Securian Canada
A Canadian insurance business serving creditor, association and affinity, retailer, and specialty lending markets under the Securian Canada brand.
Last updated August 31, 2026
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Overview
Securian Canada is the operating brand used by Canadian Premier Life Insurance Company and Canadian Premier General Insurance Company, two Canadian insurance companies headquartered in Toronto, Ontario. The companies provide insurance and related services primarily through institutional and affinity-based distribution channels rather than through a conventional consumer retail model. Their principal markets include creditor insurance distributed through banks, credit unions, finance companies, and other lenders; association and affinity programs serving member and student organizations; retailer-linked insurance arrangements; and specialty markets. The business offers protection associated with mortgages, loans, lines of credit, and credit-card balances, as well as group life, disability, and critical illness coverage. This market orientation allows financial institutions, lenders, retailers, and membership organizations to incorporate insurance into their customer or member propositions. The company’s offerings are therefore commonly connected to borrowing, group benefits, membership programs, and other embedded or partnership-based distribution models. The organization’s roots extend to 1955, when Canadian Premier Life Insurance Company was incorporated. A major ownership and strategic transition occurred in 2017, when the business and its affiliates were purchased and brought under Securian Financial Group as that United States-based insurance, investment, and retirement provider entered the Canadian market. The Canadian operation subsequently broadened its capabilities and brand structure. In early 2023, Securian Canada completed a significant brand consolidation. Canadian Premier Life Insurance Company, Canadian Premier General Insurance Company, and Valeyo Inc. were brought together under the Securian Canada name following the reintegration of Valeyo and the acquisition of Sun Life Assurance Company of Canada’s Sponsored Markets business. The rebranding created a more unified Canadian identity while retaining the underlying legal insurance entities. Since 2023, Securian Canada has also served as the official life insurance partner of the Canadian Football League and as presenting sponsor of the league’s Diversity in Football program. The company has supported diversity and inclusion initiatives in the insurance sector, including sponsorship of the Canadian Association of Black Insurance Professionals. Other reported community and sports-related support has included Indspire and the Global T20 Canada cricket tournament. As of 2024, Securian Canada operated from five offices across Canada and had more than 300 employees. It has also been recognized through Great Place to Work certification and received bronze certification for gender parity from La Gouvernance au Féminin, also known as Women in Governance. These recognitions reflect workplace and representation initiatives rather than a change in the company’s core insurance positioning. Securian Canada remains a privately held Canadian subsidiary and brand within Securian Financial’s broader group of insurance and financial-services businesses.
History
Securian Canada traces its Canadian roots to the incorporation of Canadian Premier Life Insurance Company in 1955. The business developed around insurance distributed through institutional, creditor, affinity, and specialty channels. Instead of relying solely on direct individual sales, its model connected insurance protection with lending, membership, retail, and other partner relationships. The company became part of the Securian Financial group in 2017, when Securian Financial acquired the Canadian Premier business and its affiliates as part of its entry into the Canadian market. This placed the Canadian operation within a larger financial-services organization whose activities include insurance, investment, and retirement solutions. The transaction established the foundation for the current Securian Canada structure and identity. The Canadian platform expanded through its relationship with Valeyo Inc. and through the acquisition of Sun Life Assurance Company of Canada’s Sponsored Markets business. In early 2023, Valeyo was reintegrated and the acquired sponsored-markets activities were incorporated into the Canadian operation. Canadian Premier Life Insurance Company, Canadian Premier General Insurance Company, and Valeyo subsequently adopted Securian Canada as their common operating brand. The underlying legal entities continued to provide the insurance capabilities represented by the brand. Securian Canada’s business scope includes creditor mortgage, loan, line-of-credit, and credit-card balance protection, together with group life, disability, and critical illness insurance. Its target channels include banks and credit unions, member and student associations, retailers, finance companies, and other lenders. This structure makes the company a business-to-business and partnership-oriented insurer, with products generally delivered through organizations that already serve borrowers, members, customers, or employees. Beginning in 2023, Securian Canada established a visible sports and community partnership platform through its role as the Canadian Football League’s official life insurance partner. It also became presenting sponsor of the CFL’s Diversity in Football program. The company separately announced sponsorship of the Canadian Association of Black Insurance Professionals and has supported organizations including Indspire and the Global T20 Canada cricket tournament. By 2024, the company reported five offices across Canada and a workforce of more than 300 employees. Its workplace and inclusion credentials included Great Place to Work certification and bronze gender-parity certification from La Gouvernance au Féminin, or Women in Governance. Securian Canada remains a privately held Canadian subsidiary of Securian Financial Group and continues to operate under a unified Canadian brand across creditor, affinity, retailer, and specialty insurance markets.
- 2024
Canadian operating footprint
[1]The company was reported to have five offices across Canada and more than 300 employees.
- 2023
Canadian operations adopt the Securian Canada brand
[1]Following Valeyo’s reintegration and the acquisition of Sun Life’s Sponsored Markets business, Canadian Premier Life, Canadian Premier General, and Valeyo rebranded as Securian Canada.
- 2023
CFL partnership begins
[1]Securian Canada became the Canadian Football League’s official life insurance partner and presenting sponsor of its Diversity in Football program.
- 2017
Securian Financial enters the Canadian market
[1]Securian Financial purchased the Canadian Premier business and its affiliates, bringing the Canadian operation into its group.
- 1955
Canadian Premier Life Insurance Company is incorporated
[1]The historical roots of the Canadian operation begin with the incorporation of Canadian Premier Life Insurance Company.
Products and positioning
A partnership-focused Canadian insurance provider specializing in creditor, group, affinity, retailer, and specialty-market solutions. Securian Canada positions its business around embedded and institutionally distributed protection products for lenders, financial institutions, membership organizations, retailers, and other partners.
Creditor insurance
Creditor mortgage insurance
Insurance associated with mortgage borrowing and distributed through financial institutions or other lending partners. It forms part of Securian Canada’s broader creditor-market offering, which connects protection coverage with credit products and repayment obligations.
Creditor insurance
Loan and line-of-credit insurance
Protection products linked to loans and lines of credit. These offerings are designed for distribution through banks, credit unions, finance companies, and other lenders as part of packaged or embedded creditor programs.
Creditor insurance
Credit-card balance protection
Insurance connected with credit-card balances and delivered through creditor or financial-institution relationships. It is one of the specific protection categories identified within Securian Canada’s Canadian market portfolio.
Group insurance
Group life insurance
Life insurance offered in group or affinity settings, including programs connected with associations, member organizations, and other institutional partners.
Health and protection insurance
Disability insurance
Disability protection offered through group, creditor, affinity, and specialty-market arrangements. The product is part of the company’s broader portfolio of protection products distributed through organizational partners.
Health and protection insurance
Critical illness insurance
Critical illness protection available through relevant group, creditor, or affinity channels. It complements Securian Canada’s life and disability products within its partnership-focused insurance model.
Marketing campaigns
- 2023Canadian Football League partnership
Canada
Securian Canada became the official life insurance partner of the Canadian Football League and the presenting sponsor of the CFL’s Diversity in Football program.
Outcome. The partnership gave the brand a national sports platform while associating it with life insurance awareness and diversity initiatives in Canadian football.
- 2023Canadian Association of Black Insurance Professionals sponsorship
Canada
The company sponsored the Canadian Association of Black Insurance Professionals as part of its support for diversity and advancement within the insurance industry.
Outcome. The sponsorship supported the organization’s stated professional and representation objectives; a quantified commercial outcome was not reported in the supplied sources.
- 2023Community and sports support
Canada
Securian Canada supported organizations and events including Indspire and the Global T20 Canada cricket tournament through sponsorships, donations, or ongoing partnerships.
Brand decisions
2023
Reintegrate Valeyo and acquire Sun Life Sponsored Markets businessM&ABackground
Securian Canada expanded and reorganized its Canadian platform through the reintegration of Valeyo Inc. and the acquisition of Sun Life Assurance Company of Canada’s Sponsored Markets business.
Action taken
The relevant operations were brought together and Canadian Premier Life, Canadian Premier General, and Valeyo adopted the Securian Canada brand.
Aftermath
The reorganization created a unified Canadian market identity spanning creditor, affinity, retailer, and specialty insurance activities.
2017
Acquire Canadian Premier business and affiliatesM&ABackground
Securian Financial entered the Canadian market by purchasing the Canadian Premier business and its affiliates.
Action taken
The Canadian operation was brought under the Securian Financial group.
Aftermath
The transaction established Securian Financial’s Canadian platform, later branded as Securian Canada.
Recent events
- 2023
Securian Canada consolidates Canadian businesses under one brand[1]
M&A · Other
Canadian Premier Life Insurance Company, Canadian Premier General Insurance Company, and Valeyo Inc. adopted the Securian Canada brand following the reintegration of Valeyo and the acquisition of Sun Life Assurance Company of Canada’s Sponsored Markets business.
- 2023
Securian Canada becomes official life insurance partner of the CFL[1]
Campaign · Other
Securian Canada began its reported partnership with the Canadian Football League as the league’s official life insurance partner and presenting sponsor of the Diversity in Football program.
- 2023
Securian Canada sponsors the Canadian Association of Black Insurance Professionals[1]
Campaign · Other
The company announced sponsorship of the Canadian Association of Black Insurance Professionals to support diversity and career development for Black professionals in Canada’s insurance sector.
Sources2 sources
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