Viaction

What Viaction does

Viaction Assurance Inc. is a privately held Quebec-domiciled life insurance company headquartered in Montreal, operating under a 100% direct-to-consumer online distribution model since its 2015 rebrand from Sherbrooke Assurance vie. The company sells individual life insurance products — including permanent life, temporary life with 5- to 25-year terms, and mortgage life insurance (fixed or decreasing) — with coverage from $10,000 to over $1,000,000 and premiums starting at $8 per month. Its underwriting and policy-issuance platform enables customers to complete applications in approximately 20 minutes with instant decisions, while licensed financial security advisors remain available by phone for personalized guidance.

Beyond life insurance, Viaction distributes travel insurance under a partnership with Croix Bleue (Blue Cross), offering per-trip policies from $25 per traveler and annual multi-trip coverage, and offers online will preparation and protection mandate services through a partnership with NeoLégal. The company is regulated by the AMF (Autorité des Marchés Financiers) du Québec and is a member of Assuris, and serves Quebec residents exclusively. Its go-to-market relies on digital self-serve purchasing supplemented by inside-sales advisor support, with content marketing through the Educassurance blog and newsletter as the primary top-of-funnel acquisition channel.

The business generates revenue primarily through recurring life insurance premiums, with additional streams from travel insurance premiums (per-trip and annual subscription) and one-time fees for will and protection mandate services. With 1-10 employees and a stated base of 1,000+ customers, Viaction operates as a small, niche digital insurer targeting Quebec workers and families seeking accessible, transparent, and affordable personal protection products without broker intermediation.

Name

Viaction

Legal name

Viaction Assurance inc.

Website

https://viaction.ca

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

1–10 employees

Short description

Viaction Assurance Inc. is a privately held, Quebec-domiciled life insurer selling individual life, travel, and will services directly to Quebec residents through a 100% online platform with instant underwriting decisions and licensed advisor support.

Ownership category

akta.pro rank

Product category

Life Insurance

NAICS

Direct Life Insurance Carriers (524113), Insurance Agencies and Brokerages (524210)

SIC

Life Insurance (6311), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Whole Life Insurance (FSAIABAA)

akta.pro secondary industries

Guaranteed Issue Term Life Insurance (FSAIAAAG), Underwriting, Pricing & Policy Administration (PAS) for Travel Insurance (THALALAK), Insurtech-Enabled Brokerage (Digital Brokers & Aggregators) (FSAEADAN)

Keywords

• Life insurance online
• Travel insurance
• Term life insurance
• Permanent life insurance
• Will preparation services

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Life Insurance Premiums: Recurring premium payments from individual life insurance policies (term, permanent, and mortgage life insurance). Premiums are calculated based on age, health status, coverage amount, and policy type at time of subscription and recalculated at renewal for renewable term policies.
2. Travel Insurance: Per-trip travel insurance premiums starting from $25 per traveler, with options for cancellation/interruption coverage, medical coverage, and baggage protection.
3. Will and Legal Services: Online will preparation and protection mandate services, with a 10% discount for online or phone purchases, provided in partnership with NeoLégal.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Viaction Assurance sells personal life and travel insurance products directly to Quebec residents through a 100% online platform, offering permanent life, temporary life (5-25 year terms), and mortgage life insurance, plus per-trip and annual travel insurance (distributed from Croix Bleue/Blue Cross). The company also resells online will preparation and protection mandate services through a partnership with NeoLégal, completing its core offering as a digital personal-insurance and estate-planning provider.

Product overview

Viaction is a Quebec-based insurance company offering a portfolio of personal insurance and legal services through a 100% online platform. The core product lineup consists of three main categories: (1) Travel Insurance (assurance voyage) provided through Croix Bleue (Blue Cross), offering medical emergency coverage, trip cancellation/interruption, baggage loss, and accidental death protection; (2) Life Insurance (assurance vie) encompassing permanent life, temporary life (with 5 to 25-year terms), and mortgage life insurance (both decreasing and fixed), plus optional riders for critical illness acceleration, accidental death doubling, and premium holiday during labor conflicts; and (3) Legal Services including will writing and protection mandates, both delivered via NeoLégal partnership. The company positions itself as a direct-to-consumer digital insurer with instant underwriting decisions, targeting Quebec workers and families seeking accessible, affordable financial protection.

Differentiator

Problem solved

Functional benefit

Products and services

• Life Insurance (Assurance vie)

Quantifiable outcome

• Purchase process completed in 20 minutes
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Croix Bleue (Blue Cross)coreStrategic or Co-development PartnerCroix Bleue is the official travel insurance provider for Viaction. The partnership provides Viaction customers with access to Croix Bleue's travel insurance products including medical emergency coverage, trip cancellation, interruption protection, and baggage coverage. Viaction acts as a distribution channel for Croix Bleue travel insurance in Quebec.
• AssuriscoreStrategic or Co-development PartnerAssuris is a Canadian organization that protects policyholders against insurer bankruptcy. Viaction Assurance Inc. is a member of Assuris, providing customers with protection against company insolvency.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Sonnet Insurance: Canadian online insurance subsidiary of Definity Financial offering home and auto with digital-first distribution. Comparable online-first insurance model targeting Canadian consumers, though focused on P&C rather than life.
• Manulife Financial: One of Canada's largest life insurers with a broad digital and advisor distribution footprint. Overlaps with Viaction on individual life and travel products, but operates at national scale.
• Sun Life Financial: Large Canadian life and health insurer with both advisor and digital distribution channels. Competes with Viaction in individual life and group insurance across Canada.

Direct peers

• PolicyMe: Canadian direct-to-consumer online life insurance platform offering term and permanent policies with instant decisions. Most directly comparable to Viaction's online life insurance model and Quebec/Canada consumer target.
• Canada Protection Plan: Canadian insurer specializing in no-medical and guaranteed-issue life insurance sold online. Comparable to Viaction's simplified-issue life products and individual protection focus.

Regional players

• iA Financial Group (Industrial Alliance): Major Quebec-based life and health insurer with a wide product portfolio including individual life and travel insurance. Comparable product mix and Quebec domicile, though much larger and broadly distributed.
• Assumption Life: Canadian mutual life insurer with strong Atlantic Canada presence and individual life, travel, and group products. Comparable small-to-mid insurer profile and multi-product personal lines approach.
• Desjardins Insurance: Quebec-based cooperative insurer offering life, travel, and personal insurance to Quebec residents. Same geography and overlapping life/travel product suite, though distributed primarily through a caisses and agent network.

Emerging players

• Breeze Insurance: Online life insurance platform offering simplified-issue term and whole life coverage in Canada. Comparable in product type and digital-first distribution approach to Viaction.
• Willful: Canadian online estate planning platform offering wills and protection mandates. Directly comparable to Viaction's legal services partnership with NeoLégal, serving the same Canadian consumer need.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/viactionassvie
• Facebookfacebook.com/viactionassurance
• LinkedInlinkedin.com/company/viaction-assurance

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Viaction