Dominion sets Chieftain launch

Dominion of Canada General Insurance has joined the growing rank of insurance companies offering broker call centre services. In the spring of this year Dominion will launch Chieftain Insurance in the Alberta and Ontario personal lines markets.

Dominion president George Cooke says Chieftain will initially offer a personal auto and property product sold through an enhanced broker distribution channel. “The underwriting and policy issuance will take place in the broker office. We will also be promoting the product aggressively using a 1-800 number with switching technology so that the call goes straight to our brokers,” he adds.

Cooke is not willing to disclose the extent of financial support Dominion will be placing behind the establishment of the call centre operation. “Suffice it to say, there will be enough money to ensure brand recognition.”

Chieftain’s distribution strategy has been constructed to help its brokers compete against other distribution modes, “the idea is to give the brokers who want to sell this product something that they can use to compete with direct writers in price, in service and in marketing.” On the technology front, Dominion officials have noted Chieftan will utilize all of the latest broker and policy management technologies to ensure efficient delivery and distribution.

Cooke is aware other insurers will likely follow Chieftan’s path but suggest this will serve the best interests of the industry. “If a lot of other markets appropriately supported the independent broker, it would improve the level of service that brokers offer to consumers. We have made a concerted effort to cast our support to the broker channel, if others did the same, the channel would be well broadened,” he adds.