Aviva to discontinue its Aviva Direct¹ program in Alberta
July 03 2024 - 9:00AM
Aviva Canada today announced its intention for Aviva Direct, its
direct-to-consumer business, to phase out its home and auto
business in Alberta from early January 2025. Aviva Direct customers
in Alberta will be receiving letters in the mail to inform them of
the change.
“After careful review of our direct-to-consumer business, we had
to make the difficult decision to exit as the current environment
in Alberta doesn’t foster growth,” said Susan Penwarden, Managing
Director, Personal Lines, Aviva Canada. “Customers have the option
of getting insurance coverage through brokers or other direct
channels.”
For Aviva, claims costs have exceeded premiums collected in
Alberta for many years. In particular, litigation costs are the
biggest factor driving up auto insurance premiums for
Albertans.
“We want to continue to offer Albertans choice and affordable
auto insurance. But auto insurance in Alberta has not been
profitable for many years. We acknowledge that the Albertan
government has launched a consultation on auto insurance reforms,
and we are committed to work with the government to find solutions
for Albertans and insurers,” said Penwarden.
The vast majority of Aviva Canada insurance coverage remains in
place in Alberta through brokers and partners.
About Aviva Canada
Aviva Canada is one of the leading property and casualty
insurance groups in the country, providing home, automobile,
lifestyle, and business insurance to 2.5 million customers. As a
subsidiary of UK-based Aviva plc, Aviva Canada has more than 4,000
employees focused on creating a sustainable future for our people,
our customers, our communities and our planet. In 2021, Aviva plc
announced Aviva’s global ambition to become a net zero carbon
emissions company by 2040.
For more information,
visit aviva.ca or Aviva
Canada’s blog, Twitter, Facebook and LinkedIn pages.
Hazel Tan Cell: 437-215-5770 hazel.tan@aviva.com
1 In Alberta, Aviva Direct home and auto products are
distributed by Aviva Agency Services Inc. and underwritten by
S&Y Insurance Company.