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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 Savings & Retirement Division rebrands as Individual Wealth
The Equitable® Savings & Retirement division has a new name: Individual Wealth.
This change reflects how the division has grown. Over time, we have added more services and tools to help clients reach their financial goals. Our new name shows this broader focus.
Why “Wealth”?
The word “Wealth” means more than just saving for retirement. It includes investing, estate planning, tax strategies, and preparing for life events. It better describes our more holistic approach to wealth management.
This update is more than just a name change. It shows our strong commitment to helping clients in new and better ways. Over the coming months you’ll notice changes across our materials, website, and contact details as we roll out this transformation. As we move forward as Individual Wealth, our commitment to supporting your business remains stronger than ever — because when we grow together, success is mutual.
If you have any questions, feel free to reach out to your Director, Investment Sales.
Date posted: July 24, 2025
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Advisor Code of Conduct - Updated!
Our Advisor Code of Conduct sets out Equitable Life's expectations of advisors in dealing with clients and other stakeholders. The Code of Conduct forms part of your contractual relationship with us.
We have updated our Code to clarify specific expectations to help you meet regulatory compliance requirements, support your needs-based sales, and treat customers fairly.
Please review our updated Advisor Code of Conduct. - Individual Insurance Marketing Materials
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Equitable Life Dynamic Global Real Estate Fund Select: More than an inflation hedge
Some clients may be missing out on the benefits of real estate investments. In addition to providing an inflation hedge, investing in real estate can help to diversify an investment portfolio and manage overall risk.
Check out Equitable Life Dynamic Global Real Estate Fund Select in this issue of Fund Focus.
The fund aims to achieve long-term capital appreciation and income by investing in publicly listed real estate companies across a spectrum of property types and geographies.
Reasons to Invest:- Access to high-quality and diversified real estate assets through public companies from around the world
- Real estate is an asset class highly sought after by pension funds and institutional investors
- The underlying Dynamic Global Real Estate Fund is the oldest real estate mutual fund in Canada (1996)
- A key pillar is protecting capital – manager focus is on providing downside protection
- Competitive MER of 2.64%*
Date posted: April 14, 2023
* effective December 31, 2022
™ or ® denote registered trademarks of The Equitable Life Insurance Company of Canada. -
Changes to Short Term Disability Benefit Calculations
The Canada Employment Insurance Commission and Canada Revenue Agency have announced the 2022 changes to Maximum Insurable Earnings, and premiums for employment insurance. These changes take effect January 1, 2022.
2021 Amount As of Jan. 1, 2022 Maximum Insurable Earnings (MIE)
$56,300 $60,300 Maximum Weekly Insurable Earnings (MWIE)
$1,083 $1,160 EI Benefit
(55% of the MWIE, rounded to the nearest dollar)$595 $638
How does this affect your clients?
If your client’s Group Policy with Equitable Life includes a Short Term Disability (STD) benefit which is tied to the EI Maximum Weekly Insurable Earnings, and at least one classification of employees has less than a $638 maximum, then to comply with the provisions of their policy, their STD benefit will be revised with the maximums updated based on the percentage of EI Maximum Weekly Insurable Earnings shown in their policy.
The additional premium for any increase from their previous STD amounts and new STD amounts will be show on their January 2021 Group Insurance Billing (as applicable).
If their STD maximum is currently higher than $638 or based on a flat amount (not based on a percentage or regular earnings), no change will be made to their plan unless otherwise directed.
If your clients wish to provide direction regarding revising their STD maximum, or have questions about the process, they can email Kari Gough, Manager, Group Quotes and Issue. -
Like a summer breeze – Applying for LIFE insurance just got easier!
What has changed?
A resting electrocardiogram (ECG) is no longer required for most LIFE cases.
• That’s right! We eliminated the resting ECG as a routine age/amount requirement for most life insurance applicants.
• Of course, we may still request an ECG in certain cases at our underwriters’ discretion – for example, if the client has a history of diabetes or smoking.
It’s simple – Equitable® is dedicated to continually enhancing the client and advisor experience. By eliminating the ECG step for routine applications, life insurance clients can obtain the coverage they need more quickly and with less effort.
Why did we do this?
The tools below are being updated shortly to reflect the above change:
Updated resources coming soon!
• Our age/amount schedule for Life insurance products
• The underwriting requirements built into our illustration tool
• Our paramedical service providers’ ordering system
Until then, if you see an ECG as a listed requirement for your client in any of the above, there is no need for you to order the ECG unless we specifically ask for it.
Questions? Please contact your local Equitable wholesaler to learn more.
View our Evidence of Insurability Schedule (#1343) – (see p.1 chart for Life products).
® and ™ denotes a trademark of The Equitable Life Insurance Company of Canada.
- Path to Success Module 5
- [pdf] Equitable Investor Profile Questionnaire
- [pdf] Pre-Authorized Debit (PAD)