State Farm Canada to rebrand as Desjardins Insurance

Name change to reflect new ownership of insurance business

State Farm Canada to rebrand as Desjardins Insurance

Insurance News

By Lyle Adriano

To formalize its acquisition and create a stronger marque, Desjardins is rebranding the former State Farm Canadian business as Desjardins Insurance.

According to a release, the brand transition will officially begin on May 01, 2018. It will be completed by December 31, 2019.

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“This is an exciting step in the evolution of Desjardins. We have a well-known and very strong brand, this will contribute to strengthening it across Canada,” said Desjardins Group president and CEO Guy Cormier. “Our vision is rooted in a cooperative mission which highlights community involvement and customer-focused values. Desjardins Insurance encompasses these shared values and commitments.”

State Farm’s clients in Canada will be served by their current agents, who will transition to the Desjardins Insurance brand under the new agent network.

“We are committed to the exclusive agent network, which provides clients and consumers the added value of personal service and advice from a trusted insurance professional in their community,” commented Desjardins General Insurance Group president and COO Denis Dubois. “Our clients will continue to benefit from the established relationships they’re used to, with full access to the insurance and financial products that fit their unique needs and goals.”

Desjardins Group completed its purchase of State Farm Canada’s property and casualty business, as well as its life insurance operations, in January 2015. Also purchased were State Farm Canada’s mutual fund, loan and living benefits companies.

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Desjardins plans to expand beyond Quebec
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