Choice Mutual Editorial Standards

Choice Mutual wants to help you make the right life insurance choices. We are sternly committed to producing accurate, highly detailed, well-informed, and transparent information so you can make an educated buying decision for yourself and your loved ones.

We give you information that no other website will. We show you actual pricing and allow you to compare multiple insurance companies side by side. You can see sample policies, applications, pros and cons of each company, and much more. Simply put, this is the only website on the internet that provides incredibly in-depth, unbiased information about final expense life insurance.

Content Accuracy

Content accuracy is among the most significant differences between choicemutual.com and other websites that produce insurance-related content. Many online articles about final expense life insurance contain misinformation and errors. Sadly, this false information is found on authoritative websites that most consumers implicitly consider as trustworthy sources.

These “dependable” websites often have incorrect information because they don’t create the content themselves. Instead, they rely on an ecosystem of freelance authors who claim to have insurance and finance expertise, but in reality, they lack adequate knowledge in these fields.

This is a critical differentiation between our website and others. We do not outsource content creation to freelance authors or writing agencies. Anthony Martin, the founder and CEO of Choice Mutual, is the sole author of all content on choicemutual.com. He does not use ambiguous terms or publish information that he cannot verify as factual, and he does not write about topics outside of his knowledge base.

Editorial Process

First, we adhere to the FTC’s best practices for digital advertising and the SPJ code of ethics.

Anthony Martin is responsible for all the content on choicemutual.com. The information he presents is a derivative of personal experience, industry data, and professional opinion.

Occasionally, he consults with experts to gain insight into a topic outside his expertise. When third-party experts are consulted, we thoroughly validate their professional experience to ensure they are fully qualified to provide expert commentary on the topic.

Before publishing any article, Anthony personally reviews the content multiple times. He also compensates third-party expert sources to ensure the accuracy of said content.

Sources and citations

Content appearing on Choice Mutual may include data from the following sources:

• Third-party websites: We regularly link to articles on external websites to further clarify and validate the topic at hand. We will also consult third-party websites, such as review articles, for research purposes. For example, we analyzed the Colonial Penn website to learn about their products.
• Third-party experts: Occasionally, we consult with professionals not employed by Choice Mutual. We do this when we need expert input about a topic outside our wheelhouse of expertise.
• Internal company data: Choice Mutual has helped thousands of customers and placed billions of dollars in life insurance coverage. Given our vast experience in this industry, we occasionally cite internal statistics. Also, on occasion, we will conduct consumer surveys and mention the survey(s) results in certain pieces of content.
• Insurance industry data: Data from industry-related groups such as the Insurance Information Institute (III), the National Association of Insurance Commissioners (NAIC), and the Life Insurance Marketing and Research Association (LIMRA) will sometimes be cited to supplement our commentary.

Regardless of the source being used to provide further reference to a piece of content, we will always correctly give proper credit to the contributing author.

Subject matter

We only write about subjects related to insurance, the end-of-life industry, and issues concerning senior citizens.

Artificial intelligence

Choice Mutual has not and would not use artificial intelligence to create, modify, or influence any of the content on this website. That includes text, images, and videos. At the top of most articles, there is a robot icon and the words “AI-free content pledge.” When clicked, it will populate a box briefly summarizing why we refuse to use artificial intelligence tools and our commitment to only creating human-authored content. We do use Grammarly to mitigate spelling and grammar errors, but none of its AI features.

Life Insurance Review Methodology

Much of our content centers around reviews of insurance products, companies, and agencies. We use a five-star scoring system that follows a strict process that overwhelmingly relies on quantitative data to make our determinations. Subjective critique is a very minor component of our scoring strategy.

Our review process and formula are clearly outlined and defined on our insurance review methodology page.

Fact Checked

At the top of each article, there is a “Fact-checked” badge. This indicates that we employ third-party licensed agents who are experts in reviewing our content for accuracy.

Customer Reviews

Various portions of our website will display actual reviews from Choice Mutual customers. We subscribe to a review service through a company called Trustpilot. After each customer interaction, we invite them to leave us a review of their experience. Be it good or bad, all customer reviews are visible on the Trustpilot.com website. Choice Mutual cannot edit customer reviews or dictate which ones are and are not published.

Updating, Correcting, And Deleting Articles

We regularly review and update existing articles. Insurance providers often change their prices, applications, product limitations, and underwriting. We also often alter articles for clarity or to provide a better user experience.

Our content is human-created, so it’s subject to occasional mistakes. While rare, we do make errors. When we become aware of a blunder, we promptly update the content to remove the erroneous information. If you find an error on our site, please contact us immediately.

At the bottom of each blog post is a tab called “Article History.” This tab outlines the original date a piece was published and a ledger of subsequent edits. Furthermore, each entry denotes when an article’s “Updated on” date was refreshed and a summary of what changed. There is also a hyperlink called “See previous version,” which will populate a PDF document with a snapshot of what the article looked like before the edits were applied. The article history feature was first implemented on this website on April 25, 2025.

While it’s uncommon, we have deleted articles and will in the future. Content deletion happens for a variety of reasons. In general, it’s done because the content is either A) no longer relevant, B) for a product that doesn’t exist, or C) redundant.