iA Financial Group Partners with Empathy to Enhance Bereavement Support

iA Financial Group, a leading Canadian life insurer and wealth manager, has announced a strategic partnership with Empathy, a technology company specializing in bereavement support solutions. Starting in Spring 2026, beneficiaries of iA's Individual Life insurance products will have access to Empathy's Loss Support solution, which combines technology and personalized assistance to help families manage the emotional, logistical, and administrative challenges following a bereavement. This collaboration reflects iA's emphasis on client-centric service, offering support that extends beyond financial protection to include compassionate care during difficult times. The Loss Support program provides a range of services, including dedicated care managers who offer one-on-one emotional and practical guidance, detailed planning tools for funeral arrangements, estate and tax administration, and fraud prevention. Additionally, the program offers comprehensive grief resources such as expert audio guides, articles, and meditation tools. Support is accessible through multiple channels including app, web, phone, and email to ensure beneficiaries can receive prompt assistance. Empathy's solution has demonstrated tangible benefits, reportedly saving families an average of 189 hours in administrative tasks and significantly reducing stress during bereavement. This partnership aligns with iA's strategic objective of integrating innovative technology with human-centered care to enhance the customer experience. The initiative also underscores a broader industry trend toward offering holistic insurance services that address not only financial but also emotional and practical aspects of loss. By pioneering this comprehensive bereavement support service, iA positions itself as a leader in compassionate insurance offerings in the Canadian market. This move is designed to foster trust and provide peace of mind for policyholders and their families, highlighting the insurer's commitment to sustainability and long-term resilience through supporting clients' physical, mental, and financial well-being.