State Farm brand in Canada to become Desjardins Insurance

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As part of Desjardins’s continued integration plan, former State Farm Canadian business is becoming Desjardins Insurance

Levis, QC (Nov. 21, 2017) — In January 2015, Desjardins Group — the leading cooperative financial group in Canada, with over $276 billion in assets — completed the purchase of State Farm Canadian property and casualty and life insurance operations, as well as its mutual fund, loan and living benefits companies. As part of its ongoing integration plan, Desjardins announced today that the former State Farm Canadian business will gradually be rebranded Desjardins Insurance. The brand transition will officially begin on May 1, 2018, and will be completed by December 31, 2019.

“This is an exciting step in the evolution of Desjardins. We have a well-known and very strong brand, this will contribute to strengthening it across Canada,” said Guy Cormier, President and CEO, Desjardins Group. “Our vision is rooted in a cooperative mission which highlights community involvement and customer-focused values. Desjardins Insurance encompasses these shared values and commitments.”

State Farm clients in Canada will be served by their current agents who will transition to the Desjardins Insurance brand under the new Desjardins agent network.

“We are committed to the exclusive agent network, which provides clients and consumers the added value of personal service and advice from a trusted insurance professional in their community,” said Denis Dubois, President and Chief Operating Officer of Desjardins General Insurance Group. “Our clients will continue to benefit from the established relationships they’re used to, with full access to the insurance and financial products that fit their unique needs and goals.”

The goals for Desjardins Insurance will be to ensure the competitive pricing of its products and services, maintain the highest levels of customer service, strengthen its competitive position and enhance its digital capabilities. This is to best serve the evolving needs of its clients while remaining committed to further growth and development across Canada.

Desjardins Insurance refers to Certas Home and Auto Insurance Company, underwriters of automobile and property insurance or Desjardins Financial Security Life Assurance Company, underwriters of life insurance products.

Source: Desjardins

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