Often, there really is a considerable range in the life insurance quotes from the companies that contract with Wholesale Insurance (and often, it's more than a client sees because there is little interest in navigating to the quotes at the end of the list, which are the most expensive).
One might think that because we claim to work with only the most reliable, financially stable companies, all the life insurance quotes they return would be competitive, but in fact, insurance companies segment the market. Some can offer better rates for smokers, others can work better for seniors, others offer the best rates for cancers, etc.
How can they do this? Most of the answer is that they all employ their own actuaries and underwriters. Actuaries are the mathematicians who study statistical data on the life expectancy of certain segments of the population and determine how high life insurance rates need to be for each of those segments. They outline the life insurance rates for each rate class, as well as the criteria which define the boundaries of each rate class. Underwriters investigate your application, health and driving records, etc. and determine in which rate class you belong.
Because each company has its own bank of experience, its own underwriting philosophy, and its own set of financial circumstances, they may offer quite different life insurance quotes. The cheapest company for a 40-year-old non-smoker may not be the cheapest company for a 60-year-old with a hazardous occupation.