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Take the emotions out of investing
Investing without letting our emotions take the wheel can be quite a challenge. We've all made decisions based on our feelings rather than logic or financial sense at some point. But following our emotions when investing is a good way to put our investment plan at risk.

When it comes to financial planning, it's crucial to guide clients towards being rational investors who understand that market fluctuations are part of the journey. Even the most steadfast rational investors have found it tough to stay calm amidst recent market volatility. But history reassures us that this too shall pass, and the markets will rise again. The burning question is always, "When?"

While no one can predict the future, an advisors’ role is to help clients grasp that risk management is a cornerstone of any solid investment strategy. Risk is just one of the building blocks in crafting a financial portfolio that can weather both good times and bad.

That’s why Equitable^® has created an emotional investing brochure to help clients manage through extraordinary times. Download your copy of Take emotions out of investing. We have also included a template letter that you can personalize and use to reach out to clients. To download an editable copy, click here.

Questions? Contact your Director, Investment Sales.

Date posted: April 17, 2025
November is Financial Literacy Month
Equitable^® wants to mark Financial Literacy this November. Created by the Financial Consumer Agency of Canada (FCAC), the campaign this year is “Money on your Mind. Talk about it!”

The FCAC is challenging Canadians to do one thing to boost their financial confidence. One of those things includes asking questions to a trusted financial advisor. That’s, you! Be ready this year to answer anything from retirement savings, home ownership, annuities, estate planning, Daily and Guaranteed Interest Accounts, segregated funds and more.

Need help? Contact your Director, Investment Sales to get started. At Equitable, we believe in the power of together.

Have questions about the upcoming tax season or need tips to help manage and grow your business? If you missed our recent webcast with our Operations and Digital Experience teams, click here to learn more.

^® and ™ denote trademarks of The Equitable Life Insurance Company of Canada.

Posted November 5, 2024
Equitable’s DSIR leads the way
Equitable^® offers a 6.40% dividend scale interest rate (DSIR) – the best in our industry¹. But our DSIR is only one of the many benefits of choosing Equitable!

Why choose Equitable?
• Equitable proudly leads the way: We are the #1 seller of PAR whole life policies in Canada²!
• Our top DSIR: Helps clients save for the future and builds lasting value.
• Our Canadian heritage: Established in 1920, we are 100% Canadian-owned, based in Canada and dedicated exclusively to serving the needs of the Canadian market.
• Our financial strength & growth momentum: We invest with care, keeping clients’ savings safe and growing over time.
• Our mutuality: As a mutual, our clients come first – and eligible clients share in our success through dividends³.
• Our service & support: We offer great service, easy-to-use digital tools, and support at every step, making Equitable a trusted choice for clients and advisors alike.

In client meetings, be sure to share these outstanding benefits with clients. Doing so can demonstrate real value and boost your sales.

Questions? Reach out to your Equitable wholesaler or visit EquiNet. We’re ready to help you succeed.

Resources:
The Power of Together (Video)
5 Reasons to choose Equitable (1271)
Dividend Scale Announcement - 2024/2025

¹ Source: Latest posted DSIR data on competitor websites – 2025.
² Source: LIMRA – Canadian Individual Life Insurance Sales Participant Report - Q4 2024.
³ Dividends are not guaranteed and are paid at the sole discretion of the Board of Directors. To learn more about our dividend policy and participating account management policy, please visit www.equitable.ca/en/already-a-client/dividend-information/
Frequently Asked Questions

Responding to Alberta's Biosimilar Initiative

Beginning March 15, 2021, we are changing coverage for some biologic drugs in Alberta in response to the province’s Biosimilar Initiative. These changes will help protect your clients from additional drug costs that may result from this new government policy while still providing access to equally safe and effective biosimilars.

What is Alberta’s Biosimilar Initiative?

Alberta’s Biosimilar Initiative will end provincial coverage of several originator biologic drugs for some or all conditions beginning on Jan. 15, 2021. Patients 18 and over 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?

Industry response to Alberta’s Biosimilar Initiative has the potential to significantly impact your clients’ drug plan costs. 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. (See Case Study below.)

How is Equitable Life responding?

To protect your clients’ plans from paying additional and avoidable drug costs, we are changing coverage in Alberta for most biologic drugs included in the provincial initiative.

As of March 15, 2021, several originator biologic drugs will no longer be covered for plan members of all ages in Alberta. Plan members taking these biologics will be required to switch to the biosimilar versions of these drugs to maintain eligibility under their Equitable Life plan.

What drugs and conditions are affected?

The following table outlines the drugs and conditions that will be affected by this change. The list of affected drugs or conditions is dynamic and will change as Alberta includes more biologic drugs in its Biosimilar Initiative, as new biosimilars come onto the market, and as we make changes in drug eligibility.

Drug name	Originator biologic These drugs will no longer be covered in Alberta for the conditions listed in this table.	Biosimilar Plan members will need to switch to these medications to maintain coverage under their Equitable Life plan.	Affected health conditions The changes in coverage apply to these conditions.
Etanercept	Enbrel	Brenzys Erelzi	Ankylosing Spondylitis Rheumatoid Arthritis Polyarticular juvenile idiopathic arthritis (JIA) Psoriatic Arthritis Plaque Psoriasis (adults and children)
Infliximab	Remicade	Inflectra Renflexis Avsola	Ankylosing Spondylitis Plaque Psoriasis Psoriatic Arthritis Rheumatoid Arthritis Crohn's Disease (adults and children) Ulcerative Colitis (adults and children)
Insulin glargine	Lantus	Basaglar	Diabetes (Type 1 and 2)
Filgrastim	Neupogen	Grastofil Nivestym	Neutropenia
Pegfilgrastim	Neulasta	Lapelga Fulphila Ziextenzo	Neutropenia
Glatiramer*	Copaxone	Glatect TEVA-Glatiramer Acetate	Multiple Sclerosis

*Glatiramer is a non-biologic complex drug.

How will Equitable Life communicate this change to plan members?

We will be communicating with affected claimants in January 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?

Traditional groups who wish to opt out of this change and maintain coverage of these originator biologics for Alberta plan members can submit a policy amendment. Amendments must be submitted no later than January 15, 2021. Advisors with myFlex Benefits clients who wish to maintain coverage of these originator biologics for Alberta plan members should speak to their myFlex Sales Manager to confirm their eligibility to opt out of this change.

Will this change impact my clients’ rates?

The rate impact of this change in coverage will be relatively insignificant. 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.

CASE STUDY: The Alberta Biosimilar Initiative and Coordination of Benefits (CoB) risk

CoB risk is real and can be significant, even if a pharmaceutical savings program exists.

The industry response to Alberta’s Biosimilar Initiative has the potential to significantly impact your clients’ drug plan costs. Some insurers may follow the province’s lead and delist these originator biologics. Others may cut back coverage to the cost of the biosimilars or maintain coverage of the originators. These differences could expose a plan that doesn’t delist the originator biologics to significant coordination of benefits risk. Here’s how:

Let’s assume there are two private drug plans – Plan A and Plan B. Both plans are open plans with no deductible. Plan A has 80% co-insurance and Plan B has 100% co-insurance.

BEFORE Alberta’s Biosimilar Initiative

Before Alberta’s Biosimilar Initiative, both plans cover the originator biologics listed above.

Plan A is the first private payer for an Alberta plan member taking an originator biologic drug for Rheumatoid Arthritis. Plan B is the second private payer. The cost of the originator biologic for the plan member is $30,000 annually. Here’s how the coordination of benefits would look before Alberta’s Biosimilar Initiative.

AFTER Alberta’s Biosimilar Initiative

In response to Alberta’s Biosimilar Initiative, the insurer for Plan A delists the originator biologic and requires plan members to switch to the biosimilar. The insurer for Plan B maintains coverage of the originator biologic. Under this scenario, if the plan member doesn’t switch, Plan B essentially becomes the first payer and sees their annual cost increase by 400% (from $6,000 to $30,000).

Even if the insurer for Plan B cuts back coverage to the cost of the biosimilar or adjusts the paid amount because they have a savings program in place with the drug manufacturer, the impact could be significant. For example, if the insurer cuts back coverage to 50% (or $15,000 annually), Plan B would see a 150% annual cost increase (from $6,000 to $15,000):

Harness the Power has been enhanced The popular marketing piece — Harness the Power of Whole Life Cash Value — has been enhanced.

Newly renamed as Harnessing the Power of Your Policy Cash Value, this piece now includes information on Universal Life in addition to Whole Life cash value.

You can find this piece on EquiNet, now available in English and French.
The Equitable Gives Back Contest – Start spreading the word! Equitable Life of Canada is celebrating our 100^th Anniversary in 2020, and we’re busy planning a year of events and activities so we can celebrate this significant milestone with our employees, clients, wholesalers and advisors across Canada.

A big part of who we are as a company is our commitment to help strengthen the communities where we operate by supporting a variety of charitable initiatives that help to improve the quality of life for the people living there. We are proud to launch the Equitable Gives Back Contest. Our goal is to give $10,000 to five registered charities operating in Canada.

All it takes to enter is an original essay (not less than 100 words, not more than 500) describing the way in which a charitable organization could use $10,000 to help further their charitable purpose and improve life for Canadians.

Reach out to your clients, tell them about the contest, and encourage them to visit www.equitable100.ca to see if they are eligible! All entries must be submitted by March 31, 2020.
About
Navigating the current markets with Equitable

We know these times are tough for everyone. With the markets being uncertain, we want to reassure you that we're here to support you and our clients.

For the latest updates, please check Equitable’s navigating the current market information page. There you'll find information from us and our partners about the latest in tariff news, what the current landscape means for investors, marketing resources to help clients learn about investing during uncertain times, and more.

As the global situation evolves, we will continue to assist you as we navigate the markets together. Rest assured, Equitable is dedicated to supporting you. When we grow together, success is mutual.

For any questions, contact your Director, Investment Sales.

Posted April 24