Intact Insurance brings freedom of choice to home insurance

TORONTO, April 20, 2015 /CNW/ - Intact Insurance today unveiled Lifestyle Advantage, a new type of home insurance coverage. Lifestyle Advantage will give experienced homeowners the flexibility to rebuild their lives the way that they want, in the event of a total loss to their home or any loss to personal property. Intact Insurance is Canada's largest provider of home, auto and business insurance protecting over four million customers.

"This product simplifies the customer experience. Customers will be under no obligation to rebuild their exact home or replace their contents to get full replacement value. They can rebuild the same house or even downsize and take any leftover money. The choice is theirs," said Jean-François Blais, President of Intact Insurance.  "In speaking with experienced homeowners, they advised us that freedom of choice and simplicity were important benefits."

"At Intact, insurance is about people, not things. Our strength is our ability to get customers back on track when an unforeseen event occurs. However, we also recognize that customers have different needs at different stages of their lives, which is what led us to develop Lifestyle Advantage – to meet both their current and future needs. It's also one of the reasons we encourage customers to connect with their broker regularly – to make sure that their insurance needs are being met by the right products," added Blais.

Intact Insurance is promoting Lifestyle Advantage with a new ad campaign which features experienced homeowners answering the question, "If you lost your entire home to something like a fire, how would you rebuild your life?" The TV spots were taped at the Toronto Home Show and feature real visitors to the event. Homeowners gave a variety of answers, which speaks to the fact that not all customers would make the same decision, but they could all benefit from having an insurance policy that offers them the flexibility of choice.

Creative for the television, web and print advertising was produced by Cossette Communications. Havas Media was responsible for the media strategy and buy. The new Lifestyle Advantage commercials can be seen by visiting: (English) (French)

About Intact Insurance and Intact Financial Corporation
Intact Insurance is Canada's largest home, auto and business insurance company, the choice of more than four million consumers. Its coast-to-coast presence and its strong relationship with insurance brokers mean the company can provide the outstanding service, comfort and continuity customers deserve. Intact Insurance ( is a member company of Intact Financial Corporation (TSX: IFC), the largest provider of property and casualty insurance in Canada ( 

SOURCE Intact Insurance

For further information: Media Inquiries: Stephanie Sorensen, Director, External Communications, 1 (416) 344-8027,; Investor Inquiries: Dennis Westfall, Vice President, Investor Relations, 1 (416) 344-8004,

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