Coachman Insurance Company

What Coachman Insurance Company does

Coachman Insurance Company is an Ontario-based property and casualty insurer that specializes exclusively in non-standard private passenger automobile insurance for drivers who are unable to obtain coverage in the standard market. Founded in 1979 and headquartered in Windsor, Ontario, Coachman has operated as a wholly owned subsidiary of SGI CANADA — the property and casualty arm of Saskatchewan Government Insurance, itself a Saskatchewan provincial Crown corporation — since the 2001 acquisition. The company distributes entirely through independent insurance brokers rather than directly to consumers, and operates as the Ontario vehicle of SGI CANADA's broader broker network of approximately 346 broker partners across more than 1,600 locations.

The company's core product is non-standard auto insurance, with coverage options spanning liability, collision, comprehensive, specified perils, and accident benefits, augmented by differentiated offerings such as New Vehicle Depreciation Coverage, expanded Optional Accident Benefits, and a Rehabilitating Drivers Program designed to graduate high-risk policyholders back to standard-market coverage after sustained continuous insurance. Underwriting integrates third-party credit-based insurance scoring through TransUnion, alongside traditional risk classification, while the technology stack supporting distribution includes the MySGI.ca customer portal, an online quote experience, a broker locator, Adobe Sign for document workflows, and Workday for HR. Coachman is preparing to adapt to Ontario regulatory reforms effective July 1, 2026, which restructure statutory auto accident benefits and coverage limits.

Coachman generates revenue by underwriting and pricing non-standard auto premiums, with policyholder pricing driven by driver risk profile, credit score, and selected coverage limits; claims payments and loss-adjustment expenses are the primary cost drivers. Its revenue mechanics are those of a niche specialty P&C carrier: gross written premium collected, less reinsurance and claims costs, yielding underwriting income, supplemented by investment income on float. The customer segment is Ontario residents with impaired driving records, prior convictions, license issues, or other risk factors that exclude them from standard-market carriers, served exclusively through the broker channel rather than direct or affinity channels.

Name

Coachman Insurance Company

Legal name

Coachman Insurance Company

Website

https://coachmaninsurance.ca

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Coachman Insurance Company is an Ontario-based non-standard auto insurer founded in 1979, serving high-risk drivers unable to obtain standard-market coverage. A wholly owned subsidiary of SGI CANADA, it distributes exclusively through independent brokers across Ontario.

Ownership category

akta.pro rank

Product category

Non-Standard Auto Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126), Direct Insurance (except Life, Health, and Medical) Carriers (52412)

SIC

Fire, Marine & Casualty Insurance (6331), Insurance Carriers, Nec (6399)

akta.pro primary industry

Non-Standard / High-Risk Personal Auto Insurance (FSAJAAAD)

akta.pro secondary industries

Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA), Full-Coverage Personal Auto Insurance (FSAJAAAF), Hired & Non-Owned Auto (FSAJABAE)

Keywords

• Non-standard auto insurance
• High-risk driver coverage
• Vehicle insurance
• Insurance broker distribution
• Rehabilitating driver program

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Auto Insurance Premiums: Coachman generates revenue through insurance premiums paid by policyholders. The company specializes in non-standard auto insurance for high-risk drivers in Ontario, charging premiums for liability coverage, collision coverage, comprehensive coverage, and optional add-ons.
2. Credit-based Insurance Scoring Discounts: Uses credit-based insurance scoring from TransUnion to provide discounts on home insurance policies. This creates a data-driven approach to risk assessment and pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Coachman Insurance Company provides non-standard auto insurance for high-risk drivers in Ontario who have been refused coverage by standard insurers. Its product portfolio includes liability, collision, comprehensive, specified perils, accident benefits, family protection, loss of use, and new vehicle depreciation coverages, distributed exclusively through independent insurance brokers. The company also offers a specialized Rehabilitating Drivers Program for drivers seeking to restore their driving records.

Product overview

Coachman Insurance Company offers a unified auto insurance product portfolio specifically designed for non-standard (high-risk) drivers in Ontario. The core offering is tailored auto insurance featuring third-party liability coverage, collision coverage, comprehensive coverage, and specified perils protection. The portfolio includes standard accident benefits (mandatory since July 1, 2026: medical rehabilitation and attendant care) and optional accident benefits (income replacement, caregiver, housekeeping, death benefits, etc.). Additional modules include loss of use coverage, new vehicle depreciation coverage, family protection coverage, non-owned driver's coverage, and deductible waivers. A specialized sub-brand, the Rehabilitating Drivers Program, serves drivers with poor records. Credit-based insurance scoring through TransUnion provides home insurance discounts. Products are distributed exclusively through independent insurance brokers.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance

Quantifiable outcome

• SGI CANADA maintained among the largest market shares of all competitive insurers headquartered in Western Canada, writing $540 million in premium
• +1 more outcomes

Named customers3 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

Integration8 records

Feature4 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• SGI CANADAflagshipStrategic or Co-development Partner · 1 January 2001SGI CANADA purchased Coachman Insurance in 2001. Coachman operates as a subsidiary of SGI CANADA, selling non-standard auto insurance in Ontario. When Coachman customers are ready to transition to standard coverage, they are referred to SGI CANADA.
• TransUnioncoreTechnology or IntegrationTransUnion provides credit-based insurance scoring services used by Coachman to calculate insurance premiums. This data-driven approach helps match rates to risk and provides discounts for lower-risk customers. Credit scores are accessed annually at policy renewal.
• Sterling Talent SolutionsminorImplementation/ SI/ Consulting PartnerProvides background screening services for SGI CANADA employees and potential hires. Billing data stored in the United States while other personal information is used and stored in Canada only.
• Contractor ConnectionminorImplementation/ SI/ Consulting PartnerFor customers electing to use Contractor Connection as part of general insurance claims, customer name, address, and phone number are shared with Contractor Connection and Xactware Solutions, Inc. for claim estimation services.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• CAA Insurance Company: Ontario-focused auto and home insurer leveraging the CAA membership base. Comparable as a regionally concentrated Ontario personal lines competitor using a captive distribution channel — though CAA's distribution model differs from Coachman's broker channel.
• Belairdirect: Intact-owned direct-to-consumer auto insurer serving Ontario drivers, including non-standard segments. Comparable as an Ontario auto competitor offering online quoting — Coachman's exclusive broker channel is the main distribution contrast.
• Pembridge Insurance: Pembridge specializes in non-standard and high-risk auto insurance in Ontario, distributed through brokers. It is the closest functional analogue to Coachman in serving the same hard-to-place driver segment in the same province via the same channel.

Broad incumbents

• Intact Financial Corporation: Canada's largest P&C insurer, with broad auto coverage (including through Belairdirect) across all risk tiers. Comparable as a competing broker-distributed carrier in Ontario, though it serves the standard market where Coachman does not directly compete.
• Definity Financial Corporation: Canadian P&C insurer (Economical, Sonnet, Family Insurance Solutions) with Ontario auto exposure and broker distribution. Comparable as a broker-distributed competitor in Ontario, though Definity's portfolio is broader than Coachman's specialty focus.
• Allstate Insurance Company of Canada: National P&C insurer with significant Ontario auto exposure distributed through broker and direct channels. Comparable as a multi-tier competitor across standard and non-standard auto, and as a benchmark for customer experience ratings.
• Aviva Insurance Company of Canada: Major Canadian P&C insurer with a broad Ontario auto book distributed through brokers. Comparable as a competitor for Ontario auto placement and as a benchmark for broker channel economics, though Aviva's portfolio skews to standard risk.
• The Co-operators Group Limited: Canadian multi-line insurer with Ontario auto and broader P&C exposure via broker and direct channels. Comparable as a diversified competitor with mutual/governance structure and similar broker distribution, though with a much broader product set.
• TD Insurance (TD Home and Auto): Major Canadian personal lines insurer with Ontario auto distribution through broker and direct channels. Comparable as a large-scale competitor with cross-sell into home/banking, contrasting Coachman's narrow auto-only focus.

Regional players

• Wawanesa Mutual Insurance Company: Mutual insurer headquartered in Western Canada with a growing Ontario presence. Comparable as a P&C competitor expanding into Ontario auto markets through brokers, though with materially different geographic concentration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/sgi_canada
• Facebookfacebook.com/SGICANADA
• LinkedInlinkedin.com/company/coachman-insurance-company

Compliance4 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 Coachman Insurance Company