May 1, 2023 -

On May 1, 2023, Equitable Life is launching Equitable BenefitsApply™, a fully digital group benefits application that was designed with input from group benefits advisors. This enhancement to the benefits application process will help advisors and group benefits plan sponsors save time and effort when they apply for an Equitable Life group benefits policy.

In most cases, BenefitsApply will replace Equitable Life’s traditional paper implementation process.*

We care about providing a better benefits experience. That’s why we invest in technology to make it easier and more seamless for our advisor partners and our clients to do business with us,” said Marc Avaria, Senior Vice President, Group. “BenefitsApply will make the process of applying for a group policy smoother and more intuitive.

BenefitsApply removes the need for advisors and plan sponsors to complete and sign multiple, lengthy paper forms. Additional time-saving features include:

  • A fully digital online application that group advisors can easily access whenever they need it,
  • Pre-filled standard application fields,
  • Only one signature required from plan sponsors,
  • A smart application that only includes the sections relevant to the client and the plan design they have chosen, and
  • Automatic notifications of any missing application fields.

Applying for a group benefits policy can be a lengthy, complicated process, and we wanted to make that process quicker and simpler for our advisors and clients,” said Jacqueline Robertson, Assistant Vice President, Group Underwriting. “That’s why we worked with several advisors and plan sponsors to gain their feedback as we developed the tool. We plan to continue seeking feedback from users so it meets the evolving needs of our advisor partners and clients.

*BenefitsApply is currently available for groups with up to four divisions and up to four classes. It is not available for myFlex Benefits plans, or for clients with a customized master application.



About Equitable Life of Canada

As a mutual we provide financial security differently by focusing only on our clients. We believe in the power of working together with you and independent advisor partners. Together we offer individual insurance, savings and retirement, and group benefits solutions. We help protect what matters today while preparing for tomorrow.

At Equitable Life, we are people with purpose. We are passionate to provide the right solutions for you through our partners. We have the knowledge, the experience, and the financial strength to ensure we meet our commitments to you now and in the future.

Protecting Today – Preparing Tomorrow™

Media Contact:

Don Bisch
Director, Group Marketing

“Equitable Life”, “Equitable Life of Canada”, and terms denoted with an ® or TM are trademarks of The Equitable Life Insurance Company of Canada.