Digital shifts prompt Desjardins Industry to strengthen advisor support through targeted training
According to Wealth Professional, Desjardins Insurance is adapting to shifts in the insurance industry, prioritizing personalized, flexible products and an efficient client experience.
With the rise of digital distribution, insurers must differentiate themselves in a market that demands ‘seamless, no-hassle experiences,’ particularly to meet evolving client needs and risks.
Desjardins Insurance vice president of Individual Insurance, Michel Martineau, explains that the company’s focus remains on delivering value through tailored products that adapt over time. “The fact that we’re here to support our clients is what gets me going in the morning,” Martineau states.
The insurer’s offerings include modular products like the critical illness insurance, which covers all types of cancer and unique cardiovascular procedures.
Martineau notes that advisors consistently value Desjardins’ “approachability and responsiveness,” with the company maintaining a human touch even as digital tools become essential in the industry.
Staying connected to client needs is central to Desjardins Insurance’s approach.
Martineau highlights the importance of feedback from clients and advisors, saying, “Their needs are evolving quickly, and our role is to ensure that we remain responsive to those changes.
This commitment is reflected in products like the 5 Pay Participating Life Insurance, designed to meet the needs of clients approaching retirement by offering guaranteed premiums over five years.
Financial strength enables Desjardins Insurance to lead with innovation and adaptability. As part of a large group, the company has the resources to expand its product line, evident in moves like the acquisition of IDC Worldsource Insurance Network Inc.
“We’re not limited by the constraints smaller companies face,” Martineau says, emphasizing the advantages that financial capacity brings to their growth and market presence.
Desjardins has also invested in technology to streamline operations, focusing on “reducing friction in the sales process” and ensuring clients are protected quickly.
Martineau states, “Efficiency is critical in today’s market… We’re using technology to make things easier for both clients and advisors.” Alongside product innovation, Desjardins has built a strong feedback loop, consulting advisors and clients regularly to refine its offerings.
Martineau mentions that “improving distribution” is key, with insights guiding Desjardins to adapt its products to varied life stages rather than simply following market trends.
With a shifting advisor demographic, Desjardins supports both new and experienced advisors through initiatives like the Discovery and Masterclass Series webinars, equipping them to stay competitive.
Martineau underscores the company’s commitment to advisor growth, saying, “We believe in supporting them through education and resources that help them grow, not just as Desjardins Insurance partners, but as leaders in their own right.”
