Winnipeg-based Great-West Life Assurance Company and two of its subsidiaries have launched a digital term life insurance application for advisors, the firm said Tuesday.

Great-West Life, London Life and Canada Life released SimpleProtect, a digital platform designed to speed up the application process for products with 10- and 20-year terms. Underwriting questions have been reduced from 50 to about 20, and applications can typically be completed in about 20 minutes, the firm said.

Katrina Lee-Kwen, the firm’s senior vice-president for product and customer experience, said the application was built with advisors in mind. “Advisors have been engaged from the beginning and will continue to play a vital role in steering the evolution of the application,” she said in a statement.