Q: Why expand this partnership now?

Paul Savage: We’ve had a long-standing relationship with WFG in other areas of our business. This next phase is about reach and access. Too many Canadians don’t have the insurance coverage they need. In fact, recent data from the Life Insurance Marketing and Research Association (LIMRA) indicates that 31 per cent of Canadians are either uninsured or underinsured. By bringing life insurance and Manulife Vitality into this partnership with WFG, our goal is to connect more Canadians with trusted agents who can help them understand what their insurance needs are, find solutions that meet their unique needs, and help them live longer, healthier, better lives.      

Todd Buchanan: At World Financial Group, our motto is ‘No family left behind.’ We recognize that middle-income Canadians have often been overlooked by the insurance industry, leaving many families underserved. Our expanded partnership with Manulife is working to change that. We are dedicated to sitting down with families one-on-one, providing education on insurance and financial solutions to secure a brighter future. This initiative goes beyond offering products; it’s about empowering our agents to forge long-term relationships built on trust. Many WFG agents live and work in the very communities they serve, often seeing themselves in the clients they support. This personal connection enables us to make a meaningful impact.

Q: What does this look like in practice for agents?

TB: It starts with comprehensive onboarding. Following the completion of required training, WFG agents have access to a full suite of Manulife offerings, including Term, Universal, and Participating life insurance, plus guaranteed wealth solutions like segregated funds and annuities. More importantly, they’re focused on ways to connect these solutions with customer needs and goals, whether that’s protecting a young family or supporting retirement readiness.

PS: Manulife Vitality is also a big part of our offering and WFG agents, upon completion of their onboarding, will receive their Vitality certification. Manulife Vitality is backed by behavioural science and is the only program of its kind in Canada that offers clients helpful tools, as well as access to the latest technology, resources, and rewards, to help them take steps towards better health. The features of Manulife Vitality can provide value to anyone, regardless of their age, health status or protection needs – empowering agents to tap into new customer markets. 

Q: Why is WFG the right partner for this?

PS: We’ve been working with WFG since 2017, including successful collaborations on travel, health, and dental insurance benefits for Canadians. Expanding to life insurance products and segregated funds felt like a natural progression. WFG’s growing network also brings deep community insight and expertise, serving local communities across Canada who haven’t traditionally had access to personalized financial advice. This aligns with our mission to make insurance more accessible and tailored to Canadian families.

TB: Exactly! We share a common goal of closing the coverage gap for middle-income families in North America. Recognizing their needs, we’ve joined forces to better serve this community. This partnership highlights our dedication to Canada and ongoing investments in our back office. We are enhancing our digital capabilities and compliance oversight to provide the best support for our agents. By equipping our agents with robust tools and resources, we ensure they can effectively meet the needs of their clients and build lasting relationships rooted in trust and reliability.

Q: What’s next?

PS: Our expanded partnership with WFG aligns with our goal of ensuring Canadians who need insurance have access to Manulife solutions. This collaboration is a testament to our dedication in reaching diverse markets and ensuring inclusivity in insurance coverage.  

TB: WFG agents can play a crucial role in helping everyday Canadians safeguard their families’ future. Their advice and ongoing support are essential in ensuring that families are protected and prepared for whatever life may bring. Together with Manulife, our collective goal is to reach the under and uninsured in Canada and set a new standard in how financial advice and protection are delivered.

To learn more about the Manulife and WFG partnership, visit 
https://advisor.manulife.ca/advisors/insurance/newsroom/manulife-and-world-financial-group-news-release.html