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- Path to Success Module 1
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Homewood Health COVID-19 Resources
As the COVID-19 situation continues to rapidly evolve, you may need information from a trusted source to support your clients, their organizations and their employees.
Through our partnership with Homewood Health, the Canadian leader in mental health and addiction services, all of our clients and their plan members have access to a number of tools and resources designed to provide guidance and support.
Online Cognitive Behavioural Therapy
For plan members dealing with increased anxiety during these uncertain times, Homewood’s Online Cognitive Behavioural Therapy tool, i-Volve, can help. Through self-paced, web-based therapy, i-Volve can help plan members identify, challenge and overcome anxious thoughts, behaviours and emotions.
All Equitable Life clients and their plan members have access to i-Volve. It’s available 24 hours a day, seven days a week, wherever you choose to access it.
Learn more about Online CBT or access i-Volve at Homeweb.ca/Equitable.
COVID-19 Support Resources
Drawing on their expertise in mental health, as well as guidance from trusted sources including Health Canada, the Public Health Agency of Canada and the World Health Organization, Homewood has created a number of resources to help support your clients and their plan members.
- Self-isolation and quarantine: What you need to know
- Quelling COVID-19 Anxiety
- Managing stress and anxiety
- How to speak to children
- How to stay productive and motivated when working from home
- The COVID-19 Pandemic: Managing the Impact
- Support for First Responders, Front Line Workers and Public Facing Employees
- Financial tips for your financial health
- Increases in Domestic Violence
- Those with family members in long-term care facilities
- Parenting during a pandemic
- COVID-19: Employee Fatigue, Isolation and Loneliness
- COVID-19 Back to School - Considerations and tips for parents and caregivers
- COVID-19: Back to School Support for Kids
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Let’s “Talk Money”: Helping clients feel better about their finances
This November is Financial Literacy Month, and the theme is simple but powerful: “Talk Money.” The goal is simple—get Canadians talking about money. When people open up about budgeting, debt, or financial stress, they feel more confident and less alone.
Money and mental health are connected
Many Canadians feel stressed about money. That stress can affect their mental health. As an advisor, you can help by starting honest conversations. When clients talk about their worries, they’re more likely to take action and feel better.
How advisors can help
You don’t need to be a therapist. Just listen, ask questions, and offer simple steps. Here are a few ideas:
- Ask how clients feel about their finances.
- Share stories of others who overcame money stress.
- Celebrate small wins, like setting a budget or saving a little more.
- Use Equitable’s online learning modules to equip yourself with knowledge to help support client goals.
- Watch our on-demand webcast: How to stay grounded in a changing world: Supporting financial and mental well-being
Let’s talk money
Talking about money helps people feel stronger and more in control. This month, let’s help clients open up, take action, and build better habits—financially and emotionally.
If you have any questions, feel free to reach out to your Director, Investment Sales. -
Enhancing the Transfer Process: Equitable's New Signature Guarantee Service
Equitable® is making transfers even easier with EZcomplete®.
This enhancement will help advisors and clients by reducing the number of rejections from other institutions that need a signature guarantee. Reducing transfer rejections means less time and effort for advisors, and faster transfers from other institutions.
Signature Guarantees
Equitable will now offer signature guarantees on most transfers requested through EZcomplete.
When is a signature guarantee not available?
• For entity owned accounts
• If a Power of Attorney is signing on behalf of an owner
• If the transferring account has an irrevocable beneficiary
Watch the quick Identity Check with Persona video or read through instructions below.
To offer a signature guarantee, Equitable first needs to check the identity of all owners using Persona, a third-party service provider.
The advisor starts by selecting a signature guarantee in EZcomplete. An email link is sent to all proposed owners.
Clients can click the link within the email to Persona's verification process.
They will be prompted to take a picture of their photo ID and a selfie, turning their head slightly left and right by following the prompts.
Their identity can then be confirmed in seconds.
Sending Transfer Forms:
• If all owners' identities are verified, Equitable will send the transfer form with a signature guarantee stamp and the e-signature audit log to the transferring institution.
• If ID verification fails, clients will be prompted to try up to three times. If still unsuccessful, the transfer form and e-signature audit log is sent to the transferring institution without the signature guarantee stamp.
Handling Issues:
• Advisors’ obligations to verify ID is not affected by this process; ID verification is still required.
• If the client times out or loses the email to access Persona, the advisor can resend the link.
• If the client’s name or email changes after ID verification, the advisor will need to redo the ID verification with the updated information to get a signature guarantee.
This update strives to make processes smoother and more efficient for everyone. Just another reason to do business with Equitable. When we work together, success is mutual.
For more information or assistance, please contact your Director, Investment Sales.
Date published: May 7, 2025 -
Elevate your business with industry best practices and needs-based selling
Keeping your business aligned with industry best practices is vital for your success. It not only supports the fair treatment of clients – it also helps you meet certain market conduct requirements and Equitable’s expectations for needs-based selling.
The Financial Services Regulatory Authority of Ontario (FSRA) has a program that checks how well advisors follow the Insurance Act and its conduct rules. FSRA looks at how well advisors follow industry best practices and fair treatment of clients guidance (see CLHIA’s guidance document, “The Approach”). Their focus is on key areas such as giving sound advice, managing conflicts of interest, and putting clients’ needs first. FSRA selects advisors’ client files and looks for documentation that indicates needs-based selling.
In December 2024, FSRA released its latest Market Conduct Supervision Report. It highlights the need for advisors to follow certain rules and industry best practices. The report found five key areas where improvement is needed:
1. Missing notes from client meetings and calls
2. Inadequate advisor disclosure
3. Missing sales illustrations for different product options
4. Missing insurance needs analysis
5. Missing policy delivery receipts
By following industry best practices and keeping thorough records, you show your commitment to providing clients with the solutions they need. For example, taking notes during client meetings helps you track all discussions that support your recommendations. Having an insurance needs analysis shows you are providing clients with suitable advice to buy the solutions that best meet their needs.
Resources: Equitable® has resources that can help improve your business practices and help you treat clients fairly. We encourage you to check these out:
1. PPT: “Ensuring a Compliant, Needs-based Insurance Sale”. The steps to follow in needs-based selling and the records to keep.
Get CE credits! We offer the above as a self-study course that qualifies for 1 Continuing Education (CE) credit. Access it here: https://equitable-life-education.teachable.com/. (Use your contracted email to log in).
2. Client File Reference: The records to keep when selling investments, life insurance, or critical illness insurance, including key documents insurers and regulators look for during compliance audits.
3. Investor Profile Questionnaires: These will help you document your sales recommendations for:
● Universal Life (UL) sales: 1190.pdf, and
● Pivotal Select (Segregated Fund) sales: 1165.pdf
Questions? Contact your Equitable wholesaler. They are ready to support your success! - [pdf] Equitable GIF Non-Registered Application
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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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Repositioned Wealth Accumulator available
Repositioned Equimax Wealth available now
As we continue to grow to meet the needs of various market segments, our product options for your high net worth (HNW) clients have also been improved. Equimax Wealth Accumulator® has been repositioned to meet the needs of your high net worth clients by providing more deposit room and competitive early cash values.
Equimax Wealth is now repositioned for your high net worth clients
Equimax Wealth Accumulator is now targeted for clients ages 45 to 65 with an insurance need but also looking for tax advantaged growth as an alternative to traditional investments. It allows your clients to achieve both while diversifying their portfolio and saving taxes, particularly for corporations.
Highlights of the repositioned Equimax Wealth Accumulator:
- More deposit room - Allows for significantly more deposit room by reducing the initial death benefit. This means more money can be paid into the policy to promote the tax-advantaged investment growth.
- Higher early cash surrender values - We are more competitive on total cash value in years 1 to 10 in the target market ages of 45-65. The higher extra deposit room and early surrender cash value allows the illustration to show an earlier premium offset, which is key for the HNW market.
- More competitive on life pay - Improvements to life pay more notable than 20 pay. Reduced premiums for most male and female non-smokers in our target market (ages 45-65) as well as 2, 3, and 4 year improvement in illustration of premium offset.
- More competitive at older ages - A shift in the target market means you can support older clients in the HNW market. The Equimax Wealth Accumulator is now more competitive at ages 45-65.
Learn more
For full details on the transition, please see our transition rules.
For more information on this product, please visit the Equimax page on Equinet.
- [pdf] Equitable GIF Contract Provisions and Information Folder