It Keeps You Runnin' (AP Photos/Chris Gardener)

Life Insurers that do business within the European Union can expect an immediate uptick in the amount of women looking to purchase policies.

European Union rules on gender-neutral pricing will be enacted later in the year and women, who have traditionally enjoyed cheaper life insurance because of their longer life expectancy, will, through the mandate, be placed on an evenly priced playing field as men.

A Consumer publication, Which? has stated that premiums for new policies could rise by a third for women.

Women are anticipated to shop for policies on websites such as comparethemarket.com to purchase their policies. The design and functionality of the website is similar to the way health exchange websites will be organized under in in US states under PPACA.