At CAILBA 2025, Equisoft partnered with Canadian muralist WHATISADAM to create a live art experience that captured the evolution of insurance distribution. The goal was to visually represent how tradition and innovation are coming together to shape the future of the industry.
Equisoft is a leading global provider of digital solutions to the financial services industry. We are driven by innovation and sometimes that means thinking outside the box and looking outside the industry for creative inspiration. By bringing in new perspectives, we aim to spark fresh thinking and reframe how we approach transformation.
Why Did Equisoft Partner with WHATISADAM? #
Equisoft partnered with Canadian muralist WHATISADAM to bring the CAILBA 2025 theme—“Growing the Future: Tradition with Innovation”—to life in a bold, visual way.
Known for remixing classic Canadian imagery with a modern, urban edge, WHATISADAM was the ideal artist to interpret the transformation happening in life insurance distribution. His ability to blend the familiar with the unexpected gave us a unique way to represent the evolution of an industry rooted in long-standing relationships and now shaped by digital tools.
Most of the insurers we work with have served their communities for more than a century. The coverage they offer often lasts generations. Today, these companies are leveraging technology not to replace that legacy—but to strengthen it.
That same transformation is happening across the distribution ecosystem. MGAs, advisors, carriers, and tech partners are using innovation to deepen relationships and deliver more value. At CAILBA 2025, this shift was captured in real time—on canvas.
How Does the Artwork, ‘Transformations’ Reflect the CAILBA 2025 Theme? #
The 2025 CAILBA conference theme—Growing the Future: Tradition with Innovation—set the tone for conversations throughout the event. Through Transformation, we gave that message a tangible, visual expression.
Painted live behind Equisoft’s booth over two days, the mural became a focal point of the conference. Attendees returned frequently to track its progress, and by the third day, the completed piece was drawing a steady crowd. It captured attention—and sparked meaningful dialogue about how the industry is evolving, and how each of us is contributing to that change.
More than a creative backdrop, the artwork reinforced the idea that transformation in insurance is already happening—and it’s grounded in the values that have always defined the industry.
The Creative Process and What Comes Next #
It all started with a conversation. We sat down with WHATISADAM to brainstorm what innovation means in our industry. We talked about legacy insurers, about customer trust, and about the digital tools changing how protection is delivered.
From there, he developed a digital sketch—layering insurance distribution symbolism, Montreal’s character, bold references to technology and the transformative power of exciting relationships. He painted it live at the CAILBA conference, using his signature style: vibrant color, punchy visuals, and thick black outlines that make every element stand out.
The result? A one-of-a-kind artwork that captured attention and started meaningful conversations. And for those who want to keep that inspiration going, we created a limited run of signed prints.
