The Personal Insurance Company

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.

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

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

• Group insurance
• Auto insurance
• Home insurance
• Usage-based insurance
• Property casualty insurance

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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).
2. 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.
3. Pet Insurance: Three-tiered pet insurance (Bronze, Silver, Gold plans) for cats and dogs, underwritten and distributed by Petline Insurance Company.
4. 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.
5. Recreational Vehicle Insurance: Insurance for motorcycles, snowmobiles, ATVs, boats, and other recreational vehicles offered through group partnerships.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers5 records

Segments8 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability5 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Canadian Armed Forces / CFMWScoreChannel Partner/ Reseller/ DistributorExclusive 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.)coreChannel Partner/ Reseller/ DistributorCustomized 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)coreChannel Partner/ Reseller/ DistributorExclusive insurance programs for firefighters, police officers, and paramedics with customized coverage options and claims-free savings.
• Lawyers FinancialcoreChannel Partner/ Reseller/ DistributorLawyers 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.)coreChannel Partner/ Reseller/ DistributorInsurance program for dentists, dental office staff, and families through CDSPI partnership.
• Petline Insurance CompanycoreOEM/ Whitelabel/ Licensing PartnerPetline Insurance Company underwrites and distributes The Personal Pet Insurance Program. In Quebec, distributed by Missisquoi Insurance Company.
• Desjardins Financial Security Life Assurance CompanycoreOEM/ Whitelabel/ Licensing PartnerUnderwrites The Personal Travel Insurance Program for participants of groups with partnership agreements. Affiliated company under Desjardins Group.
• Tree CanadaminorStrategic or Co-development PartnerEnvironmental 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

Broad 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

• Xx.com/tpicinsurance
• YouTubeyoutube.com/channel/UCIOBXW3rZt6bpTu-gM8jdcg
• Facebookfacebook.com/thepersonalinsurance
• LinkedInlinkedin.com/company/2087084
• Instagraminstagram.com/thepersonalinsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about The Personal Insurance Company