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How to talk to clients about CI when they don’t want to
Does this sound familiar?
You’re having a chat with your client about Critical Illness insurance. They suddenly interject: “Critical illness insurance isn’t for me.”
“Why is that?” you ask.
“Because….
- Critical Illness insurance is expensive!
- I don’t understand what it covers exactly.
- I have money to cover me if I get sick, so I don’t need this.
- I’m healthy enough.
- It’s not life insurance, so I don’t need it right now.
- I already have disability coverage through my work.”
If you’ve heard any of these responses, and didn’t know how to respond, we can help.
Our Path to Success program covers all these objections and more with simple-to-follow PDFs and videos. You’ll learn conversation strategies and tips on how to navigate the sale. Most importantly, you’ll know exactly what to say the next time a client objects to Critical Illness insurance.
Want to learn more? Check out our CI Path to Success modules here!
Need CE credits? Take our Path to Success program here. -
Get to know our large case experts
New episode in our Ask our Experts video series
At Equitable®, we’re committed to the large case market. Our dedicated team of experts is here to support you from application through to policy placement.
Today, we are thrilled to share the second episode of Ask our Experts. This mini docuseries features key members of our large case team. They talk about their work, their perspectives, and their role in the large case experience.
Watch Ask our Experts Episode 2 featuring Kevin Till, AVP of Individual Life Pricing.
Kevin chats with us about:
• What he finds interesting about large case pricing.
• How quickly Equitable can turn around a large case quote.
• The difference between a mutual and a stock insurance company.
• Equitable’s reinsurance strategy.
In case you haven’t seen it…
Watch Ask our Experts Episode 1 with Cindy Shirley, Chief Underwriter and Claims Risk Management.
Learn more:
Visit our large case markets webpage to learn more about our team of dedicated experts.
Do you have a large case opportunity? Talk to your wholesaler to learn more.
® and ™ denote trademarks of The Equitable Life Insurance Company of Canada.
- Advisor Guide
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Crunch the numbers with Equitable Life of Canada
Whether helping your client determine net worth or reviewing to see if your client’s retirement plan is on track, Equitable Life® is here to help with our online calculators. These number crunching tools can help you answer some of those challenging questions you get asked by your clients. From an RSP loan calculator to home budgeting to even figuring out if your client will be a future millionaire, check out our latest tools.
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Elijah welcomed a new baby to his family and needs to reduce the amount of money he is saving for retirement. Is he still going to be able to retire at age 60 like he planned, or will he need to extend his working years until age 65?
Did you know?
Investment returns, unexpected expenses and inflation can all affect your retirement savings. Check out Equitable Life’s How Long How Long Will My Retirement Savings Last Calculator.Share calculators using your Facebook, Twitter or LinkedIn account.
® denotes a registered trademark of The Equitable Life Insurance Company of Canada.
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Forget the password. Create your EquiNet passkey today.
Passkey technology lets you log in to your EquiNet account securely using your face or fingerprint, removing the need for a password. Your biometric data stays safely on your device, making passkey a simple, fast, and highly secure way to access your account. You may already be using passkey on your personal devices.
Ready to get started? Watch the video to learn how to create a passkey on your mobile device. Starting this December, if you choose to continue to log in using your email address and password, you may also be required to enter a one-time passcode that’s sent to your email.
Important! Protect your credentials.
In 2026, all your Equitable® accounts will use the same credentials to log in.
Remember that you have personal information in your Client Access® and EquitableHealth.ca® accounts. To keep your personal information private and safe, make sure you’re the only one using your login credentials.
Watch for ongoing communications and updates about how Equitable is helping to protect your information.
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Path to Success modules now available on EquiNet!
The Path to Success Critical Illness course module PDFs and videos are now available on the Critical Illness EquiNet page. The Path to Success program gives you access to specialized topics about Critical Illness Insurance, why it matters for your clients, and how to make an effective sale.
Learn about:
- Overcoming objections to Critical Illness Insurance
- Pivoting from other products to Critical Illness Insurance
- How to position and design the Critical Illness solution
…and more!
We have made the expert information from Path to Success available to you to review at anytime. However, if you wish to earn CE credits, you may continue to access the course through our Path to Success program website.
Questions about the program? Visit the Critical Illness page on EquiNet or contact your local wholesaler. -
EXCITING NEWS! Digital Transactions for Universal Life Plans Now Available
We are happy to announce a major update to our digital systems that makes managing Equitable Universal Life (UL) policies easier than ever. Starting now, you can use digital transactions to submit your clients’ instructions to change their UL deposit allocations and transfer funds between accounts.
This update builds on the recent launch of our digital policy loan request on EquiNet® and is another step towards making your Equitable® experience easier and more convenient.
What's New?
In the past, you had to submit written requests for UL deposit allocation changes and account value transfers using the Universal Life Form 693UL (you can still use this method if you prefer).
Now, you can manage these transactions directly through the secure EquiNet advisor portal. This new process also allows clients to securely approve their requested changes by email.
To get started, simply log into your account on EquiNet and go to the Policy Inquiry tab.
We have provided a brief user guide to help you through the steps.
We trust that this digital upgrade will enhance the way you work with Equitable. Stay tuned for more digital enhancements in the near future!
Thank you for your continued support and partnership.
Questions? For more information, please reach out to your wholesaler or our customer service team.
® or TM denotes a trademark of The Equitable Life Insurance Company of Canada.
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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.