Martin Labarre details the continuous innovation required to support clients with the products they need
This article was produced in partnership with Desjardins Insurance
Desjardins Insurance has long recognized the importance of staying attuned to the evolving needs of advisors and clients. By maintaining open lines of communication, Desjardins Insurance ensures its products and services are aligned with market demands, allowing the insurer to remain agile and responsive in its product offerings.
"Health Priorities”, the critical illness coverage by Desjardins Insurance, exemplifies the company's commitment to comprehensive, flexible insurance solutions. Covering 26 critical illnesses and conditions, with additional coverage for children, this plan is among the most inclusive in Canada. Desjardins Insurance’s offer stands out as it covers all types of cancer with partial or total payments as the cancer progresses and partial payment for multiple cardiovascular procedures.
Comprehensive coverage and support
“People who’ve been diagnosed with a critical illness must deal with many emotions. We are committed to giving them the support they need during these difficult times,” says Martin Labarre, Director of Product Pricing and Evolution, Individual Insurance at Desjardins Insurance. “Our new advisory service for critical illness claims simplifies the process and helps advisors better support their clients.”
Many Canadians question the necessity of purchasing critical illness insurance since primary healthcare is readily available. Canadians often purchase insurance to cover potential damage to their cars or homes, but they are less likely to secure protection to alleviate the financial stress if they or a family member experience a serious illness.
Recovering from a critical illness comes with a significant financial burden. Canadians recognize the emotional and physical toll of critical illnesses and have a basic grasp of the risks involved. However, they are generally unprepared for the financial consequences.
“The Health Priorities product aims to meet the needs of the majority of Canadians, covering a wide range of critical illnesses and conditions,” Labarre says. “We offer a range of temporary and permanent coverage , with insurance amounts starting as low as $10,000, up to $3 million, helping alleviate the financial stress associated with critical illnesses and help clients focus on their recovery.”
Innovative client services
In March 2024, Desjardins Insurance introduced the new advisory service for critical illness claims, available to advisors and clients. This service was developed in direct response to advisor and client feedback, aiming to simplify the claims process and provide timely, support. Some of the benefits of the service include, getting quick answers to questions, help assessing the best time to file a claim, and thus avoid unnecessary steps and costs. The service can also identify the forms and supporting documents required, depending on the insured person’s situation and find out if the insured person has other Desjardins Insurance coverage that would allow him or her to file a claim, e.g. disability insurance. Desjardins Insurance ensures that all necessary information is gathered, and unnecessary steps are avoided, thereby improving processing times and client satisfaction.
The company's products feature unique benefits, such as partial payments for total mastectomy/total prostatectomy and partial or total payments for long-term care protection (permanent/temporary loss of independent existence), as well as complimentary assistance services1 available to clients to get the support they need. “We are constantly improving our sales process to make it easier to do business with us and continue to invest in our core products,” Labarre notes.
“By being connected to the voice of our members, clients, and advisors, we ensure that their needs and expectations are reflected in our innovation, technological improvements, and product development,” Labarre emphasizes. “This enables us to deliver tailored products and services that resonate with their unique demands.”
Desjardins Insurance’s strategy revolves around continuous innovation driven by advisor and client feedback. For example, the addition of partial benefits to its critical illness products and the development of solutions tailored to business owners directly respond to expressed needs. By monitoring global market trends, Desjardins Insurance ensures its products remain relevant and competitive. Features like transparent rate reduction programs and multi-coverage discounts further enhance its offerings, making Desjardins Insurance a partner of choice for advisors and clients alike.
“The customer and advisor experience are at the heart of our strategy,” Labarre maintains. “By continuously listening to customers and advisors, we evolve our offerings to meet their evolving needs and expectations.”
Footnotes:
Desjardins Insurance refers to Desjardins Financial Security Life Assurance Company. Desjardins®, Desjardins Insurance®, all trademarks containing the word Desjardins, as well as related logos are trademarks of the Fédération des caisses Desjardins du Québec, used under licence.
1Assistance services are not a contractual obligation of Desjardins Insurance and may be withdrawn at any time without notice.
