Advocis Saugeen


On June 4, 1906, the members of the Life Underwriters Associations of Montreal, Quebec City, Prince Edward Island and Toronto met and founded the Life Underwriters Association of Canada (LUAC) to act in the interest of life insurance agents and represent their views to government and the public.

Then as now, professionalism and advocacy drive the Association's mandate.

Today, Advocis, The Financial Advisors Association of Canada, is the oldest and largest voluntary professional membership association of financial advisors and planners in Canada. We are the home and the voice of Canada's financial advisors. Through its predecessor associations Advocis proudly continues a century of uninterrupted history of serving Canadian financial advisors, their clients, and the nation.

With more than 11,000 members organized in 41 Chapters across Canada, Advocis members serve the financial interests of millions of Canadians.

As a voluntary organization, Advocis is committed to professionalism among financial advisors. Our members are professional financial advisors who adhere to an established professional Code of Conduct, uphold standards of best practice, participate in ongoing continuing education programs, and maintain appropriate levels of professional liability insurance and are committed to putting their client interests first.

Our members are experts who can provide a full range of financial services including estate and retirement planning, wealth management, risk management and tax planning.

The Advocis Protective Association (APA) protects members by offering comprehensive errors and omissions insurance coverage.

Through the The Institute, Advocis administers and promotes the CLU (Chartered Life Underwriter) designation and requires its members to have, or be in the processes of earning, the CLU or Certified Financial Planner (CFP) designation.

Advocis is a valued stakeholder to governments and regulators at all levels, and the Association aggressively pursues its members' interests in the public square through a variety of advocacy initiatives. The Conference of Advanced Life Underwriters (CALU) safeguards advisors' interests at the federal level.

Through comprehensive professional support and advocacy, Advocis is the home and voice of Canada's financial advisors.