Contino® by Life360 Innovations now covered as a treatment option by major Canadian benefits providers

Author: Life360 Innovations Inc. |

Life 360 Innovations Inc. (Life360 Innovations) Contino® urethral insert is now formally covered as a urinary incontinence treatment option by five major Canadian benefits providers – Green Shield Canada, Canada Life (including Great West Life and London Life), Desjardins, Manulife, and Sun Life. This provides an even greater incentive for men experiencing stress urinary incontinence (UI) in Canada to switch from their existing UI products to Contino®.

Canada Life, Desjardins, Manulife, and Sun Life have approved the Contino® urethral insert and added it to their list of eligible UI products. While plan sponsors determine the plan design that best suits the needs of members, plans with UI products covered under their group benefits plan would have Contino® considered to be an eligible reimbursable expense. The level of coverage would be consistent with coverage for other UI products.

Currently, other UI products that may be eligible for reimbursement include absorbent products (e.g. diapers/pads), penile compression devices (e.g. clamps), and external collection devices (e.g. condom catheters). The Contino® urethral insert is an entirely different solution that can help men regain the freedom to work, exercise and participate in daily activities without bulky or painful products.

Discussions are underway with additional benefits providers, so coverage levels may expand in the near future.

The Canadian Continence Foundation

The Contino® urethral insert is also recognized by The Canadian Continence Foundation (TCCF). A Contino® factsheet has been added to TCCF’s Men’s Room, an online resource centre for men’s incontinence. This marks an important milestone in the development of the Contino® urethral insert, which is now being recognized as an option that is an alternative to surgery, clamps, collection devices, and absorbent pads.

Since 1986, The Canadian Continence Foundation’s (TCCF) mandate has been to ‘to enhance the quality of life for people experiencing urinary and bowel incontinence by helping, them and/or their caregivers, to confidently seek and access cures, remedies and treatment options’. To this end, TCCF’s Men’s Room resource centre features valuable information for men that includes a screening tool, FAQ’s, The Source Guide, interactive guides, bladder control tips and information about current treatment and care options.

Life360 Innovations is also a proud supporter of TCCF. Through this partnership, Life360 Innovations’ flagship incontinence product, Contino® will be donating a portion from each product sale or subscription to support this valuable resource for those who have incontinence.

About Contino®

Contino®, an easy-to-use, self-administered medical device that helps men control their stress urinary incontinence, is licensed for sale in Canada by Health Canada. Contino® is now offered at partner clinics in BC and Ontario, including:

Ladner Physio Therapy
PG Pelvic Floor and Core Rehab
Envision Physiotherapy
Kare Physiotherapy
Advanced Pelvic Physiotherapy Centre

Contino® has been licensed by Health Canada after the completion of a five-year, multi-site Canadian clinical trial.

Contino® has been developed as an aid to assist men in dealing with urinary incontinence. The device is personally fitted to each individual by a healthcare professional and is then self-administered. Once fitted by a healthcare professional, Contino® is available by subscription, and is delivered to homes monthly for less than the cost of a daily latte.

About Life360 Innovations Inc.

Life360 Innovations imagines, manufactures and distributes Health Canada Licensed medical devices under the Contino® brand. For more information on Life360 Innovations, visit

To learn more about Contino®, visit or contact us:

Life360 Innovations Inc.

Suite 1200, 555 West Hastings Street,
Vancouver, BC Canada V6B 4N6

Office: +1 (604) 653-0360

Toll-free North America: +1 (833) 543-3311