Fredericton, NB (Mar. 30, 2017) – The Insurance Brokers Association of New Brunswick (IBANB) board has voted to suspend a longstanding sponsorship partnership with Aviva Canada for activities that, in our opinion, are detrimental to both consumers and brokers.
Since IBANB first sent a letter to Aviva in August of 2015, voicing concerns and displeasure with Aviva’s announcement of their Digital Direct strategy, there has been no change in direction with respect to the branding of their direct to consumers product. In fact, since 2015, Aviva’s acquisition and partnership with RBC and the more recent partnership with Maple Leaf Sports Entertainment (MLSE) have increased brokers concerns with the direction in which Aviva continues to go.
The multi-channel use of the same brand name creates confusion among consumers over what Aviva Insurance is and who services the account in the event of a claim. It is also of great concern to brokers who have been an integral part of growing the Aviva brand through their brokerages. Having a business partner compete against you, with the same brand you have helped build, does not sit well with brokers.
As an Association of brokers, part of IBANB’s mission is to grow the broker channel and act in the interests of both brokers and consumers. Aviva’s actions run contrary to our mission. As a result, the board decided unanimously to suspend their longstanding relationship with Aviva.
The IBANB executive continues to have ongoing dialogue with Aviva in hopes of finding solutions to this issue that can be mutually acceptable in order to ensure both the longevity of the broker distribution channel and consumer confidence and protection.
About the Insurance Brokers Association of New Brunswick
IBANB was established in 1920. Our mission is to develop and promote the professional insurance broker distribution channel in New Brunswick. To learn more, visit www.nbinsurancebrokers.ca.
SOURCE: Insurance Brokers Association of New Brunswick
