MyDignity
MyDignity Inc. is a Canadian private insurance provider selling proprietary Home Care Assistance plans in four lifetime benefit tiers ($50K-$125K) directly to individual Canadians planning for future long-term care needs, operating from Markham, Ontario.
- Company typePrivate
- Founded2009
- HeadquartersMarkham, Canada
- Headcount1–10
- GTM typeB2C
- OfferingServices
What MyDignity does
MyDignity Inc. is a Canadian private insurance provider headquartered in Markham, Ontario, that sells proprietary home care assistance insurance plans to individual Canadians planning for future long-term care needs. The company offers four lifetime benefit tiers ($50,000, $75,000, $100,000, and $125,000) under its flagship Home Care Assistance Plan, marketed as the Gold Standard in the category. Policies require only a short health declaration for immediate acceptance with no medical exam and no waiting period, and premiums are tax-advantaged with non-taxable benefits. The $50K and $100K tiers bundle a Health Plan add-on that reimburses hospitalization, ambulance, diagnostic tests, MRI, and second medical opinions without pre-qualification.
The core product reimburses policyholders for home-based care services when they become physically or cognitively dependent, including Personal Support Worker, Nursing Services, Respite Services, Prepared Meals, Home Conversion Expenses, Medical Supplies and Equipment, Incontinence Supplies, Psychological Services for Informal Caregivers, Occupational Therapist, Respiratory Therapist, Physiotherapist, Audiologist, Dietician, Health Monitoring System, Moving Allowance, and Transportation Costs. Premiums are calculated based on age, gender, province of residence, and health declaration, with annual billing and a couples discount of approximately 10% when both spouses apply separately on the same day.
The company operates a sales-led go-to-market model combining educational content marketing (website videos, marketplace reviews, client testimonials) with direct sales through phone (1.866.483.4778) and an online self-service quotation application at app.mydignity.ca. Services are available across all 13 Canadian provinces and territories. MyDignity appears to operate independently with no disclosed venture capital or private equity backing, no parent company, no M&A history, and no named partnerships or enterprise distribution agreements. Operational footprint is small, consisting of a single Markham office and a basic direct-to-consumer digital presence.
MyDignity firmographics
Firmographics- Name
- MyDignity
- Legal name
- MyDignity Inc.
- Website
- https://mydignity.ca
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- MyDignity Inc. is a Canadian private insurance provider selling proprietary Home Care Assistance plans in four lifetime benefit tiers ($50K-$125K) directly to individual Canadians planning for future long-term care needs, operating from Markham, Ontario.
- Ownership category
- akta.pro rank
MyDignity industry classification
Industry- Product category
- Long-term Care Insurance
- NAICS
- Direct Life, Health, and Medical Insurance Carriers (52411)
- SIC
- Life Insurance (6311), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Whole Life Insurance (FSAIABAA)
- akta.pro secondary industry
- Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD)
Keywords
Where MyDignity is headquartered
LocationHeadquarters
- HQ city
- Markham
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
MyDignity business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Others
Revenue model
- Insurance Premiums: MyDignity generates revenue through proprietary insurance plans that provide resources for future care. Premiums are tax advantaged and benefits are non-taxable. The company offers four lifetime benefit plans ($50K, $75K, $100K, $125K) with premiums calculated based on individual factors including age, gender, province of residence, and health declaration.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | $50,000 Lifetime Benefit Plan |
| Other | Annual | $75,000 Lifetime Benefit Plan |
| Other | Annual | $100,000 Lifetime Benefit Plan |
| Other | Annual | $125,000 Lifetime Benefit Plan |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
MyDignity product offering
Product offeringCore offering
MyDignity sells proprietary insurance plans that provide lifetime benefit reimbursement for home care services when policyholders are physically or cognitively dependent and residing at home. The Home Care Assistance Plan is offered in four tiers ($50K, $75K, $100K, and $125K lifetime benefits) and covers services such as Personal Support Worker, Nursing Services, Respite Services, Prepared Meals, Home Conversion Expenses, and Medical Supplies. A Health Plan add-on reimburses hospitalization, ambulance, diagnostic tests, MRI, and second medical opinion without pre-qualification.
Product overview
MyDignity offers a single unified Home Care Assistance insurance product available in four lifetime benefit tiers ($50K, $75K, $100K, and $125K). The core Home Care Assistance Plan (marketed as the Gold Standard) reimburses for home-based care services including Personal Support Worker, Nursing Services, Respite Services, and medical equipment when the policyholder is physically or cognitively dependent. The Health Plan add-on (included with $50K and $100K tiers) provides additional reimbursement for hospitalization, ambulance, diagnostic tests, and MRI services without pre-qualification.
Differentiator
Problem solved
Functional benefit
Products and services
- Home Care Assistance Plan Insurance plan that reimburses policyholders for home care services including Personal Support Worker, Nursing Services, Respite Services, Prepared Meals, Home Conversion Expenses, Medical Supplies and Equipment, Incontinence Supplies, Psychological Services for Informal Caregiver, Occupational Therapist, Respiratory Therapist, Physiotherapist, Audiologist, Dietician, Health Monitoring System, Moving Allowance, and Transportation Costs when the insured is physically or cognitively dependent and residing at home. Available in four lifetime benefit tiers ($50K, $75K, $100K, and $125K). Target customers are Canadian individuals and families planning for future care needs.
- Health Plan ($50K/$100K plans only) Additional benefits included with the $50K and $100K Home Care Assistance Plan tiers that reimburse hospitalization, ambulance, diagnostic laboratory tests, MRI, and second medical opinion at any time without pre-qualification requirements. Health Plan benefits claimed reduce the overall maximums in the $50K and $100K plans. Target customers are Canadian policyholders of the bundled Home Care Assistance Plan.
Quantifiable outcome
- Quality of care at home is superior to long-term care facilities while longevity is increased
Companies that use MyDignity
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
MyDignity technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
MyDignity partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights4 records
MyDignity competitors and assessment
Company assessmentBroad incumbents
- BMO Insurance: Insurance arm of Bank of Montreal offering term life, whole life, and critical illness insurance. Comparable because it sells individual life and supplemental health insurance to Canadian consumers through bank and advisor channels.
- Canada Life: Large Canadian life and health insurer offering individual life, health, and long-term care products. Comparable because it serves the same Canadian consumer market with overlapping life and supplemental health insurance offerings.
- Manulife Financial: Major Canadian life and health insurer with long-term care and individual insurance products. Comparable as a direct competitor in the Canadian life/health insurance market, with established brand and distribution that MyDignity must compete against.
- Sun Life Financial: One of Canada's largest life and health insurers offering long-term care insurance, individual life, and health products. Comparable because it competes in the same Canadian life/health insurance category and offers overlapping LTC-related coverage, though as a broad incumbent with a much wider product portfolio.
- Desjardins Insurance: Insurance arm of Desjardins Group, offering life, health, and disability insurance products across Canada. Comparable as a broad incumbent in the Canadian individual insurance market, particularly strong in Quebec where MyDignity also operates.
Direct peers
- Assumption Life: Canadian mutual life insurer offering individual life, health, and disability products. Comparable as a smaller Canadian life insurer competing in the same individual insurance market, particularly in the Atlantic provinces.
- Empire Life: Canadian insurer offering individual life, health, and wealth management products. Comparable as a mid-sized Canadian insurer competing for the same individual consumer life and health insurance market that MyDignity targets.
- Humania Assurance: Canadian insurer focused on individual life and health insurance products distributed through a partner network. Comparable as a smaller specialty insurer serving the same Canadian consumer market with similar product types.
- Beneva: Canadian mutual insurer formed from the merger of SSQ Insurance, La Capitale, and Union Canadienne. Offers individual life and health insurance products across Canada, making it a direct competitor in the same niche MyDignity serves.
Emerging players
- Willful: Canadian online estate and end-of-life planning platform. Comparable as an emerging Canadian consumer-facing company addressing future planning needs (though focused on wills/estate rather than care funding) and competing for the same end-of-life planning customer mindset.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
MyDignity social profiles
Digital presenceMyDignity financial estimates
Financial estimateRevenue estimate
Valuation estimate
MyDignity leadership team
Management profileNumber of profiles
MyDignity funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MyDignity M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MyDignity
What does MyDignity do?
MyDignity sells proprietary insurance plans that provide lifetime benefit reimbursement for home care services when policyholders are physically or cognitively dependent and residing at home. The Home Care Assistance Plan is offered in four tiers ($50K, $75K, $100K, and $125K lifetime benefits) and covers services such as Personal Support Worker, Nursing Services, Respite Services, Prepared Meals, Home Conversion Expenses, and Medical Supplies. A Health Plan add-on reimburses hospitalization, ambulance, diagnostic tests, MRI, and second medical opinion without pre-qualification.
Is MyDignity a public or private company?
MyDignity is a private company. It is classified as unknown and is currently operating.
When was MyDignity founded?
MyDignity was founded in 2009. It employs 1 to 10 people.
Where is MyDignity based?
MyDignity is headquartered in Markham, Canada, in the North America region.
How does MyDignity make money?
One revenue line is on record: insurance Premiums.
Who are MyDignity's main competitors?
Broad incumbents on record are BMO Insurance, Canada Life, Manulife Financial, Sun Life Financial and Desjardins Insurance. Direct peers are Assumption Life, Empire Life, Humania Assurance and Beneva. Willful is listed as an emerging player.
Does MyDignity have an API?
No public API is recorded for MyDignity.
What industry is MyDignity in?
MyDignity's product category is Long-term Care Insurance. Its primary akta.pro industry code is FSAIABAA, Whole Life Insurance, with a secondary code of FSAIAEAD, Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident). Its NAICS code is 52411 and its SIC code is 6311.