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Message from Equitable President and CEO Fabien Jeudy
I’m pleased to share our new brand with you. It’s an expression of our renewed purpose and commitment to work together, with our partners, to focus exclusively on our clients, protecting today and preparing tomorrow.
Our commitment to you
The new Equitable® brand signifies our focus on making it even easier to do business with us. To continuously refresh our products to meet the evolving needs of Canadians. And to strengthen our partnerships that enable growth and positive outcomes. The result is an uncompromising commitment to our clients, our partners, our advisors, and our people.
A year of transitioning to our new brand
Over the next year, we’ll make the transition away from our legacy look as our new look starts to emerge. We’ll invest in building more brand awareness so that together we can help even more Canadians. What you should know is that no matter old or new, our commitment is always focused on our clients, together with our partners.
Join us in the journey
We’ll provide more details on the changes we’re making, and we welcome you to join in the journey. I encourage you to reach out to your Equitable point of contact or visit equitable.ca to learn more.
Why Equitable? The Power of Together.
View video on Vimeo.
Equitable’s New Logo.
View video on Vimeo.
Sincerely,
Fabien Jeudy
President and CEO -
Celebrating our wins – 2023 Individual Insurance Marketing Recap
Equitable® would like to wish everyone a Happy New Year and we are looking forward to doing more business together in 2024!
As we start a brand new year, we would like to share with you some highlights of our 2023 initiatives in Individual Insurance. These projects aimed to make it easier to do business and enrich your experience of working with us.
Digital & Administration Enhancements
Our 2023 digital transformation initiatives ensured smoother processes, streamlined operations, and improved user experiences for advisors and clients:
● Digital Transactions for Universal Life Plans
● Text Notifications Keep You Informed on Your New Business
● New Online Policy Loan Form
● EZcomplete Enhancement for Critical Illness
● New Life & CI Application
Product Updates
Equally pivotal were our efforts in enhancing our individual life insurance solutions to empower you to confidently recommend us to clients:
● A Tune-Up for Equimax
● The Equimax Evolution Continues
● Critical Illness Insurance Update
● New Dividend Scale Interest Rate
To learn more about the above initiatives, kindly reach out to your local wholesaler.
Thank you for entrusting us with your business in 2023!
Continue watching for news from Equitable for more great launches and enhancements in 2024!
® or TM denote trademarks of The Equitable Life Insurance Company of Canada -
Equitable 2024 dividend scale!
Equitable’s Board of Directors has approved a new dividend scale for the period of July 1, 2024, to June 30, 2025.
● The interest rate* we use for the dividend scale will change. It will go from 6.25% to 6.40% on July 1, 2024.
● Other factors used to decide the dividend scale will remain the same.
● The interest rate for policies with dividends on deposit will change. It will go from 2.25% to 3.50% on July 1, 2024.
● The interest rate for most policy loans will remain at 6.50%. This applies to both new and existing policy loans, and automatic premium loans. It specifically applies to Equimax® policies with a 9-digit policy number that starts with either "3" or "8". Older policies may have different loan rates as they are based on the prime interest rate.
Learn more:
● 2024 Advisor Dividend Scale Notice
● 2024 Client Dividend Scale Notice
● Dividend Information Page
Did you miss our Spring update & 2024 Dividend Scale announcement? Watch it now:
(*The French and Chinese events will be partially in English, with sub-titles on screen).
*The dividend scale interest rate (DSIR) is different from the participating account (PAR) rate of return. The PAR rate of return is the return on the investments in the participating account over the calendar year. The DSIR smooths out the ups and downs of the participating account experience. -
Summer is here and so is our new dividend scale
Equitable’s Board of Directors has approved a new dividend scale for the period of July 1, 2024, to June 30, 2025.
● The interest rate* we use for the dividend scale will change. It will go from 6.25% to 6.40% on July 1, 2024.
● Other factors used to decide the dividend scale will remain the same.
● The interest rate for policies with dividends on deposit will change. It will go from 2.25% to 3.50% on July 1, 2024.
● The interest rate for most policy loans will remain at 6.50%. This applies to both new and existing policy loans, and automatic premium loans. It specifically applies to Equimax® policies with a 9-digit policy number that starts with either "3" or "8". Older policies may have different loan rates as they are based on the prime interest rate.
Learn more:
● 2024 Advisor Dividend Scale Notice
● 2024 Client Dividend Scale Notice
● Dividend Information Page
Did you miss our Spring update & 2024 Dividend Scale announcement? Watch it now:
(*The French and Chinese events will be partially in English, with sub-titles on screen).
*The dividend scale interest rate (DSIR) is different from the participating account (PAR) rate of return. The PAR rate of return is the return on the investments in the participating account over the calendar year. The DSIR smooths out the ups and downs of the participating account experience. -
New! Evidence of Insurability Schedule
We are pleased to announce Equitable’s new Evidence of Insurability Schedule. The new schedule applies to all life and critical illness insurance applications signed on or after October 5, 2024.
Here are the benefits to you:
● New chart is easier to read with more clarity and transparency.
● ECG and TST are no longer routinely required for Life applicants.
● Blood and urine requirement is streamlined for Life applicants.
● Detailed underwriting requirements for higher coverage amounts and mature applicants.
Please refer to the new Evidence of Insurability schedule (Form #1343) for full details.
Equitable® has the right to ask for more evidence of insurability. We will do this if we feel it is needed to assess the risk.
Key changes – Age and amount requirements
Life applicants:
● Resting ECG: No longer a routine age and amount requirement. This may still be requested at our underwriter’s discretion.
● Treadmill ECG: No longer required at any age or amount.
● Standalone Urine: Standalone urine changed to blood and urine at $100,001 and $500,000 coverage amounts for clients over age 55.
● Mature Age Focus Interview (MAFI): New for clients aged 75+. As part of the paramedical, we will assess the applicant’s Activities of Daily Living, social activities, and word recall ability.
Life and Critical Illness applicants:
● For clients aged 70+, evidence is now valid (recent) if completed within the past 6 months. For all other applicants (ages 18-69), there is no change – evidence is valid if completed within the past 12 months.
Financial/Third-party verification
Reminder – this is required for life insurance amounts over $5M. Our underwriting team will be pleased to assist you with this step.
Questions? Please contact your Equitable wholesaler or reach out to our underwriting team.
® or TM denotes a trademark of the Equitable Life Insurance Company of Canada. -
Open doors with our updated CI & UL solutions!
Have you heard the news? On October 8th, we rolled out several updates to our competitive Equitable® product lineup—including our Critical Illness (CI) and Universal Life (UL) plans.
These updates are all about cost savings for clients and helping advisors like you grow your business. And the response has been fantastic!
What’s new for CI and UL?1. Lower monthly costs for new EquiLiving® critical illness (CI) policies paid monthly – hello savings!
• The monthly modal factor for CI decreased from 0.09 to 0.0867.
• The monthly policy fee decreased from $4.50 to $4.34.
*Note: EquiLiving premium rates and annual policy fees have not changed.
2. Lower monthly costs for UL policies with CI riders added – now it’s more affordable to add CI coverage when selling UL!
Commissions got a makeover tooGood news! Commissions on Term and EquiLiving CI policies are now calculated based on the total premium paid for the policy year—even if clients opt for monthly payments. No more annual premium commission calculations!
Learn more!
Questions? Contact your Equitable wholesaler for all the details.
Cheers to savings and growing your business with Equitable!
® or TM denotes a trademark of The Equitable Life Insurance Company of Canada. -
Equitable receives FundGrade A awards for outstanding performance
Equitable® is thrilled to announce that several of our funds have received Fundata FundGrade A awards for their exceptional performance in the first half of 2025.
The FundGrade rating system is a great tool for identifying top-performing funds. This recognition highlights our commitment to providing high-quality investment options to clients.
And the winners are…
The following funds from Equitable's lineup have received a FundGrade A rating this year:
Pivotal Select:• Equitable Life NASDAQ 100 ESG Index Fund Select
• Equitable Life Fidelity® Climate Leadership Balanced Fund Select
• Equitable Life Fidelity® Global Innovators Fund Select
Personal Investment Portfolio/Pivotal Solutions:
• Equitable Life Invesco Global Bond Fund
An enhanced fund performance page
Equitable has also introduced several new features to our fund performance page to enhance user experience. These updates include:- Printable performance reports: Easily accessible and printable reports for detailed fund performance.
- Equity and Fixed Income breakdowns: Detailed breakdowns by fund displayed on the Fund Details tab.
- Fund Category display: Clear display of fund categories on the Fund Details tab.
- Filter enhancements:
- New “Risk Rating” filter.
- New “U.S. Equity” filter.
- Renamed “Domestic Equity” to “Canadian Equity”.
- Moved “Index Funds” and “Portfolio Solutions” out of asset class filters into “Additional filters”.
For more information on these funds and their performance, and to see the latest enhancements, visit our Fund Performance page.
Questions? Contact your Director, Investment Sales.
FundGrade A is used with permission from Fundata Canada Inc., all rights reserved.
Date posted: June 10, 2025 -
A bright start to July: our Dividend Scale is now active!
Effective July 1st - just in time for summer conversations!
Good news! The Equitable® Board of Directors has approved continuing our current dividend scale for the period of July 1, 2025, to June 30, 2026.
• The interest rate* we use to decide the dividend scale will stay at 6.40%.
• Other factors used to decide the dividend scale will stay the same.
• The interest rate for policies with dividends on deposit will stay at 3.50%.
• The interest rate for most policy loans will stay at 6.50%. This applies to both new and existing policy loans, and automatic premium loans. It specifically applies to Equimax® policies with a 9-digit policy number that starts with either "3" or "8". Older policies may have different loan rates as they are based on the prime interest rate.
*The dividend scale interest rate (DSIR) is different from the participating account (PAR) rate of return. The DSIR smooths out the ups and downs of the participating account experience. The PAR rate of return is the return on the investments in the participating account over the calendar year.
Need more information?
Did you miss our Spring Update & 2025 Dividend Scale Announcement?
Watch it now:
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5 great reasons to work with Equitable
There are plenty of reasons to work with Equitable®. We’ve rounded up the top 5 in our popular marketing piece 5 great reasons to make Equitable your first choice.
1. We’re committed to our policyholders.
At Equitable, our mutual status gives us the advantage of focusing exclusively on our policyholders and our commitments to them. We have a DBRS Morningstar rating of A (high) and a strong LICAT ratio. This means that we are well-positioned to continue meeting our commitments to our clients.
2. We have a broad, competitive product shelf.
We offer a diversified and competitive product portfolio, with some of the most competitive solutions on the market. Our broad range of insurance and savings products provide you with competitive, flexible solutions to meet clients’ financial needs.
3. We make underwriting easy.
Are you working on a large case? We have a specialized team of experts and dedicated underwriters to help you with larger and more complex cases.
4. We offer regional wholesaler support.
Our regional wholesalers are here to provide personalized sales support in the field, from coast-to-coast. They take the time to understand your business needs and help develop solutions.
5. We have great online advisor tools.
EquiNet®, Equitable’s advisor site, is bilingual and mobile-friendly. It puts the tools and information you need right at your fingertips. Check out our EZcomplete® online applications, administrative forms and processes, sales illustrations, marketing materials, and more.
Contact your Equitable wholesaler today to learn more!