Equitable Life Insurance Company of Canada: A Comprehensive Review

Life Insurance

Equitable Life of Canada boasts a long history as a mutual life insurance company in Canada. Established in 1910, it offers a variety of individual and group insurance products. This review delves into the company’s offerings, financial stability, customer service reputation, and overall value proposition to help you decide if Equitable Life is the right choice for your insurance needs.

Table of Contents

Equitable Life Insurance Company Canada: Products and Services Offered

Equitable Life offers a range of insurance products for individuals, families, and businesses. Here’s a breakdown of their key offerings:

  • Individual Life Insurance:
    • Term Life: Provides coverage for a specific period (term) and pays a death benefit to your beneficiaries if you pass away within that term.
    • Whole Life: Offers lifelong coverage with a guaranteed death benefit and a cash value component that accumulates over time.
    • Universal Life: Combines elements of term and whole life insurance, offering flexible premiums and death benefit options.
    • Critical Illness Insurance: Provides a lump sum payment if you are diagnosed with a covered critical illness.
  • Group Benefits:
    • Employee life and health insurance plans for businesses.
  • Savings and Retirement:
    • Savings plans and Registered Retirement Savings Plans (RRSPs) to help you save for long-term goals.

Financial Stability and Ratings

Equitable Life boasts a strong financial position. As a mutual company, it is owned by its policyholders, which can incentivize a focus on long-term solvency and policyholder value. Here’s a look at their financial stability:

  • A.M. Best Rating: A+ (Superior), indicating a strong financial ability to meet ongoing obligations to policyholders.
  • DBRS Morningstar Rating: R-1 (Low Risk), signifying a low level of insolvency risk.
  • Market Presence: Ranked 9th overall in Canada based on total direct premiums written in the life insurance industry (as of 2021).

These strong financial ratings suggest a low risk of the company failing to meet its obligations to policyholders.

Customer Service Reviews

Customer reviews regarding Equitable Life can be mixed. Here’s a breakdown of what customers are saying:

  • Positives:
    • Some customers praise the company’s competitive rates, particularly for whole life insurance products.
    • Others appreciate the ease of application and policy management through the online portal.
    • The availability of child life insurance options is also commended by some.
  • Negatives:
    • A recurring complaint involves communication issues and misunderstandings with customer service.
    • Some customers report difficulty reaching representatives or receiving timely responses to inquiries.
    • Disagreements regarding policy coverage or benefits can also be a source of frustration.

It’s important to note that online reviews can be subjective and may not represent the experience of all customers. However, they can offer valuable insights into potential customer service issues.

Value Proposition and Considerations

Equitable Life offers a range of insurance products and boasts a strong financial position. Here are some key points to consider when deciding if Equitable Life is right for you:

  • Competitive Rates: Equitable Life may offer competitive rates on certain products, particularly whole life insurance and child life insurance. However, it’s crucial to compare quotes from multiple providers to ensure you’re getting the best value.
  • Financial Stability: The company’s strong financial ratings provide peace of mind regarding its ability to meet future obligations.
  • Limited Product Selection: Compared to some larger insurance companies, Equitable Life’s product offering may be more limited.
  • Mixed Customer Reviews: Customer service experiences can vary. Consider reaching out to the company directly or reading reviews on various platforms to get a broader sense.

Alternatives to Consider

When shopping for life insurance, it’s wise to compare options from multiple providers. Here are some reputable insurance companies in Canada to consider:

  • Manulife: Offers a wide range of individual and group insurance products with a strong reputation for customer service.
  • Sun Life Financial: Provides a variety of life and health insurance options, known for its financial strength and innovation.
  • Canada Life: A prominent insurance company offering a comprehensive selection of life insurance products and competitive rates.
  • Industrial Alliance: Offers various life and health insurance solutions, known for its focus on financial planning and personalized advice.


Equitable Life of Canada offers a selection of life insurance and savings products, backed by a strong financial position. While some customers praise their competitive rates and convenience, others report communication challenges with customer service. Before making a decision, consider your specific needs, compare quotes, and research alternative providers to ensure you find the insurance plan that best suits your situation.

Additional Considerations

Agent vs. Direct Purchase: Equitable Life offers the option to purchase policies directly online or through a licensed insurance agent. Here’s a breakdown of each approach:

  • Direct Purchase:
    • Pros: Convenience, potentially lower costs (no agent commission), ability to compare plans and features easily online.
    • Cons: May require more research and understanding of insurance concepts, limited personalized guidance or support.
  • Agent Purchase:
    • Pros: Personalized advice and guidance from a knowledgeable agent, assistance in navigating different products and features, help with understanding policy details and exclusions.
    • Cons: May involve higher premiums due to agent commissions, potential for sales pressure to fit a specific product.

Ultimately, the best approach depends on your comfort level, budget, and need for personalized guidance.

Focus on Needs Assessment: Before choosing any life insurance provider, it’s crucial to assess your individual needs. Consider factors like:

  • Coverage amount: Determine the level of financial protection your beneficiaries would need upon your passing.
  • Term length (for term life): Choose a term that aligns with your financial goals and dependents’ ages.
  • Budget: Factor in your current and future financial situation to determine a sustainable premium amount.
  • Health factors: Your health history can impact your eligibility and premiums. Be upfront and truthful when applying.
  • Future needs: Consider potential changes in your life, like starting a family or buying a home, that may require adjustments to your coverage.

Understanding Policy Details: Once you’ve narrowed down your options, take time to understand the specific details of each policy. Here are some key areas to pay attention to:

  • Death benefit payout: How much will your beneficiaries receive upon your passing?
  • Policy exclusions: Are there any situations where the death benefit wouldn’t be paid?
  • Benefit riders: Consider optional add-ons that can enhance your coverage (e.g., waiver of premium rider for disability).
  • Grace period: The timeframe you have to pay a missed premium before your policy lapses.
  • Contestability clause: The period during which the insurer can challenge the validity of your policy based on misrepresentation of information.

Equitable Life of Canada offers a selection of insurance and savings products, with a strong emphasis on financial stability. By carefully considering your needs, comparing quotes from multiple providers, and understanding policy details, you can make an informed decision about whether Equitable Life is the right fit for your financial security.

Disclaimer: This review is intended for informational purposes only and should not be considered financial advice. It’s recommended to consult with a qualified financial advisor to determine the best insurance options for your specific needs and situation.