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Introducing Empathy – Compassion and care at times of loss
We’re excited to announce our partnership with Empathy– the company behind the Empathy Loss Support benefit.
As a trusted advisor, you play a vital role in guiding clients through some of life’s most difficult moments. We understand this and believe Empathy can provide vital support at a time of loss. This is why Equitable® has added this new benefit to all new and existing individual life insurance policies at no additional cost.
About Empathy
Empathy Loss Support begins when a claim is initiated. When a client’s loved one notifies us, our Client Care Centre connects them to Empathy’s user-friendly app or website. They can choose the Empathy services they need, including human support, and helpful tools. Empathy will help them navigate both the emotional and logistical challenges following a loss.
Share the good news
Introduced to loved ones at time of claim
Easy to use co-branded app
Adding value beyond the policy
Include Empathy in your client conversations about life insurance. Show clients how Equitable leads with Care, Compassion, and Empathy. Our commitment to clients is at the heart of everything we do.
To learn more, visit our Empathy page.
Questions? Please contact your Equitable wholesaler.
This loss support benefit is provided by Empathy and is available to all Equitable life beneficiaries aged 18+ years and residing in Canada. Equitable does not have access to the information provided to Empathy and is not responsible or liable for the services provided by Empathy. Empathy does not represent Equitable nor have the right to bind Equitable. Equitable may modify access to or discontinue offering the Empathy service at any time.
Empathy does not provide legal, medical, financial, or accounting advice, nor does Empathy provide mental health diagnosis or treatment. We recommend consulting a professional on such matters. - Individual insurance video library
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Get the Straight Talk from Equitable’s public investments expert
Real answers to big questions
When you have questions about par whole life insurance, you need concise, direct insights from leaders and subject matter experts. And that’s where Straight Talk can help!
Straight Talk with Mark Warywoda
What’s really behind consistent long-term performance? Find out in this next episode of Straight Talk, hosted by Rob Hollingsworth, Head of Insurance Distribution.
Watch Mark Warywoda, VP of Public Investments, break down how disciplined sourcing and a scalable strategy help sustain Equitable’s long-term par fund performance.
In case you missed it .... Straight Talk with Mark Arruda
In the first episode of Straight Talk, Mark Arruda, VP of Individual Insurance Pricing and Finance, 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 allow Equitable’s par account to perform at top-tier levels.
Learn more
Learn how Equimax® whole life insurance can benefit clients. Contact your individual insurance wholesaler today.
- [pdf] Equitable Investor Profile Questionnaire
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Equitable Life Group Benefits Bulletin - September 2022
Homewood Health launches Sentio, an upgraded iCBT platform
Equitable Life’s mental health partner, Homewood Health, has launched Sentio, an upgraded platform for Internet-based cognitive behavioural therapy (iCBT). This self-directed platform is now available to all Equitable Life clients, and it replaces Homewood’s previous iCBT platform, i-Volve.
Sentio Self-Directed iCBT is a comprehensive digital cognitive behavioural therapy platform. Developed by Homewood’s mental health experts, it is an action-oriented solution for plan members, giving them practical resources and activities to help with their depression, anxiety and overall mental health challenges.
Available as a standalone app, on mobile, tablet and desktop, Sentio contains over 20 unique treatment goals for issues like stress management, improving sleep, managing depressive thoughts, and coping with panic. Users can work through treatment goals in any order, at their own pace. It also includes tools and resources to help plan members build skills and change their thought patterns.Sentio iCBT benefits
Sentio integrates seamlessly with Homewood Pathfinder so that users can easily locate and take advantage of the iCBT activities available. Sentio also includes a number of unique features:- More interactive features and activities to help plan members build valuable mental health skills
- Integrated symptom measurement and progress tracking
- Interactive multimedia learning and cognitive exercises to enhance learning
- Progress, learnings, and exercises that have been accessed are available to be re-accessed for 12 months
Please contact your Group Account Executive or myFlex Sales Manager if you have any questions.
Streamlining disability claims with Opifiny
Equitable Life is partnering with Opifiny to provide a quicker and more seamless disability claims experience.
Opifiny is an online platform that streamlines the disability claims process for consulting physicians, benefits plan sponsors, and disability plan members. Equitable Life will be using Opifiny for ongoing disability claims management, modernizing the process of gathering medical assessments and information.
Disability claims frequently involve several instances of correspondence between Equitable Life and the plan member’s medical team. By using the secure platform, health care professionals can access, respond to and process medical insurance requests easily from any device. They can typically complete administrative tasks associated with disability claims in a quarter of the time. The platform is secure and protects the privacy of their patients’ confidential information.
By digitizing and modernizing the claims management process for doctors, Equitable Life will have faster access to higher quality claims information. For some claims, using Opifiny may enable Equitable Life to help plan members safely return to work sooner.
Reminder: Obtaining plan member signatures on all administration forms
Please remind your clients that plan members must sign all administration forms, including enrolment forms, benefits change forms, and beneficiary designation forms. Once completed, a plan administrator can keep the form or send it to us. We are not able to accept a beneficiary designation that has not been signed by the plan member. Having appropriately signed forms helps to ensure that any life insurance claims are paid to the intended recipients.
For your clients’ convenience, forms can be signed electronically using one of our approved vendors, which include DocuSign, BambooHR, Adobe Sign, and many more.
If you have questions about providing signed forms, please contact your Group Account Executive or myFlex Sales Manager.
Correction: Coverage for full-time students and dependents with disabilities
In our August edition of eNews, we provided incorrect information about benefits coverage options for over-age dependents. We indicated that over-age dependents who are full-time students may continue to be eligible under the plan member’s benefits plan if they are studying in their home province. However, attending a post-secondary institution in their home province is not a requirement for continued eligibility. Dependents who are full-time students may continue to be eligible for coverage regardless of where in Canada they are attending post-secondary education.
If your clients have any questions about extending coverage for over-age dependents that are full-time students, please notify them of this error.
We apologize for any inconvenience or confusion this may have caused.
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April 2023 eNews
Vision care discounts from Bailey Nelson for Equitable Life plan members*
We are pleased to announce we are partnering with Bailey Nelson to provide Equitable Life plan members with discounts on prescription and non-prescription eyewear. Bailey Nelson is a leading provider of prescription glasses, contact lenses and sunglasses with locations across Canada, as well as an online store.
All Equitable Life plan members will have access to the following discounts from Bailey Nelson:
*Includes anti-reflection and anti-scratch treatment. Glasses offers are based on 2 pairs of single vision or 1 pair of premium progressive lenses. Lens add-ons, such as high-index lenses and prescription tinted lens tints may involve additional costs.
**Non-prescription glasses only. Cannot be combined with 2 for $200 discount.
Plan members can provide their Equitable Life discount code in-store or at online checkout. Your clients may wish to distribute this convenient flyer with an overview of the available discounts to their plan members.
Plan members can bring their prescription to a Bailey Nelson location or provide it online to order glasses and contact lenses. Bailey Nelson also provides eye exams in-store for $99.
If you have any questions, please contact your Group Account Executive or myFlex Sales Manager.
Equitable Life helps tackle benefits fraud through Joint Provider Fraud Investigation (JPFI) initiative*
Protecting your clients’ plans is important to us. That’s why Equitable Life is working with other Canadian life and health insurers to conduct joint investigations into health service providers that are suspected of fraudulent activities through the Canadian Life and Health Insurance Association’s (CLHIA’s) Joint Provider Fraud Investigation (JPFI) initiative. This collaborative initiative between major Canadian life and health insurers through the CLHIA is a major step toward reducing benefits fraud in the life and health benefits insurance industry.How the JPFI works
The JPFI builds on the 2022 launch of a CLHIA-supported industry program. The program uses advanced artificial intelligence to help identify fraudulent activity across an industry pool of anonymized claims data. Joint investigations will examine suspicious patterns across this data.
Through this project, Equitable Life can initiate a request to begin a joint fraud investigation when we:- See suspected provider fraud in our own data or the pooled data, or
- Receive a substantiated tip about potential provider fraud
How Equitable Life protects your clients’ benefits plans from fraud
Benefits fraud is a crime that affects insurers, employers and employees and puts the sustainability of workplace benefits at risk. CLHIA estimates that employers and insurers lose millions each year to benefits fraud and abuse.
Our Investigative Claims Unit (ICU) consists of security and fraud experts who use data analytics and artificial intelligence to proactively identify and investigate suspicious billing patterns or claims activity to open investigations. We de-list healthcare providers who are engaged in questionable or fraudulent practices, pursue the recovery of improperly obtained funds, and report practitioners to regulatory bodies and law enforcement where appropriate.
Learn more about benefits fraud, or contact your Group Account Executive or myFlex Sales Manager for more information.Second phase of TELUS eClaims transition*
In June 2022, we switched to TELUS Health eClaims as our digital billing provider to give our plan members a faster and more convenient option for submitting paramedical and vision claims. The switch has allowed our plan members to take advantage of TELUS’s extensive network of over 70,000 paramedical and vision providers.
We’ve now begun the second phase of our TELUS Health eClaims implementation. This phase will focus on improving the experience for paramedical and vision providers. We will begin issuing reconciliation statements for the claims they submit on behalf of their patients. These statements will make it easier for them to use the TELUS Health eClaims portal and provide incentive for even more providers to sign up.
Please encourage your clients to remind their plan members about this convenient option. We have created a helpful one-pager that plan members can bring with them next time they have an appointment with their healthcare provider.
If you have any questions about TELUS Health eClaims, please contact your Group Account Executive or myFlex Sales Manager.
Changes to STD application process for COVID-19 cases*
As the COVID-19 situation evolves, we continue to adjust our disability management practices to ensure ongoing support and a fair experience for all our plan members.
As of May 1, 2023, we will begin managing COVID-19-related short-term disability (STD) claims the same way that we manage disability claims for any other illness or condition. If a plan member is unable to work due to COVID-19 symptoms or a positive COVID-19 test, they must now use the standard STD application, including the Attending Physician Statement portion.
Once we receive the claim, we will adjudicate it according to our standard process.
If you have any questions, please contact your Group Account Executive or myFlex Sales Manager.
* Indicates content that will be shared with your clients.
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Special 5% rate for clients until Pivotal Select FHSA is available
Great news for clients saving for their first home! For a limited time, clients who intend on setting up a First Home Savings Account (FHSA) with Equitable Life® can deposit money to a Guaranteed Interest Account (GIA) now and enjoy a special rate of 5.00%.1
The special rate applies only if the client transfers the funds to an FHSA by December 28, 2023; otherwise, the standard Daily Interest Account (DIA) rate will be applied to those funds.
Here’s how to take advantage of this special rate:
For New Clients:- Complete an application for a non-registered GIA. On the application select “Daily Interest Account” as the investment instructions and write the amount to be deposited (minimum $500, maximum $8,000).
- In the Special Instructions section of the application, write “FHSA”.
- The GIA application form (799) can be found here
For Existing Clients - must have a GIA (Compound Interest Only) policy:- Submit a letter of direction or complete the Investment Direction form requesting to deposit funds to the DIA for the FHSA promotion (minimum $500, maximum $8,000)
- Complete sections 1, 3, 4, 12 and 13 of the Investment Direction form, and in the Special Instructions area, write “FHSA”.
- The Investment Direction form (693ANN) can be found here
The GDA will be a non-registered account and any interest earned will be taxable.
Once the Equitable Life FHSA is available:- Submit a Pivotal Select™ FHSA application, and request to transfer the funds from the GDA to the Pivotal Select policy.2 No Market Value Adjustment fees will be charged.
- In the Special Instructions section, indicate the source of funds to be “FHSA promotion funds” and provide instructions on where to direct any excess funds in the GIA if applicable.
- The funds will be transferred to the FHSA.3
- Any excess funds over $8,000 will be returned to the client as a direct deposit, a cheque, or the client can keep the GIA open.
This is a great opportunity for clients to start saving for their first home today while earning an excellent rate. The advisor receives a reduced upfront commission4 for the pre-FHSA deposit to the GDA, in addition to the commission that will be earned by moving the funds to the Pivotal Select FHSA.
This special savings rate promotion is available until the launch date of Equitable Life’s FHSA unless the promotion is ended on an earlier date at Equitable Life’s discretion. The maximum amount on which a client can receive the special savings rate is $8,000.
Clients who do not transfer funds to the FHSA on or before December 28, 2023 will not receive the promotional rate. We will transfer the funds from the special GDA to the DIA account effective as of the date of deposit. As a result, the interest received by the client from the date of deposit to December 28, 2023 will be the DIA rate rather than the promotional rate.
Questions? Please see our FAQ
For more information, please contact your Regional Investment Sales Manager. Additional details about the FHSA can be found on the Government of Canada’s website.
® denotes a trademark of The Equitable Life Insurance Company of Canada.
1 The pre-FHSA special saving rate of 5.00% per year compounds daily and takes effect from the date Equitable Life receives the deposit and will end on the date the FHSA Pivotal Select segregated fund product is launched later this year (December 28, 2023 at the latest). In the unlikely event Equitable Life’s Pivotal Select FHSA is unavailable in 2023, the funds subject to the promotion will earn the 5.00% rate for 1 year from the date of deposit through maturity in 2024.
2 The FHSA promotion will only be available as a Pivotal Select Segregated Fund policy. Clients can open a FHSA only if they meet the eligibility criteria when they sign the application.
3The funds in the Guaranteed Interest Account will be transferred to the FHSA in the form of a contribution of up to $8,000 on or after the date the client signs the FHSA application form. Clients must open a FHSA to receive the special bonus interest.
4 Commission of 0.20% paid upfront for money received and deposited to the policy by September 29, 2023. 0.05% paid upfront for money received and deposited after September 29, 2023, and the earlier of the promotion termination or December 28, 2023. Commissions are paid through an adjustment to our current 40bps commission on our one-year GDA by way of a chargeback reducing the commission to the rate stated in this note.
Posted June 1, 2023 -
How to Stay Grounded in a Changing World: Supporting Financial & Mental Well-Being
Are clients feeling the strain of global uncertainty? Join our Master Class webcast, "How to Stay Grounded in a Changing World: Supporting Financial & Mental Well-Being," to gain insights on managing financial and mental well-being.
We will explore how economic instability, geopolitical conflict, and climate change impact mental health and financial behaviours.
Join Shannon Labby, Vice President, National Investment Sales, Equitable as she welcomes Homewood Health’s clinical expert, Gabrielle Provencher who will provide tools to help advisors recognize signs of mental strain and support clients in maintaining financial focus.
Why Attend?- Understand the psychological impacts of global crises and media exposure.
- Learn how financial stress can affect mental health and decision-making.
- Enhance media literacy to help navigate misinformation and stay focused.
- Develop coping strategies to help manage anxiety and promote resilience.
- Gain techniques to help clients form self-care habits for long-term financial security.
Learn more
Continuing Education Credits
This webcast has been submitted for continuing education (CE) approval for all provinces excluding Quebec via the Insurance Council of Manitoba and Alberta Insurance Council. Upon approval, you will be sent an email notification to come back to the webcast presentation console to download your personalized certificate from the tool bar. To be eligible for CE credits, you must register individually, watch the webcast in full, and complete a short quiz. It is the advisor's responsibility to ensure Continuing Education credits being offered are accepted by their licensing body. Alberta Insurance Council (AIC) credits are valid in Yukon, British Columbia, Alberta, Saskatchewan, Ontario, New Brunswick, Prince Edward Island and Nova Scotia. Insurance Council of Manitoba (ICM) credits are valid in Manitoba only.
This webcast is available in English only.
Date posted: June 5, 2025 -
FHSA tips for new homeowners
Clients have a 30-day window after moving into their new home to withdraw funds from their First Home Savings Account (FHSA) tax-free for expenses. Beyond this period, they have until December 31 of the following year to either transfer any remaining funds to a Registered Retirement Savings Plan or Registered Retirement Income Fund without incurring tax penalties, or withdraw the remaining funds as taxable income, which will be subject to withholding tax.
Do you know clients dreaming of homeownership? We are here to assist! Clients who contribute to an Equitable® FHSA between May 1 and September 30, 2025, will be entered into our Close to Home contest, for a chance to win one of two $8,000 prizes. Whether opening a new Equitable FHSA or making an annual contribution, this is a fantastic opportunity to help clients get closer to owning a home.
Advisors, your efforts matter too! You have a chance to win a $1,000 prize if the client you are assisting, in alignment with their unique homeownership needs, is selected as a winner. At Equitable, we believe that when we grow together, success is mutual.
Don’t forget about Equitable’s user-friendly online application platform, EZcomplete®, or process an online transaction with ease using Equitable’s EZtransact®. These tools are fast, simple, and could bring clients closer to achieving their goals.
Want to learn more? Speak to your Director, Investment Sales.
Equitable’s Close to Home Contest: No purchase necessary. Contest period May 1, 2025 to September 30, 2025. Clients enter by making a deposit to an Equitable FHSA during the contest period or by submitting a no-purchase entry. Two prizes of $8,000 CAD each to be drawn on October 15, 2025 will be awarded. The servicing advisor for the policy 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 $8,000 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.
Date posted: July 23, 2025 -
Sometimes plans change when you least expect
After saving for several years, clients might choose not to buy a home, and that's okay. One of the advantages of a First Home Savings Account (FHSA) is the flexibility to transfer funds to any registered account that accepts contributions. Transfers to Registered Retirement Savings Plans, Registered Retirement Income Funds, or other FHSAs are tax-free and do not impact contribution limits. However, be aware transfers to other accounts are considered withdrawals and are considered taxable income and subject to withholding tax.
Do you know clients dreaming of homeownership? We are here to assist! Clients who contribute to an Equitable FHSA between May 1 and September 30, 2025 will be entered into our Close to Home contest, for a chance to win one of two $8,000 prizes. Whether opening a new Equitable FHSA or making an annual contribution, this is a fantastic opportunity to help clients get closer to owning a home.
Advisors, your efforts matter too! You have a chance to win a $1,000 prize if the client you are assisting, in alignment with their unique homeownership needs, is selected as a winner. At Equitable, we believe that when we grow together, success is mutual.
Don’t forget about Equitable’s user-friendly online application platform, EZcomplete®, or process an online transaction with ease using Equitable’s EZtransact®. These tools are fast, simple, and could bring clients closer to achieving their goals.
Want to learn more? Speak to your Director, Investment Sales.
Equitable’s Close to Home Contest: No purchase necessary. Contest period May 1, 2025 to September 30, 2025. Clients enter by making a deposit to an Equitable FHSA during the contest period or by submitting a no-purchase entry. Two prizes of $8,000 CAD each to be drawn on October 15, 2025 will be awarded. The servicing advisor for the policy 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 $8,000 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.
Date posted: August 7, 2025