When it comes to individual insurance and financial services, today’s customers want more than just competitive products – they want simplicity, speed, and the assurance that real people are available when it matters most.
Jean-François Chalifoux (pictured), president and CEO of Beneva, said consumer expectations are being reshaped by digital convenience, but the underlying need for human connection remains strong. Customers increasingly expect to complete straightforward tasks themselves – such as researching products or checking account details – through digital platforms. But when making life-altering decisions or navigating stressful situations, they still want the option of speaking with a trusted professional.
“In individual insurance and financial services, we believe people are looking for simplicity [and] fast access to information when they need it, but also quick access to human beings,” Chalifoux told Insurance Business. “These are key decisions that you make for the long term. You need a solid group of people to accompany you through those decisions.”
Chalifoux emphasized that the emotional weight of insurance purchases makes the personal touch indispensable. While products are often perceived as commodities, he said, the true value lies in the reassurance and guidance offered when clients are facing uncertainty or stress. This hybrid model – blending digital efficiency with human support – is emerging as the defining expectation among Canadian consumers.
Chalifoux’s emphasis on simplicity and human connection echoes a broader conversation unfolding across the industry. At the Women in Insurance Summit this summer, leaders stressed that while technical expertise may win the quote, it’s the soft skills that win trust. Emotional intelligence, adaptability, and communication were highlighted as critical to sustaining long-term client and employee relationships.
Executives like Ian Bell, of Sedgwick, and Erin Gattoni, of CNA Canada, warned that overlooking these qualities can undermine company culture, even when technical performance metrics are being met. Others, like Krishna Patel, of Burns & Wilcox Canada, urged the industry to rethink hiring by valuing traits such as collaboration and coachability just as highly as years of underwriting experience.
At the same time, technology is reshaping how that human element is delivered. Kate Della Mora, CEO of CFC Underwriting Canada, argued that AI’s greatest strength lies not in replacing people but in giving them more time to focus on what matters. By automating submissions or scanning documents, AI can free brokers and underwriters to do what clients value most: build relationships and provide guidance. Still, she cautioned that AI tools are only as strong as the data behind them, underscoring the need for careful adoption.
For Chalifoux, Beneva’s most important differentiator is rooted in its structure. Unlike publicly traded carriers, Beneva operates under a mutual model – owned by its policyholders rather than shareholders. That governance framework, he argued, allows the company to prioritize long-term value creation over short-term financial results.
“We’re really motivated about creating value in the long run for our members, our partners and our employees,” Chalifoux said. “We want to ensure the peace of mind and financial security of our 3.5 million members – soon to be four million with the addition of Gore Mutual in the family.”
The merger with Gore Mutual, set to close Jan. 1, 2026, reinforces that philosophy. By bringing two mutual insurers together under the Beneva brand, the combined organization will strengthen the mutual sector’s place in Canada while also enhancing scale and resilience, he said.
Chalifoux has previously shared a tempered view of the market’s trajectory in a conversation with Insurance Business. He described Canada’s insurance industry as “extremely robust, resilient and dynamic,” even as it continues to adapt to climate change impacts, inflationary pressures, and geopolitical uncertainty.
After several years of premium growth driven largely by inflation, he noted that conditions are beginning to stabilize. This is most evident in commercial lines, where rates have started to ease as capacity improves.
While Chalifoux expects the industry to remain dynamic, he cautioned that growth is unlikely to match the rapid, inflation-fueled pace of recent years. To succeed in this evolving environment, he said, insurers will need to remain disciplined and selective in their strategies, prioritizing profitability and long-term value creation over short-term expansion.
