Fully online aha insurance launches auto insurance for Ontario market, home insurance “coming soon”

Waterloo, Ont.-based Ignite Insurance and Ignite Holdings announced on Monday that aha insurance – the online auto and home insurance service – “is available today for the auto insurance market and, coming soon, the home insurance market in Ontario.”

aha insurance provides a fully digital platform, enabling Ontarians seeking insurance the ability to get a quote, purchase and manage their policies completely online and on any device, the company explained in a press release. The “elegant and simple interface” enables customers to operate on their own terms and at their own pace 24/7.

“Designed to be continuously optimized for the user, the experience is enhanced by a friendly and intuitive interactive way to ask and get any questions answered,” aha insurance added in the release. “Safe, secure and quick, the aha insurance experience puts the consumer in the driver’s seat.”

“Our industry has been slow to respond to evolving consumer expectations and buying habits not just in the retail world, with offerings like Amazon, but also in financial services, exemplified by the emergence of companies like Wealthsimple,” aha insurance CEO Steve Livingstone said, referring to the company that describes itself on its website as “professional investing made simple and affordable with smart technology.” Added Livingstone: “aha insurance demonstrates that the customer can get what they truly expect today, in the home & auto insurance space, and we are excited to take on the opportunity and challenge.”

The insurance company also provides “omnichannel communication,” allowing customers to “move seamlessly from an online chat to call centre conversation with no repetition of information and no additional forms to fill out.”

Tanya Peretti, aha insurance’s chief marketing officer, added that “we strive to be empowering, consistent, transparent and effortless when it comes to Canadians getting and managing their own insurance.”

aha insurance uses proprietary technology to make the insurance process simple for consumers to buy their insurance, make changes and manage their policies, the release explained. The insurance company has partnered with Zenith Insurance Company, a Canadian-owned and operated personal insurer for more than 90 years.

Ignite Holdings is a specialist investor in financial services start-ups whose aim is to “stimulate growth in digitally-focused opportunities in fast-growing markets.” It supports incubation through to dynamic growth. Examples of recent digital insurance start-ups backed by Ignite include roojai.com in Thailand, careline.com.tw in Taiwan and xxbao.com in China.