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Growing your business in the large case market
At Equitable®, we’re growing at a rapid pace in the large case market. We’re excited to share a new video highlighting all the great reasons to choose Equitable for large case clients—featuring Rob Hollingsworth, Head of Distribution and Product Marketing, Individual Insurance.
Highlights at-a-glance
• We have capacity up to $130 million ultimate net amount at risk
• Up to $10 million internal retention
• Our mutual structure gives us a number of advantages, including the ability to provide personalized service
Equitable offers full support to help you work on large cases and successfully implement solutions, and we’re continually adding tremendous experience and talent to our organization. Our team of wholesalers, specialized underwriters, advanced case consultants, and tax and estate planning professionals are here to support you with your complex and larger files.
Our large case market webpage not only features our new video—it also showcases our team of large case experts and includes a growing list of marketing materials and resources to help you succeed.
Do you have a large case client opportunity, and want to expand in the large case market?
Visit our large case markets webpage to learn more.
® or TM denotes a trademark of The Equitable Life Insurance Company of Canada.
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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.
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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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New year tune-up for Equimax participating whole life
It’s a new year and time for an Equimax® tune up! We have made some exciting changes for new sales of Equimax Estate Builder® and Equimax Wealth Accumulator® effective February 11, 2023.
These exciting enhancements make Equimax even more robust, simpler and cost effective, to ensure it continues to be the preferred participating whole life solution for clients and advisors alike.
Watch our informative video to learn more.
Check out our Equimax splash page for complete details on all the enhancements, our transition rules, and much more.
What’s new?- All new children’s policies will now be issued as non-smoker for life – we will no longer request a non-smoker declaration for new children's policies.
- We have also removed the policy fees on new Equimax sales, reducing total premium payments – allowing clients to buy even more coverage for the same payment.
The following enhancements add more value, making it easier for you to recommend Equimax as your preferred whole life solution.- Monthly Excelerator Deposit Option(EDO) payments and EDO payments received off anniversary will now buy more paid-up additional insurance,
- Dividends earned on EDO payment paid-up additions, and credited on the base policy, can now buy even more paid-up additions,
- New clients now have the option to elect individual policies on joint last to die (JLTD) plans if their personal situation changes,
- We have also changed the way we calculate monthly premiums – resulting in lower premium payments across the board,
- And we have added our KIND™ benefit program to Equimax, as we did for our newest Generations Universal Life solution last September – making it easier for families and beneficiaries at claim time.
- And, finally, we are introducing some new sales illustration features, a Web-based software and more to help you market Equimax!
Plus, visit our Equimax product page on EquiNet®, then click on the Marketing Materials tab for the latest Equimax marketing materials.
Need more information? Please contact your local wholesaler.
® and ™ denotes a trademark of The Equitable Life Insurance Company of Canada. - What's new?
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February 2026 eNews
In this issue:
Save time and add protection — log in to your Equitable account with a passkey*
New form offers a simpler way for clients to submit special claims*
2026 dental fee guide updates*
*Indicates content that will be shared with your clients.
Save time and add protection — log in to your Equitable account with a passkey
Passkeys offer an easier, faster way for you and your clients to log in to EquitableHealth.ca®. They also add an extra layer of account protection.
Easy set-up. Secure access.
If you haven’t created a passkey yet – now is a great time. You can create one on both your computer and mobile device.
When you set up a passkey on your mobile device, you’ll use biometrics –your face or fingerprint–to log in. This verifies your identity, so only you can access your account on your device.
Setting up a passkey on your computer is slightly different. You may have more options to verify your identity, such as biometrics, a personal identification number (PIN) or a password.
To learn more about passkeys, visit Equitable.ca/effortless.You hold the ‘key’ to further protecting your account
You’re the only one who can create passkeys. We can’t create them for you.
The set-up process is quick and easy. The videos below guide you through creating a passkey on your mobile device and computer.

If you use the same email address to log in to your accounts on EquitableHealth.ca, EquiNet® and Equitable Client Access®, you can use the same passkey. Equitable Client Access is our secure site for Individual Insurance and Individual Wealth clients.
New form offers a simpler way for clients to submit special claims
Equitable has simplified the special claim process for clients by introducing an interactive Special Claims Services form.
The new form, which replaces our previous online calculator, automatically calculates the fees and taxes based on province, so clients can clearly see the total of a special claim – and how much they need to pay.
What is a special claim?
A plan sponsor can submit a claim for Special Claims Services – sometimes referred to as Cost Plus – to pay for a plan member’s health and dental expenses that are either not included or not covered in full by their group benefits plan.
When submitting the claim, the plan sponsor also pays us for the cost of the expense, plus a service fee and taxes. Then, we reimburse the plan member or another designated payee.
Anything eligible under a health-care spending account (HCSA) is eligible under Special Claims Services. Our HCSA list of eligible expenses matches the Canada Revenue Agency’s list of eligible medical expenses that can be claimed on a tax return.
When a plan sponsor submits a special claim, there is no impact to the claims experience, pooling or taxes. Given that every situation is unique, however, the plan sponsor is responsible for consulting with an accountant on tax impacts and/or claim limitations that may apply.
For more information on Special Claims Services, check out this brochure or email SpecialClaimsServices@equitable.ca.
2026 dental fee guide updates
Several Canadian dental associations have published their 2026 fee guides. We use these guides to help set benefits reimbursement limits for dental procedures.
For your reference, here is the list of this year’s fee increases for general practitioners.
Source: Canadian Life and Health Insurance Association (CLHIA) 2026 Dental Fee Increase Guide
If you have any questions, please contact your Group Account Executive. -
Responding to Ontario’s biosimilar switch initiative
We are changing coverage for some biologic drugs in Ontario in response to the province’s biosimilar initiative. These changes will help protect your clients’ plans from additional drug costs that may result from this government policy while providing access to equally safe and effective lower-cost biosimilars.
Ontario’s provincial biosimilar initiative
Announced in December 2022, Ontario’s biosimilar switch program ends coverage of eight biologic drugs for Ontario residents covered by the Ontario Drug Benefit (ODB). The transition to biosimilar versions of these drugs began on March 31, 2023. ODB recipients using these drugs will be required to switch to biosimilar versions of these drugs by December 29, 2023, to maintain their provincial coverageEquitable Life’s response
To ensure this provincial change doesn’t result in your clients paying additional and avoidable drug costs, we are changing coverage in Ontario for most biologic drugs included in the provincial initiative.
Beginning October 1, 2023, plan members in Ontario will no longer be eligible for most originator biologic drugs 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 the drug to maintain coverage under their Equitable Life plan.Communicating this change to plan members
We will inform any affected plan members in early August of the need to switch their medications so that they have ample time to change their prescriptions and avoid any interruptions in treatment or coverage.Will this change impact my clients’ rates?
Any cost savings associated with the change will be factored in 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 known as the “originator” biologic. Biosimilars are highly similar to the drugs they are based on and Health Canada considers them to be equally safe and effective for approved conditionsQuestions?
** The list of affected drugs is dynamic and will change as Ontario includes more biologic drugs in its biosimilar initiative, as new biosimilars come onto the market, and as we make changes in drug eligibility.
If you have any questions about this change, please contact your Group Account Executive or myFlex Sales Manager.