Sun Life Financial remains the most trusted Canadian brand in life insurance, while Intact Insurance leads the auto and home insurance segments, a new poll has revealed.

The annual survey, conducted by market research company Ipsos for general-interest magazine Reader’s Digest, involved more than 4,000 Canadians who were asked to identify the brands they trust the most across 35 categories, including insurance.

In the life insurance category, Sun Life Financial received the Platinum Award, which is given to companies voted most trusted for 10 consecutive years or more. The Toronto-headquartered insurance giant was also chosen as the most trustworthy brand for health and dental insurance.

Blue Cross, meanwhile, topped the travel insurance category. 

Read more: Revealed – Canada’s "most trusted" insurers

“As was the case through 2020, trust continues to be crucial,” said Sean Simpson, senior vice-president of public affairs in Canada at Ipsos. “2021, in particular, was a year in which ever-changing public health guidelines and COVID-19 variants have required Canadians to remain adaptable.”

“Being able to trust the products and brands they rely on, and to be sure that the quality of these brands is one thing they do not need to worry about, have remained top-of-mind,” he continued. “In addition, consumers need to trust that the brands they support are following guidelines and doing everything they can to help Canadians navigate these challenging waters.”

Apart from insurance, other categories included in the survey were food and beverage, consumer-packaged goods, medical products, auto and retail.

Among those that received the Platinum Award were auto manufacturer Toyota for the hybrid and passenger car categories and Tylenol for headache pain medication segment. Ford and Tide received the Gold Award - given to brands voted most trusted for five to nine consecutive years - in the pickup truck and laundry detergent categories, respectively.