11/09/2014 Banking Innovation


As the first large scale Canadian Usage Based Insurance Program, Ajusto rewards consumers for their driving behavior and provides feedback mechanism to continuously improve driving, while paving the way for a complete redesign of the car insurance business model in Canada.

Innovation presentation

Convinced by the potential of usage-based insurance programmes (UBIPs) and their positive impact for customers and insurers, Desjardins launched Ajusto in May 2013. Desjardins was the first insurer to launch such a programme on this scale in Canada.

Ajusto offers its customers a device that is easy to install and provides unique and new capabilities for precise data capture and transmission, rewards consumers for their driving behaviour and provides feedback mechanisms to continuously improve driving. Consumers can save up to 25% on premiums based on three driving habits: acceleration and hard braking, annual kilometres, and time of the day. A secure online dashboard provides individual driving attributes to help clients understand and adjust their behaviour.

To ensure Ajusto was a success and could be brought to market within 18 months, Desjardins played a major role in raising awareness of telematics in Canada and innovated internally with new agile processes and a reliance on external providers.

Having quickly become a market leader, Ajusto is having a dramatic effect on the Canadian auto insurance landscape and customer driving behaviours: two-thirds of users say they now pay more attention when accelerating and braking, and half state that they have become more careful. Desjardins expects to improve its loss ratio as more clients with positive driving behaviours self-select to enrol: the average saving of more than 10% indicates an optimal risk selection.

Desjardins is currently working on the next generation of this type of programme.

Uniqueness of the project

Three elements highlight how unique this project is:

• Scale: no other insurer had taken the risk to launch a UBIP on this scale. Desjardins’ offer has been launched in the most populous provinces and is available to all drivers

• Ease of installation: customers install the device themselves, whereas other offers require expert help

• Shared benefits: contrary to other offers where the device is plugged for a limited time to estimate the discount, Desjardins customers keep it plugged in as long as they stay with Ajusto. They can then monitor their driving behaviours and adjust them over a long-term basis.

Ajusto is a disruptor in the Canadian market and represents a new way for an insurer to interact with its customers, position itself as an innovator and make significant changes to the traditional business model.

Want to keep reading?

Become a Qorus member to get access to all our innovations

Interested in learning more? Speak to Boris, Qorus's Content Lead

Qorus has a library of almost 8,000 innovation case studies across critical areas like customer experience, sustainability, marketing & distribution and more that can be used to inform your decision-making.
Contact us

Related innovations

19/04/2024 Insurance Innovation

AIA One--Reimagining the sales agent experience at AIA Thailand

At AIA, we are leveraging Technology, Digital and Analytics (TDA) across our business as we transform into a customer-centric, digital...

18/04/2024 Insurance Innovation

Walaa Modernize Core Insurance Platform

Walaa is a top tier insurance company in Saudi Arabia, which provides +60 products and services offering, has been experiencing...

18/04/2024 Insurance Innovation

Revenues simulator for entrepreneurs

We want to explain to entrepreneurs what amounts they will be entitled to in their independent lives. Indeed, employment is...

18/04/2024 Insurance Innovation

The Laka Model

Laka's Embedded Insurance Model brings partners: 1. Unique Value Add Adding specialised insurance makes partners stand out from the competition....

Related news & insights

17/04/2024 Interview

Allianz Partners takes top prize for MAvalue app at Qorus Reinvention Awards – Europe 2024

Last month at the Qorus Reinvention Awards – Europe 2024, Allianz Partners won the Operational Efficiency gold award for MAvalue,...

15/04/2024 News

Lemonade expands homeowners insurance offering in France

Lemonade, the digital insurance company, has expanded its offerings in France by introducing Homeowners insurance in partnership with BNP Paribas...

Digital Reinvention
15/04/2024 News

KBC announces plans for cutting-edge data centers in Belgium

These state-of-the-art facilities are not only set to enhance KBC's ability to deliver top-notch services but also signify a significant...

15/04/2024 News

Allianz Partners introduces instant online chat for HCF travel insurance customers

This pioneering service furnishes HCF members with real-time support for their travel queries, broadening the avenues through which customers can...