Equitable is a leading financial services company founded in 1859. It offers life insurance, retirement strategies, and financial advice to individuals, families, and small businesses[2][3]. Equitable's services include variable universal life insurance policies and corporate endowment solutions[2]. Their target audience includes small business owners and executives seeking financial security and retirement planning[2]. The unique selling proposition is their commitment to helping clients secure financial well-being through holistic financial planning and a legacy of strength and wisdom symbolized by Athena[3]. Equitable is a principal franchise of Equitable Holdings, Inc. (NYSE: EQH)[2].