Total Experience: The New Frontier

Mobilizing resources to extend the Customer Experience to employees and trading partners

The customer experience (CX) has been an area of intense focus for some time as insurers and brokers have been working on all aspects of their relationship with prospects and clients.

Since the pandemic struck in early 2020, both internal and customer-facing operations have become more remote, more virtual, and more widely distributed than ever before. The concept of total experience (TX) explores the intersections of customer experience, employee experience, and user experience to help organizations create the most impactful solutions that will move the needle across the entire insurance value chain.

This strategy is being applied throughout insurance to create experiential disruptors and differentiation in the industry.

In this webinar, three expert speakers will share their experiences and discuss the main issues and challenges as brokers and carriers address the intricacies of the 'total experience.'

Watch the webinar recording or scroll down to learn more about the speakers.

Free webinar:

Held March 9, 2021



aha insurance

Wawanesa Mutual Insurance Company

Featured Speakers:

Joseph D'Souza
Joseph D'Souza
Founder and CEO,

Joseph D'Souza, the CEO and Founder of ProNavigator, is a three-time entrepreneur with more than a decade of experience building companies.

He is passionate about the future of work and creating technology that focuses on increasing sales and productivity for insurance organizations by extending employees' capabilities.

As the CEO of ProNavigator, he leads the team in building technology to change the way insurance information is delivered.

David Arbuthnot
David Arbuthnot
Director, Innovation Outpost,
Wawanesa Insurance

David is the Director of the Wawanesa Innovation Outpost and part of the Innovation Group’s leadership team. The Innovation Group at Wawanesa exists to explore new ideas that will enable the organization to meet its strategic objectives. Using modern design methodologies and development capabilities, the group champions innovation throughout the operating companies it serves.

In a career spanning 25 years, David has held senior roles in a variety of companies, always focused on delivering outstanding business results through the application of leading-edge technologies.


Steve Livingstone
Steve Livingstone
President & CEO,
aha insurance

Steve has more than 25 years of experience across Canada in the Home & Auto insurance marketplace. In a variety of roles, with businesses including Chubb, RBC Insurance, Aviva and RSA, he has gained familiarity with brokerage and direct insurance operations.

Steve’s expertise is focused on driving change and developing unique and innovative ways to package and distribute insurance. At aha Steve is responsible for helping drive its strategic direction, develop and manage key partnerships, support the development and execution of the value proposition, and lead the team in building the unique culture that is fundamental to any start-up.

Doug Grant
Doug Grant

Doug Grant has been helping the insurance industry in Canada – individual companies and cross-industry groups in both P&C and Life – make effective use of technology for many years.

Doug is a founding partner of, a leading Canadian Insurance resource centre for consumers and insurance professionals alike. He helps organize and host's annual conference and other industry events.

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About ProNavigator

ProNavigator's knowledge management platform is purpose-built for insurance and used by more than 100 organizations to store, manage and search mission-critical information in a single source of truth. Leveraging the latest advancements in artificial intelligence and natural language understanding, ProNavigator's platform improves access to information for customers, employees, and distribution partners - increasing sales and driving efficiencies. To learn more, visit

About aha insurance

aha insurance is a licensed brokerage in Ontario that has identified the frustration of Canadians purchasing auto and home insurance. We designed and built a truly digital platform and supporting business model that:

  • Offers a fully online Quote-Buy-Fulfill-Self Serve customer experience supported by a call centre fully licensed by RIBO.
  • Drive site visits by curating relevant content that provides customers with insurance insights, allowing them to make informed decisions.
  • Uses insight to deploy multi-channel marketing to drive traffic via search engine optimization, display networks, and affiliates.
  • Ensures maximum conversion opportunities through a seamless and highly effective omni-channel purchase experience.

Learn more about aha insurance in the InsurTech Spotlight.

About Wawanesa

The Wawanesa Mutual Insurance Company, founded in 1896, is a mutual insurer with $3.9 billion in annual revenue and assets of $10.5 billion. Wawanesa Mutual, with executive offices in Winnipeg, is the parent company of Wawanesa General, which offers property and casualty insurance in California and Oregon; Wawanesa Life, which provides life insurance products and services throughout Canada; and Western Financial Group, which distributes personal and business insurance across Western Canada. With more than 5,700 employees, Wawanesa proudly serves more than two million policyholders in Canada and the United States. Wawanesa actively gives back to organizations that strengthen communities where it operates, donating well above internationally recognized benchmarks for excellence in corporate philanthropy. Learn more at

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