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Step Up is a 4-week exercise challenge that raises funds for charity. In Canada, funds raised will support children and youth.
Individuals ($50/participant) or teams of 10 ($500/team) register to participate by “donating” the registration fee to our charity of choice.
After your donation, use the Be Well app to track your steps. The link to the app will be sent after your donation is received. Be a solo competitor or invite colleagues, clients, family and friends to join you on a team.
Walk, run, bike, yoga, you name it – the Be Well software converts your daily workouts into steps within the app to keep you atop the leaderboard!
Your participation directly supports children and youth, with donations going directly to IICF Canada’s charity of choice: Children First Canada
What’s more, global* individual and team competition winners will be invited to select a charity** to receive an IICF grant:
1st Prize for Individual and Team Winners: $1,000 grant (2 awarded) 2nd Prize for Individual and Team Winners: $500 grant (2 awarded)
* As a global challenge, with individuals and teams participating in the US, UK and elsewhere, the top winning individual and team from the entire global challenge will be invited to select a charity.
** Charitable organizations to be vetted prior to grant awards to ensure compliance with IICF standards.
IICF Canada has partnered with Children First Canada to make a difference. Registration for all Canadian participants will be done through a donation form created by IICF Canada and Children First Canada, meaning 100% of your donation is going directly to charity.
Children First Canada is a national charitable organization that serves as a strong, effective and independent voice for all 8 million children in Canada. With a vision to make Canada the best place in the world for kids to grow up, its various campaigns and initiatives – from online safety to mental health to sustainable development – encourage youth leadership and support throughout Canada.
Register today to participate!
Here’s how: Donate your registration fee directly to Children First Canada through this custom donation form. We’ll send you an email with the link to download the Be Well app so you can get ready to count your steps.
The step counting challenge runs from April 20 – May 17, 2026.
While our application for charitable status is under review, we still want to make a difference. That’s why we’ve selected a national charity of choice to receive your registration fees directly - as donations.
Step counting is done through the Terryberry Be Well app. The platform can be downloaded and used on smartphones and tablets and can also be accessed on your computer through a browser.
After accessing Be Well and clicking ‘Register’, complete the information to sign up and follow steps to “Connect a Device.”
Complete instructions for how to access and use the Be Well app are here.
Participants can track a wide variety of activities to be converted to steps within the challenge platform.
The top two teams and top two individuals from the entire global challenge will have the opportunity to designate an IICF grant to their charity of choice. Team challenges are based on the team’s aggregate average during the active dates of this challenge. This average is calculated by adding together all steps that are reported by team members, and dividing it by the number of members on that team.
For example:
On the first day of the challenge:
Member 1 – 7,000 steps
Member 2 – 3,000 steps
Member 3 – 15,000 steps
Member 4 – 0 steps
25,000 total steps / 4 members = 6,250 step average (what will show on the leaderboard in the challenge)
By joining this challenge, you agree to connect your device to the Terryberry Be Well app. As part of your participation, your step data will be collected and displayed within the app, and your name (and/or chosen display name) will appear on a leaderboard accessible to other registered participants.
By participating, you acknowledge and consent to the collection, use, and display of your activity data for the purposes of administering the challenge. Your information will be managed in accordance with the Terryberry Be Well app’s privacy policy, and participants are encouraged to review those terms prior to joining.
Participation in the challenge is voluntary. You may withdraw at any time by disconnecting your device from the app; however, any data already collected may remain visible on the leaderboard.
Step Up was introduced in 2020 during the global pandemic and quickly became a success. This is the first year that IICF Canada is taking part in the challenge. To learn more about the history of Step Up, go here.
At Insurance Industry Charitable Foundation (IICF) Canada, we help communities and enrich lives.
Through grants and volunteerism IICF Canada is the insurance industry’s partner in delivering social impact through industry collaboration. In Canada, we will do this by supporting children and youth at risk, including those facing food insecurity. Informed by the priorities of the industry and the individuals serving on our board, IICF represents the pulse of the industry’s charitable interests, demonstrating the impact of collective, united giving.
Founded in 2025, IICF Canada is excited to expand our network and make meaningful change, fueled by the generosity of Canada's insurance industry. Learn more here.
Thank you for your interest and we hope you’ll join us as #InsuranceStepsUp for children in need!
