CANADA have served Canadians for more than a century , and Armstrong says their transformation is really about positioning them for the future .

“ We ’ re embracing the future , while respecting our past . We have a proud heritage of helping Canadians with services and expert financial advice . We ’ re looking to use the power of technology to find new ways to improve the financial , physical and mental well-being of our customers .”

Evolving customer needs Armstrong believes that while customer expectations of technology have risen , many aspects of the financial services industry have been slow to respond .

“ The modern customer wants immediate access to their financial information augmented with timely advice that empowers them to make better decisions ,” says Armstrong . “ Advice-based insurance and wealth management business models within Canada have approached technology cautiously , fearing it would provide an unnecessary barrier that gets in the way of what is a very personal relationship between financial planners , advisors and the customer .”

But according to Armstrong , Lifeco isn ’ t shying away from this challenge , and instead , views it as a strategic opportunity .

“ We ’ re listening very closely to both our customers and financial advisors . We see emerging technology as an opportunity to significantly enhance these personal relationships that are so important to our overall success .”

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