The Insurance Brokers Association of Canada (IBAC) has announced that property and casualty (P&C) insurer SGI CANADA and its Coachman Insurance subsidiary will continue their sponsorship of its broker identity program (BIP) national advertising campaign at full partner level.

BIP is a national advertising campaign that raises awareness of the value that insurance brokers provide for their clients by way of “choice, advice, and advocacy.”

In statement, IBAC said that the investment will “contribute to important initiatives, including IBAC’s technology leadership, professional development of the broker workforce, and our strong and effective federal advocacy to maintain the separation of banking and insurance, which protects consumers and promotes a fair and competitive marketplace.”

Read more: IBAC maintains SGI CANADA as sponsor of national ad campaign

“SGI CANADA’s business model of offering products exclusively through the broker channel is a strong vote of confidence in the important role of the insurance broker, and clearly demonstrates a deep commitment to the customers we jointly serve,” said Peter Braid, chief executive officer of IBAC. “We greatly appreciate SGI’s sponsorship, and the continuation of our long-standing partnership.”

“We are pleased to maintain our support of the broker identity program at the full partner level,” said Andrew Cartmell, president and CEO of SGI CANADA and Coachman. “This level of support is consistent with our exclusive commitment to the broker channel and the critical role that brokers play in providing value-added services to our mutual customers.”