Ranking the par products

The objective is to rank the participating whole life products available to independent advisors in Canada, on published criteria, with the scoring open to inspection. Not because a ranking settles anything, but because an advisor cannot write a real reason-why letter without naming companies and saying why this one. No carrier is going to hand us sufficient product information that lets us do that. If we do not build it, nobody will.

That makes it a professional disclosure obligation rather than a marketing exercise. The industry already requires a reason-why letter. A letter that names a product without saying what it was compared against, on what criteria, is not a reason. It is a record.

This is a work in process, and everything below is open. Here is the methodology.