Toronto-based life, credit, accident and sickness insurers Canadian Premier Life and Canadian Premier General have been rebranded to Securian Canada.
The announcement follows the company completing its acquisition of Sun Life’s Sponsored Markets segment, a move which saw 100 plan sponsors and roughly 1.5 million insured clients and plan members move from Sun Life – one of the largest group benefits companies – to Canadian Premier.
After more than doubling its position in the Canadian market, Canadian Premier, along with Valeyo (a sister company to Canadian Premier, and provider of technology and services for financial institutions) will now collectively do business as Securian Canada.
“The successful acquisition of Sun Life’s Sponsored Markets business provides scale to our services and is a catalyst to optimize all Securian Canada assets under one umbrella,” says Nigel Branker, CEO, Securian Canada.
Securian Financial Group is the holding company parent of a group of subsidiary companies that provide a broad range of financial services in the North American market, and includes wealth and asset management, services and tech, and distributors.
“Following the completion of our acquisition…we are experiencing exponential growth and change,” Branker says. He tells strategy that as it’s evolving, so is the brand, and that the name leverages the power of the U.S. parent company, while solidifying its commitment to the Canadian insurance landscape.
“We’re working with our partners and clients to reflect our new brand and position in the market,” he says.
The rebrand was facilitated largely internally with parent company Securian Financial, and collaborative support from Kaiser & Partners, Eckler Ltd. and BelieveCo agencies, with which it had been working on a strategic vision ever since Branker came on board in 2022.
“We are committed to providing specialized experiences and creating practical, life-ready insurance products and partnerships to help Canadians and their families feel secure,” he says.
