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Equimax® Participating Whole Life – A whole life solution for everyone
Recently, we made some exciting changes for Equimax Estate Builder® and Equimax Wealth Accumulator®.
These enhancements, launched in February, make Equimax the preferred solution for clients and their families. In particular, buying a whole life solution for children gives them a head start for tomorrow. Life insurance on a child gives them:
- Permanent insurance at children’s rates
- A stable tax-advantaged investment option
- A boost in financial planning
Watch our new Equimax for Children video to learn more. View on Vimeo or YouTube.
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.
® denotes trademarks of The Equitable Life Insurance Company of Canada.
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What’s the story behind Equitable’s new brand?
We are excited to share some more insight into the news of Equitable’s new brand.
Our new brand isn’t just a logo change.
Our new brand reflects our deeply rooted dedication to our clients. Over the next year, we will make the transition to our refreshed look. The new brand illustrates our focus on strong partnerships and making it even easier for you to do business with us.
Check out the Beyond the Logo video featuring our executive team sharing how the new brand embodies our commitment to advisors.
We’ll provide more details on the changes we’re making, and we welcome you to join in the journey. Please reach out to your Equitable point of contact or visit equitable.ca to learn more.
Posted December 4, 2023 -
Equitable explains individual life and critical illness insurance with client-focused videos!
In today’s busy world, clients need guidance to help them pick the right solutions for their needs. They need quick, easy-to-understand information. With so many options out there, it can get overwhelming to make the right choice.
The same goes for individual life and critical illness insurance. Which type of insurance is right for the client? Advisors can help provide that support and guidance. But perhaps, to get that conversation started, you just need to give clients a little nudge.
We get it. That’s why Equitable has produced a series of client-focused videos to help advisors start those conversations.
Check out our explainer videos below and share them with clients today!
● Equimax® participating whole life for children
● Dividends
● EquiLiving® critical illness insurance
● Term life insurance
● Equitable Generations™ universal life insurance
Want to learn more?
Contact your Equitable Wholesaler – we’re here to help!
® or ™ denote trademarks of The Equitable Life Insurance Company of Canada.
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- Recent Updates
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EZtransact: Your digital edge for client requests
Advisors, are you using EZtransact® yet? It’s the simple, secure way to submit client requests online—fast and frustration-free.
Why use EZtransact?• Easy to use: The platform is simple and clear—no guesswork needed.
• E-Signature ready: Send forms to clients for secure electronic signing.
• Real-time error checks: Helps catch mistakes early and avoid delays.
• Faster processing: Once signed, transaction documents go straight to Equitable.What can you do with EZtransact?
You can submit many types of transactions, including:• Pre-Authorized Debit (PAD) AgreementsEZtransact helps you save time and serve clients better. Try it today and make these transactions smoother.
• Fund Switches
• RSP to RIF Conversions
• Withdrawals
• Dollar Cost Averaging
• Transfers from other financial institutions
If you have any questions, feel free to reach out to your Director, Investment Sales.
Date posted: August 21, 2025 -
New and improved online calculators
Individual Wealth is excited to announce the launch of eight refreshed and enhanced online calculators! These tools are designed to help advisors and clients make more informed and accurate financial decisions.
These calculators are live and ready to support client conversations.
Why the change?
We have switched vendors to Ativa Interactive, a Canadian company with 30 years of experience in financial services. Their tools are more reliable and easier to use, offering a better advisor and client experience. Ativa Interactive has a robust portfolio of calculators available, giving us the opportunity to expand our offerings in future.
What’s available?
We kept the calculators you use most and added two new ones based on your feedback.
Popular calculators being refreshed:
• Will the money last calculator
• Savings Growth Calculator
• TFSA vs taxable investment calculator
• Retirement Projection Calculator
• Become a millionaire calculator
• RRIF Payment Calculator
New additions:
• GIA laddering calculator
• First home savings account calculator
Questions?
If you have any questions or need support, please reach out to your Director, Investment Sales.
Date posted: August 28, 2025 -
September is Life Insurance Awareness Month
The perfect time to start conversations with clients.
Many people don’t think about life insurance until it’s too late. This month is a good time to remind clients why life insurance matters. Life insurance can help provide financial protection for families and businesses when they need it most.
As an advisor, you play a key role in helping clients make the right choices to protect the people and things they care about. At Equitable®, we’re committed to supporting you in guiding clients through these important decisions. To help you start conversations about life insurance, we have created resources that explain the different types of life insurance and how each can help clients meet their unique financial needs.
Use these tools during your client meetings, either in person or online. They can help you explain why life insurance matters, show the different plan options, and build trust with clients.
Let’s work TOGETHER this month to help clients PROTECT TODAY and PREPARE TOMORROW.
Contact your Equitable wholesaler today to learn more!
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What kind of life insurance is right for you? (1197) -
Life insurance check-ins matter
Life can change
As an advisor, you know clients' lives—and their insurance needs—can change over time. Checking in with clients doesn’t have to be complicated. Even a quick insurance mention during regular financial discussions, like upcoming RRSP reviews, could reveal gaps and make sure their coverage still matches their situation.
Did you know?
• Over 50% of Canadian life insurance clients haven’t reviewed their coverage in the last two years.1
• Clients who have annual reviews with their advisor report greater satisfaction with both their policy and the service they receive.2
If you haven’t spoken with some of your clients lately, scheduling a quick life insurance review can help them feel more supported. It can also help strengthen your client relationships and help you grow your business.
1 LIMRA Canadian Life Insurance Consumer Study, 2024.
2 LIMRA Insurance Engagement Report, 2025.
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Get the Straight Talk on Equitable’s par account performance
Real answers to big questions
At Equitable, we understand how important it is to make confident decisions when dealing with large cases. When you have questions, you need concise, direct insights from leaders and subject matter experts.
Introducing the Straight Talk video series
Today, we are thrilled to share the first episode of Straight Talk. This episode features Mark Arruda, VP of Individual Insurance Pricing and Finance.
Mark talks about how Equitable’s par account is built to perform in all kinds of conditions, with strong governance, disciplined risk management, and prudent capital practices that ensure stability even when large life insurance claims are paid out.
Watch Straight Talk for straight answers to the questions that matter most.
Contact your Equitable Wholesaler to learn more about Equimax.