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Individual Insurance product enhancements
Equitable Life has exciting product enhancements that will help you offer more options to clients.
- Full Product Launch Video (approx. 20 minutes).
Watch our Virtual Product Launch NOW. Grab a coffee and get ready for this exciting news! Hear from our leaders and learn about our exciting product enhancements.
- Introduction video (View on Vimeo) / Product launch page
Highlights of the product changes effective February 12, 2022, include:NEW! 10 pay premium option with Equimax Estate Builder®
- The new EquiLiving® 20 pay rider options will be available on Equimax® plans
- 20 pay options with coverage to age 75 or coverage for life
NEW! EquiLiving plans and riders enhanced with:
- Support from Cloud DX to help monitor a client’s well-being from treatment to recovery.
- Added Acquired Brain Injury as a covered critical condition
- 30-day survival period removed for all non-cardiovascular covered conditions
- No age restriction to claim for Loss of Independent Existence (LOIE)
- EquiLiving Benefit now pays the higher of the EquiLiving Benefit or the Return of Premium Rider Benefit (not including Return of Premium on Death)
- And so much more …
New Illustration software available on February 11, 2022
The updated illustration software will be available for download after 9 a.m. ET on Friday, February 11, 2022, and will include all the Equimax and EquiLiving enhancements.
See the Equitable Sales Illustrations Update for information on how to download the software or check for updates.
Please review updates to the commission schedule A for these new enhancements.
Learn more- Transition rules are available
- Watch our virtual launch event video now! (Approx. 20 minutes),
- Watch our product launch intro video here. Watch on Vimeo
- Visit our launch event page with product change details and more
- Marketing Materials
Please contact your Regional Sales Manager for more information. -
Take emotions out of investing
Taking the emotion out of investing can be easier said then done. Most of us at one time or another have decided upon something strictly because of how we felt at the time, not because it was logical or made good financial sense. I am sure most of us have a good story to tell.
When it comes to financial planning, you always want to encourage your clients to be a rational investor and accept that market fluctuation is part of the investment journey. Over the last few months, even the hardiest rational investor has been challenged to accept the market fluctuations. History shows us that this too, shall pass and markets will rise once more. The biggest question asked is always, when?
While no one has a crystal ball with that answer, the best we can do is help our clients understand that when building portfolios, risk is always at the forefront of any good investment strategy. The level of risk is just one of the building blocks to constructing a financial portfolio that will see the client through good times and bad.
Need more help? Equitable Life has created an emotional investing brochure to help your clients manage through these extraordinary times. To download a copy, click here. We have also included a template letter that you can personalize and use to reach out to your clients. To download an editable copy, click here.
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Elevate your business with industry best practices and needs-based selling
Keeping your business aligned with industry best practices is vital for your success. It not only supports the fair treatment of clients – it also helps you meet certain market conduct requirements and Equitable’s expectations for needs-based selling.
The Financial Services Regulatory Authority of Ontario (FSRA) has a program that checks how well advisors follow the Insurance Act and its conduct rules. FSRA looks at how well advisors follow industry best practices and fair treatment of clients guidance (see CLHIA’s guidance document, “The Approach”). Their focus is on key areas such as giving sound advice, managing conflicts of interest, and putting clients’ needs first. FSRA selects advisors’ client files and looks for documentation that indicates needs-based selling.
In December 2024, FSRA released its latest Market Conduct Supervision Report. It highlights the need for advisors to follow certain rules and industry best practices. The report found five key areas where improvement is needed:
1. Missing notes from client meetings and calls
2. Inadequate advisor disclosure
3. Missing sales illustrations for different product options
4. Missing insurance needs analysis
5. Missing policy delivery receipts
By following industry best practices and keeping thorough records, you show your commitment to providing clients with the solutions they need. For example, taking notes during client meetings helps you track all discussions that support your recommendations. Having an insurance needs analysis shows you are providing clients with suitable advice to buy the solutions that best meet their needs.
Resources: Equitable® has resources that can help improve your business practices and help you treat clients fairly. We encourage you to check these out:
1. PPT: “Ensuring a Compliant, Needs-based Insurance Sale”. The steps to follow in needs-based selling and the records to keep.
Get CE credits! We offer the above as a self-study course that qualifies for 1 Continuing Education (CE) credit. Access it here: https://equitable-life-education.teachable.com/. (Use your contracted email to log in).
2. Client File Reference: The records to keep when selling investments, life insurance, or critical illness insurance, including key documents insurers and regulators look for during compliance audits.
3. Investor Profile Questionnaires: These will help you document your sales recommendations for:
● Universal Life (UL) sales: 1190.pdf, and
● Pivotal Select (Segregated Fund) sales: 1165.pdf
Questions? Contact your Equitable wholesaler. They are ready to support your success! -
2025 – Celebrating a year of growth!
Individual Insurance roundup
Kicking off 2026 with excitement— we’re proud to reflect on the wins Equitable’s individual insurance team achieved in 2025! We added nearly 50,000 new policies, serviced over 450,000 existing insurance clients, and paid more than 1,300 claims. But there’s more!
Through the year, we introduced new digital tools and smart ways of working that made things easier for advisors and clients alike. It was a year of remarkable growth and impact.
Here’s a recap of some of our best moments of 2025.
● Faster juvenile policy approvals
We launched a new way to approve juvenile policies. Families can now get insurance faster, and advisors spend less time waiting. This lets you and your Equitable underwriters focus on approving more complex insurance applications.
● Easier payment updates online
Our new “update payment” feature on Client Access and EquiNet made it simple for clients to change banking details and payments online — no paperwork needed. Updates are made within three business days, giving clients more choice in the way they connect with us.
● Better fund information
With Fundata, we created an enhanced web page for universal life policy investments. Now, advisors and clients can easily find fund performance details and use simple “favourite funds, search, and compare” tools. This makes it easy for clients to stay informed on their UL investments.
● More choices for universal life (UL) clients
Our new 30/65 Rider for Equitable Generations™ UL plans gives clients more choice and flexibility—an affordable new way to add more coverage to their policies when needed.
● Flexible term exchange options
New term 30/65 exchange option — a great addition! It provides more choice for clients that need to change their coverage as their needs evolve.
● Stable dividend scale interest rate
We kept our market-leading dividend scale interest rate of 6.40%, providing participating policyholders with confidence and stability.
● New web tool for UL illustrations
This new online tool puts UL sales illustrations at your fingertips online. You can view and save them from your laptop, making it easier than ever to manage your UL business. Try the new web illustration tool here.
● New term insurance rates
In November, we introduced new term insurance rates. Our term rates are now among the best available! This makes it easier for clients to get the insurance coverage they need.
Looking ahead
In 2025, Equitable showed that trying new ideas, making things easier, and putting clients first truly matters. As 2026 begins, we’re focused on continuing this exciting momentum.
Thank you for being on this journey with us and wishing you a very happy and successful year ahead! - Critical Illness - More Covered Conditions
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Crunch the numbers with Equitable Life of Canada
Whether helping your client determine net worth or reviewing to see if your client’s retirement plan is on track, Equitable Life® is here to help with our online calculators. These number crunching tools can help you answer some of those challenging questions you get asked by your clients. From an RSP loan calculator to home budgeting to even figuring out if your client will be a future millionaire, check out our latest tools.
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Elijah welcomed a new baby to his family and needs to reduce the amount of money he is saving for retirement. Is he still going to be able to retire at age 60 like he planned, or will he need to extend his working years until age 65?
Did you know?
Investment returns, unexpected expenses and inflation can all affect your retirement savings. Check out Equitable Life’s How Long How Long Will My Retirement Savings Last Calculator.Share calculators using your Facebook, Twitter or LinkedIn account.
® denotes a registered trademark of The Equitable Life Insurance Company of Canada.
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Take the emotions out of investing
Investing without letting our emotions take the wheel can be quite a challenge. We've all made decisions based on our feelings rather than logic or financial sense at some point. But following our emotions when investing is a good way to put our investment plan at risk.
When it comes to financial planning, it's crucial to guide clients towards being rational investors who understand that market fluctuations are part of the journey. Even the most steadfast rational investors have found it tough to stay calm amidst recent market volatility. But history reassures us that this too shall pass, and the markets will rise again. The burning question is always, "When?"
While no one can predict the future, an advisors’ role is to help clients grasp that risk management is a cornerstone of any solid investment strategy. Risk is just one of the building blocks in crafting a financial portfolio that can weather both good times and bad.
That’s why Equitable® has created an emotional investing brochure to help clients manage through extraordinary times. Download your copy of Take emotions out of investing. We have also included a template letter that you can personalize and use to reach out to clients. To download an editable copy, click here.
Questions? Contact your Director, Investment Sales.
Date posted: April 17, 2025 - [pdf] Introducing EZBenefits: A better benefits experience for small business
- [pdf] A Unique Approach to Managing Disability
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Access more fund performance information faster and easier
Welcome to a new and improved Fund Overview & Performance website for Equitable Life® segregated funds.
A central location for:-
fund performance and quartile rankings
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daily and historical unit prices
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fund information (available in web and PDF)
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Fund Facts documents
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MERs
Highlights:-
Save your favourite funds for easy access.
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New fund search and filter tools by product, guarantee, asset class and sustainability.
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Share features allow you to easily share fund information with clients.
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Ability to compare fund performance of Equitable Life segregated funds.
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Simulated backcasted returns for funds with less than five years of performance history.
Check out the new Fund Overview & Performance webpage today to see how Equitable Life is making fund information faster and easier to access. Speak to your Regional Investment Sales Manager to learn more!
® denote a trademark of The Equitable Life Insurance Company of Canada.
Posted February 27, 2023
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