Our Story
About Life100
Life100 is a leading financial services provider with specialized expertise in estate planning and succession planning for business owners and professionals. The firm is known for operating to the highest standards of professionalism and integrity, and offering the latest financial market insights and intelligence. Based out of Scarborough, our expertise in the Greater Toronto Area and Ontario, allows us to serve our communities with the best local and national solutions for them.
Life100 currently employs a multi-talented and diverse team over 60 advisors representing all walks of life. The company’s advisor philosophy is to gain a big-picture understanding of each client’s unique needs and goals, and develop holistic solutions to help them reach their goals.
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Our mission
To be Canada’s leading hub of financial services professionals. Clients trust our expert advisors unequivocally to provide exemplary portfolio performance, offered with the highest standards of ethics, knowledge, service, and productivity.
OUR PHILOSOPHY
To better the lives of the people we serve.
To offer hands-on, bespoke services, not off-the-shelf products.
To deliver solutions that exceed client expectations.
OUR VALUES
Integrity
We are committed to the highest standards of business ethics and governance.
Engagement
We value our diverse, talented workforce and encourage, support and reward them in contributing to the full extent of their potential.
Customer focus
We provide sound financial solutions for our customers and always work with their best interests in mind.
Excellence
We pursue operational excellence through our dedicated people, our quality products and services, and our value-based risk management.
Value
We deliver value to the customers we serve, stakeholders and to the communities in which we operate.
Our Founder and President
Sritharan Thurairajah, CHS, CLU
President, Life100 Insurance & Investments Inc.
Life100 was established in 2010 by veteran Insurance/Financial Advisor, Sritharan Thurairajah. Mr. Thurairajah began his humble journey with a team of few insurance advisors. His hard work, perseverance and expertise in financial security have enabled him to carve a niche in the heart of Toronto’s business community.
“We are all connected by the good work we do. We are connected by our ability to serve people, to make their lives better, to help them sleep peacefully and look forward with hope. We do that every day and we do it well.”
