The Personal Insurance Company
The Personal Insurance Company is a Canadian direct-writing P&C insurer founded in 1974 that distributes home, auto, pet, travel, and recreational vehicle insurance exclusively through 650+ employer and professional association partnerships, operating as a subsidiary of Desjardins General Insurance Group.
- Company typePrivate
- Founded1974
- HeadquartersMississauga, Canada
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What The Personal Insurance Company does
The Personal Insurance Company is a Canadian direct-writer property and casualty insurer founded in 1974 and operating as a wholly-owned subsidiary of Desjardins General Insurance Group Inc., itself part of the Desjardins cooperative. The company distributes home, auto, recreational vehicle, pet, and travel insurance exclusively through more than 650 partner organizations, including employers, professional associations, unions, and university alumni groups; consumers access the products via group eligibility, online self-service, mobile app, and phone. Underlying technology centers on the mobile-first platform: the Ajusto program analyzes smartphone-captured driving behavior (speed, acceleration, braking, distance, time of day, route patterns) to deliver usage-based auto pricing with up to 25% premium reductions for safe drivers; Radar delivers severe-weather alerts with prevention tips; photo-based damage submission speeds claim triage; and digital proof of insurance integrates with Apple Wallet and Google Wallet.
Business model is multi-product subscription recurring premium revenue across P&C lines, sold only via the group channel rather than to the general public. Pricing is quote-based and not publicly disclosed, but discount architecture includes multi-vehicle savings up to $1,000, multi-line bundling savings up to $1,250 (up to 35% on homeowners in Ontario), claims-free discounts up to 20%, and a 5% online-quote discount. Operational performance is characterized by a nearly 99% client renewal rate (2025), 80% single-call claim resolution in Ontario, Quebec, and Nova Scotia, and Forbes' highest-ranked group home and auto insurer in Canada (2025). Pet and travel products are issued by affiliated partners Petline Insurance Company and Desjardins Financial Security Life Assurance Company respectively, while Quebec direct-writing is conducted through the related entity The Personal General Insurance Inc.
Customer segmentation is vertical-specialized within the group channel, with named programs for Canadian Armed Forces (with portable coverage for relocations), engineers and technicians (through APEGA, OSPE, PEO, OACETT, IEEE), first responders (CAFC, Ontario Paramedic Association, police associations), legal professionals (Lawyers Financial), and dental and medical professionals (CDSPI, College of Physicians and Surgeons of Ontario). Geographic coverage spans all Canadian provinces and territories for home insurance, while auto coverage excludes Manitoba, Saskatchewan, and British Columbia due to government-run auto plans. Operations are headquartered in Mississauga, Ontario with supporting offices in Lévis, Quebec, and Winnipeg, Manitoba, and the company is not publicly traded.
The Personal Insurance Company firmographics
Firmographics- Name
- The Personal Insurance Company
- Legal name
- The Personal Insurance Company
- Website
- https://thepersonal.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- The Personal Insurance Company is a Canadian direct-writing P&C insurer founded in 1974 that distributes home, auto, pet, travel, and recreational vehicle insurance exclusively through 650+ employer and professional association partnerships, operating as a subsidiary of Desjardins General Insurance Group.
- Ownership category
- akta.pro rank
The Personal Insurance Company industry classification
Industry- Product category
- Personal Property and Casualty Insurance
- NAICS
- Direct Property and Casualty Insurance Carriers (524126), Direct Insurance (except Life, Health, and Medical) Carriers (52412), Insurance Agencies and Brokerages (524210)
- SIC
- Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Personal Auto Insurance (FSAJAMAA)
- akta.pro secondary industries
- Retail (Personal Lines) Insurance Brokerage (FSAEADAA), Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA), Personal Accident Insurance (Injury, Disability & Income Benefit) (FSAJAJAD)
Keywords
Where The Personal Insurance Company is headquartered
LocationHeadquarters
- HQ city
- Mississauga
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
The Personal Insurance Company business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Personal Auto Insurance: Recurring premium revenue from personal auto insurance policies sold to individuals through group/organizational partnerships. Includes standard coverage (third party liability, collision, comprehensive, accident benefits, uninsured automobile, DCPD) and optional add-ons (new vehicle protection, rental coverage, deductible options, accident-free protection).
- Personal Home Insurance: Recurring premium revenue from home insurance covering homeowners, condo owners, and tenants. Includes all-risk coverage for property damage, liability, and optional protections like earthquake, flood, and sewer back-up coverage.
- Pet Insurance: Three-tiered pet insurance (Bronze, Silver, Gold plans) for cats and dogs, underwritten and distributed by Petline Insurance Company.
- Travel Insurance: Travel insurance products including emergency health care (up to $5,000,000 per insured), accident, baggage, trip cancellation/interruption, and multi-trip annual coverage. Underwritten by Desjardins Financial Security Life Assurance Company.
- Recreational Vehicle Insurance: Insurance for motorcycles, snowmobiles, ATVs, boats, and other recreational vehicles offered through group partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Auto Insurance - Multi-Vehicle Discount |
| Subscription | Monthly | Home Insurance - Multi-Line Discount |
| Subscription | Monthly | Home Insurance - Claims-Free Discount |
| Subscription | Annual | Online Quote Discount |
| Usage-based | Pay-as-you-go | Ajusto Program Premium Adjustment |
| Subscription | Annual | Travel Insurance - Multi-Trip Annual |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
The Personal Insurance Company product offering
Product offeringCore offering
The Personal Insurance Company is a Canadian direct writer of personal property and casualty insurance, offering auto, home (homeowners, condo, tenant), pet, travel, and recreational vehicle coverage. Distribution is through more than 650 partner organizations (employers, professional associations, unions, alumni groups) that provide exclusive group rates to their members, with customers able to purchase, manage, and claim entirely online or via the company's mobile app. The company is a subsidiary of Desjardins General Insurance Group Inc., operating across all Canadian provinces and territories.
Product overview
The Personal Insurance Company is a Canadian group insurer offering a portfolio of property and casualty insurance products distributed exclusively through employer and professional organization partnerships. The core offerings include Auto Insurance (with standard and optional coverages) and Home Insurance (for homeowners, condo owners, and tenants). Additional products encompass Pet Insurance (underwritten by Petline), Travel Insurance, and Recreational Vehicle Insurance. The company differentiates through member benefits including exclusive group rates, bundled multi-line discounts, and value-added services like Identity Theft Assistance. Technology products include The Personal Mobile App (ranked #1 for mobile insurance strategy in North America), the Ajusto driving behavior monitoring program (offering personalized premiums based on driving habits), and Radar weather alerts for property damage prevention. The company operates as a direct writer with no commission payments to brokers, owned by Desjardins General Insurance Group Inc.
Differentiator
Problem solved
Functional benefit
Brands
- Ajusto: A usage-based insurance program that monitors driving behavior through a smartphone app to offer personalized auto insurance premiums. Drivers can receive up to 10% enrollment discount for the first 6 months and potentially save up to 25% on their premiums.
- Radar
Products and services
- Auto Insurance Group auto insurance offering exclusive rates through employer and organization partnerships. Covers Third Party Liability, Collision, Comprehensive, Accident Benefits, Uninsured Automobile, Family Protection, and Direct Compensation Property Damage (DCPD), with optional add-ons and discounts for multi-vehicle, multi-line bundling, and claims-free history. Available to individuals in Canadian provinces except Manitoba, Saskatchewan, and British Columbia (government-run plans).
- Home Insurance All-risk home insurance for homeowners, condo owners, and tenants with exclusive group rates. Covers property damage, liability, fire, theft, vandalism, water damage, and natural disasters through various coverage tiers and optional protections including earthquake, flood, and sewer back-up coverage. Available across all Canadian provinces and territories.
- Pet Insurance
Quantifiable outcome
- Nearly 99% client renewal rate (2025)
- +5 more outcomes
Companies that use The Personal Insurance Company
Customer profileNamed customers5 records
Segments8 records
Ideal customer profiles7 records
The Personal Insurance Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature4 records
The Personal Insurance Company partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Canadian Armed Forces / CFMWScoreExclusive insurance program for CAF members, veterans, retirees, reservists, and their families. Includes portable coverage for military relocations across Canada and specific coverage for military kit ($10,000) and personal belongings ($3,000).
- Engineering Associations (APEGA, OSPE, PEO, OACETT, IEEE, Engineers Geoscientists Manitoba, etc.)coreCustomized insurance programs for engineers, engineering students, technicians, and technologists through professional association partnerships. Covers vehicles, homes, condos, cottages, and recreational vehicles.
- First Responder Associations (CAFC, Ontario Paramedic Association, Police Associations)coreExclusive insurance programs for firefighters, police officers, and paramedics with customized coverage options and claims-free savings.
- Lawyers FinancialcoreLawyers Financial Insurance Program offering exclusive group rates for lawyers, judges, law students, and law firm staff. Includes multi-property options for vacation homes and cottages.
- CDSPI (Canadian Dental Service Plans Inc.)coreInsurance program for dentists, dental office staff, and families through CDSPI partnership.
- Petline Insurance CompanycorePetline Insurance Company underwrites and distributes The Personal Pet Insurance Program. In Quebec, distributed by Missisquoi Insurance Company.
- Desjardins Financial Security Life Assurance CompanycoreUnderwrites The Personal Travel Insurance Program for participants of groups with partnership agreements. Affiliated company under Desjardins Group.
- Tree CanadaminorEnvironmental partnership where a tree is planted for each customer who signs up for a paper-free account. Supports The Personal's environmental commitment to reduce paper usage.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
The Personal Insurance Company competitors and assessment
Company assessmentBroad incumbents
- Desjardins Insurance (Direct): The broader Desjardins Group insurance arm (parent of The Personal) selling P&C directly to caisse members and the general public. While The Personal serves the group/affinity segment, Desjardins Insurance sells to retail walk-ins, making them an internal sibling competing for similar household budgets.
- Intact Financial Corporation: Canada's largest P&C insurer operating multiple brands (Intact, BrokerLink, belairdirect, OneBeacon). Competes across all personal lines channels including direct, broker, and affinity, dwarfing The Personal in scale and product breadth.
- Aviva Canada: Major Canadian P&C insurer offering home and auto coverage through direct, broker, and group channels. Operates at national scale with broader product portfolio than The Personal, including commercial lines.
- TD Insurance: Personal lines P&C arm of TD Bank, one of Canada's largest banks, offering home and auto insurance through affinity group partnerships (alumni, employer, professional associations). Overlaps significantly with The Personal's group distribution strategy but operates as part of a much larger financial institution.
- Co-operators General Insurance: Canadian co-operative P&C insurer offering home, auto, and farm/commercial coverage through agent and group channels. Shares Desjardins' co-operative heritage and competes for affinity/employer group contracts.
Emerging players
- Sonnet Insurance: Canadian digital-first home and auto insurer backed by Economical Insurance, offering fully online quote-bind-claim. Represents the insurtech-style challenge to The Personal's traditional direct writer model, though lacks group/affinity exclusivity.
Direct peers
- Belairdirect: Canadian direct-to-consumer P&C insurer offering auto and home insurance online and through phone/app. Competes head-to-head with The Personal's direct writer model and mobile-first proposition, though without the affinity/group partnership exclusivity.
- PC Insurance (Loblaw): Home and auto insurance offered through Loblaw's President's Choice brand to PC Optimum members. Mirrors The Personal's affinity/group exclusivity strategy via a large retail membership base in Canada.
- CAA Insurance: Affinity-based auto and home insurer distributed through the Canadian Automobile Association membership network. The closest direct analog to The Personal's group/association distribution model, offering exclusive member rates across Canadian provinces.
Others
- BrokerLink: One of Canada's largest insurance brokerages distributing personal and commercial lines from multiple carriers including Intact. Represents the broker channel alternative that The Personal bypasses via its direct writer model; relevant for understanding channel competition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks1 record
Key highlights7 records
Customer concentration
The Personal Insurance Company social profiles
Digital presenceThe Personal Insurance Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Personal Insurance Company leadership team
Management profileNumber of profiles
Profiles4 records
The Personal Insurance Company subsidiaries and ownership
Company hierarchySubsidiaries2 records
The Personal Insurance Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Personal Insurance Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Personal Insurance Company
What does The Personal Insurance Company do?
The Personal Insurance Company is a Canadian direct writer of personal property and casualty insurance, offering auto, home (homeowners, condo, tenant), pet, travel, and recreational vehicle coverage. Distribution is through more than 650 partner organizations (employers, professional associations, unions, alumni groups) that provide exclusive group rates to their members, with customers able to purchase, manage, and claim entirely online or via the company's mobile app. The company is a subsidiary of Desjardins General Insurance Group Inc., operating across all Canadian provinces and territories.
Is The Personal Insurance Company a public or private company?
The Personal Insurance Company is a private company. It is classified as corporate owned and is currently operating.
When was The Personal Insurance Company founded?
The Personal Insurance Company was founded in 1974. It employs 501 to 1,000 people.
Where is The Personal Insurance Company based?
The Personal Insurance Company is headquartered in Mississauga, Canada, in the North America region.
How does The Personal Insurance Company make money?
Five revenue lines are on record. Personal Auto Insurance is the primary driver. The others are personal Home Insurance, pet Insurance, travel Insurance and recreational Vehicle Insurance.
Who are The Personal Insurance Company's main competitors?
Broad incumbents on record are Desjardins Insurance (Direct), Intact Financial Corporation, Aviva Canada, TD Insurance and Co-operators General Insurance. Sonnet Insurance is listed as an emerging player. Direct peers are Belairdirect, PC Insurance (Loblaw) and CAA Insurance. BrokerLink is listed as an others.
Does The Personal Insurance Company have an API?
No public API is recorded for The Personal Insurance Company.
What industry is The Personal Insurance Company in?
The Personal Insurance Company's product category is Personal Property and Casualty Insurance. Its primary akta.pro industry code is FSAJAMAA, Personal Auto Insurance, with a secondary code of FSAEADAA, Retail (Personal Lines) Insurance Brokerage. Its NAICS code is 524126 and its SIC code is 6331.