What type of policy are you looking for?
Are you looking a policy with good cover from the cheapest provider or cheap policy??
Irish Life are competitive as are Caledonian Life, Friedns First recently reduced all of their premiums, I would consider Zurich Life if looking at Serious Illness benefit as they provide slightly more cover....really depends on the specifics of what you are looking for and type of plan (e.g. if you are looking at indexation - not all companies increase benefit and premium at same rate so sometimes one insurer seems more expensive at the start but is in actual fact a lot cheaper when premiums are worked out over the full term).
A good broker will be able to offer a choice of life assurance companies and reasons for/against chossing a particular product (reasons why statement)
Thanks,
Sean
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