While some insurance companies may offer lower rates for non-smokers, others may have more competitive rates on life insurance for women, seniors, or people with diabetes.
Also, besides the pricing you may want to consider the financial strength rating of the insurer, their customer service, and whether their are any complaints against the insurance company filed with the Department of Insurance in your state.
Also, always make sure you compare life insurance rates and plans among several highly-rated insurance companies before you choose a plan, so you can accurately determine which company offers the most affordable coverage.
The III.org (Insurance Information Institute) issues a list of the top 10 life insurance companies that have issued the most individual life insurance policies. You may want to review a list of top insurers before you request your life insurance quote comparisons.