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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
Compliance Resources
Repositioned Wealth Accumulator available
Repositioned Equimax Wealth available now

As we continue to grow to meet the needs of various market segments, our product options for your high net worth (HNW) clients have also been improved. Equimax Wealth Accumulator^® has been repositioned to meet the needs of your high net worth clients by providing more deposit room and competitive early cash values.

Equimax Wealth is now repositioned for your high net worth clients

Equimax Wealth Accumulator is now targeted for clients ages 45 to 65 with an insurance need but also looking for tax advantaged growth as an alternative to traditional investments. It allows your clients to achieve both while diversifying their portfolio and saving taxes, particularly for corporations.

Highlights of the repositioned Equimax Wealth Accumulator:
- More deposit room - Allows for significantly more deposit room by reducing the initial death benefit. This means more money can be paid into the policy to promote the tax-advantaged investment growth.
- Higher early cash surrender values - We are more competitive on total cash value in years 1 to 10 in the target market ages of 45-65. The higher extra deposit room and early surrender cash value allows the illustration to show an earlier premium offset, which is key for the HNW market.
- More competitive on life pay - Improvements to life pay more notable than 20 pay. Reduced premiums for most male and female non-smokers in our target market (ages 45-65) as well as 2, 3, and 4 year improvement in illustration of premium offset.
- More competitive at older ages - A shift in the target market means you can support older clients in the HNW market. The Equimax Wealth Accumulator is now more competitive at ages 45-65.
Learn more

For full details on the transition, please see our transition rules.

For more information on this product, please visit the Equimax page on Equinet.
[pdf] UL Transfers & Allocations How To
Win with clients this winter – Equitable’s Snowball Your Savings contest This winter, clients’ savings could do more than grow—they could win. From January 1 to March 2, 2026, when clients set up or contribute to a Registered Retirement Savings Plan (RRSP) or Tax-Free Savings Account (TFSA), they will be automatically entered into Equitable’s Snowball Your Savings contest. Here’s the exciting part: two client winners will be randomly selected to receive a prize—just for saving.

Key Dates:
Contribution Period: January 1 – March 2, 2026
Draw Date: March 23, 2026

How to Enter
Getting started is easy—and every eligible contribution is a chance to win!
Step 1: Connect with your clients
Step 2: Help your clients set up or contribute to a RRSP or TFSA that is aligned with their financial needs and goals
Step 3: That’s it! Clients’ entry is automatic—no forms, no hassle!

Whether clients are topping up their TFSA or making a RRSP contribution ahead of tax season, their smart saving could lead to something extra this winter.

Equitable offers trusted, personalized investment solutions and, as a mutual, we provide financial strength and a commitment to helping Canadians grow and protect their wealth.

Visit equitable.ca/snowball for full details

® or ™ denotes trademarks of The Equitable Life Insurance Company of Canada.
Equitable’s Snowball Your Savings contest: No purchase necessary. Contest period January 1, 2026 to March 2, 2026. Enter by making a deposit to an Equitable Tax-Free Savings Account or Registered Retirement Savings Plan during the contest period or by submitting a no-purchase entry. Two prizes for a total value of $10,000 CAD to be drawn on March 23, 2026, will be awarded. The servicing advisor for the contract to which the selected entrant made the deposit is also an eligible winner and will receive a $1,000 CAD prize. For example, if an Equitable client is a winner of the $5,000 prize, the client’s servicing advisor wins a $1,000 prize. Open to legal residents of Canada of the age of majority. Odds of winning depend on number of eligible Entries received during the Contest Period. For full contest rules, including no-purchase method of entry, see the full contest rules.
[pdf] B2B Investment Loan Product Brochure

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):

Commission schedule update We’re pleased to share that we’ve released a new and improved Commission Schedule (Schedule “A”), effective October 27, 2025.

What’ s new
- The Commission Schedule (Schedule “A”) now includes all commission details, including FundSERV commissions.
- The “FundSERV – Producer Commission Schedule (Schedule B)” document has been discontinued.
- The schedule has been redesigned to offer greater clarity through plain language and improved structure.
What hasn’t changed
- There are no changes to any commission rates or provisions.
If you have any questions, feel free to reach out to your appropriate Director of Investment Sales or Insurance Sales.
Segregated funds – a secure choice for small-business owners Canadian small-business owners may be gambling with their financial future by foregoing personal financial protection, especially during times of economic uncertainty. Small-business owners can potentially put their personal property, investments, and even their retirement savings in jeopardy, if they fail to protect these assets. One way to do that is through investing with segregated funds.

Because segregated fund contracts are held outside of the estate, they offer privacy and discretion in passing assets to those you care about most. Segregated funds offer the potential for creditor protection on both registered and non-registered assets, which can be especially advantageous to small business owners and entrepreneurs.

Segregated funds offer small-business protection:
- 75% - 100% of your premiums (less withdrawals) are guaranteed when your contract matures or on your death.
- Bypass probate and associated fees by naming a beneficiary.
- No deferred sales charges at death.
- Quick payment to beneficiaries after you pass away.
- Private and confidential beneficiary designations.
- Creditor protection may be available in the event of bankruptcy or lawsuit.
Equitable’s Pivotal Select™ may offer protection from the claims of creditors. Self-employed professionals and business owners should consider protecting their personal assets from professional liability. In the event of bankruptcy or lawsuit, your personal assets may be protected from seizure if you have named your spouse, child, parent or grandchild as beneficiary. Having this added protection can help secure your financial future.

Learn more about Corporately Owned Segregated Funds and Pivotal Select. If you have any questions, please contact your Director, Investment Sales.

Date posted: October 10, 2024
Sample portfolios