Powering Commercial Insurance: A High Impact Integrated Strategy Qorus-NTT DATA Innovation in Insurance Awards 2026

In 2025, Desjardins Commercial Insurance launched its first fully strategic and sustained presence in the Business Insurance market, marking a significant shift in how we engage with Canadian entrepreneurs. The strategy was anchored in the real voice of our members and clients: research on channel preferences, pain points, and shopping behaviours revealed clear expectations for guidance, transparency, and tailored expertise. These insights shaped both our value proposition and our activation plan. We deployed a new, integrated campaign using a full set of coordinated levers that generated immediate value. Search‑driven advisory content aligned with actual queries, industry‑specific web pages, targeted emails, and field marketing activations helped attract high‑potential entrepreneurs. Product launches were amplified by events, webinars, testimonials, and a unified brand experience across media channels. The campaign increased awareness and consideration among targeted business owners in QC and ON, and marketing initiatives drove an estimated 30% of all business quotes, contributing to a 14% year‑over‑year increase—five times market growth. To ensure long‑term performance, Commercial Insurance was integrated for the first time into Desjardins’ analytical and AI‑enabled performance framework. This included adapting the Marketing Return On Investment model—originally built for Personal Insurance—to commercial realities so we could better quantify campaign contribution, optimize budgets, and refine audience strategies. These models will continue to evolve to track priority segments, acquisition costs, and channel performance with greater precision. This modern, cohesive marketing engine strengthens Desjardins’ positioning as a trusted partner for entrepreneurs while remaining rooted in its primary objective: meeting members’ and clients’ business insurance needs.