Western Financial Group aims to double its customer base over the next five years under a new strategy introduced by its chief executive officer Grant Ostir.
Announced after his first 90 days in the role, the plan focuses on improving services, enhancing customer convenience and restructuring operations to modernize the company’s approach.
Western Financial, a subsidiary of Wawanesa Mutual Insurance Company, is one of Canada’s largest insurance brokerages, providing home, auto, commercial, life and group benefits coverage. The company operates more than 200 branches nationwide and serves individuals, businesses and organizations across the country.
Ostir, who took over as CEO in December 2024, has been with Western for more than two decades. He previously served as chief growth officer, overseeing business expansion across multiple product lines, including commercial, personal, employee benefits and financial services.
Under his leadership, Western is shifting away from traditional department structures. The approach is designed to streamline interactions across digital platforms, in-branch visits and outbound services.
“The insurance landscape is rapidly evolving, and Western is positioning itself at the forefront of this transformation,” Ostir said. “By reorganizing around customer journeys rather than traditional department silos, we’re creating a more responsive organization that can adapt quickly to changing customer expectations.”
The strategy comes as the Canadian insurance sector faces rising climate-related risks, the growing use of artificial intelligence, and shifting dynamics between commercial and personal insurance markets.
Since taking on the role, Ostir has conducted a comprehensive review of company operations, visited Western’s locations, and refined the company’s approach to growth and customer engagement.
Western Financial is also prioritizing employee engagement and operational efficiencies to support frontline service.
"Overcoming great challenges leads to the most fulfilling rewards, and we have the people here who I’m confident will help us reach these audacious goals," Ostir said.
Based in High River, Alberta, Western Financial Group is expanding its digital capabilities while maintaining a strong local presence, aiming to adapt to evolving customer needs in a changing industry.
