible, and clearly noted in a corrections component at the bottom of the page.

Occasionally, content may be removed; any links to removed content will be updated to bring readers to another relevant page or section of the site.

Transparency and privacy

How Emma makes money

Emma is an independent insurance broker in Canada. While the company receives commissions from insurance companies from sales of policies, we never recommend one insurer over another due to commission.


Emma is an independent broker. However, some articles may make references to products or services from one or more of Emma' advertisers or partners. While these earn us a small fee at no additional cost to you, they do not influence editorial content and we only recommend products we love.

We also work with a network of websites and blogs to help shoppers through our partner program.


Emma is a licensed insurance broker in Canada, and is legally certified to give financial advice and sell insurance. To learn how we use information to better serve you, please see our privacy policy.


Have questions? Contact our experts:

Email: hello@emma.ca

Call (Mon-Sun, 9am-9pm EST): 1-438-806-7227


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