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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 -
Changes to Equitable’s Universal Life fund names
Effective November 15, 2025, we changed the name of the funds being tracked for the following Equitable® linked interest options. These changes apply to both our current and legacy universal life solutions as indicated below.
Linked interest option Current name of fund being tracked New name of fund being tracked Applicable insurance solutions Canadian Bond Equitable Life Active Canadian Bond Fund Internal Linked Equitable Bond Internal Linked Equitable GenerationsTM, Equation Generation® IV, EquiLife® and Equation Generation III Canadian Balanced Portfolio Equitable Life Active Balanced Portfolio Select Equitable Balanced Equitable Generations Canadian Equitable Generations, Equation Generation IV, EquiLife, Equation Generation III and Equation Generation II Canadian Neutral Portfolio Equitable Life Active Balanced Income Portfolio Select Equitable Income Equitable Generations Global Equity Portfolio Equitable Life Active Balanced Growth Portfolio Select Equitable Growth
Effective November 15, 2025, we changed the names of the following segregated funds tied to some of our legacy universal life products as indicated below.
Current name of segregated fund New name of segregated fund Applicable products Asset Allocation Fund Equitable MFS Balanced Equation and Direction 2000 Plus Active Canadian Bond Equitable Bond Canadian Stock Fund Equitable MFS Canadian Equity Plus Money Market Fund Equitable Money Market Accumulative Income Fund Equitable MFS Canadian Fixed Income Direction 2000 Common Stock Fund Equitable MFS Common Stock
Only the above funds’ names have changed. No fundamental changes have been made to the funds. - [pdf] Investment Direction - Pivotal Select
- [pdf] Additional/Updated Client Information
- [pdf] Application for Term Conversion (Guide)
- How can I help to expedite the contracting process?
- Submission to Commission - How fast is it?
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See how choosing Equimax Participating Whole Life can help Raj plan for his family’s future
Raj wants to buy life insurance. He has wealth he’s grown over the years. He wants it to go to his family. He likes what participating whole life has to offer.
By choosing an Equimax participating whole life insurance policy with Equitable Life, Raj gets permanent insurance coverage with tax-advantaged cash growth. His policy can also earn annual dividend payments.
He learns about how his premiums go into a participating account and are invested. Some of that investment can come back to him as dividends.
With Equitable Life, dividends are shared only with participating policyholders. This makes Equimax Participating Whole Life an easy choice for Raj.
Watch our new Dividends with Equitable Life of Canada video to learn more. View on Vimeo or YouTube.
You can use this video to send to clients before or after meetings to help them understand Dividends with Equitable Life.
Plus, visit our Equimax product page, then click on the Marketing Materials tab for the latest Dividend marketing materials.
Need more information? Please contact your local wholesaler.
® and ™ denotes trademarks of The Equitable Life Insurance Company of Canada.
To learn more about our dividend policy and participating account management policy, please visit www.equitable.ca/en/already-a-client/dividend-information/
Dividends are not guaranteed and are paid at the sole discretion of the Board of Directors. Dividends may be subject to taxation. Dividends will vary based on the actual investment returns in the participating account as well as mortality, expenses, lapse, claims experience, taxes and other experience of the participating block of policies. -
5 topics to discuss with large case clients
Are you working with high-net-worth business owner clients? It’s important to ask the right questions to get them interested in learning how corporate-owned life insurance might benefit their situation.
Here are a few suggestions from our large case team:
1. Capital Dividend Account: Are you taking full advantage of your company’s Capital Dividend Account for your family?
2. Cash flow and surplus: Do you have surplus cash or cash flow in your corporation? Why is it there? If it is for tax deferral, would you like to make some or all of that deferral permanent?
3. Legacy: What do you want to happen to your business when you’re no longer there? How much of what you have built do you want to preserve for your family? How much will be preserved?
4. Shareholder’s agreement: Do you have a shareholder’s agreement? How is it funded? Does it deal with triggering events like death, disability, and retirement?
5. Worse-case scenarios: If you were not able to show up at your business for 3 months, and no one expected it, what would happen? What would creditors, customers, suppliers, and employees do?
Visit our large case webpage and watch Ask our Experts to learn more about the importance of careful planning when it comes to corporate policy ownership.
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Total Cost Conversation — Navigating Client Relationship Model Phase 3 (CRM3) with clients
Discover how to navigate CRM3 conversations to build trust, clarity and stronger client relationships.
Join our May Master Class, featuring Invesco Global Consulting’s Program “Total Cost Conversation — Navigating Client Relationship Model Phase 3 (CRM3) with clients.”
Total Cost Reporting with CRM3 will become mandatory on client statements in January 2027 and now is the right time to start the conversation. This session will help you speak clearly and confidently with clients about what’s changing, using language that builds trust and understanding.
In this session, Invesco will explore:- What to say about CRM3 and how to explain it in a way clients understand.
- How trust differs across generations, including Boomers, Gen X and Millennials.
- How to clearly communicate and reinforce your value to clients.
- Learn practical ways to build trust and confidence when discussing CRM3 with clients.
- Support client conversations with greater transparency and clarity.
- Gain access to a research‑based script to open discussions about Total Cost Reporting.
Learn more