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Securian Canada expands loss support for beneficiaries through strategic association with Empathy

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TORONTO — Securian Canada, a leading provider of inclusive and accessible insurance solutions, announced a new strategic association with Empathy, a technology company transforming how the world plans for and deals with life’s most difficult moments.

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Securian Canada’s new research reveals that after experiencing the death of an immediate family member, more than half (54 per cent) of respondents took on practical and administrative responsibilities. Among those, 42 per cent said it took longer than expected to settle their loved one’s affairs, 36 per cent said it was challenging to contact multiple organizations and 31 per cent were worried about making a mistake.

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“After losing a loved one, people need space to grieve. Instead, many find themselves managing unfamiliar, time-consuming responsibilities while experiencing one of life’s most difficult moments,” said Nigel Branker, Chief Executive Officer, Securian Canada. “Supporting Canadians means more than providing financial protection. It’s about helping them navigate challenges in a way that allows them to focus on what matters most.”

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Today, Securian Canada and Empathy are offering new technology to extend care beyond insurance claims by providing practical, on-demand support for life insurance beneficiaries who are navigating the loss of a loved one. Empathy combines technology and human care to help people move forward with clarity and confidence. The offering includes grief support, funeral planning, obituary writing, estate administration, assistance with closing accounts, family support, and more.

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Securian Canada’s research shows that 88 per cent of survey respondents reported feeling an impact on everyday life after a loss, and 71 per cent reported at least one emotional, mental or physical effect after the loss (e.g., fatigue, difficulty sleeping, anxiety, difficulty concentrating, feelings of isolation, changes in appetite or weight, etc.). The research also shows that nearly 6 in 10 people would find a bereavement-support platform at least somewhat valuable and more than half (54 per cent) say the service would make them more likely to buy a life insurance policy from the company offering it.

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“Grief does not happen separately from the practical demands that follow a loss. Families are often expected to make consequential decisions and complete complex tasks at a time when even everyday responsibilities can feel overwhelming,” said Ron Gura, Co-Founder and CEO, Empathy. “No one should have to navigate that experience alone. By working with Securian Canada, we can give more Canadians the guidance and human support they need, helping ease the practical burden and making each next step feel more manageable.”

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Empathy is now included with all Securian Canada in-force and new individual life insurance policies distributed via PolicyMe, available to policyholders and their beneficiaries at no extra cost. Securian Canada is expanding this offering to other valued distribution partners to continue providing more options and increased accessibility to policyholders.

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About the survey

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This study was conducted using a general population sample of Canadians drawn from the Angus Reid Forum, with natural fallout on age, gender, and region. The survey was fielded between July 31, 2026 to August 11, 2026 in English and French. Respondents were screened using a life-events screener and qualified if they had lost an immediate family member (parent, sibling, child, spouse/partner) in the past five years (500 respondents).

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About Securian Canada

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At Securian Canada, we help build secure tomorrows. We design solutions that enable our partners to provide coverage to more Canadians because we believe insurance is for everyone.

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Working alongside Canada’s leading financial institutions, member organizations and other strategic partners, we combine intuitive technology, human insight and a flexible, collaborative approach to help make insurance simpler, more accessible and more relevant to the evolving needs of Canadians.

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Established in 1955, Securian Canada is a leading insurance provider and an independent subsidiary of Securian Financial Group, Inc.

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About Empathy

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Empathy is a leading technology company transforming how the world plans for and deals with life’s hardest moments, serving more than 50 million policyholders across the U.S., Canada, and the U.K. The Empathy platform brings AI and human care together to support people across bereavement, estate management, legacy planning, caregiving, leaves of absence, and more. Empathy’s AI helps surface the right guidance at the right time, while its human experts bring the judgment, compassion, and reassurance that only another person can provide. Backed by $162 million from venture firms including Index Ventures, General Catalyst, and Adams Street Partners, alongside strategic investments from global financial institutions, Empathy has been recognized by Apple, Google Play, and Fast Company for redefining the standard for modern support. Learn more at empathy.com.

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View source version on businesswire.com:

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Contacts

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Securian Canada media contact

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Heather MacDonald

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Director, External Communications

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437-677-8010

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