RSA Canada
Belair Insurance Company Inc. (RSA Canada) is a Canadian property and casualty insurer, wholly owned by Intact Financial Corporation, serving 1.3M+ customers across Canada with direct-to-consumer auto, home, tenant, travel, and group insurance products distributed through a self-serve online platform and mobile app.
- Company typePrivate
- Founded1833
- HeadquartersToronto, Canada
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What RSA Canada does
RSA Canada, operating in the consumer market under the brand belairdirect, is a Canadian property and casualty insurer wholly owned by Intact Financial Corporation. The legal underwriting entity is Belair Insurance Company Inc., headquartered in Toronto with operational presence across Ontario, Quebec, Alberta, British Columbia, and Atlantic Canada. The company serves over 1.3 million individual customers with a personal lines portfolio that includes car insurance, homeowners and tenant insurance, seasonal vehicle coverage (motorcycle, off-road, travel trailer), annual travel insurance, and group benefits offered through employer and association partnerships.
The core distribution model is direct-to-consumer and product-led, built around a self-serve online quote engine and a mobile application that handles quoting, purchasing, policy management, claims submission and tracking, payments, and digital proof of insurance. The proprietary automerit app layers personalized driving insights, Crash Assist, severe weather alerts, and Car Care features onto the auto insurance product. All products are underwritten by Belair Insurance Company Inc., with revenue generated through recurring monthly and annual premiums and a discount-led pricing architecture (bundle savings up to 20% on auto and 16% on home, multi-vehicle savings up to 25%, electric vehicle savings up to 20%, and a referral rewards program). The unit's reported employee count falls within the 1,001–5,000 range, and its customer ratings — 4.5/5 across 161,800+ app store ratings and 4.4/5 across 18,800+ Google reviews — indicate a digitally mature, retention-oriented franchise operating within the broader Intact Financial group rather than as a standalone growth-stage entity.
RSA Canada firmographics
Firmographics- Name
- RSA Canada
- Legal name
- Belair Insurance Company Inc.
- Website
- https://rsagroup.ca
- Company type
- Private
- Founded year
- 1833
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Belair Insurance Company Inc. (RSA Canada) is a Canadian property and casualty insurer, wholly owned by Intact Financial Corporation, serving 1.3M+ customers across Canada with direct-to-consumer auto, home, tenant, travel, and group insurance products distributed through a self-serve online platform and mobile app.
- Ownership category
- akta.pro rank
Where RSA Canada is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices5 records
Markets served
RSA Canada business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Auto Insurance Premiums: Recurring insurance premiums from car/vehicle coverage including mandatory and optional coverages. Discounts available for bundling, multi-vehicle, online quotes, and electric vehicles.
- Home Insurance Premiums: Recurring insurance premiums for homeowners, condo owners, and tenants. Coverage includes protection for property, belongings, and liability.
- Travel Insurance: Annual unlimited travel insurance products, often priced lower than single-trip alternatives.
- Group Benefits: Insurance products for organizational groups including car/home bundles, travel, and health coverage underwritten by various insurers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Bundle discount (Car + Home) |
| Subscription | Monthly | Multi-vehicle discount |
| Subscription | Monthly | Online quote discount |
| Subscription | Monthly | Electric vehicle discount |
| Other | Pay-as-you-go | Referral rewards |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
RSA Canada product offering
Product offeringCore offering
RSA Canada, operating under the belairdirect brand, sells property and casualty insurance products across Canada including car, home, tenant, travel, seasonal vehicle, and group benefits insurance. Customers obtain quotes, purchase policies, manage coverage, and submit claims entirely online through the belairdirect website and mobile application. All policies are underwritten by Belair Insurance Company Inc., and the company serves over 1.3 million customers across all Canadian provinces and territories.
Product overview
belairdirect is a direct-to-consumer insurance provider offering a comprehensive portfolio of property and casualty insurance products. The core offerings are car insurance and home insurance, which customers can purchase online and manage through the belairdirect mobile application. Additional products include tenant insurance, seasonal vehicle insurance (motorcycles, off-road vehicles, travel trailers), travel insurance, and group benefits insurance. The automerit app serves as a smart insurance companion providing personalized driving insights and discounts. All products are underwritten by Belair Insurance Company Inc., and the company serves customers across multiple Canadian provinces.
Differentiator
Problem solved
Functional benefit
Brands
- automerit: Smart insurance app providing personalized driving insights, tips, and additional perks including Crash Assist, severe weather alerts, and Car Care.
Products and services
- Car Insurance Customizable vehicle coverage with discounts for multi-vehicle, electric vehicle, and bundling. Available to vehicle owners across all Canadian provinces with online quote, purchase, and policy management through the belairdirect website and mobile app.
- Home Insurance Personalized coverage for homeowners, condo owners, and tenants with Home claim forgiveness and multi-policy bundling options. Available in Alberta, Ontario, Quebec, Atlantic Canada, and British Columbia (home only).
- Tenant Insurance Insurance coverage created specifically for renters to protect themselves and their belongings from liability and property loss.
- Seasonal Vehicles Insurance Insurance coverage for seasonal vehicles including motorcycles, off-road vehicles, and travel trailers.
- Travel Insurance Annual unlimited travel insurance coverage, often more affordable than single-trip insurance, providing emergency medical and trip protection for frequent travelers.
- Group Benefits Group insurance products including health coverage, car and home insurance bundles, and travel coverage offered to members of partner employers and associations under exclusive terms.
- Roadside Assistance Endorsement providing roadside assistance services offered through an independent third party, added to vehicle insurance policies.
Quantifiable outcome
- Save up to 25% on multi-vehicle insurance (15% in Quebec)
- +5 more outcomes
Companies that use RSA Canada
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles2 records
RSA Canada technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
RSA Canada partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Breakfast Club of Canadaminorbelairdirect commits to donating $2 per customer's monthly app login (limit of 4) to the Breakfast Club of Canada from May 1 to August 31, 2025, with a maximum donation of $250,000.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
RSA Canada competitors and assessment
Company assessmentDirect peers
- Sonnet Insurance: Sonnet is a Canadian digital-first P&C insurer (Aviva-owned) offering online auto and home insurance quotes across multiple provinces. It is the closest direct competitor to belairdirect in product, customer segment (personal lines), and digital distribution model.
- Co-operators: Co-operators is a Canadian mutual insurer offering personal auto, home, and commercial coverage through a hybrid advisor and digital model. It is a national P&C peer serving similar customer segments, particularly in Western and Atlantic Canada.
Regional players
- Desjardins Insurance: Desjardins Insurance is the insurance arm of the Desjardins Group, dominant in Quebec with national reach in personal P&C. Comparable personal lines focus but regional stronghold creates partial overlap with belairdirect's Quebec operations.
- Wawanesa Insurance: Wawanesa is a Canadian mutual insurer particularly strong in Western Canada (Manitoba origins) offering personal auto, home, and commercial coverage. Comparable personal P&C products with strong regional brand position overlapping belairdirect's Alberta and BC operations.
- Travelers Canada: Travelers Canada is the Canadian subsidiary of the US-based Travelers Companies, offering personal and commercial P&C primarily through brokers. A regional/international player with comparable P&C product suite distributed via different channels.
Broad incumbents
- Aviva Canada: Aviva Canada is a major national P&C insurer offering personal and commercial lines through both broker and direct channels. It is a broader incumbent competitor with overlapping auto and home products and the parent of direct peer Sonnet.
- Intact Financial Corporation: Intact is the parent company of belairdirect and Canada's largest P&C insurer, operating brands like Intact Insurance and BrokerLink. It is the ultimate parent incumbent in the same category with broader personal and commercial lines.
- Manulife Insurance: Manulife is one of Canada's largest insurers offering life, health, and P&C products including personal auto and home through advisors and direct channels. A broader incumbent with overlapping personal lines and additional life/health cross-sell capability.
- TD Insurance: TD Insurance is the P&C arm of TD Bank, distributing auto, home, and other personal lines through both online and advice-center channels. It competes directly with belairdirect in personal auto and home with the added advantage of cross-sell from a major bank.
Emerging players
- Square One Insurance Services: Square One is a Canadian digital-first P&C insurer specializing in non-standard and custom home and tenant insurance. It is an emerging player with similar digital distribution but a narrower product niche compared to belairdirect's mass-market offering.
Market position
Strengths3 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
RSA Canada social profiles
Digital presenceRSA Canada financial estimates
Financial estimateRevenue estimate
Valuation estimate
RSA Canada leadership team
Management profileNumber of profiles
RSA Canada subsidiaries and ownership
Company hierarchySubsidiaries1 record
RSA Canada funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RSA Canada M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RSA Canada
What does RSA Canada do?
RSA Canada, operating under the belairdirect brand, sells property and casualty insurance products across Canada including car, home, tenant, travel, seasonal vehicle, and group benefits insurance. Customers obtain quotes, purchase policies, manage coverage, and submit claims entirely online through the belairdirect website and mobile application. All policies are underwritten by Belair Insurance Company Inc., and the company serves over 1.3 million customers across all Canadian provinces and territories.
Is RSA Canada a public or private company?
RSA Canada is a private company. It is classified as corporate owned and is currently operating.
When was RSA Canada founded?
RSA Canada was founded in 1833. It employs 1,001 to 5,000 people.
Where is RSA Canada based?
RSA Canada is headquartered in Toronto, Canada, in the North America region.
How does RSA Canada make money?
Four revenue lines are on record. Auto Insurance Premiums are the primary driver. The others are home Insurance Premiums, travel Insurance and group Benefits.
Who are RSA Canada's main competitors?
Direct peers on record are Sonnet Insurance and Co-operators. Regional players are Desjardins Insurance, Wawanesa Insurance and Travelers Canada. Broad incumbents are Aviva Canada, Intact Financial Corporation, Manulife Insurance and TD Insurance. Square One Insurance Services is listed as an emerging player.
Does RSA Canada have an API?
No public API is recorded for RSA Canada.