CAA Atlantic
CAA Atlantic is a not-for-profit member-based automobile association serving over 260,000 members across Canada's four Atlantic provinces with tiered roadside assistance, travel agency services, insurance brokerage, and a rewards/loyalty program, supported by seven retail locations and a mobile automotive service called Otto.
- Company typePrivate
- Founded1906
- HeadquartersSaint John, Canada
- Headcount51–100
- GTM typeB2C
- OfferingServices
What CAA Atlantic does
CAA Atlantic is a not-for-profit, member-based automobile association operating as part of the Canadian Automobile Association (CAA) federation of eight Clubs. It serves over 260,000 individual members across the four Atlantic provinces — New Brunswick, Newfoundland & Labrador, Nova Scotia, and Prince Edward Island — through a vertically integrated service platform. Its operational footprint includes seven retail/member service centers (Saint John HQ, St. John's, Moncton, Dartmouth, Halifax, Charlottetown, Fredericton), a roadside contractor network handling roughly 102,000 rescues and 159,000 calls annually (2021 figures), and digital channels including a mobile app, online portal, and phone-based service. Leadership is anchored by President & CEO Dawn Dalley, supported by a Chief Innovation Officer, Director of Public & Government Affairs, Director of Advocacy & Community Relations, and a newly appointed Zero-Emission Vehicle Advocate.
The product portfolio is organized around three pillars: (1) a four-tier membership program (Everyday at $30, Classic at $97, Plus at $153, Premier at $207) with tiered roadside coverage ranging from no emergency service to up to 320 km towing; (2) a full-service travel agency offering flights, hotels, cruises, Disney packages, and guided travel through CAA Travel Advisors; and (3) a comprehensive insurance brokerage spanning automotive, property, travel, life, health, dental, critical illness, personal accident, and pet insurance. Adjacent offerings include the CAA Rewards program and CAA Dollars loyalty currency, the Otto mobile automotive service (battery-powered vans, first in Canada for this delivery model), the CAA EV Buyer's Guide, battery and bike assist services, RV coverage add-ons, and the CAA Gift Card Store. The underlying technology is described as a membership management platform integrated with roadside dispatch systems, travel booking infrastructure, and a digital rewards platform, supplemented by an iOS/Android mobile app.
Revenue is generated through four streams: recurring membership dues, insurance commissions/overrides on member-sourced policies, travel agency commissions and service fees, and partner referral/affiliate revenue from rewards merchants including Shell, Rogers, VIA Rail, Enterprise/Alamo/National, Best Western, and Murphy Hospitality Group. The organization maintains a strong consumer brand position — Canada's most trusted brand for five consecutive years (2017–2022) per the Gustavson Brand Trust Index — and has pursued an active EV/sustainability strategy since 2019, including fleet electrification (light service fleet nearly 100% hybrid or electric by 2025), EV consumer research, and community-facing donations of electric delivery vans to regional food banks.
CAA Atlantic firmographics
Firmographics- Name
- CAA Atlantic
- Legal name
- Canadian Automobile Association (operating as CAA Atlantic)
- Website
- https://atlantic.caa.ca
- Company type
- Private
- Founded year
- 1906
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- CAA Atlantic is a not-for-profit member-based automobile association serving over 260,000 members across Canada's four Atlantic provinces with tiered roadside assistance, travel agency services, insurance brokerage, and a rewards/loyalty program, supported by seven retail locations and a mobile automotive service called Otto.
- Ownership category
- akta.pro rank
CAA Atlantic industry classification
Industry- Product category
- Membership-based Roadside Assistance and Auto Club Services
- NAICS
- Travel Agencies (561510), Travel Agencies (56151), Business Associations (813910)
- SIC
- Services-Membership Organizations (8600)
- akta.pro primary industry
- IATA-Accredited Passenger Sales Agents (PSA) (THAKALAC)
Keywords
Where CAA Atlantic is headquartered
LocationHeadquarters
- HQ city
- Saint John
- HQ country
- Canada
- HQ region
- North America
Offices7 records
Markets served
CAA Atlantic business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain, Others
Revenue model
- Membership Dues: Annual membership fees collected from over 260,000 members across four Atlantic provinces. Four tiers: Everyday ($30), Classic ($97), Plus ($153), Premier ($207), with monthly payment options available for some tiers.
- Insurance Products: CAA offers automotive, property, travel, life, health, dental, critical illness, personal accident, and pet insurance products. Revenue comes from insurance premiums, with members receiving preferred rates.
- Travel Services: Full-service travel agency offering vacations, cruises, flights, hotels, car rentals, Disney packages, and guided travel. Earns commissions from travel suppliers and service fees from members.
- Partner Commissions & Referrals: Commissions from rewards partners (retailers, restaurants, hotels, car rental companies), referral fees from insurance partners, and revenue share arrangements with merchant partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Everyday - $30/year - No roadside assistance, bike assist, retail and fuel savings |
| Subscription | Monthly | Classic - $97/year - Basic roadside assistance with up to 10km towing |
| Subscription | Monthly | Plus - $153/year - Enhanced roadside with up to 160km towing and more benefits |
| Subscription | Monthly | Premier - $207/year - Maximum coverage with up to 320km towing and comprehensive benefits |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
CAA Atlantic product offering
Product offeringCore offering
CAA Atlantic is a not-for-profit member-based organization providing tiered roadside assistance memberships, full-service travel agency offerings, and a suite of insurance products (automotive, property, travel, life, health, dental, critical illness, personal accident, and pet) to over 260,000 members across the four Atlantic Canadian provinces. The organization supplements its core offering with a member rewards and discount program (CAA Rewards, CAA Dollars), a mobile automotive service (Otto), and a public-facing EV Buyer's Guide.
Product overview
CAA Atlantic is a member-based organization providing a comprehensive suite of mobility and lifestyle services across Atlantic Canada. The core offering is a tiered membership program (Everyday, Classic, Plus, and Premier) with varying levels of roadside assistance coverage, from basic savings-only plans to premium coverage including up to 320 km tows. The product portfolio centers on three main pillars: (1) Emergency Roadside Services including towing, battery service, flat tire assistance, and lockout service; (2) Travel Services encompassing flights, hotels, cruises, vacation packages, Disney bookings, and guided travel through CAA Travel Advisors; and (3) Insurance Products covering automotive, property, travel, life, health, dental, critical illness, personal accident, and pet insurance. Additional offerings include the CAA Rewards loyalty program with partner discounts, CAA Dollars currency, Otto mobile automotive service, the CAA EV Buyer's Guide for electric vehicle information, and Maps & Guides. The organization serves the four Atlantic provinces: New Brunswick, Newfoundland & Labrador, Nova Scotia, and Prince Edward Island.
Differentiator
Problem solved
Functional benefit
Products and services
- CAA Membership
- 24/7 Roadside Assistance
- CAA Travel Services
- CAA Insurance
- CAA Rewards Program
- Otto Mobile Automotive Service
- CAA Maps & Guides
- CAA EV Buyer's Guide
- CAA Gift Card Store
Quantifiable outcome
- Members can save up to 20% on Auto & Home Insurance and up to 15% on Travel Insurance
- +2 more outcomes
Companies that use CAA Atlantic
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
CAA Atlantic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
CAA Atlantic partnerships and signals
Strategic signalPartnerships
30 partnerships are on record, tiered core and minor.
- Murphy Hospitality GroupcoreMurphy Hospitality Group offers CAA members exclusive 10% savings at their hospitality brands including restaurants, pubs, breweries, hotels, and entertainment venues across Atlantic Canada. Partner brands include Gahan House, Barrington Steakhouse, Merchantman, PEI Brewing Company, The Great George, Hotel on Pownal, and Loyalist Country Inn.
- Halifax Tides FCminorCAA members receive 15% discount on single game tickets for Halifax Tides FC professional women's soccer matches (sections 102-106 grandstands).
- RogerscoreCAA members can save $300/year or more with exclusive 5G+ mobile plans from Rogers.
- VIA RailcoreCAA members save up to 20% on the best available fares for all VIA Rail destinations including Economy, Business, Touring, and Sleeper Plus class.
- Enterprise Rent-A-CarcoreCAA members save 5% or more on Enterprise car rentals and receive free unlimited mileage and two free additional drivers in Canada and US.
- Alamo Rent A CarcoreCAA members save 5% or more on Alamo car rentals and receive free unlimited mileage and two free additional drivers.
- National Car RentalcoreCAA members save up to 20% on National car rentals and receive Emerald Club Status Match plus free unlimited mileage and two free additional drivers.
- Best Western Hotels & ResortscoreCAA members earn 5% back in CAA Dollars when purchasing Best Western eGift cards. Best Western has 18 hotel brands across 100 countries.
- Capitol TheatreminorCAA members save 10% on select performances purchased at the box office or by phone and receive one complimentary drink voucher per ticket purchase (maximum 6 tickets).
- ShellcoreCAA members save 3¢/L on fuel at participating Shell locations across Atlantic Canada.
- NAPA Auto Parts CanadaminorCAA members save 10% on retail priced parts and accessories at participating NAPA Auto Parts locations in Canada.
- Pirelli TiresminorCAA members receive a $20 rebate reward with a Pirelli Visa Prepaid Card when purchasing 4 eligible Pirelli tires.
- YUL Montréal-Trudeau International AirportminorCAA members save up to 40% on parking at AeroParc and EconoParc P9, and up to 19% off at P4 and VALETPARC.
- Munn InsuranceminorMunn Insurance handles insurance services for CAA's St. John's location. Members are referred to Munn Insurance for insurance appointments at this branch.
- Otto MobilecoreOtto is a mobile automotive service launched by CAA Atlantic offering tire changes, battery replacement, wiper replacement, and seasonal tire storage that comes to customers. Otto uses battery-powered vans (first in Canada for this type of service).
- PlugShare ResearchminorCAA collaborated with PlugShare Research to conduct the largest-ever survey of Canadian EV owners (16,000+ respondents) and EV winter performance testing.
- Plug 'n DriveminorNon-profit organization committed to accelerating EV adoption that provided vehicles for CAA's EV winter road test.
- Feed Nova ScotiaminorCAA Atlantic donated one fully-electric delivery van to Feed Nova Scotia in Dartmouth, NS as part of community giving initiative to reduce food bank operating costs and carbon footprint.
- Community Food Sharing AssociationminorCAA Atlantic donated one fully-electric delivery van to Community Food Sharing Association in St. John's, NL as part of community giving initiative.
- Food Depot AlimentaireminorCAA Atlantic donated one fully-electric delivery van to Food Depot Alimentaire in Moncton, NB as part of community giving initiative.
- Upper Room Hospitality MinistryminorCAA Atlantic donated one fully-electric delivery van to Upper Room Hospitality Ministry in Charlottetown, PEI as part of community giving initiative.
- Rocky MountaineerminorTravel partner featured in CAA Story Hub with travel manager experiencing the 'First Passage to the West' route.
- Viking CruisesminorViking is CAA Atlantic's partner of the month for travel, offering exclusive deals for CAA members.
- AmbassatoursminorCAA members save 10% on tours with Ambassatours.
- SWTCHminorCAA members can get a free Level 2 EV charger and earn 11¢ per kWh charging at home through the SWTCH Home Charging Program.
- NextRide (Clean Foundation)minorPartnership with NextRide from the Clean Foundation to offer free EV test drives and education for those considering transitioning to an electric vehicle.
- La RondeminorCAA members receive exclusive pricing for La Ronde theme park tickets, valid for two consecutive days.
- Canada's WonderlandminorCAA members save on single-day admission prices for Canada's Wonderland through online booking with valid membership.
- Ripley's Aquarium of CanadaminorCAA members save 20% on admission to Ripley's Aquarium of Canada when purchasing tickets online.
- CN TowerminorCAA members save 10% off General Admission ticket when showing membership card at the gate.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
CAA Atlantic competitors and assessment
Company assessmentEmerging players
- OnStar (General Motors): Connected-car service from GM offering emergency response, navigation, and roadside via embedded telematics. Threatens traditional roadside membership by bundling services into the vehicle itself — relevant for CAA's EV and connected-car strategy.
- Urgently: Digital roadside assistance platform connecting stranded drivers to service providers via app. Represents the technology-led, non-membership disruption model competing for the same end-customer use case (towing, battery, lockout).
Direct peers
- BCAA (British Columbia Automobile Association): Sister Club within the CAA federation serving BC and the Yukon. Operates the same tiered membership, roadside, travel agency, and insurance model — making it the most directly comparable peer to CAA Atlantic from a product, pricing, and operational standpoint.
- AMA (Alberta Motor Association): Another CAA federation Club serving Alberta. Closely matches CAA Atlantic on membership tiers, roadside, travel, and insurance; useful for benchmarking regional performance and partnership economics.
- Good Sam (Good Sam Enterprises): U.S. membership organization for RV and outdoor enthusiasts offering roadside assistance, insurance, travel planning, and discounts. Direct peer on the membership-plus-services model with a focus on recreational vehicles that overlaps with CAA's RV add-on.
- Flight Centre Travel Group: Canadian travel agency competitor with a retail storefront model similar to CAA Travel. Direct competitor for cruise, flight, and vacation-package bookings, particularly in leisure travel across Canada.
Broad incumbents
- AAA (American Automobile Association): U.S. counterpart offering tiered memberships, 24/7 roadside assistance, travel agency services, insurance, and discount programs. Most analogous international peer in terms of business model and product mix, though at vastly greater scale.
- CAA (Canadian Automobile Association National Federation): National federation of which CAA Atlantic is one of eight member Clubs. Operates the shared brand, national partnerships, and inter-Club reciprocity. Direct parent/federation entity with the most comparable membership, roadside, travel, and insurance model.
- Costco Membership (Costco Wholesale): Pure membership-based consumer model with tiered annual fees and partner-driven value proposition. Useful comparable for understanding member retention mechanics and wallet-share dynamics, though the retail/wholesale category is unrelated to automotive.
- Maritz (Maritz Travel): Large-scale travel and loyalty program operator serving corporate clients and membership organizations. Comparable on the loyalty/rewards and travel program design layer that CAA Atlantic uses to deepen member engagement.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
CAA Atlantic social profiles
Digital presenceCAA Atlantic compliance and trust
Trust signalCompliance2 records
CAA Atlantic financial estimates
Financial estimateRevenue estimate
Valuation estimate
CAA Atlantic leadership team
Management profileNumber of profiles
Profiles5 records
CAA Atlantic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CAA Atlantic 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 CAA Atlantic
What does CAA Atlantic do?
CAA Atlantic is a not-for-profit member-based organization providing tiered roadside assistance memberships, full-service travel agency offerings, and a suite of insurance products (automotive, property, travel, life, health, dental, critical illness, personal accident, and pet) to over 260,000 members across the four Atlantic Canadian provinces. The organization supplements its core offering with a member rewards and discount program (CAA Rewards, CAA Dollars), a mobile automotive service (Otto), and a public-facing EV Buyer's Guide.
Is CAA Atlantic a public or private company?
CAA Atlantic is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was CAA Atlantic founded?
CAA Atlantic was founded in 1906. It employs 51 to 100 people.
Where is CAA Atlantic based?
CAA Atlantic is headquartered in Saint John, Canada, in the North America region.
How does CAA Atlantic make money?
Four revenue lines are on record. Membership Dues are the primary driver. The others are insurance Products, travel Services and partner Commissions & Referrals.
Who are CAA Atlantic's main competitors?
Emerging players on record are OnStar (General Motors) and Urgently. Direct peers are BCAA (British Columbia Automobile Association), AMA (Alberta Motor Association), Good Sam (Good Sam Enterprises) and Flight Centre Travel Group. Broad incumbents are AAA (American Automobile Association), CAA (Canadian Automobile Association National Federation), Costco Membership (Costco Wholesale) and Maritz (Maritz Travel).
Does CAA Atlantic have an API?
No public API is recorded for CAA Atlantic.
What industry is CAA Atlantic in?
CAA Atlantic's product category is Membership-based Roadside Assistance and Auto Club Services. Its primary akta.pro industry code is THAKALAC, IATA-Accredited Passenger Sales Agents (PSA). Its NAICS code is 561510 and its SIC code is 8600.