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New Individual Wealth tools to support client conversations
Equitable has new resources now available on EquiNet® — each designed to help support client conversations and make it easier to explain investment strategies in a clear and meaningful way.New case studies to help support client conversations *NEW*
We know some financial concepts can be tricky to explain. To help, we have created a set of straightforward, advisor‑focused case studies designed to deepen your understanding and help you better grasp the mechanics of our product options, understand the “why,” and translate that knowledge into clear, client-friendly conversations.
The four new case studies cover:-
Asset rebalancing
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Householding
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Resets
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Segregated funds vs. mutual funds
Introducing our fund manager spotlight pagesYou can now find spotlight pages for every fund manager on the Equitable Guaranteed Investment Funds™ platform. Each page will help you get to know each manager’s vision, investment philosophy and mission.
Quickly access:-
An overview of each fund manager
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Mission and investment approach
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Available funds on Equitable GIF
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Additional value-added content — including videos, helpful links and more.
New sample portfolios to help guide client discussions
A new set of sample portfolios designed to help illustrate how different investment styles might align with a client’s goals are now available. These are not recommendations — they are conversation starters. Use them to help clients visualize:
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How their strategy could look in practice.
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Trade-offs between different investment styles.
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How various approaches could support long‑term planning.
Have questions or want support navigating any of these new resources? Contact your Director, Investment Sales today. -
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No printing, no scanning—just EZcomplete
EZcomplete® is your simple, digital tool for submitting applications for Equitable’s Pivotal Select™ segregated fund lineup.
How does it work?
EZcomplete® guides you step by step. Once the documents are ready for client review and signature, just enter the client’s email address and give them a secret passcode. They’ll get a secure link to review and sign the documents—no printing or scanning needed!
When can I use it?
Use EZcomplete® for both in-person and non face-to-face meetings. It works with individual, joint, or business clients. You can use it on a tablet, laptop, or desktop with internet access—whatever works best for you.
Why use EZcomplete®?
It’s fast, easy, and secure. For non face-to-face meetings, clients can sign documents remotely using their own device.
Start using EZcomplete® today and make your application process smoother than ever.
If you have any questions, feel free to reach out to your Director, Investment Sales.
Date posted: October 7, 2025 -
Quickly calculate first home savings with Equitable
Have clients thinking about buying a first home? Equitable® has a calculator that can help.
Check out our new First Home Savings Account (FHSA) calculator to see how much clients could save. It’s simple to use and shows how money can grow when invested in an Equitable FHSA.
With the calculator, you can:
• Show clients how much they might save• Demonstrate how savings can grow over time
• Motivate clients to reach their goal
Try the FHSA calculator with clients today. Want to learn more? Talk to your Director, Investment Sales.
Date posted: September 8, 2025
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Start a Conversation with EZstart – Now Available for Equimax Wealth Accumulator
Looking for an easy way to explain insurance? We have a digital tool to do just that!
Start a Conversation with EZstart™
EZstart helps to commence those initial client conversations. Think of it like a digital brochure: you start a conversation about life goals, enter a few details - and within a few clicks - get a quick quote on your phone or tablet instantly.
We have a NEW EZstart for Equimax Wealth Accumulator® available. Go to the EZstart for Equimax Wealth Accumulator now.
Don’t forget about our other EZstart tools that are available for you. Learn more.
® and TM denote trademarks of The Equitable Life Insurance Company of Canada. -
Do clients imagine owning a dream home?
We’re here to help make that happen! Clients who contribute to a First Home Savings Account between May 1 and September 30, 2025, will be entered for a chance to win an incredible $8,000 in our Close to Home contest. Whether opening a new account or making an annual contribution, this is a golden opportunity to help them get one step closer to homeownership.Advisors, Your Efforts Matter Too! By guiding clients towards their homeownership dreams, you’ll be entered to win $1,000 as a special thank you for your dedication and support. At Equitable®, we believe that when we grow together, success is mutual.
Don’t Miss Out! Enter today using Equitable’s user-friendly online application platform, EZcomplete®, or process an online transaction with ease using Equitable’s EZtransact®. It’s fast, simple, and could bring clients closer to their dream home.Want to learn more? Speak to your Director, Investment Sales, and help clients take the first step towards making homeownership a reality.
Equitable’s Close to Home Contest: No purchase necessary. Contest period May 1, 2025, to September 30, 2025. Enter by making a deposit to an Equitable FHSA during the contest period or by submitting a no-purchase entry. Two prizes for a total value of $8,000 CAD to be drawn on October 15, 2025, will be awarded. The servicing advisor for the policy to which the selected entrant made the deposit is also an eligible winner and will receive a $1,000 CAD prize. For example, if an Equitable client is a winner of the $8,000 prize, the client’s servicing advisor wins a $1,000 prize. Open to legal residents of Canada of the age of majority. Odds of winning depend on number of eligible Entries received during the Contest Period. For full contest rules, including no-purchase method of entry, see the full contest rules.
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Your year-end momentum starts today!
Just 79 days left to go in 2025!
As the air turns crisp and the leaves change color, we hope you’re enjoying our beautiful Canadian fall season. But before you get too swept up in the season's fun, remember that the final quarter is also a great time of year to boost your business.
Harvest season for success
Many clients are reviewing their financial goals and plans now. According to LIMRA, nearly 30% of life insurance applications are submitted between October and December1. This means you have a huge sales opportunity.
Why choose Equitable® ?
Clients expect competitive solutions that fit their unique needs well. Equitable offers great products, digital tools, and outstanding service and support. Learn more here.
Act now to finish 2025 on a strong note:
• Review your client list: Identify who needs a check-in before the year ends.
• Spot the opportunities: Year-end financial planning opens doors—don't miss out.
• Leverage our resources: From our e-apps to marketing materials and digital tools, we're here for you.
So, grab your client list (and your pumpkin spiced latte) and make the most of this final quarter. Your Equitable team is here to support you all the way to 2026 — let's finish 2025 strong!
1LIMRA, "Life Insurance Applications by Month," 2025. -
A New Universal Life Insurance Solution for the 21st Century – Available NOW!
Introducing a new universal life solution built for the 21st century: Equitable Generations™ universal life insurance is available for sale NOW!
Check out our Equitable Generations universal life splash page: www.equitable.ca/ul
Our new Equitable Generations universal life insurance
Equitable Generations is a universal life product that offers investment options that resonate with today’s 21st century client while reducing every fee possible. It also reduces the cost of insurance to help clients maximize their opportunity to purchase coverage and build tax-advantaged wealth.
NEW: EZstartTM Generations
Today we are launching EZstart Generations which is:
- A mobile-optimized tool for advisors
- Designed to start a conversation and provide a possible universal life solution in under one minute
- Goals based - you can see how Equitable Generations™ universal life insurance can perform at different stages of a client’s life.
NEW: SMS
Effective today, September 26, 2022 when you submit an application, you can opt-in to receive text message updates for your new business applications.
That’s a text message when:- The application is received,
- A decision has been made by Equitable Life,
- The policy is ready for delivery, and
- The commissions have been triggered.
Learn more
Find all the exciting details on our virtual launch splash page (www.equitable.ca/ul) and watch our informative videos to get all the information you need to start selling Equitable Generations universal life.
Check out our Equitable Generations universal life splash page: www.equitable.ca/ul
Click on the Marketing Materials tab on EquiNet® for all of our new Equitable Generations marketing materials.Please contact your Regional Sales Manager for more information.
TM and ® denote trademarks of The Equitable Life Insurance Company of Canada.
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What’s your saving style?
A TFSA for its flexibility or an RRSP for tax-deferred growth.
Did you know? More than 65% of people who put money into a TFSA* earn less than $80,000 a year. That’s why TFSAs are popular with middle-income Canadians. They’re simple and flexible: you don’t get a tax break when you put money in, but you don’t pay tax when you take money out. This makes them great for people who don’t get big benefits from tax deductions.
On the other hand, 54% of RRSP contributors earn more than $80,000 per year*. RRSPs often work better for higher-income earners because contributions lower taxable income. That means bigger tax savings for people in higher tax brackets.
Here’s the good news: From January 1 to March 2, 2026, when clients open or add money to an Equitable TFSA or RRSP, they’ll be entered into Equitable’s Snowball Your Savings contest. Two winners will be chosen—and their advisors will celebrate too!
How to Enter
Advisors can help clients submit contributions through EZcomplete® or process transactions using EZtransact®. Every entry is a chance to win!
Want ideas to boost contributions and help Canadians save more? Connect with your Director, Investment Sales today.
* Source: advisor.ca/news/tfsas-more-popular-than-rrsps-in-2023/
® and ™ denote trademarks of The Equitable Life Insurance Company of Canada.
Equitable’s Snowball Your Savings contest: No purchase necessary. Contest period January 1, 2026 to March 2, 2026. Enter by making a deposit to an Equitable Tax-Free Savings Account or Registered Retirement Savings Plan during the contest period or by submitting a no-purchase entry. Two prizes of $5,000 CAD to be drawn on March 23, 2026 will be awarded. The servicing advisor for the contract to which the selected entrants made the deposit is also an eligible winner and will receive a $1,000 CAD prize. For example, if an Equitable client is a winner of the $5,000 prize, the client’s servicing advisor for the relevant contract wins a $1,000 prize. Open to legal residents of Canada of the age of majority. Odds of winning depend on number of eligible entries received during the Contest Period. For full contest rules, including no-purchase method of entry, see the full contest rules. -
Equitable Life Group Benefits Bulletin – September 2021
In this issue:
- Right drug, right dose*
- Responding to New Brunswick’s Biosimilar Initiative*
- Helping plan members access our convenient digital options*
- Reminder: Please access forms on EquitableHealth.ca*
- Over-age dependents losing coverage?*
Right drug, right dose
Equitable Life partners with Personalized Prescribing Inc. to help plan members avoid treatment trial and error
Patients suffering from mental health conditions often need to try several medications before they find one that works for them. This is frustrating and can result in negative side-effects, a longer recovery, lost productivity, or a delayed return to work.
To help plan members avoid this treatment trial and error, we have partnered with Personalized Prescribing Inc. to provide easier access to pharmacogenomic testing for plan members with mental health conditions.
Pharmacogenomics 101
Pharmacogenomics is the study of how an individual’s genes influence their response to medications. Pharmacogenomic testing can help determine how compatible a patient’s body may be to a particular drug, and helps their physician prescribe the most appropriate medication. The goal is to ensure the right drug is prescribed to deliver the most positive outcome with the fewest side effects.
Easier access to pharmacogenomic testing
Through our partnership with Personalized Prescribing Inc., any Equitable Life plan member diagnosed with a mental health condition can purchase a pharmacogenomic test for a discounted price of $399 plus HST – a 20% savings.
We are also introducing the option for plan sponsors to add coverage of pharmacogenomic tests provided by Personalized Prescribing Inc. for mental health conditions.
With this coverage, plan members are eligible for pharmacogenomic testing if:- They have been diagnosed with a mental health condition;
- They are currently taking or have stopped taking a medication for a mental health condition that does not work or has side effects; and
- The pharmacogenomic test is conducted by Personalized Prescribing Inc.
Getting a test is easy. The plan member starts by visiting www.personalizedprescribing.com/equitablelife to request a test kit.
Once they receive their test kit from Personalized Prescribing Inc., they simply provide a saliva sample and send it back (postage is pre-paid). Within 7-10 business days, they receive an Rx Report™ that they can share with their doctor. This report includes details to help their doctor prescribe the right drug and the right dose for them.
Benefits for plan members:- The plan member and their physician receive a full report that is easy to understand;
- The report identifies the most compatible medications for the plan member’s condition and the medications to avoid;
- The physician is able to prescribe the most appropriate medication with the fewest side effects; and
- The plan member avoids medication trial and error.
- Pharmacogenomic testing can be an effective prevention strategy to help employees stay healthy and potentially avoid a mental health-related work absence; and
- Employees suffering from mental health conditions may be more productive when they are on the right medication for them.
Responding to New Brunswick’s Biosimilar Initiative
We are changing coverage for some biologic drugs in New Brunswick in response to the province’s Biosimilar Initiative. These changes will help protect your clients from additional drug costs while still providing access to equally safe and effective biosimilars.
What is New Brunswick’s Biosimilar Initiative?
New Brunswick’s Biosimilar Initiative will end provincial coverage of several originator biologic drugs for some or all conditions beginning on December 1, 2021. Patients who are using these drugs for the affected conditions will be required to switch to biosimilar versions of the drugs to maintain coverage under the province’s government drug plan.
What is the impact on private drug plans?
The most significant risk to plan sponsors who maintain coverage of originator biologics is coordination of benefits (CoB) risk. If other insurance carriers follow suit with the province and delist the originator biologics, it could expose a plan that doesn’t delist them to significant coordination of benefits risk.
For example, consider a patient who is covered under two private plans – their employer plan and a spousal plan. If their employer plan was the first payer for the originator biologic but delists the drug, the spousal plan now becomes the first payor. If the spousal plan continues to cover the cost of the originator, it now pays most or all of the cost of the drug.
How is Equitable Life responding?
To protect your clients’ plans from paying additional and avoidable drug costs, we are changing coverage in New Brunswick for most biologic drugs included in the provincial initiative.
Beginning Feb. 1, 2022, plan members in New Brunswick will no longer be eligible for coverage of Humira, Lantus, Humalog and Copaxone if they have a condition for which Health Canada has approved a lower cost biosimilar version of the drug. These plan members will be required to switch to a biosimilar version of those drugs to maintain coverage under their Equitable Life plan.
How will Equitable Life communicate this change to plan members?
We will be communicating with affected claimants in early-December 2021 to allow them ample time to change their prescriptions and avoid any interruptions in their treatment or their coverage.
Can my client maintain coverage of these biologic drugs?
All groups, except myFlex clients, who wish to opt out of this change and maintain coverage of these originator biologics for New Brunswick plan members can submit a policy amendment. Amendments must be submitted no later than Nov. 30, 2021.
Advisors with myFlex Benefits clients who wish to maintain coverage of these originator biologics for New Brunswick plan members should speak to their myFlex Sales Manager to confirm their eligibility to opt out of this change.
Groups that opt out of this change are also opting out of any future changes to our New Brunswick biosimilar initiative. Their drug plans will continue to cover any additional originator biologics that we subsequently add to the program.
Will this change impact my clients’ rates?
The rate impact of this change and any cost savings associated with the change will be factored in at renewal.
If plan sponsors opt out of these changes and maintain coverage for the originator biologics, it may result in a rate increase. Any rate adjustment will be applied at renewal.
What is the difference between biologics and biosimilars?
Biologics are drugs that are engineered using living organisms like yeast and bacteria. The first version of a biologic developed is also known as the “originator” biologic. Biosimilars are also biologics. They are highly similar to the originator drug they are based on and have been shown to have no clinically meaningful differences in safety or efficacy.
Questions?
If you have any questions about this change, please contact your Group Account Executive or myFlex Sales Manager.
Helping plan members access our convenient digital options
Some of your clients’ plan members aren’t benefitting from our secure and convenient digital options to access and use their Group Benefits. They can sign up to submit claims electronically for faster claim payments, get claim payments deposited directly to their bank accounts, easily review their coverage details, quickly access their Group Benefits plan booklet, benefits card and more. We’ve made it easier than ever to sign up, with more resources all conveniently located at Equitable.ca/go/digital.
Your clients’ plan members can visit this link to view:- A brochure with all the high-level instructions they need to get started on EquitableHealth.ca and the EZClaim mobile app
- A full video guide on how to access and navigate EquitableHealth.ca
Reminder: Please access forms on EquitableHealth.ca*
We routinely update our Plan Administrator forms on EquitableHealth.ca based on their feedback and to stay compliant with legal and/or regulatory requirements. If your clients need a form, they should always pull the most recent version from EquitableHealth.ca instead of reusing forms they have saved on their computer. Using an old or outdated form may result in processing delays.
Your clients can access the Plan Administrator forms by following these steps:- Login to EquitableHealth.ca
- Select “Documents”
- Toggle between English and French forms
- Click on the document name to download a PDF copy
Over-age dependents losing coverage?*
Some of your clients’ plan members may have dependents who are reaching the maximum age for eligibility under their group benefits plan.
If they are attending school full-time or are disabled, they may be eligible for continued coverage. Plan members with over-age dependents can simply complete the Application for Coverage of Dependent Child Over Age 21 (Form #441) and submit it through our online document submission tool. They can access the tool by logging into their Group Benefits account at www.equitablehealth.ca and clicking My Resources.
If they are not attending school full-time or disabled, they will no longer be covered under the plan. However, they may be eligible for Coverage2go®. It allows individuals who are losing their group coverage to purchase personal month-to-month health and dental coverage that is affordable, reliable and works like their previous group benefits plan. They can choose the level of coverage and protection that suits their personal situation.
There are no medical questions – they simply need to apply within 60 days of losing their health coverage under their group benefits plan.*
Help your clients’ plan members and their dependents who are losing coverage by letting them know about Coverage2go. They can visit our website to learn more about Coverage2go and to get a quote.
*Quebec residents are not eligible for Coverage2go