GMS Health & Travel Insurance

What GMS Health & Travel Insurance does

GMS Health & Travel Insurance (legal entity: Group Medical Services) is a not-for-profit Canadian insurance provider founded in 1949 and headquartered in Regina, Saskatchewan. The company offers a portfolio of supplemental health, travel, and visitor insurance products through two entities: Group Medical Services operates as a not-for-profit in Saskatchewan, while its wholly owned subsidiary GMS Insurance Inc. serves as the operating company in other provinces (products are not available in Quebec, Nunavut, or New Brunswick). Core products include My Health Insurance and Replacement Health Insurance (covering dental, vision, prescription drugs, mental health, and paramedical services that fill gaps in provincial plans), TravelStar Emergency Medical and Trip Cancellation & Interruption insurance, Visitors to Canada Insurance (including Super Visa-compliant products), and Group Advantage for SMBs with 3-49 employees. Technology and service infrastructure comprises the My GMS online portal, mobile apps (iOS and Android), AI-powered multilingual customer support in 50+ languages, the GMS Care Network (virtual doctors, mental health counselling, legal/financial consultations powered by GreenShield Canada), pay-direct provider billing via TELUS Health eClaims, and travel assistance through Robin Assist (10,000+ providers across 185+ countries, in effect since November 1, 2025). GMS generates revenue primarily through recurring insurance premiums on personal and group health plans and travel policies, with pricing individualized via online quote tools and dependent on age, deductible, trip length, and medical history. Distribution is hybrid: direct-to-consumer digital buyflows and toll-free phone sales are complemented by a cross-Canada broker network with a dedicated My GMS portal, CE-eligible training, and Regional Sales Director support. The company is privately held, has 51-100 employees, has not raised external funding, and has no disclosed M&A activity; leadership is President & CEO Mark MacLeod.

Name

GMS Health & Travel Insurance

Legal name

Group Medical Services

Website

https://gms.ca

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

51–100 employees

Short description

GMS Health & Travel Insurance is a not-for-profit Canadian insurance provider (founded 1949, Regina, Saskatchewan) offering supplemental health, travel, and visitors-to-Canada insurance products to individual Canadians, SMB employers, and inbound visitors through digital channels and a cross-Canada broker network.

Ownership category

akta.pro rank

Product category

Supplemental Health and Travel Insurance

NAICS

Direct Health and Medical Insurance Carriers (524114), Direct Life, Health, and Medical Insurance Carriers (52411)

SIC

Accident & Health Insurance (6321)

akta.pro primary industry

Chronic Condition Special Needs Plans (C-SNP) (FSAIAGAE)

Keywords

• Supplemental health insurance
• Travel medical insurance
• Visitors to canada insurance
• Group employee benefits
• Replacement health coverage

Headquarters

HQ city

Regina

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Health Insurance Premiums: GMS generates revenue primarily through recurring insurance premiums charged to individual policyholders and group/employer plans. Personal Health Plans and Replacement Health Coverage are sold as recurring premium products covering dental, vision, prescription drugs, mental health, and other supplemental health services. Group Advantage plans provide employers with customizable health and dental benefits for small businesses (3-49 employees).
2. Travel Insurance Premiums: Revenue from single-trip and multi-trip (annual) TravelStar Emergency Medical and Trip Cancellation & Interruption insurance products. Single-trip plans cover trips up to 365 days; multi-trip annual plans offer unlimited trips per policy year with 15 or 30 days of coverage per trip. Premiums are priced based on age, deductible, trip length, and medical history.
3. Visitors to Canada Insurance: Insurance products for visitors to Canada covering emergency medical expenses during their stay. Designed to meet Canadian Super Visa application requirements (minimum $100,000 coverage). Available to travellers under age 80, covering tourists, students, workers, and returning Canadian citizens awaiting provincial health coverage.
4. Group & Employee Benefits: GMS Group Advantage provides group health, dental, and other employee benefits for small-to-medium businesses. GMS Insurance Inc. serves as the operating company for Group Medical Services outside Saskatchewan. Custom Group plans are available for businesses with 49+ employees.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

GMS is a not-for-profit Canadian insurance provider offering supplemental personal health insurance (My Health, Replacement Health), travel insurance under the TravelStar brand (Emergency Medical and Trip Cancellation & Interruption), Visitors to Canada insurance meeting Super Visa requirements, and small-business group benefits via GMS Group Advantage. Products fill coverage gaps left by Canadian provincial health plans for individuals, families, visitors, and employers across Canada (excluding Quebec, Nunavut, and New Brunswick).

Product overview

GMS Health & Travel Insurance is a not-for-profit Canadian insurance provider (operating since 1949) offering a portfolio of health and travel insurance products. The core offerings include My Health Insurance and Replacement Health Insurance for personal health coverage, TravelStar Emergency Medical and Trip Cancellation Insurance for travel protection, Visitors to Canada Insurance including Super Visa coverage, and Group Advantage plans for small businesses. Add-on services include the GMS Care Network virtual care platform and dental insurance. The company primarily serves Saskatchewan residents and operates as GMS Insurance Inc. in other provinces, with products not available in Quebec, New Brunswick, and Nunavut.

Differentiator

Problem solved

Functional benefit

Brands

• TravelStar: Travel insurance brand offering Emergency Medical and Trip Cancellation and Interruption insurance products.
• GMS Group Advantage
• GMS Care Network

Products and services

• My Health Insurance Flexible personal health insurance for individuals and families providing supplemental coverage for dental, vision, prescription drugs, mental health services, and other needs not covered by Canadian provincial health plans. Sold directly to individual Canadians via online quote tool or broker.
• Replacement Health Insurance Guaranteed-acceptance health coverage (no medical questions required) for individuals leaving employer-sponsored plans due to job loss, retirement, or other life transitions. Provides up to $2,000 per injury for accidental dental, 80% preventative/basic and 50% major services coverage, with prescription drug coverage through Express Scripts Canada.
• TravelStar Emergency Medical Insurance Travel medical insurance under the TravelStar brand covering up to $5 million in emergency medical expenses for Canadians travelling domestically or internationally. Single-trip plans have no age limit; multi-trip annual plans cover unlimited trips with 15 or 30 days per trip (up to age 79). Children under 16 added free (up to 6 kids on Single Trip).
• TravelStar Trip Cancellation and Interruption Insurance Insurance protecting Canadian travellers' financial investment (trip value up to $20,000) against cancellations, interruptions, delays, and baggage issues due to covered events such as medical emergencies, weather, and travel supplier default. Includes built-in baggage coverage and optional Trip Delay Upgrade ($500/day, max $1,500). 10% bundle discount when purchased alongside Emergency Medical.
• Visitors to Canada Insurance Emergency medical insurance for non-Canadian visitors (tourists, students, workers, returning Canadians awaiting provincial coverage), including coverage meeting the Government of Canada's $100,000 Super Visa minimum. Available to applicants under age 80, with 24/7 travel assistance.
• GMS Group Advantage Off-the-shelf group health, dental, and employee benefits plan for Canadian businesses with 3-49 employees (Custom Group plans available for 49+). Employers choose from three base plans and add optional dental tiers (Silver, Gold, Platinum) with configurable annual maximums ($500-$2,000). Includes GMS Care Network access. Sold through GMS's broker network with Regional Sales Director support.

Quantifiable outcome

• 1 to 3 business days claim turnaround for health and dental claims
• +6 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Robin AssistcoreStrategic or Co-development Partner · 1 November 2025As of November 1, 2025, Robin Assist became GMS's exclusive travel assistance provider, replacing the prior provider. Robin Assist handles emergency medical claims as well as Trip Cancellation, Interruption, and baggage claims. The partnership provides GMS customers with 24/7/365 assistance in multiple languages, a network of 10,000+ providers in 185+ countries with direct billing support, and a claims portal for real-time claim tracking. Robin Assist has a team of 130+ assistance and claims professionals and complies with Canadian Life and Health Insurers Association guidelines.
• Hospitals of Regina FoundationminorOthers · 10 September 2025GMS was a Presenting Sponsor of the Hospitals of Regina Foundation's SWAT Superhero Rappel event on September 10, 2025. Local Regina Police Service SWAT Team members rappelled from the roof of the Regina General Hospital dressed as superheroes, raising over $15,000 for children's health programs. The event supports pediatric patients at the Regina General Hospital.
• Do It With Class (DIWC) Youth TheatreminorOthers · 14 November 2024GMS partnered with Do It With Class Youth Theatre to sponsor theatre tickets so school children could attend a matinee performance of The Little Prince from November 14-16, 2024. The seat sponsorship program provides access to live theatre for children who might not otherwise have the opportunity. GMS's Mark MacLeod, President and CEO, noted GMS's 75-year commitment to giving back to the community.
• TELUS Health (eClaims)coreTechnology or IntegrationTELUS Health manages the GMS Pay-Direct Provider network through its eClaims free direct billing service. This integration allows GMS Card holders to pay direct at participating health and vision service providers without submitting out-of-pocket claims. GMS providers include acupuncturists, chiropodists, chiropractors, dietitians, massage therapists, naturopathic doctors, optical suppliers, opticians, optometrists, physiotherapists, podiatrists, psychologists, speech therapists, and rehabilitation facilities.
• GreenShield CanadacoreTechnology or IntegrationGreenShield Canada powers the GMS Care Network, GMS's signature virtual health support program included with My Health, Replacement Health, and Group Advantage plans. GreenShield provides access to Canadian-licensed doctors via telemedicine, mental health counselling, cognitive behavioural therapy (CBT), legal and financial consultations, and an online pharmacy. The GMS Care Network also includes a Children's Mental Health program powered by Mightier.
• Express Scripts CanadacoreTechnology or IntegrationExpress Scripts Canada manages GMS's Prescription Drug Lookup Tool and processes prescription drug prior authorizations. The drug list is regularly reviewed by Express Scripts Canada and is subject to change. GMS covers up to 80% of the generic drug price when a generic equivalent exists. Prior authorization forms are available through Express Scripts Canada's website.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Canada Life: Canada Life (Great-West Lifeco) is a major Canadian insurer offering individual health, travel, and group benefits through multiple distribution channels. Competes with GMS at the national and group-benefits level with substantially broader product range.
• Sun Life Financial: Sun Life is a major Canadian insurer with personal health, travel, and group benefits products distributed through advisors and direct channels. Direct large-incumbent competitor across multiple GMS product lines.
• Manulife Financial: Manulife is one of Canada's largest insurers offering individual health, travel, and group benefits through CoverMe and group channels. Competes broadly with GMS across personal health and travel insurance with greater scale and product breadth.
• Allianz Global Assistance (Allianz Travel): Allianz Global Assistance is a global travel insurance and assistance provider with significant Canadian operations. Competes directly with GMS in travel medical and trip cancellation products, with deeper international assistance infrastructure.

Direct peers

• TuGo Travel Insurance: TuGo is a Canadian travel insurance specialist offering single-trip, multi-trip, and visitors-to-Canada coverage with a focus on the Canadian market. Direct competitor to GMS's TravelStar and Visitors to Canada product lines.
• GreenShield Canada: GreenShield Canada is a not-for-profit health and benefits company that both powers GMS's Care Network and offers competing health, dental, travel, and pharmacy products nationally. Operates as both a partner and a competitor across multiple GMS lines.
• Pacific Blue Cross: Pacific Blue Cross is a not-for-profit benefits provider in British Columbia offering individual health, travel, and group plans with comparable mutual/mission-driven structure. Direct analog to GMS at a different provincial scale.
• Saskatchewan Blue Cross: Saskatchewan Blue Cross is a not-for-profit health and travel insurer operating in the same Saskatchewan market with overlapping personal health, group benefits, and travel insurance products. The most direct regional head-to-head competitor for GMS.
• 21st Century Travel Insurance: 21st Century Travel is a Canadian travel insurance specialist offering single-trip, multi-trip, visitors, and Super Visa coverage. Direct competitor in the Canadian travel-insurance niche that GMS serves with TravelStar.

Regional players

• SSQ Insurance: SSQ Insurance is a Quebec-based mutual insurer offering group benefits and individual insurance primarily in Quebec. Relevant regional peer demonstrating the mutual/regional model GMS operates under, though geographically distinct.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights6 records

Customer concentration

• Xx.com/GMSInsurance
• YouTubeyoutube.com/@gmshealthinsurance
• Facebookfacebook.com/GMSHealthInsurance
• LinkedInlinkedin.com/company/gmshealthinsurance
• Instagraminstagram.com/gmshealthinsurance

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 GMS Health & Travel Insurance