Two of Canada's leading property and casualty insurers, Gore Mutual and Intact Insurance, have announced that they will continue to support the Insurance Brokers Association of Canada's (IBAC) Broker Identity Program at the full partner level in 2023.
The Broker Identity Program is a national advertising campaign that aims to raise awareness of the significant value that insurance brokers provide for their clients.
In addition to supporting this campaign, the two companies' investments will contribute to other IBAC initiatives such as technology leadership, professional development of the broker workforce, and strong and effective federal advocacy to maintain the separation of banking and insurance.
Gore Mutual CEO Andy Taylor expressed pride in supporting the Broker Identity Program for another successful year and acknowledged the instrumental role brokers have played in the company's strategic journey.
“We will continue to invest heavily in that channel as the expertise and insight provided remains incredibly important to consumers,” Taylor said.
Louis Gagnon, CEO of Intact Financial Corporation, also expressed pleasure in continuing to support the Broker Identity Program, while emphasizing the importance of the program to brokers, customers, and the industry as a whole.
“We are grateful for our ongoing relationships with brokers across Canada in their critical roles as trusted advisors and customer advocates,” Gagnon said.
IBAC CEO Peter Braid thanked both companies for their ongoing support and underscored their commitment to the broker channel “as the preferred way to purchase insurance.”
The two companies continued support exhibits their understanding of the “essential role that brokers play in serving and advocating for insurance consumers,” Braid added.
IBAC recently launched a national ad campaign aimed at changing the way consumers view insurance and the brokers they deal with.
Centred on the slogan “the world doesn’t work without insurance, and insurance works best with an insurance broker,” the campaign utilizes TV, social, and digital marketing to drive traffic to a “Broker Benefit” landing page that explains the advantages of working with a broker.
“We believe that it will respond to the priority of talent attraction by elevating the insurance industry generally and the broker profession specifically,” Braid said of the campaign. “No-one has positioned the importance of insurance, or insurance brokers, in quite this way.”
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