Breaking Barriers: How Securian Canada and CAA are redefining insurance Qorus-NTT DATA Innovation in Insurance Awards 2025

In today’s market, Canadian consumers seek easily accessible, on-demand digital services, interfaces, and experiences. And while many e-commerce giants and retailers are succeeding in meeting these expectations, the insurance industry has been slower to adopt digital transformation. In response to the market and to find ways to add more value to their members, the Canadian Automobile Association (CAA) looked to their insurance offering and for partners in the space who could collaborate to bring a modern, streamlined insurance experience with accessible, best-in-class products to safeguard members’ health and financial well-being.

In 2023, CAA selected Securian Canada to create a new digital-first life and health & dental insurance program, with preferred pricing for members, aimed at enhancing CAA membership value and fostering brand loyalty. The new program, which launched in January 2024, offered an easily accessible and intuitive digital buying platform, as well as a modernized insurance experience with access to accelerated underwriting, built-in decision support, online portals, and electronic provider-submitted claims. With the reimagined platform, members are taken through a simple, step-by-step digital journey to assess their insurance needs, complete an online application, and purchase customized insurance coverage. While the entire purchase journey can be completed online, there is also an option to speak to a licensed advisor at any time.

With Securian Canada’s help, CAA was able to successfully streamline its portfolio of life and health & dental insurance products and offer competitive value-driven product enhancements at preferred prices, resulting in a more intuitive purchasing experience for CAA members. Product and customer journeys were optimized by eliminating low-value product features and complicated underwriting requirements and, most importantly, removing barriers that have traditionally impeded many Canadians from purchasing the insurance solutions they’re looking for. The project was complemented by a marketing strategy deeply anchored in consumer data and insights, which ultimately directed more qualified leads to the digital buying journey. As a result, year one of the program exceeded the projected sales target by 133%.

Securian Canada and CAA’s unwavering focus on providing best-in-class protection to Canadians and their families, and their commitment to creating membership value every step of the journey – from engagement and purchase to underwriting and claims – is what ultimately helped make this collaboration so impactful.