The Insurance Brokers Association of Canada (IBAC) has announced that The Portage la Prairie Mutual Insurance Company (Portage Mutual) will continue to support the Broker Identity Program at the full partner level.
The Broker Identity Program is a national campaign that aims to raise awareness about the invaluable role insurance brokers play in providing choice, advice, and advocacy for their clients.
As full partner, Portage Mutual will provide its ongoing support to the program, as well as contribute to other IBAC initiatives. These include advancing technology leadership, fostering the professional development of the broker workforce, and federal advocacy efforts to protect consumers and promote a fair and competitive marketplace.
“Portage Mutual is proud of its partnership with IBAC and enthusiastically supports the Broker Identity Program,” said Portage Mutual president & CEO Wayne Wyborn.
“We greatly appreciate Portage Mutual’s long-standing partnership and their strong support for the broker channel,” added IBAC CEO Peter Braid. “This renewed investment underscores the essential role that insurance brokers play in providing trusted advice and customer service to their clients.”
HSB Canada, Trisura, Gore Mutual, and Intact Insurance have also continued their support for the Broker Identity Program this year, maintaining their status as full partners.
IBAC launched the program in 1988 with the goal of promoting the value and professionalism of insurance brokers to consumers, insurers, and governments. To highlight this message further, the association recently launched a national advertising campaign to help change the way consumers view insurance and the brokers they deal with.
The campaign utilizes TV, social, and digital marketing to drive users to the Broker Benefit landing page that offers insight on the advantages of working with a broker.
“We set out to demonstrate how critical insurance is to the proper functioning of our economy and society, and to clearly underscore that insurance ‘works best’ with an insurance broker,” Braid said as he explained how the campaign started. “The campaign elevates the insurance industry generally and the broker profession specifically.”
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