CAA Atlantic

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.

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

101–250 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

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

• Roadside assistance services
• Auto club membership
• Travel agency services
• Auto insurance products
• Rewards loyalty program

Headquarters

HQ city

Saint John

HQ country

Canada

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core 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

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

30 partnerships are on record, tiered core and minor.

• Murphy Hospitality GroupcoreGTM or Marketing PartnerMurphy 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 FCminorGTM or Marketing PartnerCAA members receive 15% discount on single game tickets for Halifax Tides FC professional women's soccer matches (sections 102-106 grandstands).
• RogerscoreGTM or Marketing PartnerCAA members can save $300/year or more with exclusive 5G+ mobile plans from Rogers.
• VIA RailcoreGTM or Marketing PartnerCAA 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-CarcoreGTM or Marketing PartnerCAA 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 CarcoreGTM or Marketing PartnerCAA members save 5% or more on Alamo car rentals and receive free unlimited mileage and two free additional drivers.
• National Car RentalcoreGTM or Marketing PartnerCAA 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 & ResortscoreGTM or Marketing PartnerCAA members earn 5% back in CAA Dollars when purchasing Best Western eGift cards. Best Western has 18 hotel brands across 100 countries.
• Capitol TheatreminorGTM or Marketing PartnerCAA 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).
• ShellcoreGTM or Marketing PartnerCAA members save 3¢/L on fuel at participating Shell locations across Atlantic Canada.
• NAPA Auto Parts CanadaminorGTM or Marketing PartnerCAA members save 10% on retail priced parts and accessories at participating NAPA Auto Parts locations in Canada.
• Pirelli TiresminorGTM or Marketing PartnerCAA members receive a $20 rebate reward with a Pirelli Visa Prepaid Card when purchasing 4 eligible Pirelli tires.
• YUL Montréal-Trudeau International AirportminorGTM or Marketing PartnerCAA members save up to 40% on parking at AeroParc and EconoParc P9, and up to 19% off at P4 and VALETPARC.
• Munn InsuranceminorChannel Partner/ Reseller/ DistributorMunn Insurance handles insurance services for CAA's St. John's location. Members are referred to Munn Insurance for insurance appointments at this branch.
• Otto MobilecoreTechnology or IntegrationOtto 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 ResearchminorStrategic or Co-development PartnerCAA collaborated with PlugShare Research to conduct the largest-ever survey of Canadian EV owners (16,000+ respondents) and EV winter performance testing.
• Plug 'n DriveminorStrategic or Co-development PartnerNon-profit organization committed to accelerating EV adoption that provided vehicles for CAA's EV winter road test.
• Feed Nova ScotiaminorOthersCAA 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 AssociationminorOthersCAA 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 AlimentaireminorOthersCAA Atlantic donated one fully-electric delivery van to Food Depot Alimentaire in Moncton, NB as part of community giving initiative.
• Upper Room Hospitality MinistryminorOthersCAA Atlantic donated one fully-electric delivery van to Upper Room Hospitality Ministry in Charlottetown, PEI as part of community giving initiative.
• Rocky MountaineerminorGTM or Marketing PartnerTravel partner featured in CAA Story Hub with travel manager experiencing the 'First Passage to the West' route.
• Viking CruisesminorGTM or Marketing PartnerViking is CAA Atlantic's partner of the month for travel, offering exclusive deals for CAA members.
• AmbassatoursminorGTM or Marketing PartnerCAA members save 10% on tours with Ambassatours.
• SWTCHminorGTM or Marketing PartnerCAA 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)minorStrategic or Co-development PartnerPartnership with NextRide from the Clean Foundation to offer free EV test drives and education for those considering transitioning to an electric vehicle.
• La RondeminorGTM or Marketing PartnerCAA members receive exclusive pricing for La Ronde theme park tickets, valid for two consecutive days.
• Canada's WonderlandminorGTM or Marketing PartnerCAA members save on single-day admission prices for Canada's Wonderland through online booking with valid membership.
• Ripley's Aquarium of CanadaminorGTM or Marketing PartnerCAA members save 20% on admission to Ripley's Aquarium of Canada when purchasing tickets online.
• CN TowerminorGTM or Marketing PartnerCAA members save 10% off General Admission ticket when showing membership card at the gate.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging 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

• YouTubeyoutube.com/user/CAAAtlantic
• Facebookfacebook.com/CAAAtlantic
• LinkedInlinkedin.com/company/caa-atlantic
• Instagraminstagram.com/caaatlantic
• Xx.com/CAAAtlantic

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 CAA Atlantic