What CAA Manitoba does

CAA Manitoba is a membership-based automobile association serving over 200,000 Manitoba motorists as a constituent club of CAA Club Group, which operates across Manitoba and Southern/Central Ontario. The organization bundles four service lines — 24/7 emergency roadside assistance, a full-service travel agency, a multi-line insurance brokerage, and a member rewards/retail program — under a tiered annual membership (Classic, Everyday, Plus, Premier). The Manitoba club operates as part of the broader Canadian Automobile Association (CAA) network and has held the #1 position in the Gustavson Brand Trust Index for three consecutive years (2020-2022), the only company to finish in the Top Ten across all age groups.

The product portfolio spans roadside (towing, battery service, mobile tire change, vehicle lockout, motorcycle rescue, bike assist, AARS approved repair network), travel (cruises, vacation packages, hotels, flights, car rentals, international driving permits, passport photos), insurance (auto extension, property, travel, pet, life, health & dental, critical illness, and Autopac services), and rewards (CAA Dollars currency, 225+ member deals, gift card store). The technology stack is conventional and integration-driven rather than proprietary: a member portal, a dedicated travel booking platform built on Travel Syndication Technology LLC infrastructure, Google Maps APIs, Google Analytics, Smartlook, and the CAA Mobile App with the CAA Service Tracker for real-time roadside request monitoring. No developer-facing API, proprietary AI/ML, or differentiated platform technology is disclosed.

Revenue is generated through five streams: recurring annual membership dues (subscription), insurance brokerage commissions, travel agency supplier commissions, transaction-based automotive service fees, and retail merchandise sales via shop.caamanitoba.com. Go-to-market is predominantly direct-to-consumer across retail stores (Empress, St. Anne's, Kildonan Place, Brandon), the website, mobile app, and travel call centers, with a Group Membership Program for employer-based bulk enrollment. Pricing varies by membership tier, with members receiving differentiated benefits such as free passport photos (Plus/Premier) and 10-20% discounts on travel insurance and car rentals. Financial results are not publicly disclosed, consistent with the entity's non-profit, member-funded operating model.

Name

CAA Manitoba

Legal name

CAA Manitoba

Website

https://caamanitoba.com

Company type

Private

Founded year

1904

Operating status

Operating

Headcount range

251–500 employees

Short description

CAA Manitoba is a membership-based automobile association serving 200,000+ Manitoba motorists, bundling 24/7 roadside assistance, full-service travel agency, multi-line insurance brokerage, automotive services, and a member rewards program under a tiered annual subscription as part of CAA Club Group.

Ownership category

akta.pro rank

Product category

Automobile Club Services

NAICS

Travel Agencies (561510)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Travel & Services Membership Clubs (Ancillary Services-Led) (CRAEADAK)

Keywords

• Roadside assistance services
• Automobile club membership
• Travel agency services
• Member insurance products
• Automotive member benefits

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Membership Dues: Annual membership fees from Classic, Everyday, Plus, and Premier membership tiers. Members pay recurring dues for access to roadside assistance, member benefits, and discounts.
2. Insurance Products: Revenue from insurance products including auto, property, travel, pet, life, health and dental, and critical illness insurance. Products offered through CAA Insurance brokers.
3. Travel Agency Services: Commission revenue from travel bookings including cruises, vacation packages, hotels, car rentals, flights, and tours. CAA Travel consultants book through partner suppliers and earn commissions.
4. Automotive Services: Fees from automotive services including battery service, mobile tire change, approved auto repair service network, vehicle inspection services, and AARS garage program.
5. Retail Sales: Revenue from CAA Store merchandise including luggage, travel accessories, car accessories, outdoor gear, and Manitoba-made products sold through shop.caamanitoba.com.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

CAA Manitoba is a membership-based automobile club that sells annual memberships bundled with 24-hour roadside assistance, full-service travel agency offerings, and member-eligible insurance products. The organization also operates an e-commerce store (CAA Shop) selling travel and automotive accessories, and runs a rewards/loyalty program (CAA Rewards, CAA Dollars) with partner discounts.

Product overview

CAA Manitoba operates as a membership-based automobile club and travel agency offering a platform-plus-services model. The core product is the CAA Membership program, available in Classic, Plus, Premier, and Everyday tiers, which bundles roadside assistance, travel services, insurance products, and a rewards program. The product portfolio centers on: (1) Roadside Assistance providing 24/7 emergency vehicle services; (2) CAA Travel Agency with cruise bookings, vacation packages, hotels, car rentals, and the CAA Exclusive Cruise Rates program offering average 15% member savings; (3) Insurance products spanning auto extension, property, travel, pet, life, health and dental coverage; (4) CAA Rewards Program featuring CAA Dollars currency and partner discounts; (5) the CAA Mobile App enabling roadside requests and deal access; and (6) automotive services including approved repair networks, battery service, and vehicle lockout. Additional offerings include the CAA Shop e-commerce store, advocacy programs for road safety, and travel planning tools like TripTik and Road Cameras. The suite integrates with third-party travel booking infrastructure (Travel Syndication Technology) and Google services for maps and analytics.

Differentiator

Problem solved

Functional benefit

Brands

• CAA Rewards: Member-exclusive savings and rewards program at popular restaurants, retailers and more
• CAA Mobile App
• CAA Dollars
• Driven by Good

Products and services

• CAA Membership Annual membership program available in Classic, Everyday, Plus, and Premier tiers providing Manitoba motorists with roadside assistance, travel benefits, insurance discounts, and member rewards.
• CAA Roadside Assistance
• CAA Travel Agency Full-service travel agency offering cruise bookings, vacation packages, hotels, car rentals, flights, and tours, with travel consultants available via phone and online portal.
• CAA Exclusive Cruise Rates Member-exclusive cruise rate program providing special pricing averaging 15% savings with Celebrity Cruises, Holland America Line, Royal Caribbean, and other cruise line partners.
• CAA Rewards Program Member-exclusive loyalty program offering discounts at partner restaurants, retailers, and merchants, including the earnable CAA Dollars currency.
• CAA Auto Extension Insurance Optional automobile insurance coverage extending beyond basic Autopac, providing additional protection for vehicles.
• CAA Property Insurance
• CAA Travel Insurance
• CAA Pet Insurance
• CAA Life, Health & Dental Insurance
• CAA Approved Auto Repair Service (AARS)
• CAA Shop
• Autopac Services

Quantifiable outcome

• Members save an average of 15% on cruises through CAA Exclusive Cruise Rate program
• +2 more outcomes

Named customers2 records

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

23 partnerships are on record, tiered core and minor.

• Celebrity CruisescoreGTM or Marketing PartnerCAA Exclusive Cruise Rate partnership providing members average 22% savings. Members booking 'All Included' package receive discounted stateroom, complimentary drink package, and Wi-Fi. Additional up to $100 USD per stateroom onboard credit on select sailings.
• Holland America LinecoreGTM or Marketing PartnerCAA Exclusive Cruise Rate partnership with average 6% member savings and $75 USD onboard credit on select sailings. Additional up to $200 USD per stateroom onboard credit exclusive to CAA members.
• Royal CaribbeancoreGTM or Marketing PartnerCAA Exclusive Cruise Rate partnership with average 23% member savings and $50 USD per stateroom onboard credit. Members receive welcome plate of chocolate-covered strawberries and bottle of sparkling wine.
• CunardminorGTM or Marketing PartnerTravel partner offering up to $500 USD air credit per guest on select 2027 Europe and Mediterranean voyages for Balcony and Grill Suite bookings.
• Avalon WaterwaysminorGTM or Marketing PartnerTravel partner offering FREE AIR or up to $1,800 CAD per person savings on select 2027 Europe river cruises.
• HX ExpeditionsminorGTM or Marketing PartnerExpedition cruise partner offering up to 25% discount on select Alaska departures in 2026 or complimentary suite upgrade.
• SilverseaminorGTM or Marketing PartnerLuxury cruise partner offering up to 40% on select voyages worldwide with reduced deposit from 15%.
• Princess CruisescoreGTM or Marketing PartnerCAA partner offering up to $500 USD savings plus up to $500 in onboard credit, free location upgrades, early dining access, and priority embarkation times.
• Rocky MountaineerminorGTM or Marketing PartnerRail vacation partner offering $1,000 CAD per couple flight credit on all 2027 rail packages (excluding two-day journeys).
• GlobusminorGTM or Marketing PartnerTour operator partner offering $700 CAD per couple savings on select 2027 Globus vacations worldwide.
• CosmosminorGTM or Marketing PartnerTour operator partner offering $400 CAD per couple savings on select 2027 Cosmos vacations worldwide.
• Insight VacationsminorGTM or Marketing PartnerLuxury tour operator offering 10% off select 2027 tours through early booking promotion.
• TrafalgarminorGTM or Marketing PartnerGuided vacation partner offering 10% off select 2027 tours through early booking promotion.
• Brendan VacationsminorGTM or Marketing PartnerSmall group tour operator offering $650 CAD per person savings on select Ireland and Scotland tours.
• RailbookersminorGTM or Marketing PartnerRail vacation specialist offering $400 CAD per couple savings on Scandinavia in a Nutshell rail vacation.
• Enterprise Rent-A-CarcoreGTM or Marketing PartnerCar rental partner with 7,700+ locations worldwide. CAA members save 5% or more on base rates with two free additional drivers and free unlimited mileage in Canada and US.
• National Car Rental / AlamocoreGTM or Marketing PartnerCar rental partner offering CAA members up to 20% savings on base rates with two free additional drivers and free unlimited mileage.
• Orion Travel InsurancecoreStrategic or Co-development PartnerCAA Travel Insurance is an Orion Travel Insurance product underwritten by Echelon Insurance. Orion is a CAA Company providing travel insurance products to members.
• ShellminorGTM or Marketing PartnerFuel partner offering member discounts and savings at Shell stations.
• RogersminorGTM or Marketing PartnerTelecommunications partner in CAA Rewards program offering member benefits and CAA Dollars earning opportunities.
• Maple AppminorGTM or Marketing PartnerTelemedicine partner providing health benefits to CAA members through the Maple app integration.
• cyberconIQminorGTM or Marketing PartnerCybersecurity benefit partner providing protection services to CAA members as part of membership benefits.
• Travel ManitobaminorStrategic or Co-development PartnerProvincial tourism partner collaborating on Manitoba road trip content and destination promotion.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Intact Financial Corporation: Canada's largest property & casualty insurer and a direct competitor to CAA Insurance in the Manitoba auto and home insurance market. Relevant for benchmarking product breadth, pricing, and broker-channel economics.
• Canadian Tire Corporation (including Canadian Tire Roadside Assistance): Operates a competing roadside assistance program (CTA Roadside) and automotive retail, plus financial services and insurance. Comparable on automotive services and member-style loyalty (Triangle Rewards) although the core business is retail rather than auto club.
• CAA Club Group (CAA Ontario): Parent operating entity of CAA Manitoba serving Southern and Central Ontario. Same brand, same membership, insurance, and travel model, but at materially larger scale; useful as the natural scale-up benchmark for CAA Manitoba's economics.
• Costco Wholesale: A scaled membership-club operator generating significant value from recurring membership dues and exclusive member pricing. Comparable to CAA Manitoba in revenue model mechanics (annual dues + ancillary services) though different category.

Direct peers

• BCAA (British Columbia Automobile Association): Sister CAA club operating in British Columbia with the same membership-based auto club, travel, insurance, and roadside assistance model. Closest structural peer to CAA Manitoba within the Canadian CAA network.
• Alberta Motor Association (AMA): Western Canadian member-based auto club offering roadside assistance, insurance, travel agency, and member rewards. Direct peer to CAA Manitoba with a virtually identical product and revenue model in a neighboring province.
• Auto Club Group (AAA): One of the largest US AAA federation clubs, offering roadside, insurance, travel, and financial services. Closest US parallel to CAA Manitoba in scale, multi-line revenue mix, and regional club structure.
• AAA (American Automobile Association): The US analogue: a federation of regional motor clubs offering roadside assistance, travel, insurance, and member discounts. Direct cross-border peer that validates the multi-product membership-club model at scale.

Emerging players

• Expedia Group: Online travel platform competing with CAA Travel on cruise, hotel, and vacation bookings. While not a motor club, it directly pressures CAA's travel agency commission economics through digital scale and supplier-direct incentives.
• SiriusXM (connected vehicle services): Connected vehicle / telematics provider whose in-car emergency and concierge services increasingly compete with motor club roadside offerings. Relevant as a structural threat to the value proposition of traditional roadside memberships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/caamanitoba
• Facebookfacebook.com/caamanitoba

Compliance2 records

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 CAA Manitoba