I have been insured with Equitable Life for over 5 years. Having a small company I look to take care of my employees providing them with the best benefits and insurer. Over the years (past 20 years) we've been with all of the big Canadian companies (Sun Life, Manulife, Great West Life) and they were all ok but from a customer service standpoint, Equitable Life call centre representatives are the most knowledgeable and actually seem to care when one of my employees phone's in.
They also have the best (and easiest) ways to send in claims over their website and through my iPhone.
Would highly recommend this company.