Empathy expands in Canada with Securian Canada, bringing Loss Support to more beneficiaries
Empathy is partnering with Securian Canada to give life insurance beneficiaries practical, on-demand support after the loss of a loved one. Empathy is now included with all Securian Canada in-force and new individual life insurance policies distributed through PolicyMe, available to policyholders and their beneficiaries at no extra cost.
This partnership offers Canadian families access to Empathy’s AI + human care approach and comprehensive life events platform, and arrives with new data that makes the case for this kind of support clearer than ever. It also also builds on Empathy’s existing relationship with Securian Financial in the U.S., where Securian already offers Empathy to its customers.
What Canadians carry after a loss
Securian Canada’s new research, conducted with the Angus Reid Forum, surveyed Canadians who had lost an immediate family member in the past five years. More than half (54%) took on practical and administrative responsibilities after the death. Among them:
42% said it took longer than expected to settle their loved one’s affairs
36% said it was challenging to contact multiple organizations
31% were worried about making a mistake
Unfortunately, paperwork often sits on the precipice of loss. 88% of respondents felt an impact on everyday life after their loss, and 71% reported at least one emotional, mental, or physical effect, including fatigue, difficulty sleeping, anxiety, and feelings of isolation.
“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.”
Support that extends beyond the claim
A life insurance payout provides financial protection; it does not tell a family where or how to navigate grief. Empathy’s Loss Support fills that gap by combining AI and human care to help people move forward with clarity, precisely when they need it most.
Through Securian Canada, beneficiaries can access grief support, funeral planning, obituary writing, estate administration, help closing accounts, family support, and more.
Canadians are telling insurers this matters. In Securian Canada’s research, 59% of respondents said a bereavement-support platform would be at least somewhat valuable, and 54% said the service would make them more likely to buy a life insurance policy from the company offering it.
“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.”
Securian Canada plans to expand the offering to more of its distribution partners, bringing Loss Support to even more policyholders and their families.
Growing momentum in Canada
Securian Canada joins a growing group of Canadian insurers and financial institutions that have made bereavement support part of how they care for customers. TD has integrated Empathy into estate settlement, iA Financial Group offers Loss Support to beneficiaries of its individual life policies, and BMO Insurance extended Loss Support to eligible policyholders across its life and critical illness products.
Together, these partnerships point to a shift in what Canadians can expect from the institutions they trust: support after loss is becoming part of the standard of care for families.
One standard of care, across borders
Empathy has built the life events layer for life’s hardest moments. Our platform combines AI and human care to support families in bereavement, estate management, legacy planning, caregiving, leave, and more, and now reaches more than 50 million policyholders across the U.S., Canada, and the U.K. Securian Canada is the latest proof of Empathy’s scale, as they join a global network of insurers, financial institutions, and employers that offer support via Empathy Loss Support, Empathy LifeVault, and more.
About the research
This study was conducted by Securian Canada 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 and 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, or partner) in the past five years (500 respondents).
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