State Farm’s Canadian operations to be rebranded as Desjardins Insurance

Clients of State Farm will retain their current agents through the transition

Within two years, State Farm’s Canadian customers will be referring to their agents by another corporate name: Desjardins Insurance.

Desjardins Group acquired State Farm’s Canadian business, which includes the P&C operations as well as mutual fund, loan and living benefits companies, in 2014.

Related: Former Desjardins CEO makes the Canadian Business Hall of Fame

“This is an exciting step in the evolution of Desjardins. We have a well-known and very strong brand [and] this will contribute to strengthening it across Canada,” said Guy Cormier, president and CEO of Desjardins Group, in a statement. “Our vision is rooted in a cooperative mission, which highlights community involvement and customer-focused values. Desjardins Insurance encompasses these shared values and commitments.”

The brand transition officially begins on May 1, 2018 and will be completed by Dec. 31, 2019. State Farm clients in Canada will be served by their current agents who will transition to the Desjardins Insurance brand under the new Desjardins agent network, according to the co-operative’s announcement.

“We are committed to the exclusive agent network, which provides clients and consumers the added value of personal service and advice from a trusted insurance professional in their community,” said Denis Dubois, president and chief operating officer of Desjardins General Insurance Group, in a statement.

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Copyright © 2017 Transcontinental Media G.P.
Transcontinental Media G.P.