York Fire & Casualty Insurance Launches LIVEasy™ – A Best in Class Offering that Demonstrates All Insurance Products Are Not Created Equal

MISSISSAUGA, June 6, 2011 – York Fire & Casualty Insurance Company (York) is proud to announce the launch of LIVEasy™, a new and innovative program specifically created to meet the needs of active, busy professionals. LIVEasy for Homeowners is the first in a series of targeted offerings under the new banner LIVEasy-Your Lifestyle. Your Needs. Your Way™. LIVEasy customers are automatically members of Club LIVEasy, where membership includes an exceptional claims offering and service commitment.

“York’s LIVEasy value proposition is the result of extensive target customer research”, stated Dave Smiley, Vice President Operations at York. “From this research emerged the LIVEasy name, with the underlying message of ‘live worry free; live in the confidence that your assets are well protected’. LIVEasy’s tagline ‘Your Lifestyle. Your Needs. Your Way’ speaks to the busy lifestyle of these professionals and of their desire to be treated as individuals having their own unique insurance needs. We understood, therefore, that choice would be a valued component of our LIVEasy program,” added Smiley.

The LIVEasy value proposition is centred specifically on the customer with more complex insurance needs and who, as a result, is aligned with the Broker distribution channel. Jam-packed with comprehensive and reliable insurance protection, York’s LIVEasy program covers things that other plans don’t, and allows customers choice in how to receive payments from claims. “With the launch of LIVEasy, you have a high calibre product and service offering that is competitively priced and includes best in class features that directly resonate with the advice based customer,” Smiley added.

The bottom line: Not all insurance products are created equal. Such is the case with LIVEasy.

About York Fire

Founded in 1955 and 100% Dependably Canadian®, York Fire & Casualty Insurance Company (York) is a subsidiary of La Capitale General Insurance, a major Canadian property & casualty insurer. From its head office in Mississauga, Ontario, York offers insurance to protect consumers’ homes, vehicles and businesses. York strongly believes in the value the broker brings to the insurance transaction and so distributes its products exclusively through a network of independent insurance brokers throughout Ontario. www.york-fire.com