World Financial Group (WFG) has announced a significant expansion of its partnership with Manulife, one of Canada’s leading life insurers. This initiative is designed to expand access to life insurance for middle-income Canadians, a group historically underserved by traditional financial services.
According to insurance industry research organization LIMRA, nearly one-third of Canadians are either uninsured or underinsured. This presents a meaningful opportunity for WFG agents in Canada to support underserved communities and help individuals build the financial foundations they need to navigate life’s opportunities and challenges.
Following a successful 10-month pilot, a growing number of WFG agents across Canada will now be eligible for certification to offer products from Manulife, with a specific focus on the Vitality program. This includes term, universal, and participating life insurance products, as well as Manulife’s suite of segregated fund options, which are similar to annuities.
The expanded partnership also introduces enhanced agent training, robust compliance oversight, and structured onboarding to ensure high-quality service and alignment with industry-leading standards.
This development marks a major milestone in the WFG–Manulife partnership, which began in 2017 and previously included the distribution of Manulife’s travel, health, and dental insurance products through WFG agents.
“Together with Manulife, we share a common goal of closing the coverage gap for middle-income families in Canada. Adding Manulife Vitality to our offerings better supports the uniqueness and diversity of the individuals and families our agents serve to ensure that no family is left behind,” said Todd Buchanan, President of WFG.
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More information about WFG
WFG is an affiliated insurance distribution network of more than 87,000 independent agents who primarily serve middle-income households across the United States and Canada. Many of these agents come from diverse backgrounds, enabling them to better understand and meet the needs of the communities they support.
WFG agents provide their customers with financial education and access to a broad range of life and non-life insurance products. In the United States, they offer both Transamerica and third-party products; in Canada, they focus on third-party offerings.
WFG is owned by Transamerica, Aegon’s largest business unit, and plays a central role in Aegon’s ambition to transform Transamerica into America’s leading middle-market life insurance and retirement company.