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AI – Not a replacement for good judgement
When it comes to AI, clients’ interests come first
Artificial intelligence, or AI, is changing how we work in Canada. It helps us do things faster, makes talking to others easier, and takes care of many daily tasks. As of mid-2025, studies show that more than 68% of Canadian financial firms — including about 15,000 advisors and 2,500 agencies — have already started using AI to stay ahead, reach clients, and handle routine tasks.1,2
For financial advisors, AI can be useful and exciting, as long as it’s used wisely and always with client privacy and regulatory compliance in mind.
AI can make your day-to-day work easier but use it with care:
• Know the risks as well as the rewards
• Remember, AI is a tool —it can’t replace your expertise and good judgement!
• When using AI, always protect client privacy and follow the rules
AI is changing how we all work. To help you keep up, we encourage you to stay up to date with industry news and tips about AI. For example, the following recent news article has some helpful tips on using AI safely and effectively in your practice: Using artificial intelligence can pose risks for advisors
When you use AI, stay vigilant and informed, use your good judgement—and always put the client’s interests first.
1Canadian Artificial Intelligence Business Adoption Survey 2025, Finance and Technology Insights Canada.
2Financial Advisors & Agency Technology Integration Report, Canadian InsurTech Analytics, July 2025.
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Understanding debt: A key to building wealth
Why debt matters in wealth conversations
Debt is part of life for many Canadians. But not all debt is the same. As an advisor, you can help clients understand their debt and how to manage it. This is key to building wealth and confidence. Financial Literacy Month is a great time to “Talk Money.”
Types of debt1- Secured: This is backed by something the client owns, like a house or car. Its cost of borrowing or interest rate is usually lower.
- Unsecured: This includes credit cards and personal loans. These debts have no asset behind it and often cost more.
- Revolving: These are like credit cards. The balance owing can carry over to the next month.
- Installment: These are like car loans. Clients pay a set amount each month.
Helping clients manage debt- Pay off high-interest debt first: Credit cards are often a good place to start.
- Consolidate: One lower-interest loan payment can replace many.
- Make a budget: Include debt payments and savings.
- Use insurance-based investments: Segregated funds and Daily/Guaranteed Interest Accounts offer protection and guarantees. These can help clients manage risk while growing wealth.
Why reducing debt matters
Less debt can mean more financial freedom. Clients can save more, stress less, and plan better for retirement. It also helps them leave a financial legacy.
Your role as an advisor
You do more than sell products. You guide clients to make smart choices. Use this article to start a simple, clear conversation about debt—and how Equitable Individual Wealth solutions might fit into their overall financial picture.
Talk to your Director, Investment Sales today for more strategies to help clients with debt.
1 Source : ARC, 2025-03-28 -
Redefining Trust in Financial Advice: AI and Mental Health
Discover how AI is shaping client relationships, mental health and the advisor’s role.
Join our April Master Class, “Redefining Trust in Financial Advice: AI and Mental Health.” As artificial intelligence (AI) becomes more common in financial services, advisors are facing a new reality. Advanced technology now sits alongside very human needs. Clients want more than speed and smart tools. They want advice built on trust, empathy and understanding.
In this session, we’ll explore:
• How AI is changing the advisor client relationship and what that means for trust.
• The link between money, mental health and client decision making.
• Practical ways advisors can use technology while staying empathetic and ethical.
Why attend?
• Build stronger trust and confidence in client conversations as AI plays a bigger role.
• Better support clients dealing with financial stress and emotional uncertainty.
• Learn practical strategies you can use right away without losing the human touch.
Join Joseph Trozzo, Vice President, National Investment Sales at Equitable, in conversation with Gabrielle Provencher, M.Sc., R.S.W., R.M.F.T. (AMHP), Director, Enhanced Mental Health Care & Workplace Support, Homewood Health.
Don’t miss this opportunity.
Learn more
- Life Insurance Replacement Disclosure Forms (LIRD)
- Introducing Empathy – Compassion and care at time of loss
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Equitable Life Group Benefits Bulletin - September 2020
In this issue:
Enhancements to Equitable EZClaim Mobile
New reports available on EquitableHealth.ca* Indicates content that will be shared with your clients.
Enhancements to Equitable EZClaim® Mobile*
We’ve updated our Equitable EZClaim mobile app to process vision claims faster, to provide a new option for submitting documents and to increase password security.
Faster vision claims processing and payment
Equitable Life now provides faster processing of vision claims submitted via EZClaim Mobile.
This means plan members can find out the status of their vision claim almost instantaneously. And, for approved claims, they will receive payment even sooner – often in as little as 24 hours.
In order to allow for instant processing and faster payment, plan members will be prompted to enter some additional information, including their practitioner’s name, the date of the expense, the type of expense and amount of the expense when submitting their claims for these services.
Equitable Life plan members can submit all vision claims via Equitable EZClaim, including coordination of benefits and Health Care Spending Account claims.
Submit documents from a mobile device
We have added our Document Submission tool to EZClaim Mobile so plan members can conveniently submit documents directly from their mobile device. Applications, change forms, statement of health forms and more can all be easily uploaded whenever and wherever they are.
Improved security with stronger passwords
To help you, your clients and plan members better protect personal information, we have increased the maximum length of passwords for both EZClaim Online and EZClaim Mobile from 12 to 32 characters. This longer character limit makes it easier to create stronger and more secure passwords.
There is no change for plan members, plan administrators or advisors. All existing passwords will continue to function. However, if you choose to update your password you will now be able to choose longer passwords or passphrases.
Why should I change my password?
Changing your password frequently helps keep your information safe. The longer and more random the password, the more secure it is. To improve security even more, a passphrase is recommended.
A passphrase is a series of words or other text used like a password. Because it is much longer, a passphrase is more secure. Although the words in the phrase may be meaningful to you and easy to remember, they can be random enough that the full phrase is difficult for someone else to guess. It’s even better if you use numbers or other characters in your passphrase.
Your passphrase should be:
- Long enough to be hard to guess;
- Not a famous quotation;
- Easy to remember and type; and
- Not used in multiple places.
To change your password:
- Log in to EquitableHealth.ca
- Click on My Information > User Profile
- Click Edit
- Confirm your information and enter your new password
- Click Save
We will be announcing this enhancement to plan members on EquitableHealth.ca.
New reports available on EquitableHealth.ca*
Plan administrators and advisors with reporting access can now download three additional reports any time via the plan administrator and advisor websites on EquitableHealth.ca:
- Premium and Tax – This report provides a breakdown of premiums and taxes paid per plan member for any specific time period for all applicable benefits.
- Occupation and Earnings – This report provides current plan member earnings and occupation information and gives plan administrators an efficient way to report updates to us.
- Employee listing – This report lists all plan members’ information, including name, certificate number, date of birth, province, occupation and salary, as well as benefit coverage currently in place and HCSA allocations.
These reports can be downloaded in Excel format for easy updating, filtering or sorting.
For more information, please contact your Client Relationship Specialist.
*Indicates content that will be shared with your clients
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Tax impacts of the Canadian Dental Care Plan for your clients
Tax impacts of the Canadian Dental Care Plan for your clients*
Earlier this year, the government shared its progress on the Canadian Dental Care Plan (CDCP).
The CDCP will be available to Canadians with an annual family income of less than $90,000 who do not have dental benefits. Co-pays will be waived for eligible Canadians with a family income of less than $70,000.
Canadians who have access to private dental coverage are not eligible for the CDCP. This means that your clients must now report on T4s/T4As if dental coverage** was available on December 31 of the reporting tax year for:- Employees,
- Employees’ spouses and/or dependents,
- Former employees, and
- Spouses of deceased employees.
This new tax reporting requirement is mandatory starting with the 2023 tax year. Employee tax slips will include new boxes for employers to complete:- Box 45 (T4): Employer Offered Dental Benefits. This new box will be mandatory.
- Box 015 (T4A): Payer Offered Dental Benefits. This new box will be mandatory if plan sponsors report in Box 016, Pension or Superannuation. The box will otherwise be optional.
- Code 1: The plan member has no access to dental care insurance or coverage of dental services of any kind.
- Code 2: Only the plan member has access to any dental care insurance, or coverage of dental services of any kind.
- Code 3: The plan member, their spouse and their dependents have access to any dental care insurance, or coverage of dental services of any kind.
- Code 4: Only the plan member and their spouse have access to any dental care insurance, or coverage of dental services of any kind.
- Code 5: Only the plan member and their dependents have access to any dental care insurance, or coverage of dental services of any kind.
Reports for dependents
We have a report available for plan members who have enrolled their dependents in benefits coverage. Your clients can contact their local service team representative to receive a copy of the report. We are working to make it available on our Advisor and PA websites.
Questions
For guidance on your tax slips and reporting obligations, please encourage your clients to contact their accountant, payroll provider or tax advisor.
Supporting plan members affected by the Israeli-Palestinian conflict*
Traumatic events continue to unfold in the Middle East. Enduring ongoing news of conflict and suffering could challenge many Canadians. During this difficult time, Equitable encourages affected clients and plan members to access the mental health support they need.
Large-scale traumatic news events can cause people to experience intense reactions. This puts a lot of strain on their mental health. Having coping mechanisms to deal with the current crisis can be a huge help. Any Equitable Life plan member who needs mental health support can visit Homeweb.ca/equitable to access online resources or contact Homewood at 1.888.707.2115.
Support available to all Equitable plan members
Support available to plan members with the Homewood Health EFAP
For your clients that have purchased Homewood Health’s Employee and Family Assistance Program (EFAP), remind them that their plan members also have access to confidential counselling services. The EFAP provides plan members with 24/7 access to confidential counselling through a national network of mental health professionals. Whether it’s face-to-face, by phone, email, chat or video, plan members and their dependent family members will receive appropriate, timely support for the issue they’re dealing with.
Questions?
If you need more information, contact your Group Account Executive or myFlex account executive.
*Indicates content that will be shared with your clients. -
Insights from a pandemic: COVID-19 and group benefits plans
We’ve received numerous questions about the impact of COVID-19 and what it will mean for benefits plans in the months ahead. Below is a summary of what we’re seeing so far. In the coming weeks, we’ll explore each of these topics in greater depth.
Disability
Initially, as COVID-19 started to spread, we saw STD claims ramp up quickly. Since then, we’ve seen the number of COVID-19-related STD claims slow significantly. As for LTD, we believe both the incidence and duration of those claims will increase in both the short term and medium term due to COVID-19.
Health and Dental Claims
We saw an overall spike in the volume and paid amounts for drug claims in March as plan members rushed to stock up on their medications. This was followed by a drop in April after most provinces put 30-day refill limits in place. One exception was claims for asthma drugs which surged in March but had no drop in April. Overall, the April plunge will be short-lived; drug costs have already begun to rise in May.
While paramedical and dental claims are down, we are seeing an increase in claims for virtual treatments and emergency dental services. We expect that claims will spike once the current pandemic restrictions are lifted. We’ve already started to see claims rise in provinces that are allowing health providers to re-open.
Despite the shift to more virtual services, we haven’t seen an increase in fraudulent activity. But we continue to be vigilant. Our investigative practices – verifying with the plan member that they received the treatment and have a valid receipt, and that the practitioner has treatment notes – remain the same whether treatment is provided in person or virtually.
Technology
During this time of physical distancing, people are looking for ways to interact with their providers virtually. Fortunately, our business model is almost entirely electronic, and we have several convenient digital options available for plan members and plan sponsors. Our focus in recent weeks has been to remind clients and plan members about these tools and make it as easy as possible for them to activate and use them. And we are continually adding functionality that will allow us to serve our customers even better.
Mental Health/Wellness
Usage of i-Volve, Homewood’s online cognitive behavioural therapy tool, increased significantly in March before levelling back down in April and May. And while EFAP cases fell in April and early-May, the number of cases has begun to climb in recent weeks, particularly for anxiety. In the coming weeks and months, we expect an eventual increase in marital and family issues, as well as depression. We’ve also seen an increase in mental-health-related prescriptions.
Plan Design
It’s too early to predict how the COVID-19 pandemic will impact benefits plan design and how it will change in the coming months. We would love to get your feedback and insights about how benefit plans will evolve and what new features or provisions they should include.
Please share your thoughts and suggestions with your Group Account Executive or myFlex Marketing Manager. Or, you can email your ideas to GroupCommunications@equitable.ca.
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Claims payments and notifications will go fully digital on July 1, 2023
We are committed to providing a better benefits experience. We have secure and convenient digital options to make it easier for plan members to access and use their benefits plan, including EquitableHealth.ca and the EZClaim Mobile app.
Most plan members are already using these tools to set up email claim notifications and direct deposit. They get their claim updates faster and their claims paid more quickly, right into their bank account.
To help ensure that all plan members benefit from faster claim payments and notifications, we are making these services fully digital as of July 1, 2023. That means, in most cases, we will no longer mail paper claim cheques or explanation of benefits (EOB) notifications.**
Plan members who haven’t already activated direct deposit and email notifications will need to activate these services via their plan member account on EquitableHealth.ca.How we’ll help plan members get set up
Fortunately, it’s simple for plan members to set up these features. And it only takes a few minutes. To make it even easier, we’ve created a Plan Member Guide to Getting Started Online. It includes simple instructions to help plan members use our digital features and get the most from their benefits plan.
We have also created a toolkit that plan administrators can email to their plan members to walk them through the simple steps. Access the toolkit here.
And we’re available to guide plan members who may need help. They can call us at 1.800.265.4556 and select “Plan Member Web Support”. Our Client Care Centre Team is happy to help them activate these services.How we’ll communicate with plan members
We will start communicating this change to plan members in April. For plan members who aren’t taking advantage of these convenient features, we will send them an email to let them know about the change, with instructions and support on getting set up.
We will also include an insert with all mailings of paper cheques and EOB notifications sent out. And we will post an announcement and banner on EquitableHealth.ca to let plan members know about the change.
How we’ll support plan members who need extra help or accommodations
After July 1, 2023, we will follow up with plan members who have not yet activated direct deposit or email notifications for their claims and provide any extra help and support they may need. And, of course, we’ll make exceptions for plan members who aren’t willing or reasonably able to use these features.Questions?
If you have any questions, please contact your Group Account Executive or myFlex Sales Manager.
** Disability claimants will continue to receive paper Explanation of Benefits notifications in the mail. Some pay-direct drug claims will also continue to be paid by cheque.