The life insurance carriers have unified accros their sales channels prices. Most of the insurance companies sell primarily through agents and brokers. The price of a specific insurance product is the same for all agents/brokers.
Life insurance and critical illness insurance prices are based on age, gender and smoking status. Disability insurance prices factor in also the occupational risk.
Most of the insurance products would require that you go through an approval process that evaluates your health and life style related risks. If you do not fit the criteria for the regular prices, the insurance company can offer higher (rated) price, can exclude specific risks as not covered, or can decline coverage.
For life insurance products some companies offer discounted prices based on health. These prices are often called Preferred Health and Elite Health prices. They are available as information from all agents/brokers, but are given by the insurance company only if you satisfy the health and life style criteria for them.