, Quebec City

SSQ Financial Group, the sixth largest life insurer in Canada, is starting the year off with a new brand identity and positioning. The company wants to embrace its insured community and wholeheartedly affirm its true nature: insurance. SSQ Financial Group will now be known as SSQ Insurance with a new tagline: Communities make us.

This shift supports an ambition to make its brand even stronger. The "Insurance" descriptor reflects the company’s strategic positioning as a pan-Canadian insurer, putting emphasis on what has been its core business for nearly 75 years.

SSQ Insurance's new brand identity

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"The new brand identity, along with the "Communities make us" tagline, reiterates the fact that the company has been motivated by an unparalleled sense of solidarity since its creation in 1944. The positioning sets the tone for a clear commitment: SSQ Insurance will continue to be present in the community, be socially responsible and be committed to serving its insured community. Now more than ever, community should be at the heart of insurance because stronger communities make each of us stronger," says Jean-François Chalifoux, CEO of SSQ Insurance.

“Values of social commitment, integrity and accessibility are what drive us and guarantee our long-term stability. They influence our daily decisions and our actions, and are what make us a people company. Apart from our brand identity and positioning, SSQ Insurance remains the same dedicated company that provides its customers with a comprehensive line of high quality insurance and investment products," adds Chalifoux.

SSQ Insurance wants to foster a sense of belonging in its customers and partners, and reiterate it through each point of contact. This will make the company even more connected and closer to its customers making it easier to learn from them and better understand their needs. This ultimately gets the company back to its roots, to the very essence of insurance and to the role SSQ Insurance wants to play. Over the next few years, the company will work on becoming the preferred insurance destination of its customers.

The new logo is dynamic and modern with a crisper, more fluid font that, while paying homage to its humble beginnings, represents the company’s ongoing evolution. Its new brand identity evokes positivity and modernization, with values steeped in solidarity. To support this change, a new promotional campaign was recently kicked off in Quebec and will be deployed across Canada in the coming months.

The new brand takes effect on January 1, 2018, whereas the new visual identity will be deployed gradually over the coming months.


Founded in 1944, SSQ Insurance is a mutualist company that puts community at the heart of insurance. With assets under management of $11 billion, SSQ Insurance is one of the largest companies in the industry. Working for a community of over three million customers, SSQ Insurance employs over 2,000 people. Leader in group insurance, the company also sets itself apart through its expertise in individual life and health insurance, general insurance and the investment sector.