What La Personnelle does

La Personnelle, founded in 1986, is a Canadian group insurance provider that distributes personal and commercial property-and-casualty insurance products exclusively through affinity partnerships with 650+ organizations, including employers, professional associations (Ordre des CPA du Québec, legal professionals), unions, the Canadian Armed Forces, and alumni groups. The company's product portfolio spans six lines: auto insurance, home insurance (owners, condo owners, renters), business insurance (commercial property, liability, commercial vehicles, cyber risks), recreational vehicles, pet insurance (underwritten by Petline), and travel insurance (underwritten by Desjardins Sécurité Financière). La Personnelle distinguishes group insurance from collective insurance: group insurance is purchased individually by members who access negotiated rates through their affiliation, whereas collective insurance is typically employer-provided life, health, and disability coverage.

The technology stack centers on a smartphone-driven distribution and service platform. The Ajusto usage-based insurance program monitors driving behavior (speed, acceleration, braking, phone distraction, distance, time of day, routine) via mobile app to personalize auto premiums, with savings up to 25% for safe drivers and a 10% welcome discount for the first six months. The mobile application, ranked #2 in North America and #1 in mobile strategy by PTOLEMUS (2018), supports policy management, digital insurance proof (accepted in all Canadian provinces and most US states), claims submission with photo-based damage estimation, and prevention tools including the Radar weather notification system. The company operates as a subsidiary of Mouvement Desjardins, a major Canadian financial cooperative, which provides shared infrastructure including the Ajusto and mobile platforms.

La Personnelle operates across all Canadian provinces and territories with primary operations in Quebec, Ontario, and Alberta. The revenue model is entirely subscription-recurring insurance premiums paid monthly (pre-authorized debit or annual credit card) across the six product lines, with discounts structured around group affiliation, multi-policy bundling (up to $800 on auto+home), multi-vehicle coverage, usage-based driving, claims-free history, and home-prevention features. Distribution combines three channels: affinity-partner referrals (primary), online self-service (website and mobile app), and phone-based sales and service. The company reports a 99% customer renewal rate (January-August 2025), 80% of auto claims processed in a single call, and 90% of Ajusto enrollees reducing or maintaining their premiums, reflecting a stable retention economics characteristic of a mature affinity insurance franchise.

Name

La Personnelle

Legal name

La Personnelle, assurances générales inc. (Quebec) / La Personnelle, compagnie d'assurances (other provinces)

Website

https://lapersonnelle.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

501–1,000 employees

Short description

La Personnelle is a Canadian group insurance provider, founded in 1986 and a subsidiary of Mouvement Desjardins, that distributes auto, home, business, recreational vehicle, pet, and travel insurance through affinity partnerships with 650+ organizations across Canada.

Ownership category

akta.pro rank

Headquarters

HQ city

Lévis

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

Revenue model

1. Auto Insurance Premiums: Recurring insurance premiums for group auto coverage. Customers purchase policies through partner organizations to access exclusive group rates. Premiums are paid monthly via pre-authorized debit or annually via credit card or financial institution.
2. Home Insurance Premiums: Recurring insurance premiums for group home coverage (owners, condo owners, renters) sold through affinity partnerships.
3. Business Insurance Premiums: Commercial insurance premiums for businesses covering property, liability, commercial vehicles, and cyber risks.
4. Recreational Vehicle Insurance: Insurance premiums for recreational vehicles including motorcycles, snowmobiles, ATVs, boats, RVs, trailers.
5. Pet Insurance: Pet insurance premiums for dogs and cats, offered through Petline Insurance Company partnership.
6. Travel Insurance: Travel insurance premiums including emergency medical, trip cancellation, baggage, and accident coverage. Distributed through Desjardins Sécurité financière partnership.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

La Personnelle is a Canadian group (affinity) insurance provider that sells auto, home, business, recreational vehicle, pet, and travel insurance exclusively to members and employees of over 650 partner organizations across Canada, offering group-negotiated exclusive rates. Distribution is multi-channel, including partner referrals, an online self-service portal, a mobile application ranked #2 in North America, and phone-based service with 24/7 claims support. The company differentiates through its proprietary Ajusto telematics usage-based insurance program and exclusive group pricing unavailable on the open market.

Product overview

La Personnelle is a Canadian group insurance provider offering a portfolio of insurance products through group partnerships with employers, professional associations, and organizations. The core offerings include Auto Insurance, Home Insurance, Business Insurance, Recreational Vehicles Insurance, Pet Insurance, and Travel Insurance. The company provides these products through a multi-channel distribution model including online services portal, mobile application, and telephone support. Key digital add-ons include the Ajusto telematics program for personalized auto premiums based on driving behavior, CyberSuite Plus for business cyber risk protection, and the mobile app enabling policy management, claims submission, and prevention tools. The company differentiates through exclusive group pricing negotiated with partner organizations, with over 650 organizational partners serving customers since 1986.

Differentiator

Problem solved

Functional benefit

Products and services

• Assurance Auto (Auto Insurance) Group auto insurance providing exclusive rates for personal vehicles, including mandatory liability coverage, collision, comprehensive all-risk coverage, optional protections, multi-vehicle discounts, and access to the Ajusto telematics program. Available to individual members and employees of partner organizations across Canada.
• Assurance Habitation (Home Insurance) Group home insurance offering all-risk coverage for homeowners, condo owners, and renters with protections against fire, water damage, theft, and natural disasters. Includes discount eligibility for claims-free records, alarm systems, and water damage prevention systems.
• Assurance Entreprise (Business Insurance) Commercial group insurance covering business property, liability, commercial vehicles, and cyber risks for small and medium enterprises across sectors including healthcare clinics, professional services firms, real estate property managers, and commercial vehicle operators. Payment available up to 12 installments without fees.
• Assurance Véhicules Récréatifs (Recreational Vehicles Insurance) Group insurance for recreational vehicles including motorcycles, snowmobiles, ATVs, boats, motorhomes, travel trailers, and camping units, with multi-vehicle discount eligibility when combined with auto insurance.
• Assurance Animaux (Pet Insurance) Group pet insurance for dogs and cats offering three coverage tiers (Bronze, Silver, Gold) to cover veterinary expenses, distributed through partnership with Petline Insurance Company.
• Assurance Voyage (Travel Insurance) Group travel insurance providing emergency health coverage, trip cancellation, baggage protection, and accident coverage for Canadian travelers, including annual multi-trip options and QUATTRA Advantage for ages 61-80 with locked-in health eligibility for 4 years.

Quantifiable outcome

• 99% customer renewal rate
• +5 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Ordre des CPA du Québec (CPA Order of Quebec)coreGTM or Marketing PartnerExclusive insurance partnership offering CPA members and their families preferential group rates on auto, home, and business insurance with customized coverage options.
• Forces armées canadiennes (Canadian Armed Forces)coreGTM or Marketing PartnerExclusive group insurance coverage for military personnel and their families, providing auto, home, and other insurance products at negotiated group rates.
• Professionnels du droit (Legal Professionals)coreGTM or Marketing PartnerInsurance partnership with legal professionals offering exclusive group rates on auto, home, and business insurance through their professional associations.
• Desjardins Sécurité financière (Desjardins Life Insurance)coreStrategic or Co-development PartnerTravel insurance program underwritten by Desjardins Sécurité financière. La Personnelle distributes travel insurance to its group members as part of comprehensive insurance offerings. Both are affiliates and subsidiaries of Mouvement Desjardins.
• Compagnie d'assurance Petline (Petline Insurance)coreStrategic or Co-development PartnerPet insurance program underwritten and distributed by Petline Insurance Company. La Personnelle offers pet insurance (dogs and cats) to its group members through this partnership with Bronze, Silver, and Gold tier options.
• 650+ Partner Organizations (Employers, Associations, Unions, Alumni Groups)coreChannel Partner/ Reseller/ DistributorOver 650 organizations across Canada including nurses, military, defense department employees, teachers, doctors, accountants, engineers, and other professionals partner with La Personnelle to offer exclusive group insurance rates to their members/employees.
• Arbres Canada (Trees Canada)minorStrategic or Co-development PartnerEnvironmental partnership where La Personnelle plants a tree for each new registration to online services during the campaign period (June 22 - July 31, 2020). Trees Canada is a non-profit that has planted over 82 million trees since 1992.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CAA Insurance: CAA Insurance distributes auto and home insurance to Canadian Automobile Association members, replicating the affinity-group exclusive-rate model that La Personnelle uses with its 650+ partner organizations. It is a direct peer because the membership-gated distribution and personal lines product mix are nearly identical.
• TD Insurance: TD Insurance (including the former Meloche Monnex group affinity business) is a major Canadian P&C insurer offering auto, home, and business insurance through affinity partnerships, employer groups, and direct channels. It is directly comparable to La Personnelle because of overlapping group-affinity distribution and similar personal/commercial product mix in the same Canadian market.
• Sonnet Insurance: Sonnet is a fully online Canadian P&C insurer (Intact subsidiary) offering auto and home insurance through a digital-only experience. It is directly comparable to La Personnelle's mobile-first customer experience and competes for the same digitally native segment of the Canadian personal lines market.
• The Personal: The Personal is the direct-to-consumer insurance brand of Desjardins Group operating outside Quebec, offering auto, home, and recreational vehicle insurance. It is directly comparable to La Personnelle because it shares the same parent, the same underwriting capacity, and the same product set, differing mainly in distribution model (open market vs. affinity groups).
• Belairdirect: Belairdirect is a digital-first Canadian P&C insurer (Intact subsidiary) offering auto and home insurance through online and phone channels. It is directly comparable to La Personnelle because it competes for the same digital-first auto/home customers in Canada with a similar emphasis on self-service quoting and mobile policy management.

Broad incumbents

• Aviva Canada: Aviva Canada is one of the largest P&C insurers in Canada offering auto, home, and commercial coverage through broker and direct channels. It is comparable to La Personnelle as a broad incumbent competing in the same Canadian personal and commercial lines markets, though without the affinity-group exclusivity model.
• Intact Financial Corporation: Intact Financial is the largest Canadian P&C insurer, offering personal and commercial lines through both broker and direct channels (including Belairdirect and Sonnet). It is a broad incumbent comparable to La Personnelle in product breadth and market, but at materially larger scale and with a much wider distribution footprint.
• The Co-operators: The Co-operators is a Canadian multi-line insurer with cooperative roots, offering auto, home, business, and life insurance through a broker network across Canada. It is comparable to La Personnelle as a broad incumbent operating in the same Canadian personal and commercial lines markets with a similar cooperative-affiliated distribution philosophy.
• Wawanesa Insurance: Wawanesa is a major Canadian mutual P&C insurer offering auto, home, and commercial insurance across Canada through a direct and broker model. It is a broad incumbent comparable to La Personnelle in personal lines product mix and Canadian market presence, differing mainly in mutual ownership structure and distribution breadth.

Emerging players

• Square One Insurance Services: Square One is a smaller Canadian digital P&C insurer specializing in customized home and tenant insurance with a usage-based and online-first model. It is comparable to La Personnelle as a Canadian personal lines competitor with a strong digital/technology emphasis, though it operates at smaller scale and without the affinity-group distribution advantage.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/lpassurance
• YouTubeyoutube.com/channel/UCPJxcKsMHV3T-4WoHGHvfdg
• Facebookfacebook.com/lapersonnelle
• LinkedInlinkedin.com/company/the-personal-insurance-company
• Instagraminstagram.com/la_personnelle

Revenue estimate

Valuation estimate

Number of profiles

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 La Personnelle