Canada has become an important part of Empathy’s story. Over the past year, we’ve had the privilege of partnering with some of Canada’s most respected financial institutions — from TD and iA Financial Group to BMO Insurance — to bring compassionate bereavement support to families across the country. Each partnership has reinforced a belief we hold deeply: that the promise of insurance doesn’t end with a payout. Today, we’re proud to continue that momentum with a new partnership with Equitable, one of Canada’s most trusted individual life insurance carriers, serving over one million clients nationwide.
What makes this partnership especially meaningful is how naturally our missions align. Equitable’s tagline — Protecting today. Preparing tomorrow. — reflects a genuine, long-standing commitment to doing right by policyholders. That ethos resonates with everything Empathy stands for. As Martin Reeves, Executive Vice-President of Equitable’s Individual Insurance Division, put it: “We’re partnering with Empathy because we care deeply about our clients and their families.” That sentiment isn’t just a talking point — it drove every conversation that led to this partnership. Equitable’s leadership came to this relationship with a clear and singular priority: the client experience. They weren’t looking for a checkbox solution. They wanted a partner who would show up for their policyholders the way Equitable itself does — with care, humanity, and intention.
Through this partnership, Empathy Loss Support™ is now available as a complimentary benefit included with all Equitable individual life insurance policies. Beneficiaries will have access to one-on-one guidance from a dedicated Care Team member, personalized estate settlement and funeral planning support, grief resources, and tools for managing the many logistical tasks that follow a loss — all through an easy-to-use app or website experience. For Empathy, this means reaching even more families across Canada at one of the hardest moments of their lives. As our Co-founder and CEO Ron Gura shared: “We’re proud to partner with Equitable and to reach even more families with compassionate, practical support when they need it most.”
Both Equitable and Empathy share a commitment to showing up for families across life’s most meaningful and challenging transitions — and this partnership is just the beginning of what we can build together.
