iAtoday

The annual conference of the Association de la retraite et des avantages sociaux du Québec (ARASQ), held on September 17 and 18 in Gatineau, brought together industry leaders to discuss a topic that is more relevant than ever: Redefining our shared frame of reference.

During the plenary session titled “Our Industry in Action in the Face of Unstoppable Forces,” Louis-Philippe Pouliot, Executive Vice-President, Group Benefits and Retirement Solutions, shared his strong conviction that despite the many forces transforming our environment, innovation remains our greatest asset.

An aging population, increasingly diverse life paths, the transformation of the workplace and cost pressures are reshaping expectations for group plans. In this context, the industry must go beyond simply updating its products and rethink value creation.

“The question is no longer whether needs will continue to evolve, but how to keep pace with that evolution.”

Louis-Philippe Pouliot, Executive Vice-President, Group Benefits and Retirement Solutions

This consideration is especially important given that a significant gap in perception persists: 82% of plan sponsors rate their employee benefits program positively, compared with 63% of plan members². With a 19-point gap, plan relevancy is a strategic issue.

A broader perspective on wellbeing

One of the key changes in recent years has been the broadening of our understanding of wellbeing. Physical health remains essential, but it can no longer be separated from mental, social and financial wellbeing.

“We have evolved from a model focused on protection to one that aims to support people in a more comprehensive way throughout their lives.”

Louis-Philippe Pouliot, Executive Vice-President, Group Benefits and Retirement Solutions

Organizations are now pursuing integrated approaches in which prevention, support and experience are just as important as protection.

This shift is particularly evident in our disability management practices. Beyond the medical condition itself, long-term recovery also depends on factors related to mental health, financial stability, the social environment and the workplace. A comprehensive approach to disability management therefore promotes a smooth and sustainable return to work.

From flexibility to personalization

Expectations are also evolving with regard to experience.

Needs vary depending on life stages, family circumstances and individual priorities. In this context, personalization becomes a central component of the value proposition.

Data shows that this flexibility has a direct impact on people’s perception of their plans. Among those who can personalize their benefits, 78% feel that their employer cares about them, compared with only 29% among those who cannot².

“Personalization is not just a trend. This is a new, core expectation that is redefining how people perceive the value of their group plans.”

Louis-Philippe Pouliot, Executive Vice-President, Group Benefits and Retirement Solutions

Using group savings to support life plans

The same change can be seen in group savings.

Retirement is still a priority, but it is not the only financial goal on people’s minds. Goals like homeownership, personal plans and financial resilience are diversifying expectations, increasing the importance of financial education and support.

“Group savings plans have the opportunity to play a much broader role than before. They can contribute to total wellbeing at every stage of life.”

Louis-Philippe Pouliot, Executive Vice-President, Group Benefits and Retirement Solutions

The forces shaping our industry will continue to evolve. Our shared challenge is to turn this uncertainty into an opportunity to innovate so that we can offer solutions that are increasingly relevant, compassionate and tailored to the realities of tomorrow.

¹ HUB International | 2025 Workforce Vitality Gap Index.
² Marsh. Health on demand 2025.