Assuris is a Canadian not-for-profit organization that protects policyholders if their life and health insurance company fails. It ensures policyholders receive at least 85% of their promised benefits, with full protection for certain amounts. Assuris is mandatory for all life and health insurers operating in Canada. Their target audience includes policyholders of member insurance companies. The unique selling proposition is providing financial security and continuity of benefits in the event of an insurer's insolvency, similar to deposit insurance for banks. This protection helps maintain trust in the insurance industry.