PC Financial Launches Home and Auto Insurance Offering

PC Financial Insurance Broker offers Customization, Value and Choice

TORONTO , Feb. 11 /CNW/ - As the Canadian International Auto Show gets underway, Loblaw Companies Limited today announced that through its subsidiary, PC Financial Insurance Broker Inc., it will offer a fresh approach to home and auto insurance. After months of evaluating various distribution models and partners, PC Financial Insurance is now operating on behalf of consumers as a large-scale full service brokerage. This means that PC Financial Insurance will act on behalf of consumers and bring access to a variety of insurers in one stop. Beginning February 12, 2010 , Ontario and Alberta residents can receive an insurance quote from a licensed insurance professional by calling 1-888-280-8889 or by visiting www.pcinsurance.ca.

"PC Financial products continue to 'challenge the status quo' on behalf of Canadians," said Maria Forlini, Vice President, PC Financial Insurance. "The transition to a broker model for home and auto insurance will help customers receive the best product and value to suit their needs. As one of the largest insurance intermediaries in Canada , PC Financial Insurance has established relationships with a number of insurers to offer customers access to the most competitive product line-up available."

PC Financial Insurance currently has relationships with several prominent insurance companies including The Dominion of Canada General Insurance Company, Aviva Insurance Company of Canada , Elite Insurance Company, Pilot Insurance Company, Axa Insurance ( Canada ), Pembridge Insurance Company and Pafco Insurance Company. PC Financial Insurance will continue to review potential partners to help customers continue to receive the very best value and choice in home and auto insurance.

Customers of PC Financial Insurance can earn PC(R) points, redeemable for free groceries and other great rewards, by using the President's Choice Financial(R) MasterCard(R) or bank card to pay for their insurance.

"In addition to serving current clients, we anticipate this fresh approach and commitment to offering customized service will attract new customers," added Ms. Forlini . "PC Financial Insurance looks forward to rolling out the new program in Ontario and Alberta while looking ahead to the rest of Canada ."

About Loblaw Companies Limited

Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food distributor and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada . With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ over 139,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice(R), no name(R) and Joe Fresh Style(R) brands. In addition, the Company makes available to consumers President's Choice Financial(R) services and offers the PC(R) points loyalty program.

For further information: Karren King, Director, Communications, President's Choice Financial, [phone]