Freedom 55 Financial Commercial 2003

The London Life Insurance Company (or London Life) merged with Great-West Life in 1997, then joined the original Canada Life in 2003. London Life was a part of Great-West Lifeco subsidiary, Great-West Life Assurance Company. London Life was founded in London, Ontario, in 1874, and remains headquartered there. In 2009, London Life ranked 14th among Canada's largest private companies. It is best known for its "Freedom 55" slogan, which evokes saving money to an extent that would allow one to retire at age 55. The company reportedly had assets under management of $40 billion (Canadian funds) as at December 31, 2004, and 1.9 million participating life insurance policies.

London Life merged with its sister companies, Great-West Life Assurance Company and Canada Life Financial, under the new brand and the banner of Canada Life.