Safeguarding Families: The Role of a World Financial Group Independent Insurance Agent

Kim¹ came to Norman Galanto’s office in Calgary, Alberta, seeking help to save money for her children’s education. Norman, a World Financial Group (WFGIAC) independent agent² for more than 14 years, helped Kim secure financial protection at a critical time.  “Through the financial needs analysis, I discovered Kim had a decent income and savings, but she didn’t have life insurance,” recalled Norman. “Her primary concern was to provide protection for her children’s education, but her current financial strategies didn’t reflect that priority.” As a result of their conversation, Kim decided that life insurance should be part of her financial plan and purchased a policy. Unfortunately, she was later diagnosed with a terminal illness and passed away while her children were still very young. Insurance agents are in the rare position to help bring peace to grieving families, and in this situation, Norman was able to deliver a death benefit that helped to secure the future of Kim’s children’s education.

“There’s no core curriculum in our school systems today teaching principles of making smart financial investments,” said Norman. “I believe that all Canadians inherently want what’s best for their families. Once we show available options and they determine what is best for their family, the right solutions can change the destiny of multiple generations.”

Like many Canadians who come from humble beginnings, financial education wasn’t part of Norman’s upbringing. He often lived paycheck to paycheck, before becoming an agent, and worked multiple simultaneous jobs—in restaurants, hotels, wholesale grocery stores, as an auditor, and an aircraft mechanic—to make ends meet. “And if there was time, my wife and I would throw newspapers for extra money,” recalls Norman.

Elizabeth Zetazate was a midwife in the Philippines before moving to Canada. Now based in Toronto, Elizabeth joined WFGIAC 24 years ago to start her own insurance business.  She was drawn to becoming an agent because it offered both work/life flexibility with the opportunity to continue to help families. “WFG is committed to giving everybody a chance,” said Elizabeth. “When I joined, the financial industry was mostly men; but WFG’s commitment to inclusivity gives everyone a chance. I want to teach proper protection. I can help families achieve financial security.  I want to empower others like I have been empowered.”

Norman and Elizabeth, both first-generation Canadians from the Philippines, often see themselves in their clients.  “The immigrant population in Canada is growing and these new Canadians are often well educated,” said Elizabeth, “but when they come to Canada they are shocked because they feel they have to start all over without connections or support. They fear they don’t have options. They may not have strong financial knowledge on how things work here. We are here to help them, no matter their background. That’s why our system works.”

Steve Holbrook joined WFGIAC when he was 23 years old. As the oldest son of a Slovenian family, Steve had been groomed to take over his family’s masonry business after college. “Before becoming an agent, I was working as a bakery chef in Edmonton, buying time before taking over our family’s construction company. Those plans changed when I was presented with the chance to build my own business, and the ability to help educate Canadian families. I felt like this was the mountain I was destined to climb,” recalls Steve. “Today, I have more than 500 licensed agents on my team all working across Canada to offer people the financial knowledge that helps them live their best lives.”

Today, Norman, Elizabeth, and Steve each run their own businesses, with multiple office locations to help middle-income families across Canada gain financial protection. WFGIAC – and the very real people behind the business – have one purpose: to close the protection gap, leaving no family behind.

 “We want our customers and agents to have an amazing experience when they walk through our door,” said Steve. “You know there’s a part of me that is really not proud of how the industry has largely ignored so many middle-income families and underserved their needs. But the other side of it is that it makes me want to work even harder, to do an even better job for these families that have been forgotten.” “We are seeing the impact on our clients firsthand,” continued Steve. “I had a client who was diagnosed with a chronic disease as a young adult. Her medication was very expensive for her, but she was protected by a policy that significantly defrayed her costs.

Another client had just lost her husband. She was mourning her family’s loss; a truly devastating time. However, his life insurance policy was able to be a sliver of peace in her life moving forward by alleviating some of the financial burden that she was feeling. That’s why we do what we do.”

Agents play a crucial role in helping everyday Canadians safeguard their families’ future. Their expert advice and ongoing support are part of ensuring that families are protected and prepared for whatever life may bring. By closing the protection gap and providing access to financial education, WFGIAC agents are making a significant impact on the lives of middle-income families across Canada.

About WFGIAC: World Financial Group Insurance Agency of Canada Inc. (WFGIAC) offers life insurance and segregated funds through a distribution network of more than 20,000 independent agents across Canada. These independent agents are dedicated to helping individuals, families, and businesses achieve financial security through life insurance, retirement, and wealth-building strategies.  WFG Securities Inc. (WFGS) offers mutual funds by properly licensed individuals. WFGIA, WFGIAC and WFGS are affiliated companies. The WFG companies are wholly owned indirect subsidiaries of Transamerica Corporation.

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¹ In this article, policyholders’ names have been changed to protect confidentiality and their stories may be representative of multiple clients.

² All agents referenced in this article are independent licensed insurance agents contracted with World Financial Group Insurance Agency of Canada (WFGIAC).