Economical launches refreshed brand at 140th annual general meeting

WATERLOO, ON, June 15, 2012 � Today at its 140th annual general meeting, Economical Insurance®launched its refreshed brand with an uncomplicated, cleaner, friendlier logo (attached) and a new tagline: good to know™.

“As Economical prepares for a new era, our refreshed brand reflects this evolution with a new look and feel,” said Karen Gavan, president and CEO. “It acknowledges both the significant changes we’re making as well as our deep-rooted heritage as a trusted insurance provider. Our new look is very distinct and will help to further differentiate our brand in the marketplace.”

“We’re good to know for an individual, family or business seeking financial security, and we’re good to know for a broker in need of a strong, stable, professional and responsive partner,” said Gavan. “We’re good to know for a skilled professional looking for a rewarding employment experience. We’re also good to know as a responsible, reliable corporate citizen. We are experts who give valuable and timely information that is good to know.”

The refreshed brand also brings closer alignment of the member company brands under the Economical banner. The “TEIG” acronym is being dropped as is reference to “The Group.” While the company’s legal name � Economical Mutual Insurance Company � is not changing at this time:

  • The Economical Insurance Group is now, simply, Economical Insurance.
  • Waterloo Insurance is now Economical Select™.
  • The Missisquoi Insurance Company in Montreal is now Economical Insurance.
  • Westmount Financial � Economical’s broker lending arm � is now Economical Financial™.

“The name Economical represents our identity and who we are,” said Gavan. “It helps people connect with us, and it’s the way we are seen and heard in public. Keeping the Economical name is important because of the established relationships we have with our broker partners and communities all across Canada. We want to enhance that connection into the future with our simplified and modernized brand.”

The company also unveiled a new website at the AGM. With deep rich colours, this new website provides a clean user-friendly digital presence that reflects a confident and vibrant image of the company.

About Economical Insurance

Founded in 1871, Economical Insurance is one of Canada’s largest property and casualty insurers, with $1.7 billion in premiums and $4.6 billion in assets. Based in Waterloo, this Canadian-owned and operated group services the insurance needs of more than one million customers through 17 branches and service offices across the country. In 2010, Economical announced its decision to become the first federally-regulated mutual property and casualty insurance company to demutualize. Economical is currently reviewing strategic options and will submit a comprehensive demutualization proposal for mutual policyholder approval after the federal government’s development of regulations and regulatory approval.

Economical Insurance member companies include: Economical Mutual Insurance Company® (including Western General� Farm Division), Waterloo Insurance Company®, Perth Insurance Company®, The Missisquoi Insurance Company®, Federation Insurance Company of Canada™, Family Insurance Solutions and The Mattei Companies.