Smart Insurance, Heart-First Advice

Why Participating Insurance Might Be the Missing Piece

Yes, you can access the policy’s growing value while you're alive — not just leave it behind.
Many of our clients use it to supplement retirement cash flow, fund business opportunities, or support family goals — on their terms.Participating whole life insurance (sometimes called “par”) combines lifelong protection with the power of stable, tax-advantaged growth. It’s a long-term strategy that supports both legacy planning and financial flexibility during your lifetime.Whether you run an incorporated business or operate as a sole proprietor, this kind of policy can help you:- 💼 Move savings out of the tax drag zone (corporate or personal)
- 🧾 Gain more control over future wealth and estate planning
- 💚 Build a stable, values-aligned asset that grows with you over timeWe’ll show you how it works in plain English — no jargon, no pressure.📌 Insurance products discussed on this site are offered through Malinda Larsh and Claire Hinchliffe, licensed with Assante Estate and Insurance Services Inc. (AEIS). GenThrive Benefits Inc. is not licensed to distribute insurance directly through AEIS.

• Book a call with an advisor to explore your insurance strategy (offered through AEIS)

Why Clients Choose GenThriveWe’re a women-led, BC-based benefits and insurance firm built on trust, clarity, and real relationships.GenThrive is backed by Certified Financial Planners and supports clients across BC with education, benefits consulting, and planning.
Insurance products are offered exclusively through licensed advisors through Assante Estate and Insurance Services Inc. (AEIS).From group benefits to life, disability, critical illness, annuities, and even travel insurance — offered through our licensed advisors — we help you find protection that actually fits your life and business. We also offer flexible Health Spending Accounts (HSAs) and select investment-style solutions through insurance, like segregated funds, for clients who want protection with growth potential.Whether we’re helping you care for your team or grow long-term wealth through your corporation, we believe in one thing:
Planning should feel personal — and never overwhelming.📌 Insurance solutions in this section are provided through Malinda Larsh and Claire Hinchliffe, licensed with AEIS.

Frequently Asked QuestionsDo you only work with women?
Nope — we work with all kinds of people and businesses. That said, we’re proudly women-led and love supporting clients who value trust, clarity, and a human-first approach to planning and protection.Do you charge for financial planning?
Most of our clients receive planning as part of their insurance or benefit solutions. For those without a product need but still seeking our advice, we offer a standalone plan for $2,500 + GST, with optional updates for $500.*What areas do you serve?
We’re based in BC and fully licensed to work with individuals, families, and business owners across the province — including Vancouver Island, the Lower Mainland, the Interior, and Northern BC communities.How do I get started?
You can request a quote, book a 15-minute intro chat, or just scroll through the site to learn more. We're happy to meet you wherever you're at — no pressure.What happens in a strategy chat?
It’s a 15-minute call where we learn a bit about your goals and see if our solutions are a good fit. There’s no obligation — just a warm, professional conversation.Do you work virtually or in person?
Mostly virtually — by phone or Zoom — which helps us work with clients all across BC. But if you’re local we're happy to meet in person.Do you work with incorporated businesses?
Absolutely. Many of our clients are incorporated professionals or business owners looking for tax-efficient ways to protect their families, grow wealth, or offer team benefits. We can help structure insurance and group plans to fit your corporate setup.What makes you different?
We’re women-led, BC-based, and backed by Certified Financial Planners — but more than that, we’re real humans who care. You’ll never feel talked down to or rushed. We believe financial advice should feel personal, clear, and actually helpful.What if I don’t know what I need yet?
That’s totally fine — most people don’t. Whether you're exploring benefits, thinking about life insurance, or just want to ask a few questions, we're here to help you figure it out, step by step.What if I need to cancel or reschedule a meeting?
No problem at all — life happens. You can cancel or reschedule using the link in your confirmation email, or just reach out directly. We appreciate a heads-up when possible.Do you offer HSAs?
Yes! Health Spending Accounts are a flexible, tax-efficient way for business owners to cover medical expenses. They’re especially useful for incorporated individuals or small teams looking for coverage without a traditional group plan.Who provides the insurance advice and products at GenThrive?
Insurance advice is provided by Malinda Larsh & Claire Hinchliffe, licensed life and health insurance advisors through Assante Estate and Insurance Services Inc. (AEIS).
While GenThrive Benefits Inc. supports education, benefits planning, and group coordination, all regulated insurance transactions are conducted through Malinda and Claire under their individual AEIS licenses.

Still have questions?
We’d love to help. Whether you’re just starting to explore your options or ready to build a plan, we’re here to support you — at your pace.→ Book a 15-min Intro Chat
or
→ Send Us a Message

📍#1 2939 Boys Rd Duncan, BC
📞 888-891-8820
✉️ [email protected]© GenThrive Benefits Inc.
Proudly serving clients across British Columbia — from the Island to the Interior and beyond.
Privacy Policy • [email protected]Group Benefits, Group RRSPs, and Health Spending Accounts are offered directly through GenThrive Benefits Inc.
Life and health insurance products are offered separately through licensed advisors with Assante Estate and Insurance Services Inc. (AEIS).