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Canada Life launch HumanSense - A CPD training programme based in behavioural psychology

Canada Life has partnered with leading experts in behavioural psychology, ‘we are IB’, to create an eLearning programme designed to help financial advisers understand behavioural bias in financial advice. 

HumanSense consists of six modules, covering a range of topics such as Understanding Client Behaviour, Creating Emotional Resonance and Visualising Your Future Self.

The objective of the training is to enable advisers to engage in deeper conversations, helping them to build trust and emotional empathy with their clients. All with a view to achieving better client outcomes.

The training programme is free and will provide advisers with six hours of CPD qualified training, with each assessment being completed at a time of the advisers choosing.  

Keily Vanstone, Head of Marketing, Brand and Communications, Canada Life comments:

"With the introduction of Consumer Duty, there has been a greater focus and need for advisers to actively consider and take account of their behavioural biases in order to ultimately achieve better customer outcomes. We wanted to offer support in this understanding and provide actionable insights for advisers to use in the financial advice sales process.

“Together with ‘we are IB’, we have created a free e-learning programme, based in deep understanding of client behaviours. Our hope is that, alongside our existing technical support, HumanSense will offer insights for advisers to further develop their relationships with clients, whilst helping them to keep in step with Consumer Duty as well."

Dr Simon Moore PHD, and CEO, we are IB, comments:

“We know that there are cognitive barriers in the advice industry which are prohibiting advisers from having more human conversations with their clients. Traditionally, facts, figures, and jargon may be used in initial conversations as a means to try win a client’s trust. We also know from cognitive neuroscience that humans all make decisions primarily around how they 'perceive they feel about facts and figures' not on the actual logical interpretation of those facts and numbers. This, together with the learnings we’ve gained by looking at the behaviour of clients, shows that there is an opportunity for advisers to upskill in a non-technical space.

“Through our partnership with Canada Life, and speaking to advisers directly, we considered the most valuable tools that would be needed for them to understand the needs of their clients better.

“The HumanSense training will never replace the technical knowledge required for financial advisers – but it is our hope that it may complement what exists and engage both the rational and emotional decision-making system of clients.”

Lee Robertson, Founder and CEO of Octo Members Group said:

“This is a departure from the norm, certainly from a traditional financial services company, and the feedback from our members to date who have accessed the eLearning has been overwhelmingly positive.”

All six modules are available now via the ican Academy on the Canada Life website here: Human Sense | Canada Life UK




Press enquiries should be directed to:

Elle McAtamney, Canada Life, 07913 568213,

About Canada Life

Canada Life is part of a group of companies controlled by Great-West Lifeco Inc., a diversified financial services holding company headquartered in Winnipeg, Canada. Through its subsidiary companies, Great-West Lifeco has operations in Canada, the United States, and Europe. Great-West Lifeco and its insurance subsidiaries have received strong ratings from major rating agencies.  Great-West Lifeco has over 38 million customers worldwide and £1.532trillion assets under administration (as at 31 December 2022).

Canada Life Limited began operations in the United Kingdom in 1903 and looks after the retirement, investment and protection needs of individuals and companies alike. As well as providing stability and security through its individual contracts, Canada Life Limited has grown and maintained its position as the market leading provider of group insurance solutions.1 Canada Life acquired Retirement Advantage on 3rd January 2018 for an undisclosed sum. The acquisition added over 30,000 retirement income and equity release customers and more than £2 billion of assets under management including a £1.5 billion block of in-force annuities to Canada Life.

Canada Life Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. Canada Life International Limited and CLI Institutional Limited are Isle of Man registered companies authorised and regulated by the Isle of Man Financial Services Authority. Canada Life International Assurance Limited and Canada Life International Assurance (Ireland) DAC are authorised and regulated by the Central Bank of Ireland.

Stonehaven UK Limited, registered in England and Wales no. 05487702. Registered office: Canada Life Place, Potters Bar, Hertfordshire EN6 5BA.

Stonehaven UK Limited is authorised and regulated by the Financial Conduct Authority.

  1. Canada Life MI & Swiss Re, 2022