Chances for Canadian brokers in the A&H insurance market

Chubb expert gives top tips for brokers servicing the space

Chances for Canadian brokers in the A&H insurance market

Life & Health

By Bethan Moorcraft

Accident and health insurance (A&H) protects people from losses resulting from accidents or health problems. It’s commonly offered by employers to incentivize employees to work for and stay with a company.

The scope of A&H and employee benefits in Canada is huge. As such, it’s important for employers and their advisory brokers to be agile and flexible in the way they approach the market.

Insurance Business caught up with Marina Osso, vice president, sales, accident & health, Chubb Life Insurance Company of Canada, to find out more about A&H insurance and to get some top tips for interested brokers.

What recent trends have cropped up in the Canadian A&H insurance market?
The availability of optional benefits within an employee benefit plan has been gaining momentum in the market due to younger employees’ decreased likelihood of staying with one employer for an extended period of time. These employees are looking for more flexibility in their benefit plans that will allow portability of A&H products, such as accidental death and dismemberment and critical illness.

Also, brokers continue to appreciate insurers that provide educational tools on A&H products, including information on product details and how these products can help meet the needs of their clients.

What opportunities are there for insurance brokers in the A&H insurance market?
Chubb understands that all employee groups do not have the same coverage needs. Therefore, brokers should know what relevant questions to ask their clients to determine their risk level and any potential gaps in current insurance programs. These gaps can be addressed by A&H products.  

Some examples of pertinent questions include: does the client have owned or leased aircraft?; do they employ pilots?; what does the client have in place to cover off their responsibilities under ’Duty of Care’ legislation? By working with a seasoned specialty carrier, a broker can find a solution to most of their clients’ non-traditional insurance risks which are not addressed in their traditional employee benefit programs.

What are the biggest challenges insurance brokers face in the A&H insurance space? 
Whether you are an experienced broker or one just starting in the industry, some of the biggest challenges facing insurance brokers in the A&H insurance market are:
  • knowing what material questions to ask to identify any coverage gaps;
  • the lack of knowledge of a specialty A&H carrier’s value proposition; and
  • convincing clients that their comprehensive coverage needs are best served by working with specialty A&H carriers and the carrier providing traditional employee benefit coverages.
What advice do you have for brokers working in this market?
Do not put AD&D (accidental death and dismemberment) and other accident plans into a box.  Instead, brokers should consider the various applications of the insurance products and tailor them according to a client’s specific needs, such as sports accident (organized sports), participant accident (events/liability coverage), and occupational accident (employees not covered by worker compensation plans). These specialty coverages are there to respond to the unique needs of each client.
 
 
Related stories:

Keep up with the latest news and events

Join our mailing list, it’s free!