Croix Bleue du Québec

What Croix Bleue du Québec does

Croix Bleue du Québec is the Quebec brand of the Canadian Blue Cross Association, operated by the nonprofit Association d'Hospitalisation Canadienne (also known as Croix Bleue Canassurance). Founded in the 1940s and headquartered at 1981 avenue McGill College in Montreal, the company provides individual travel, health, and life insurance to Quebec residents, with approximately 700 employees. The product portfolio spans three core lines: travel insurance (emergency medical coverage up to $5M CAD, trip cancellation/interruption, baggage, accidental death and dismemberment, plus innovative parametric products Jour de pluie and Service Sérénité), individual health insurance (Santé complète, Approbation garantie, Régime pour retraités with EQ Care telemedicine bundled in), and life insurance distributed through the 2020 alliance with Croix Bleue Vie.

The technology stack centers on a digital insurance platform supporting online quoting (soumissionvoyage.qc.croixbleue.ca, apply.bluecrosshealth.ca), a self-serve customer portal (Espace client) for contract management and claims, a secure document deposit system, and integrations with BLINK Insurtech for real-time flight delay monitoring and EQ Care for telemedicine delivery. Service Sérénité — which provides automated SMS/email notifications and lounge/hotel compensation for flights delayed 3+ hours — was the first such offering in North America at launch in 2018. Jour de pluie is a parametric weather product that pays $100 CAD per rainy day measured by official weather stations.

The business model is premium-based recurring revenue across individual policies (per-trip, annual multi-trip, and annual health/life plans), distributed through direct-to-consumer online channels, phone-based inside sales, a broker/advisor network with dedicated partner portals, and the broader Canadian Blue Cross distribution alliance. Pricing is not publicly disclosed and varies by coverage tier, with deductible options on travel insurance to reduce premiums. The organization also operates subsidiaries CanAssistance inc. (claims administration) and Corporation Financière Canassurance (holding entity).

Name

Croix Bleue du Québec

Legal name

Association d'Hospitalisation Canadienne (AHC) doing business as Croix Bleue du Québec

Website

https://qc.croixbleue.ca

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Croix Bleue du Québec, operated by the nonprofit Association d'Hospitalisation Canadienne, provides individual travel, health, and life insurance to Quebec residents. The Montreal-based insurer, part of the Canadian Blue Cross Association serving 7M+ Canadians, distributes via direct online, broker, and phone channels with parametric innovations.

Ownership category

akta.pro rank

Product category

Personal Insurance

NAICS

Direct Life, Health, and Medical Insurance Carriers (52411), Direct Health and Medical Insurance Carriers (524114), Direct Life Insurance Carriers (524113), Direct Property and Casualty Insurance Carriers (524126)

SIC

Accident & Health Insurance (6321), Fire, Marine & Casualty Insurance (6331), Life Insurance (6311)

akta.pro primary industry

Medical Travel Insurance (Emergency Medical, Evacuation & Repatriation) (FSAJAJAB)

akta.pro secondary industries

Personal Accident Insurance (Injury, Disability & Income Benefit) (FSAJAJAD), Baggage & Personal Effects Insurance (FSAJAJAE), Whole Life Insurance (FSAIABAA)

Keywords

• Travel insurance
• Health insurance
• Life insurance
• Individual insurance
• Insurance underwriting

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Travel Insurance: Individual travel insurance policies sold online or through agents. Products include emergency medical coverage, trip cancellation/interruption, accidental death/dismemberment, baggage, and the Jour de pluie (rainy day) add-on. Revenue generated through premium payments, either per-trip or annual multi-trip plans.
2. Health Insurance: Individual health insurance for self-employed workers, retirees, students, and employees without group plans. Covers dental, vision, and supplementary health services. Premium-based recurring revenue.
3. Life Insurance: Life insurance products offered through Croix Bleue Vie partnership, providing financial protection for beneficiaries. Revenue through regular premium payments.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Croix Bleue du Québec sells individual travel, health, and life insurance products primarily to Quebec residents through its own online platforms, phone sales, and a broker/advisor network. Its travel insurance covers emergency medical care up to $5,000,000 CAD, trip cancellation/interruption, baggage, accidental death, and unique offerings such as Jour de pluie parametric weather coverage and Service Sérénité real-time flight delay compensation. Health insurance supplements provincial coverage with dental, vision, paramedical, and telemedicine benefits, while life insurance is offered via its Croix Bleue Vie national alliance.

Product overview

Croix Bleue du Québec offers a comprehensive insurance portfolio organized around three core product lines: Travel Insurance (Assurance Voyage), Health Insurance (Assurance Santé), and Life Insurance (Assurance Vie). Travel insurance includes multiple coverage modules—Emergency Medical Care, Trip Cancellation/Interruption, Accidental Death & Dismemberment, Baggage, and the unique 'Jour de pluie' (Rainy Day) weather coverage—all combinable through packages like the 3-in-1 Package or Annual Multi-Trip plans. The company also provides specialized Snowbirds coverage and Visitor to Canada insurance. Health insurance products offer individual coverage for dental, vision, and professional healthcare services, available through guaranteed-approval plans, complete health plans, and retiree-specific plans. Life insurance provides financial protection for families. Digital services include the Espace Client online portal for contract management and claims, online quoting platforms, and 24/7 travel assistance. Premium service features include the Service Sérénité (flight delay compensation), Avantage Bleu discount program, and EQ Care telemedicine partnerships. The company operates as a member of the Canadian Blue Cross Association, serving Quebec residents for over 80 years.

Differentiator

Problem solved

Functional benefit

Brands

• Croix Bleue Santé: Health insurance products for individuals including complete health coverage, guaranteed approval plans, and retiree plans.
• Avantage Bleu
• Service Sérénité (Service Retard de vol)

Products and services

• Assurance Voyage (Travel Insurance) Individual travel insurance for Canadian travellers, visitors to Canada, and newcomers, combining emergency medical care up to $5,000,000 CAD, trip cancellation/interruption, baggage, accidental death/dismemberment, and weather-based Jour de pluie coverage, sold as per-trip or annual multi-trip plans.
• Assurance Santé (Health Insurance) Individual health insurance covering dental, vision, prescription drugs, and paramedical services to supplement Quebec's public plan, available as Santé complète, Approbation garantie (guaranteed approval), and Régime pour retraités, with included 24/7 telemedicine via EQ Care and Avantage Bleu member savings.
• Assurance Vie (Life Insurance) Life insurance providing financial protection for family members or beneficiaries in case of premature death, offered through the Croix Bleue Vie national alliance and sold via an intent-based online funnel with quote-based pricing.
• Espace Client (Customer Portal) Online self-serve portal that lets travel insurance customers manage contracts, submit claims, add or remove travellers, extend coverage, change travel dates, and renew annual multi-trip policies.
• Soumission Voyage en ligne (Online Travel Insurance Quote and Purchase) Web-based self-serve quoting and purchase system enabling customers to obtain travel insurance quotes and buy coverage directly online.
• Assistance Voyage 24/7 (24/7 Travel Assistance) 24/7 worldwide travel assistance service that supports travellers with emergencies, directs them to healthcare facilities, coordinates direct billing with hospitals and clinics, and processes claims.
• Assurance Voyage Visiteurs au Canada (Visitors to Canada Insurance) Travel medical insurance for non-residents visiting Canada (immigrants, permanent residents awaiting coverage, foreign workers/students, returning citizens, super visa holders, and tourists up to age 79), offered with $50,000, $100,000, or $150,000 in coverage.
• Assurance Voyage Snowbirds (Snowbirds Travel Coverage) Specialized travel insurance for Canadian snowbirds who spend extended winter periods in US, Mexico, or Caribbean destinations, with extended-trip coverage and accommodation for pre-existing medical conditions under stability requirements.
• Assurance Voyage Annuel multi-voyages (Annual Multi-Trip Travel Insurance) Annual subscription travel insurance covering multiple trips throughout the year within Canada and internationally, with deductible options to reduce premiums.
• Service Retard de vol / Service Sérénité (Flight Delay Service) Real-time flight delay monitoring service providing airport lounge access, hotel accommodations, or monetary compensation ($40 for lounge unavailability, $250 for hotel unavailability, up to $1,000 per contract) when insured flights are delayed by 3+ hours, with automatic SMS/email notifications.
• Jour de pluie (Rainy Day Coverage) Weather-based parametric travel coverage that pays $100 CAD per day of rain during a covered trip, measured automatically via official weather station data without requiring claims documentation. Available for trips to Mexico, Cuba, Dominican Republic, USA, Canada, and Europe.
• Santé complète (Complete Health) Comprehensive individual health insurance supplementing Quebec's provincial plan with dental, vision, prescription drug, and paramedical coverage, plus 24/7 telemedicine via EQ Care and the Programme Assistance wellness program.
• Approbation garantie (Guaranteed Approval Health Insurance) Individual health insurance with guaranteed approval regardless of health history, simplifying access to supplemental coverage for those who might otherwise be declined.
• Régime pour retraités (Retiree Health Plan) Health insurance tailored for retirees covering dental, vision, prescriptions, and paramedical services not included in Quebec's public provincial plans.

Quantifiable outcome

• Over 14,000 travel dreams facilitated for seriously ill children through Make-A-Wish partnership
• +4 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability1 record

Feature5 records

Partnerships

Eleven partnerships are on record, tiered major, minor, core and flagship.

• Fondation OlomajorStrategic or Co-development Partner · 14 April 2023Renewed 5-year partnership with Fondation Olo (since 2012) supporting its mission to give families an equal chance to have healthy babies and develop healthy eating habits early in life. Partnership renewal announced in April 2023.
• Fondation CHU Sainte-JustinemajorStrategic or Co-development Partner · 23 January 2023Major 6-year partnership for the 'Tout Doux' project at CHU Sainte-Justine, aimed at reducing procedural pain and anxiety for children and adolescents through staff training in evidence-based pain management practices. Croix Bleue du Québec is a partner of the CHU and its Foundation for nearly 15 years.
• LucilabminorStrategic or Co-development Partner · 4 May 2021Partnership with Lucilab and its cognitive health application 'Luci' to promote brain health through physical activity, healthy diet, and intellectual stimulation. Includes a 12-week virtual coaching pilot program for Croix Bleue employees and clients aged 45+. Content disseminated via Croix Bleue platforms.
• EQ CarecoreTechnology or Integration · 11 June 2020Partnership to provide free telemedicine services to individual health insurance clients. EQ Care offers 24/7 virtual doctor consultations, mental health support, prescription renewals, and chronic disease management in both official languages via mobile or computer. Croix Bleue was among the first to offer this in individual health insurance in Canada.
• MindBeacon Group (BEACON)minorStrategic or Co-development Partner · 4 May 2020Croix Bleue sponsored the 'Construire notre résilience' (Building Our Resilience) free digital mental health program by BEACON during the COVID-19 pandemic. The program provided psychological support, videos, and resources from clinical psychologists to all Canadians, featuring contributions from Olympic athlete Silken Laumann and others.
• Croix Bleue Compagnie d'Assurance-Vie du Canada (Croix Bleue Vie)coreStrategic or Co-development Partner · 5 December 2019Croix Bleue Canassurance formed a national alliance with Croix Bleue Vie effective January 2, 2020. Croix Bleue Canassurance became a shareholder of Croix Bleue Vie, joining the other Canadian Blue Cross members. This alliance enables Croix Bleue du Québec to offer life insurance products and expand nationally, providing comprehensive coverage across travel, health, and life insurance.
• NOVA MontréalminorStrategic or Co-development Partner · 9 May 2019Launch of a 5-year home palliative care mentorship program. Croix Bleue funds free accredited training for homecare nurses across Quebec's CLSCs, delivered by NOVA Montréal specialists through theoretical sessions, clinical mentorship, and telephone support.
• BLINKcoreTechnology or Integration · 5 October 2018Partnership with BLINK Insurtech to develop and launch 'Service Sérénité,' a real-time flight delay monitoring and compensation service. BLINK provides the digital insurance infrastructure enabling automatic flight tracking, SMS/email notifications, and compensation delivery. First-of-its-kind in North America.
• Make-A-Wish Rêves d'enfants CanadaflagshipStrategic or Co-development PartnerPartnership since 1989 in which Croix Bleue provides travel insurance for children's dream trips and waives exclusions for pre-existing medical conditions. Over 14,000 travel wishes facilitated. Croix Bleue is a 5-year national partner of Make-A-Wish Canada. CEO Sylvain Charbonneau sits on the national board.
• Fondation Dr ClownminorStrategic or Co-development Partner$160,000 over 4 years granted to support therapeutic clown programs in child psychiatry. Partnership with Croix Bleue Medavie providing ongoing financial support for programs and initiatives in mental health through therapeutic clowns for hospitalized children.
• Croix Bleue MedaviecoreStrategic or Co-development PartnerAdministrative services partnership where Medavie Inc. performs certain health insurance administrative functions for Croix Bleue products. Both Croix Bleue du Québec (Canassurance) and Croix Bleue Medavie co-support community initiatives like Fondation Dr Clown and Make-A-Wish.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• TuGo Travel Insurance: Canadian travel insurance specialist competing directly in emergency medical, trip cancellation, and visitor-to-Canada segments marketed to Canadian travellers.
• Allianz Travel Insurance: Global travel insurance carrier competing in Canadian travel medical, trip cancellation, and visitor-to-Canada segments with parametric-style assistance features.
• Blue Cross (Medavie / Atlantic region): Sister Blue Cross organization serving Atlantic Canada through the same Canadian Blue Cross Association, with overlapping health and travel insurance products and shared network distribution.

Broad incumbents

• Manulife Financial: One of Canada's largest insurance carriers offering individual life, health, and travel insurance nationally, dwarfing Croix Bleue in scale and distribution breadth.
• Sun Life Financial: Major Canadian life and health insurer with group and individual offerings across all provinces; competes for the same individual supplementary health and life buyers.
• Canada Life: National life, health, and wealth carrier (Great-West Lifeco subsidiary) offering individual and group insurance products with comparable coverage modules to Croix Bleue.
• Intact Financial Corporation: Canada's largest P&C insurer; overlaps with Croix Bleue's trip cancellation, baggage, and travel-related P&C exposures at much greater scale.

Regional players

• Desjardins Insurance: Quebec-headquartered cooperative insurer offering travel, health, life, and auto products to Quebec residents. Most direct geographic and product-line competitor to Croix Bleue du Québec within the province.
• SSQ Insurance: Quebec-based mutual insurer providing group and individual insurance including health and travel. Closely comparable product mix and Quebec regional footprint.
• Industrial Alliance (iA Financial Group): Quebec-based life and health insurer with growing P&C and travel lines, offering individual insurance products comparable to Croix Bleue's portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/AssuranceCroixBleue
• Facebookfacebook.com/CroixBleueQuebec
• LinkedInlinkedin.com/company/croix-bleue-du-quebec
• Instagraminstagram.com/croixbleueduquebec

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Croix Bleue du Québec