RSA Canada

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.

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

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. Home Insurance Premiums: Recurring insurance premiums for homeowners, condo owners, and tenants. Coverage includes protection for property, belongings, and liability.
3. Travel Insurance: Annual unlimited travel insurance products, often priced lower than single-trip alternatives.
4. Group Benefits: Insurance products for organizational groups including car/home bundles, travel, and health coverage underwritten by various insurers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Breakfast Club of CanadaminorOthersbelairdirect 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

Direct 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

• YouTubeyoutube.com/belairdirect
• Facebookfacebook.com/belairdirect
• LinkedInlinkedin.com/company/rsa-canada
• Instagraminstagram.com/belairdirect
• TikToktiktok.com/@belairdirect
• Xx.com/rsacanada

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about RSA Canada