---
title: "NEW | Empathy: When your clients’ loved ones need it most"
description: Starting April 27, 2026, Canadian beneficiaries of iA’s individual life insurance products will gain access, in the event of bereavement, to the full range of Empathy’s emotional, logistical and administrative support services.
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---

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### NEW | Empathy: When your clients’ loved ones need it most

 April 27, 2026

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NEW | Empathy: When your clients’ loved ones need it most

1:49

We have officially launched Empathy, a loss support service offered free of charge to Canadian beneficiaries of iA individual life insurance policies at the time a death claim is filed.1

[![empathy\_ia\_play](https://iaconnected.ia.ca/hs-fs/hubfs/empathy_ia_play.png?width=453&height=264&name=empathy_ia_play.png)](https://vimeo.com/1181635736/70284720a3?share=copy&fl=sv&fe=ci)

 

**Support that truly makes a difference**

 

With Empathy, you offer families:

- Emotional, logistical and administrative support
- A respectful and structured guidance experience
- A continued relationship beyond the benefit payment

**A unique opportunity to strengthen your relationships with your clients’ beneficiaries**

**1.** When submitting an online death claim, beneficiaries will be offered access to Empathy’s services for a period of two years.

2\. From the very first steps, users will automatically be invited to connect with an iA financial advisor for support with the financial aspects.

3\. If they accept, you will receive an email prompting you to contact them quickly.

In the context of the major intergenerational wealth transfer, the way you support families at the time of a loss matters more than ever.

 

| **Your role is essential in bringing this initiative to life**  You are encouraged to: - Get to know the service and integrate it into your approach using the [web page](http://ia.ca/empathy-en), [training](https://iaa.secureweb.inalco.com/cw/-/media/documents-repository/individual-insurance-savings-and-retirement/individual-insurance/2026/03/empathy-training-sales-teams.pdf) and [FAQ](https://iaa.secureweb.inalco.com/cw/-/media/documents-repository/individual-insurance-savings-and-retirement/individual-insurance/2026/03/empathy-faq-en.pdf) - Present it to your clients with sensitivity and confidence using a [ready‑to‑send email](https://iaa.secureweb.inalco.com/cw/-/media/documents-repository/individual-insurance-savings-and-retirement/individual-insurance/2026/04/empathy-client-email.oft) - Invite beneficiaries to use Empathy through [email](https://iaa.secureweb.inalco.com/cw/-/media/documents-repository/individual-insurance-savings-and-retirement/common/2026/04/empathy-email-to-beneficiaries.oft), as well as a [beneficiary brochure](https://iaa.secureweb.inalco.com/cw/-/media/documents-repository/individual-insurance-savings-and-retirement/individual-insurance/2026/03/empathy-client-brochure.pdf) to provide during a paper claim |
| --- |

 

iA x Empathy is a deeply human innovation that supports families and helps build meaningful, lasting relationships.

 

## 1 The support services are provided by Empathy and are available only in Canada for up to two years following the death claim. iA Financial Group is not responsible for the services provided by Empathy. Please note that iA Financial Group reserves the right to modify or terminate access to the Empathy service offering at any time.

 

 

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