Loss Support “Solace”

1. Loss Support “Solace”

May 2025
Executive Sponsor: Luke Vigeant
Product Lead: Brandon Lee
BD Lead: Samuel Daviau

2.

Loss support platform to help navigate
the grief and administrative burden that
comes with the death of a family
member or loved one.

3.

Value Proposition &
Feature Breakdown
Admin
Grief
Pre-Death
Ex/ Estate /
Will Planning
Ex/ Anticipatory
grief
Post-Death
Ex/ Probate
Process
Ex/
Bereavement
*Our Initial Focus
Apps like Willfull.co focus on will creation and estate planning (i.e. pre-death). This is
envisioned as a second phase after immediate loss support functionality, post-death.
Administrative: Most of the administrative
task management functionality of the app is
delivered directly through the application via
a dynamic, customized task management
system called a “care plan” and includes a
case manager to help guide folks through
tasks like setting up a funeral, settling
accounts and going through probate.
Grief Support: While there is some selfguided grief learning modules in the app,
most of grief support is delivered through
GreenShield (Solace links out to
GreenShield) by therapists and through
iCBT.
Some administrative functions like funeral
planning and some grief functions like
services of a grief doula can be valuable
before and after death of course.
3

4. Alignment to 2030 Strategy

Canadian, non-profit,
integrated payerprovider
1.
2.
3.
EAP and health insurance offer an immediate go to market
As we develop our life insurance business, can expand to predeath estate planning and serve as a unique differentiator
As part of a palliative care tool, loss support offers
differentiation in our suite of private delivery of public health
Leader and
competitive
differentiation
Empathy.com’s recent partnership with Sunlife is further evidence
of the market interest. GreenShield’s clinical expertise and provider
network and approach to grief counselling can be one of the key
differentiators compared to Empathy.
Digital first, Asset light
with strong D2C Brand
Awareness potential
As a digital companion app, GreenShield’s loss support application is
inherently a digital first, asset light offering. Further, it has the potential
(in stage 1, 2, & 3) to be offered as a stand-alone D2C offering.
Additionally, tools developed as part of this application including funeral
finder tools and the content offering can enhance GreenShield’s brand
awareness in market as publicly available online tools and knowledge.

5.

The Primary User is a policy member who has
lost a loved one or family member (parent, adult
dependent, spouse, grandparent, sibling, best
friend, etc.).
The Secondary Users are individuals the
policy member adds. The policy member can
add others to their “Support Circle” in the app to
help them deal with the administrative tasks
involved in managing the loss.
The initial focus of the application is to
address post-death considerations (as opposed
to Pre-Death estate or will planning), focused on
the plan member after losing a loved one