PC insurance

What PC insurance does

PC Insurance (legal entity PC Financial Insurance Agency Inc.) is a Canadian direct-to-consumer personal insurance distributor operating across 12 provinces and territories. Founded in 1996 and headquartered in Windsor, Ontario, the company distributes auto, motorcycle, home, condo, tenant, and lifestyle vehicle insurance products (covering ATVs, snowmobiles, motorhomes, and watercraft), as well as term life, critical illness, and accident insurance through its affiliated offering. All P&C policies are underwritten by Aviva General Insurance Company, while life products are underwritten by The Canada Life Assurance Company; PC Insurance itself is not a balance-sheet carrier and earns commission of 7.0%-20.0% of premium plus contingency income on portfolio performance.

The company's technology footprint is intentionally lean: there is no proprietary underwriting platform, no public API, and no AI/ML capability disclosed in-house. Distribution runs through an online quote platform (quote.pcinsurance.ca), licensed insurance advisors reachable by phone, and a self-service mobile app. The Aviva Journey telematics program (Ontario only) layers usage-based discounts on top of the standard auto product. The strategic backbone of the business is the affinity relationship with the PC Optimum loyalty program, which supplies affinity discounts (up to 35% on home and auto bundles), double points on annual premium payments, and a large pre-qualified consumer acquisition channel that is not available to standalone insurers.

PC Insurance is a member of the Loblaw Group of companies. On December 3, 2025, Loblaw announced an agreement for EQB Inc., the parent of EQ Bank, to acquire PC Insurance and PC Financial, with closing scheduled for July 1, 2026. Following closing, the PC Insurance brand will be retained, policies will continue to be underwritten by Aviva, and the PC Optimum program will remain Loblaw-owned; EQB will become the exclusive insurance partner for the loyalty program.

Name

PC insurance

Legal name

PC Financial Insurance Agency Inc.

Website

https://pcinsurance.ca

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

PC Insurance is a Canadian direct-to-consumer personal insurance distributor offering auto, home, condo, tenant, motorcycle, and lifestyle vehicle coverage, plus life insurance. It leverages the PC Optimum loyalty ecosystem for customer acquisition and is being acquired by EQB.

Ownership category

akta.pro rank

Product category

Personal Lines Insurance Distribution

NAICS

Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Personal Auto Insurance (FSAJAMAA)

akta.pro secondary industries

Homeowners Insurance (FSAJACAA), Standalone Critical Illness Insurance (FSAIAKAA), Personal Accident Insurance (Injury, Disability & Income Benefit) (FSAJAJAD)

Keywords

• Auto insurance
• Home insurance
• Motorcycle insurance
• Insurance distribution
• Personal lines insurance

Headquarters

HQ city

Windsor

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premium Revenue: PC Insurance earns revenue through insurance premiums collected from policyholders across auto, home, condo, tenant, and motorcycle insurance products. The company operates as a distributor (PC Financial Insurance Agency Inc.) earning commission from Aviva General Insurance Company on new policies and renewals. Commission ranges from 7.0% to 20.0% of premium.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

PC Insurance distributes a portfolio of personal insurance products to individual Canadian consumers, including auto, motorcycle, home, condo, tenant, and lifestyle vehicle (ATV, snowmobile, motorhome, watercraft) coverage. All home and auto policies are underwritten by Aviva General Insurance Company, while term life, critical illness, and accident insurance are underwritten by The Canada Life Assurance Company. The company earns commission of 7.0%–20.0% of premium from Aviva plus contingency income tied to portfolio performance.

Product overview

PC Insurance is a direct insurance distribution company offering a portfolio of personal insurance products. The core offerings consist of Auto Insurance, Motorcycle Insurance, Home Insurance, Condo Insurance, and Tenant Insurance, complemented by Lifestyle Vehicle Insurance covering recreational vehicles (ATVs, snowmobiles, motorhomes, boats/watercraft). Life insurance products including term life, critical illness, and accident insurance are offered as additional products underwritten by The Canada Life Assurance Company. The company operates across 12 Canadian provinces and territories with products distributed by PC Financial Insurance Agency Inc. and underwritten by Aviva General Insurance Company. All policies are available through licensed insurance advisors, online quote tools, and 24/7 claims support. The company is affiliated with the Loblaw/PC Optimum loyalty ecosystem and is undergoing acquisition by EQB effective July 1, 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Comprehensive auto insurance for individual Canadian vehicle owners including mandatory liability, accident benefits, direct compensation property damage, and uninsured automobile coverage. Optional coverages include comprehensive, collision, conviction protector, waiver of depreciation, family protection, and accident rating waiver. Underwritten by Aviva General Insurance Company.
• Home Insurance Home insurance for individual Canadian homeowners protecting against loss or damage to home and contents due to fire, smoke, wind, theft, vandalism, and certain water damage. Includes basic coverage for home structure, personal property, personal liability, and additional living expenses. Optional coverages include sewer backup, overland water, earthquake, and cyber insurance. Underwritten by Aviva General Insurance Company.
• Motorcycle Insurance Motorcycle insurance for individual riders covering street bikes, cruisers, touring bikes, and limited-speed motorcycles. Includes liability, accident benefits, uninsured automobile, direct compensation property damage, and optional collision and comprehensive coverage. Save up to 25% through discount programs. Not available in BC, Manitoba, Saskatchewan.
• Condo Insurance Condo insurance for individual condominium unit owners covering personal belongings, finishes and upgrades made to the unit (flooring, light fixtures, countertops), personal liability, and additional living expenses. Complements the coverage provided by the condo corporation.
• Tenant Insurance Tenant insurance for individual Canadian renters covering loss or damage to personal belongings due to fire, theft, or vandalism at rented properties. Includes personal liability protection and additional living expenses if the rental unit becomes unlivable.
• Lifestyle Vehicle Insurance Insurance for individual owners of recreational vehicles and watercraft including ATVs, snowmobiles, motorhomes, and boats. ATV coverage includes personal liability, accident benefits, uninsured motorist, and optional collision, fire, and theft coverage. Snowmobile policy covers liability and accident benefits. Motorhome offers standard automobile coverages plus personal effects and emergency vacation expense. Watercraft covers fire, explosion, theft, vandalism, lightning, hail, windstorm, underwater impact, and emergency towing. Customers earn 2x PC Optimum™ points on annual premium payments.
• PC Term Life Insurance Term life insurance for individual policyholders underwritten by The Canada Life Assurance Company and distributed by PC Financial Insurance Agency Inc. Coverage terms and conditions are set out in the Certificate of Insurance provided upon enrollment.
• PC Critical Illness Insurance Critical illness insurance for individual policyholders underwritten by The Canada Life Assurance Company. Coverage includes specified critical illness conditions as defined in the Certificate of Insurance.
• PC Accident Insurance Accident insurance for individual policyholders underwritten by The Canada Life Assurance Company. Coverage applies to accident-related expenses as specified in the policy certificate.

Quantifiable outcome

• PC Optimum™ members can save up to $890 on combined home and auto insurance
• +3 more outcomes

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• EQB Inc.flagshipStrategic or Co-development Partner · 3 December 2025EQB Inc., parent company of EQ Bank, announced acquisition of PC Insurance and PC Financial on December 3, 2025. Acquisition set to close July 1, 2026. EQB will become exclusive insurance partner for PC Optimum™ program. No immediate changes to coverage, premiums, or service; all policies continue underwritten by Aviva.
• Aviva General Insurance CompanycoreStrategic or Co-development PartnerAviva General Insurance Company is the underwriter for all PC Insurance home and auto insurance products. PC Financial Insurance Agency Inc. distributes these products underwritten by Aviva. The company earns commission of 7.0%-20.0% of premium plus contingency income based on portfolio performance.
• President's Choice Services Inc.coreGTM or Marketing PartnerProvider of PC Optimum™ loyalty program. PC Insurance customers who are PC Optimum™ members qualify for affinity discounts and can earn double reward points on annual insurance premium payments made with PC Mastercard or PC Money Account.
• President's Choice BankminorGTM or Marketing PartnerIssues President's Choice Financial Mastercard and PC Money Account. Customers can earn PC Optimum™ points when paying insurance premiums using these payment methods.
• The Canada Life Assurance CompanyminorStrategic or Co-development PartnerUnderwriter for PC term life insurance, PC critical illness insurance, and PC accident insurance products offered through PC Insurance. These products are distributed by PC Financial Insurance Agency Inc. with full terms set out in Certificates of Insurance.

Scale indicators1 record

Recent moves7 records

Expansion highlights5 records

Emerging players

• Square One Insurance Services: Canadian direct-to-consumer online insurer focusing on home and tenant insurance with customizable coverage. Square One is a niche digital player with overlapping personal lines offerings to PC Insurance, particularly in home and tenant.

Direct peers

• Belairdirect: Canadian direct-to-consumer insurance distributor offering auto, home, condo, tenant, and motorcycle insurance via online and phone channels. Belairdirect is part of Intact Financial Corporation and competes head-to-head with PC Insurance on direct-to-consumer pricing and bundling.
• Sonnet Insurance: Canadian direct-to-consumer online insurance provider offering auto and home insurance. Sonnet is a subsidiary of Aviva Canada and uses the same underlying parent infrastructure as PC Insurance, making it a direct competitor in the same online distribution channel.
• Onlia Insurance: Canadian digital-first auto and home insurance provider offering online quotes and policy management. Onlia is backed by Achmea and competes with PC Insurance in the digitally-native affinity and direct-to-consumer segment.

Broad incumbents

• The Co-operators: Canadian multi-line insurance carrier offering auto, home, life, and group benefits, with both direct and advisor-based distribution. The Co-operators is a comparable broad incumbent in the Canadian personal lines market.
• CAA Insurance: CAA Insurance is an affinity/club-based auto and home insurance provider affiliated with the Canadian Automobile Association. It is a comparable affinity-led distribution model to PC Insurance's PC Optimum channel.
• Intact Financial Corporation: Canada's largest P&C insurer, the parent of Belairdirect and other Canadian insurance brands. Intact is a broad incumbent that competes with PC Insurance through multiple D2C and broker channels and sets the market benchmark for pricing and product breadth.
• Aviva Canada: Aviva General Insurance Company is the underwriter of all PC Insurance auto and home policies. Aviva Canada is also a broad incumbent in the Canadian P&C market through its own direct and broker channels, making it both a partner and an indirect competitor.
• TD Insurance: TD Insurance is the large Canadian bank-owned insurance distribution and underwriting arm offering auto, home, and life insurance. TD is a comparable integrated banking-insurance affinity distribution model similar to the future EQB/PC Insurance combination.

Others

• EQ Bank (EQB Inc.): EQB is the parent company of EQ Bank and the announced acquirer of PC Insurance (closing July 2026). As the future parent, EQB is a strategically adjacent digital banking platform that will own the PC Insurance distribution layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/PCInsuranceCA
• Facebookfacebook.com/PCInsurance
• LinkedInlinkedin.com/company/pc-insurance
• Instagraminstagram.com/pc.insurance

Revenue estimate

Valuation estimate

Number of profiles

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 PC insurance