PACIFIC BLUE CROSS

What PACIFIC BLUE CROSS does

Pacific Blue Cross (legal name PBC Health Benefits Society) is a not-for-profit health benefits provider headquartered in Burnaby, British Columbia, serving approximately 1.7 million members across BC and the Yukon. Founded in 1940 as the Medical Services Association (MSA) and merged in 1997 with CU&C, the company operates under license from the Canadian Association of Blue Cross Plans and is BC's only unionized benefits provider, with approximately 800 employees represented by CUPE local 1816. Its product portfolio spans personal health insurance (Health and Dental in Bronze, Silver, and Gold tiers; Guaranteed Acceptance; Group Conversion; Retirement Plans), group benefits for both small/medium businesses (Blue Chip) and large employers, travel insurance with up to $10M emergency medical coverage, and add-on life and critical illness products distributed through its wholly-owned subsidiary Pacific Blue Cross Agency.

The company's technology stack centers on a Member Profile online portal, a mobile application with over 385,000 downloads, a Preferred Pharmacy Network offering reduced dispensing fees, the Insta-Claim provider network for on-the-spot claims processing, and a Pharmacy Compass tool that compares prescription drug prices across BC using three months of claims data. Digital claims reimbursement completes in as little as 24 hours via direct deposit. Pacific Blue Cross extends its service surface through partnerships — Homewood Health for the Employee and Family Assistance Program, TELUS Health and MindBeacon for online Cognitive Behavioural Therapy, TELUS Health Virtual Care for 24/7 practitioner access, and sanoLiving for the sanoMidlife menopause support program. With $1.63 billion CAD in disclosed annual revenue (as of December 31, 2021) and over 28.2 million claims processed annually, the business runs on subscription-based recurring premiums distributed through direct digital sales to consumers, advisor and broker channels for employer group plans, and a wholly-owned licensed insurance agency for life and specialty lines.

Name

PACIFIC BLUE CROSS

Legal name

PBC Health Benefits Society

Website

https://pac.bluecross.ca

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

251–500 employees

Short description

Pacific Blue Cross is a not-for-profit health benefits society headquartered in Burnaby, BC, serving approximately 1.7 million members across British Columbia and Yukon with personal, group, and travel health insurance plus digital claims tools and partner-delivered mental health and virtual care services.

Ownership category

akta.pro rank

Product category

Health and Dental Insurance

NAICS

Direct Life, Health, and Medical Insurance Carriers (52411), Health Care and Social Assistance (62)

SIC

Accident & Health Insurance (6321), Life Insurance (6311)

akta.pro primary industry

Travel Medical Insurance (Individual) (FSAIAEAI)

akta.pro secondary industries

Long-Term Disability (LTD) Insurance (FSAIAIAD), Standalone Critical Illness Insurance (FSAIAKAA), Travel & Accident (Non-Life) Insurance (FSAJAMAN)

Keywords

• Health insurance
• Dental insurance
• Travel insurance
• Group benefits
• Extended health coverage

Headquarters

HQ city

Burnaby

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Group Health and Dental Insurance: Employer-sponsored extended health and dental benefit plans for small, medium, and large businesses across British Columbia and Yukon. Plans cover prescription drugs, vision care, paramedical practitioners, hospital accommodation, and dental services.
2. Personal Health and Dental Insurance: Individual and family health insurance plans including Health and Dental, Guaranteed Acceptance, Group Conversion, and Retirement options. Available to BC and Yukon residents not covered by employer plans.
3. Travel Insurance: Emergency medical, trip cancellation, and interruption coverage for British Columbians traveling outside BC, visitors to Canada, and domestic travel within Canada. Plans include up to $10M emergency medical coverage.
4. Life and Critical Illness Insurance: Term life insurance and critical illness coverage offered through partnerships with other underwriters. Life insurance available via bluecross.ca platform.
5. Disability Coverage: Short-term and long-term disability coverage for employer group benefit plans.
6. Specialty Benefits and Add-ons: Additional products including Health Spending Accounts, Flexible Benefits Plans, Second Medical Opinion, Employee and Family Assistance Programs, and dental add-ons.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels9 records

Core offering

Pacific Blue Cross sells not-for-profit health, dental, travel, life, disability, and critical illness insurance to individuals, families, and employer groups primarily in British Columbia and Yukon. Personal plans cover prescription drugs, vision, dental, paramedical practitioners, mental wellness, hospital accommodation, and fertility/family planning, while group plans add customizable common, specialty, and value-added benefits for employers. Distribution combines direct online sales, advisor/broker channels, mobile and Member Profile digital self-service, and a wholly-owned licensed insurance agency.

Product overview

Pacific Blue Cross is BC's #1 health benefits provider offering a comprehensive portfolio of insurance and benefits products. The core offering consists of Personal Health Insurance products (Health and Dental, Guaranteed Acceptance, Dental Only, Group Conversion, Retirement) and Group Benefits for small to medium and large businesses. Travel insurance products include Emergency Medical, TripProtection, Visitors to Canada, and Canada Domestic Travel. The company also offers add-on insurance products (Critical Illness, Life Insurance) and digital tools including Member Profile, Mobile App, Pharmacy Compass, and Preferred Pharmacy Network. Value-added services include Online CBT programs through TELUS Health and MindBeacon, Employee & Family Assistance Program via Homewood Health, and the sanoMidlife menopause support program. The product architecture is structured as a platform-plus-modules model where core insurance products can be enhanced with optional add-ons, digital tools, and support services.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Health and Dental Insurance Comprehensive personal health insurance plan offering flexible coverage for dental, prescription drugs, vision, massage, physiotherapy, mental wellness, hospital stays and more. Available in Bronze, Silver, and Gold tiers for individuals and families in British Columbia and Yukon.
• Guaranteed Acceptance Health Insurance Streamlined health coverage with no medical questions or exclusions, covering existing health conditions. Available in four tiers (Essential, Bronze, Silver, Gold) with no waiting period on most benefits, for individuals who cannot qualify for standard underwriting.
• Dental Only Insurance Stand-alone dental insurance for individuals covering routine exams, cleanings, fillings, and more. Available as an independent plan or add-on to supplement existing employer-sponsored group coverage.
• Group Conversion Health Insurance Continuous coverage for individuals who left employer-sponsored group plans within the past 60 days, covering existing health conditions with increasing coverage over time.
• Retirement Plan Health Insurance Health coverage for retirees within 60 days of retirement, offering Bronze, Silver, and Gold tiers with coverage for practitioners, prescriptions, vision, dental, and hospital accommodation.
• Emergency Medical Travel Insurance Comprehensive emergency medical coverage up to $10 million for British Columbians traveling outside BC, including optional pre-existing condition coverage, annual plans for frequent travelers, and free coverage for dependent children 21 and under when an adult is insured.
• Trip Protection Insurance Coverage for trip cancellation, trip interruption, airline delays, and baggage loss, damage or delay. Available as standalone or package purchase.
• Visitors to Canada Coverage Emergency health coverage for visitors to Canada, returning Canadians, and new immigrants covering hospitalization, medical expenses, ambulance services, and repatriation costs.
• Canada Domestic Travel Insurance Travel insurance covering unexpected medical emergencies and trip interruptions for travel within Canada but outside British Columbia.
• Small to Medium Business Group Benefits Complete, affordable employee benefit plans for small to medium businesses in British Columbia and Yukon, including the Blue Chip platform with digital quoting, onboarding, and enrollment capabilities, sold through advisors and direct channels.
• Large Business Group Benefits Customizable health care solutions for large organizations, including common benefits (Health and Dental, Life and AD&D, Disability Coverage, Critical Illness), specialty benefits (Health and Wellness, Second Opinion, Employee & Family Assistance Program, Health Spending Accounts) and value-added benefits (Online Services, Medi-Assist, Blue Advantage Savings, sanoMidlife), sold through account executives.
• Critical Illness Insurance Insurance product to help manage ongoing financial obligations in the event of recovering from a serious disease, offered through Blue Cross underwriters.
• Life Insurance Term life insurance to ensure the financial health of loved ones, underwritten by Blue Cross and accessible via the Blue Cross / Pacific Blue Cross digital channels.
• Employee & Family Assistance Program (EFAP) 24/7 counselling, coaching, and support services provided through Homewood Health, including counselling services, Life Smart Coaching, i-Volve online CBT, Key Person Advice Line, and Homeweb resources for plan members.
• Group Disability Coverage Short-term and long-term disability coverage bundled into employer group benefit plans to replace income during illness or injury.
• sanoMidlife Menopause and Midlife Health Program Digital midlife and menopause support program offered in partnership with sanoLiving, providing personalized assessments, virtual consultations, educational resources, webinars, and peer-to-peer support for women through perimenopause and menopause.

Quantifiable outcome

• 1 in 3 British Columbians are Pacific Blue Cross members
• +4 more outcomes

Named customers5 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

Feature6 records

Partnerships

21 partnerships are on record, tiered core and minor.

• sanoLivingcoreTechnology or Integration · 15 October 2025Digital menopause and midlife health support partnership providing sanoMidlife program to Pacific Blue Cross plan members in BC and Yukon. Includes personalized assessments, virtual consultations, educational resources, webinars, and peer support.
• Make-A-Wish CanadacoreGTM or Marketing Partner · 27 April 20235-year transformational partnership providing travel insurance for wish children with critical illnesses and their families. Over 30-year partnership. Blue Cross committed to supporting over 130,000 wish kids and families with travel insurance covering 6,000+ travel wishes.
• BC Women's Health FoundationcoreStrategic or Co-development PartnerPartnership to improve women's health and wellbeing in BC. Includes support for HER-BC research study on menopause, Menopause + Midlife Health Program at BC Women's Hospital, and plan design enhancements for women's health coverage including fertility benefits.
• Women's Health Research InstitutecoreStrategic or Co-development PartnerResearch partnership to uncover healthcare realities for women in BC through landmark studies including In Her Words (2019), Unmasking Gender Inequity (2020), and HER-BC study on menopause. Research informs plan design improvements.
• Homewood HealthcoreTechnology or IntegrationProvider of Employee and Family Assistance Program (EFAP) offering 24/7 counselling, coaching, and support services. Includes access to counselling, Life Smart Coaching, i-Volve online CBT, and Key Person Advice Line.
• TELUS HealthcoreTechnology or IntegrationProvider of online Cognitive Behavioural Therapy (iCBT) programs for anxiety, depression, and other mental health concerns. Programs include therapist guidance and regular check-ins over approximately 10-12 weeks.
• MindBeaconcoreTechnology or IntegrationProvider of therapist-guided online CBT programs with one-to-one therapist relationships. Programs cover depression, anxiety, PTSD, insomnia, and alcohol use management with 12-month post-therapy access.
• TELUS Health Virtual CarecoreTechnology or IntegrationVirtual care access for plan members providing 24/7 health practitioner access, care manager services, specialist referrals, and prescription home delivery from Preferred Pharmacy Network providers.
• Canadian Association of Blue Cross PlanscoreStrategic or Co-development PartnerLicensing relationship. Pacific Blue Cross is licensed by CABCP and submits to annual reviews ensuring quality standards across the over 7 million members served by the Blue Cross brand in Canada.
• Blue Cross Blue Shield Association (US)minorStrategic or Co-development PartnerWorking relationship with American Blue Cross and Blue Shield Association and their member companies for international coverage recognition and support.
• ALS Society of BCminorGTM or Marketing PartnerHealth Foundation committed $100,000 over five years (2020-2024) to support PGA of BC Golfathon for ALS, which has raised over $2.5 million for ALS Society over 16 years.
• United Way British ColumbiaminorGTM or Marketing PartnerPresenting sponsor for United Way British Columbia Period Promise campaign addressing period poverty in BC. Generated 500,000 menstrual products distributed to 100+ communities and raised $53,000.
• Diabetes CanadaminorGTM or Marketing PartnerReferenced as partner for diabetes education and awareness. Pacific Blue Cross offers resources on type 2 diabetes prevention and refers members to Diabetes Canada for management tools.
• LifestyleRxminorGTM or Marketing PartnerReferral partnership for LifestyleRx program providing free physician-led support to help Canadians reverse type 2 diabetes. Available to BC, Alberta, and Ontario residents.
• Best StudiominorGTM or Marketing PartnerBusiness resource partner offering special rates on branding, packaging, website design and more for Blue Chip and other business plan members.
• MachoolminorGTM or Marketing PartnerBusiness resource partner providing special rates on shipping and logistics services plus analytics tools for Blue Chip e-commerce members.
• First Nations Health AuthorityminorGTM or Marketing PartnerMental health resources for First Nations Peoples in BC offered through FNHA Health Benefits and Indigenous Services Canada programs.
• BounceBack BCminorGTM or Marketing PartnerFree skill-building program for adults managing low mood, mild to moderate depression, anxiety, stress or worry. Available online or over the phone.
• HeadsUpGuysminorGTM or Marketing PartnerMen's mental health resource with expert-backed tips, self-checks, therapy directory, free courses, and over 100 recovery stories.
• Stronger Minds by BEACONminorGTM or Marketing PartnerMental health guidance with easy-to-digest resources from clinical psychologists team for emotional concerns.
• AlvéoleminorGTM or Marketing PartnerMontreal-based urban beekeeping partner with two rooftop hives installed at Pacific Blue Cross office, promoting environmental sustainability awareness.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Saskatchewan Blue Cross: Direct peer in the Blue Cross Plans network, providing health, dental, travel, and group benefits to Saskatchewan residents with comparable product lines, distribution channels, and not-for-profit orientation. Most relevant comparison given similar regional footprint.
• Alberta Blue Cross: Direct peer within the Canadian Association of Blue Cross Plans, providing health, dental, travel, and group benefits to Albertans with a similar not-for-profit structure. Operates the same brand architecture as PBC and competes on a parallel playbook in an adjacent province.
• GreenShield Canada: Canadian not-for-profit health and dental benefits provider offering group and individual plans plus health-spending accounts. Directly competes with PBC in Canadian health benefits with a similar mission-driven structure.
• Manitoba Blue Cross: Direct peer serving Manitoba residents with health, dental, travel, and group benefits under the same Blue Cross brand. Operates with a near-identical product set and digital service model to PBC.
• Medavie Blue Cross: Direct peer operating as Atlantic Canada's Blue Cross plan, providing health, dental, travel, life, and disability benefits with similar scale and not-for-profit structure. Comparable across product, distribution, and digital service dimensions.

Emerging players

• Empire Life: Canadian life and health insurer offering individual and group benefits including critical illness and travel. Smaller scale than the national incumbents but competes with PBC in niche segments like Critical Illness and individual health.

Broad incumbents

• Manulife Financial: Major Canadian life and health insurer with national group benefits, travel insurance (CoverMe), and individual health plans. Competes with PBC on multiple lines and has greater capital and digital investment capacity.
• Sun Life Financial: Large national Canadian insurer offering group benefits, life, disability, and travel insurance across all provinces. Competes with PBC in employer group benefits RFPs but operates at much larger scale and with broader product breadth.
• Canada Life: National Canadian insurer offering group benefits, life, disability, and health products across provinces. Frequently competes with PBC in mid-to-large employer group benefits and has deeper cross-country infrastructure.

Regional players

• Desjardins Insurance: Quebec-headquartered cooperative insurer offering group benefits, travel insurance, and individual health products. Operates primarily in Quebec but competes with PBC for cross-Canada employers with BC-based employees.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights8 records

Customer concentration

• Xx.com/pacbluecross

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 PACIFIC BLUE CROSS