Securian Canada sharpens its market positioning with a renewed focus on the insurance experience

New positioning reflects the company’s evolution and commitment to making insurance simpler, more accessible and more human.

TORONTO, September 15, 2026 – Securian Canada today introduced “what insurance should feel like,” a new market positioning that reflects the company's evolution and reinforces its commitment to creating insurance experiences that are simpler, more accessible and better aligned to the changing needs of Canadians.

As customer expectations continue to evolve, Canadians increasingly expect financial services to be intuitive, personalized and easy to access. Yet insurance is still too often perceived as complex, difficult to navigate and centred on products rather than people. Securian Canada believes there is an opportunity to redefine that experience.

Rather than introducing a new identity, what insurance should feel like gives clearer expression to the values, experiences and approach that have shaped Securian Canada's growth in Canada over the past several years.

"Our business has evolved significantly over the past several years, and this positioning reflects that evolution," said Nigel Branker, Chief Executive Officer, Securian Canada. "Canadians' expectations are changing, and insurance needs to evolve with them. What insurance should feel like is more than a brand statement – it's our commitment to creating experiences that are simpler, more accessible and more relevant to the people and partners we serve.”

The positioning reflects work already underway across the organization, including research exploring the insurance needs of newcomers, gig workers and other traditionally underserved populations, continued investment in leading digital experiences, and partnerships that expand access to insurance for more Canadians.

This work builds on Securian Canada's longstanding belief that insurance should remove barriers – not create them – and that every interaction, from product design to claims support, should contribute to a more human and intuitive experience.

The positioning will be introduced across Securian Canada's customer and partner experiences over the coming months, beginning with a redesigned website that reflects the company's commitment to making insurance simpler, more accessible and more human.

Internally, the work has also been supported by a refreshed employee value proposition – it feels good to do good – ensuring the employee experience continues to reinforce the promise the organization is making to customers and partners.

To learn more about what insurance should feel like, visit securiancanada.ca or watch Securian Canada's new brand story here.

About Securian Canada

At Securian Canada, we help build secure tomorrows. We design solutions that enable our partners to provide coverage to more Canadians because we believe insurance is for everyone.

Working alongside Canada's leading financial institutions, member organizations and other strategic partners, we combine intuitive technology, human insight and a flexible, collaborative approach to help make insurance simpler, more accessible and more relevant to the evolving needs of Canadians.

Established in 1955, Securian Canada is a leading insurance provider and an independent subsidiary of Securian Financial Group, Inc.

For more information, visit securiancanada.ca.

Securian Canada media contact

Heather MacDonald
Director, External Communications
437-677-8010
heather.macdonald@securiancanada.ca