CEO Spotlight: RSA Canada

Martin Thompson talks customer journeys, SME clients and data standards

This an edited excerpt from our December issue, where we talked to the CEOs of some of Canada’s largest insurers. Read the full story here.

Helping brokers succeed in an increasingly digital marketplace will remain a priority for RSA Canada in 2018, says president and CEO Martin Thompson.

The insurer launched a staggered rollout of RSAPro, a tool that allows brokers to quote and bind SME clients online, toward the end of 2017. RSA plans to continue developing the tool and getting more brokers on board with it this year.

“I think the SME area is ripe for a different approach and a different level of thinking,” Thompson told Canadian Insurance Top Broker. “It’s typically been quite difficult for brokers to go and do that business in a cost-effective way. That’s exactly why we developed Pro.”

RSA has also invested in mapping its customers’ journey with an eye toward developing technological solutions that address customers’ pain points.

“We’re using the customer conversation to inform our technology decisions, rather than have it be the other way around,” Thompson says. “We want to help [brokers] understand customer expectations and how those expectations are shifting.”

Additionally, the insurer has been involved with the Centre for Study of Insurance Operations (CSIO) in developing industry-wide data standards.

“If all the insurers run off and develop their own products and standards, the people who lose out on all of that will be the brokers,” Thompson says. “If we can get to a standard that means [brokers] can communicate with every insurer on the same [level], I believe passionately that that’s really important.”

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