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  2. Step Up Your Wealth is Back—and It’s All About You!


    Equitable® is excited to bring back our Step Up Your Wealth Sales campaign for 2026! This is your opportunity to grow your business, deepen client relationships and earn rewards for doing what you do best—helping Canadians achieve financial confidence.

    As an advisor, you know the value of a strong partner. At Equitable, we combine the strength of a mutual company with a full suite of competitive wealth solutions designed to help support every stage of a clients’ financial journey.




    Your Advantage Starts Here

    Expand Your Offering: Access a comprehensive range of products to meet diverse client needs—from accumulation to retirement income.
    Build Stronger Relationships: Position yourself as a trusted advisor with solutions backed by Equitable’s proven track record.
    Earn More: Receive a Growth Bonus* as our way of recognizing your commitment and success.

    This campaign is designed to help you grow your book of business while delivering exceptional value to clients. Together, we can make 2026 your most successful year yet because when we grow together, success is mutual.

    Ready to Step Up? Visit our website or connect with your Director, Investment Sales today for full details.



    *The bonus amount will be calculated on December 31, 2026 based on net deposits to Equitable Individual Wealth products for 2026. The bonus will be paid within 90 days following December 31, 2026. Maximum bonus payable is $100,000 for re-qualifying Elite Advisors; $75,000 otherwise. Re-qualifying Elite Advisors are advisors who attained Elite status at the end of 2025 and maintain Elite status at the end of 2026. To attain Elite advisor status, an advisor must have $1,250,000 in gross deposits in at least five Equitable policies in 2026 or $10,000,000 in assets with Equitable’s Individual Wealth at the end of 2026. For re-qualifying Elite Advisors that reach $10,000,000 or more in net deposits in both 2025 and 2026, the maximum payment is $200,000. Equitable reserves the right to end or after the Step Up Your Wealth Sales campaign or the Elite Advisor Program at any time and without notice.
  3. Equitable Life of Canada ends 2020 in a position of financial strength

    Equitable Life of Canada is pleased to report that our strategic approach continued to serve us well in 2020, despite operating in a global pandemic.

    Equitable Life, one of Canada’s largest mutual life insurance companies, closed out 2020 with strong earnings and solid growth.

    The Company reported earnings of $153 million, equating to a return on policyholders’ equity of 16%. This result was driven by strong sales, investment performance, positive impacts from favourable expense ratios and reserve assumption changes.

    “There is no doubt the global pandemic has had, and continues to have, a profound impact on the lives of Canadians and created challenges for all of us in 2020 that we could never have envisioned,” said Ron Beettam, Equitable Life’s President and Chief Executive Officer. “Thanks to the resiliency and commitment of our entire team, we effectively responded to unfavourable impacts caused by the pandemic, including market volatility, and continued to achieve a high growth rate on most key measures, ending 2020 in a position of financial strength.”

    Equitable Life reported premiums and deposits of $1.7 billion in 2020, contributing to $6.0 billion of assets under administration. This growth was supported by very strong sales during the pandemic, as more Canadians turned to insurance to protect the financial security of their families. Dividends to participating policyholders increased by 24% over the prior year.

    The Individual Insurance business reported 2020 sales of $149 million, reflecting the third consecutive year of double-digit sales growth. Savings & Retirement reported sales of $401 million, driven by sales of segregated funds. Group Benefits delivered sales of $46 million, despite competitive industry pricing strategies and the impact the pandemic had on businesses.

    Equitable Life finished the year with an impressive LICAT ratio of 166%, well above the regulatory target and one of the highest in the industry. This capital result demonstrates that we are well-positioned to continue meeting our commitments to our policyholders. In addition, DBRS Limited (DBRS Morningstar) upgraded our Financial Strength rating to A (high) with Stable Trends in September.

    “While we don’t yet know what future impacts the global pandemic could have on our business, we know we can face the future with confidence,” said Beettam. “I am very proud of all that we have accomplished together, especially throughout this unpredictable year, and I know the Company is very well positioned to meet the challenges ahead and will continue building on those achievements by focusing on organic and profitable growth across all lines of business, with a continued emphasis on meeting the needs of our policyholders and distribution partners.”

    2020 Financial Highlights

    • Net income of $153 million, for a return on policyholders' equity of 16%
    • Capital strength, as measured by the LICAT ratio, ended the year at 166%
    • Participating policyholders' equity surpassed $1 billion
    • Premiums and deposits increased by 6.8% to $1.7 billion
    • Sales of $149 million in Individual Insurance, $401 million in Savings and Retirement, and $46 million in Group Benefits
    • Assets under administration grew 17.6% to $6 billion
    • Benefits and payments to policyholders of $820 million
    • Dividends to participating policyholders increased by 24% to $61 million

    About Equitable Life of Canada

    Canadians have turned to Equitable Life since 1920 to protect what matters most. We work with independent advisors across Canada to offer individual insurance, savings & retirement, and group benefits solutions to meet your needs.

    Equitable Life is not your typical financial services company. We have the knowledge, experience and ability to find solutions that work for you. We’re friendly, caring and interested in helping. As a mutual company, we are not driven by shareholder pressures for quarterly results. This allows us to focus on management strategies that foster prudent long-term growth, continuity and stability. We are dedicated to meeting our commitments to customers – now and in the future.

  4. 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 
    Access to i-Volve will end 30 days after your clients received access to Sentio, but plan members can complete any in-progress sessions until then.

    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.


     
  5. Equitable Life Group Benefits Bulletin - November 2022

    The importance of timely plan member eligibility updates*

    Effective Dec. 1, 2022, we are implementing a revised process for managing plan member and dependent health and dental claims that have been incurred and paid after coverage has been terminated. This new process is consistent with industry practices.
     
    If health or dental claims have been incurred and paid after a plan member’s termination date but before we received notice of the termination, we will align the plan member’s or dependent’s termination date with the service date of the last paid claim, retaining premiums up until that date.
     
    If no claims have been incurred and paid after the termination date, Equitable Life will process the termination as requested and refund any excess premium, subject to a maximum premium refund credit of three months.
     
    Currently, we process the termination as requested and attempt to recover any claim overpayments directly from the plan member. We then refund any excess premiums that have been paid, subject to the maximum refund credit amount.
     
    To avoid claims being incurred and paid after a plan member’s termination date, it is important for your clients to update plan member and dependent eligibility dates on or before the effective date of the change.
     
    If you have any questions about the process your clients should follow for updating plan member eligibility, please contact your Group Account Executive or myFlex Sales Manager.

    QuickAssess®: Absence and accommodation request review services*

    It can be difficult to navigate chronic or complex cases of absenteeism or accommodation requests. That’s where QuickAssess® can help.
     
    QuickAssess is an optional, fee-per-use service that can provide your clients with an unbiased, timely assessment of complex plan member absences and workplace accommodation requests. Our disability experts can provide recommendations to help your clients manage:
    • Workplace absences
    • Chronic or patterned absenteeism
    • Requests to modify workplaces or duties
    • Return-to-work coordination
    • Employee Insurance sick leaves
    Based on a thorough review of information provided by the plan sponsor, the plan member, and their physician, our QuickAssess specialists provide a recommendation within two business days on how to manage the absence or accommodation request.** Your clients can then decide how to manage the plan member request and communicate their decision accordingly.
     
    For more information on using QuickAssess, including eligibility requirements, please contact your Group Account Executive or myFlex Sales Manager.

    **Within two business days of receiving a completed QuickAssess Absence and Accommodation Review Referral Form and all required information. For more complex referrals, more time will be required.

    Finding a health care provider with TELUS eClaims direct billing*

    By visiting TELUS’s Find a Provider page, your clients’ plan members can now easily search for paramedical and vision providers who are registered on the TELUS Health eClaims network and who can submit claims directly to us on behalf of their patients. Searches can be filtered by postal code to help plan members find the most convenient provider options.

    As our direct billing provider for pharmacy, vision and paramedical claims, TELUS Health has an extensive network of 70,000 health care providers that provide direct billing to streamline the claims process.

    Please note, plan members should always check Equitable Life’s list of de-listed providers before selecting a health care provider. The list is available for your clients and their plan members on EquitableHealth.ca, and is updated regularly.

    For more information about TELUS eClaims, please contact your Group Account Executive or myFlex Sales Manager.

    First phase of the Canada Dental Benefit proposed for Dec. 1, 2022*

    The federal government’s new Canada Dental Benefit is proposed to take effect on Dec. 1, 2022, subject to Parliamentary approval. The program will cover eligible expenses retroactive to Oct. 1, 2022, and this first phase would apply to Canadians under 12 years of age.

    If implemented, the Canada Dental Benefit will provide dental care to Canadian families with under $90,000 adjusted net income annually. By 2025, the federal government expects to extend the benefit to children under 18, senior citizens and Canadians with disabilities.

    Parents or guardians will be required to apply for this coverage through the Canada Revenue Agency (CRA) and must not have private dental coverage for the child(ren).

    This new program will have no impact on your clients’ dental coverage and no action is required on their part.

    * Indicates content that will be shared with your clients.
     
  6. 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
     Although DIA is selected, the funds will be deposited to and displayed in EquiNet® and Equitable Client Access® as a special 1-year Guaranteed Deposit Account (GDA). Only new lump sum deposits are eligible for the special rate of 5.00%.1
     
    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.
    Additional information about this promotion
    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
  7. [pdf] Financial Questionnaire - Personal
  8. 100 years strong

    As COVID-19 continues, we want to reassure you that Equitable Life remains financially strong and committed to supporting our clients.

    We are financially strong and stable
    Our commitment to your health, wealth and overall well-being remains unchanged. This global pandemic has impacted the way we do business, but we continue to focus on our strategic goals while meeting the needs of Canadians. These three factors speak to our financial strength and stability:

    • Equitable Life has a global credit rating of ‘A’ with a positive trend from DBRS Morningstar in recognition of our ability to adapt to the current business environment and prudent risk profile;
    • We are maintaining our current dividend scale for the period July 1, 2020 to June 30, 2021; and
    • Our Life Insurance Capital Adequacy Test (LICAT) ratio remains well above our goal and the minimum that is required at 152.5% at the close of the first quarter.We pride ourselves on our customer service

    Being recognized for its service culture across all lines of business is a point of pride for a company that includes ‘customer focus’ as one of its three corporate values. In 2019, our dedication to customer service was recognized with these outstanding survey results, proving we have the We have the knowledge, experience and ability to find solutions that work for you:
    • Equitable Life ranked in the top quartile for segregated fund service in 2019 survey of advisors and MGAs1 ;
    • In a 2019 survey of customers from 15 life insurance companies,2 Equitable Life ranked #1 on the Net Promoter Score, a measure used across industries to gauge the loyalty of a firm's customer relationships; and
    • A survey of Group consultants, brokers and third-party administrators 3 ranked Equitable Life in the top two insurers across all categories.
    We have adjusted our business to become digital
    Since the pandemic began, our IT and operations teams have digitally enhanced more than 20 different processes and services to make it easier for us to integrate with our distribution partners in this new reality. Our sales and customer service teams remain open and available to support you and your customers.

    We are here with you and for you
    • To commemorate our 100th Anniversary this year, we donated $4.5 million to purchase and install a new MRI for Grand River Hospital and, as part of our Equitable Gives Back Contest, we donated $50,000 –  $10,000 each – to five charities in British Columbia, Alberta, Manitoba, Ontario and Quebec. As well, we are celebrating by randomly selecting policyholders to receive a $100 and three grand prizes. For more information about our celebrations, check out our website at www.equitable100.ca.

      As the global situation continues to evolve, rest assured that Equitable Life is unwavering in our commitments to you and the communities we serve. We are here with you and for you.
    1 Life Ops Consulting Group Distribution Service Satisfaction Surveys 2015-2019, Independent Advisors
    2  LIMRA CxP Customer Experience Benchmarking Program, Life Insurance In-Force Experience 2019
    3 NMG Consulting’s Canadian Group Benefits Survey 2019
     
  9. 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.

  10. [pdf] Dollar Cost Averaging