May 26, 2014 -

Equitable Life of Canada announced today the introduction of Living Protection™, a new simple issue critical illness insurance product.

Available to people age 18 to 65, Living Protection provides a lump sum payment if the insured person is diagnosed with one of the four most common illnesses facing Canadians today:  heart attack, stroke, cancer, and heart disease requiring coronary artery bypass surgery. Because it's a simple issue product, no medical exam is required. And premiums are guaranteed.

"Living Protection focuses on four illnesses, those illnesses account for 89% of the critical illness claims in the industry," says Michael Dawe, Senior Vice-President, Individual at Equitable Life. "That makes it solid protection at an affordable price."

Living Protection is ideal for people who want a smaller amount of insurance to cover additional expenses incurred because of their illness. It can help the insured pay for monthly bills so they can take the time they need to get well.

"The easy electronic application means that policies can be issued in two days, a fraction of the time it takes for traditional products," adds Dawe.

Living Protection is available on May 26th through your insurance advisor.

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 and retirement and group benefits solutions to meet your needs. But we're 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. And we're owned by our participating policyholders, not shareholders. So we can focus on your interests and provide you with personalized service, security and wellbeing.

Media Relations Contact
Natasha Krivokapic
Director, Individual Product Development
Direct Line: 519.904.8025