NYL Whole Life Pricing

Does anyone has any experience with how competitively priced NYL's WL is?
Working with some potential clients and they're saying they were told they can get get:

$100k coverage, WL, Non-Smoker for around $80/mo. for a 35 y/o male.

The others didnt share what their quoted amount was.

I'm just curious if they are actually this competitive cause this about beats me by $20-$25/mo. in what I can offer price wise. :err:
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