YouSet chooses Emma as its strategic digital partner to better protect Canadian families
YouSet, an platform specializing in auto & home insurance, and Emma, a Canadian leader in digital life insurance, are joining forces to better protect Canadian families.
Key Takeaways
- Strategic partnership for 360 protection: YouSet integrates Emma to add life insurance to its auto and home offering, keeping everything simple, affordable, and fully online.
- Immediate distribution reach: More than 350,000 YouSet users can add life insurance in minutes through Emma’s platform, strengthening cross-sell between life and P&C.
- Momentum and pipeline: This is part of Emma’s broader partner ecosystem (Kaleido, Appoint Hypothèque, Fetch), with more partnerships coming soon.
Two insurtechs join forces to sell life and property and casualty insurance
Montreal, September 24th, 2025 — YouSet, an innovative platform specializing in auto and home insurance, and Emma, a Canadian leader in digital life insurance, are joining forces to better protect Canadian families. Through this strategic partnership, the two companies are making access to simple, affordable and fully online insurance protections even easier for families across the country.
As part of this collaboration, YouSet’s more than 350,000 users will now be able to add life insurance coverage in a few minutes using Emma’s user-friendly platform. For several years already, Emma’s clients have benefited from YouSet’s excellent services to shop for and manage their auto and home insurance online, with flexibility and without hassle. By combining their expertise, Emma and YouSet are committed to offering comprehensive, modern and accessible protection for the everyday lives of Canadian families.
“At YouSet, we firmly believe insurance must be rethought to better serve today’s consumers. This partnership with Emma reflects our shared commitment to build an integrated, transparent and modern experience for all our customers. What excites me most is the comprehensive personal insurance offering Emma provides. In addition to products designed specifically for families, Emma also acts as a broker, which allows them to offer a variety of options tailored to clients’ situations from Canada’s largest insurers,” says Xavier Freeman, CEO and co‑founder of YouSet.
“Our mission is to make life insurance accessible to every Canadian family. By partnering with YouSet, which specializes in online auto and home insurance, we enable our clients to protect both their loved ones and the most important assets for their family in a simple, seamless and digital environment,” says Félix Deschatelets, CEO and co‑founder of Emma.
More partnerships coming at Emma
Emma confirms this partnership is part of a series of strategic initiatives launched over recent months and that will continue actively in the near future. The company has already formed partnerships with several organizations, including Kaleido (RESP savings), Appoint Hypothèque (mortgage brokerage) and Fetch (pet insurance), to offer complementary and accessible protections to a larger number of Canadian families.
“We will be announcing several other partnerships of this kind soon. Our goal is clear: to build a network of partners who share our vision of insurance that is simple, human and affordable. If you are a company that wishes to include financial security in its service offering to provide your customers with accessible protections, we invite you to get in touch with us,” adds Félix Deschatelets.
About Emma
Founded by Félix and Jacomo Deschatelets in Montréal, Emma is the only online life insurance offering with modern, human values that aims to democratize access to financial protection through technology. It provides a simple and fast experience designed to ease the minds of Canadian families by protecting them.
If you’re looking for life insurance, visit emma.ca.
About YouSet
Founded in 2017, YouSet is an insurtech that makes buying and renewing home and auto insurance simpler and less expensive. With more than 350,000 users who give it an average rating of 4.9 stars, YouSet pits Canada’s best insurers against each other for every user, ensuring the most competitive offers in 4 minutes or less. Learn more at youset.ca.
For more information about this news or to schedule an interview, please reach out to:
Félix Deschatelets
Co‑founder and President
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