February 3, 2026
How Sterling is supporting Nova Scotia employers through smarter benefits
As employers across Nova Scotia compete to attract and retain top tech talent, employee benefits are becoming an increasingly important differentiator. Sterling Capital Brokers Ltd. is helping organizations meet that challenge with customizable, all-inclusive benefits designed to scale — from startups with a single employee to businesses with more than 1,000.
At the core of Sterling’s approach is its proprietary platform, SCB Connect, which provides organizations with faster onboarding, fewer escalations and an enhanced client and employee experience.
“We provide a technology-first benefits administration platform that automates onboarding workflows and eliminates the manual processes traditionally associated with benefits plan implementation,” says Tracy Arsenault, Senior Account Executive with Sterling.
What truly sets Sterling apart is their unique approach – fully integrated systems, with end-to-end support throughout the entire benefits lifecycle.
“Competitors typically optimize either technology or service” she says. “Our model is designed to deliver both, simultaneously and at scale.”
Recently, Sterling partnered with Digital Nova Scotia to provide DNS member organizations with access to their benefits platform. As a technology-enabled benefits broker, Sterling is able to provide simplified services at competitive prices – an important factor for growing tech companies.
The partnership comes at a time when benefits play an increasingly large role in talent attraction and retention. According to the 2025 Benefits Canada Healthcare Survey (surveyed February 2025), Canadian employees and plan sponsors rank health and wellness benefits as key competitive compensation elements influencing talent attraction and retention.
“In a province where employers compete nationally — and often globally — for skilled talent, benefits signal a long-term investment in employee well-being that extends beyond base compensation,” says Arsenault.
Operating in a smaller hub like Nova Scotia offers a unique market dynamic, with its own opportunities and challenges, says Arsenault. Sterling’s Atlantic team values the meaningful relationships they can build within the province’s tight-knit business community, while working closely with employers navigating a rapidly evolving labour market.
“Nova Scotia employers face notable constraints compared with larger markets,” Arsenault says. “A strong benefits strategy is essential to maintaining a stable workforce in a competitive market where skilled professionals have opportunities both within and outside the region.”
As the needs of employers continue to evolve, Sterling is focused on expanding their offerings to deliver greater value, efficiency and choice to their clients.
The company is strengthening their strategic partnerships and offerings, reinforcing their commitment to delivering comprehensive benefits solutions that extend beyond traditional group plans. They are positioning themselves in the home, auto, and pet insurance markets, allowing clients to access group-discounted coverage across multiple areas.
If you’re a DNS member, you can get a free quote today to access simple, customized employee benefits that support you as you scale.