Your coverage isn’t changing. Here’s what is.
We have some big news: PC® Insurance is becoming part of EQB.
A note to our policyholders
There will be no immediate changes to your coverage, premiums or the exclusive pricing and rewards you have access to as a PC Optimum™ member as a result of this transition. All PC® Insurance policies will continue to be underwritten by Aviva.
On Dec 3, 2025, Loblaw announced an agreement with EQB, the parent company of Canada’s Challenger Bank™, EQ Bank, to acquire PC® Insurance and PC Financial®. The acquisition is set to close on July 1, 2026.
The PC Optimum™ program remains a Loblaw-owned and operated loyalty program. As part of the transaction, EQB will become the exclusive insurance partner for the PC Optimum™ program. As this relationship grows, we’re looking forward to creating new opportunities for our policyholders to earn rewards in the future.
Effective July 1, 2026, your personal information collected, used and disclosed by PC® Insurance will no longer be subject to the Loblaw Privacy Policy and will instead be governed by the EQB Privacy Notice. We encourage you to take the time to review the Notice at the link below.
EQB Privacy Notice (effective July 1, 2026)
Helpful resources
If you want to learn more about the agreement, please refer to the links below.
Announcement
Frequently asked questions
General
The acquisition of PC® Insurance and PC Financial® by EQB, parent company of Canada’s Challenger Bank™, EQ Bank, is expected to close on July 1, 2026.
The PC Optimum™ program remains a Loblaw-owned and operated loyalty program. As part of the transaction, EQB will become the exclusive insurance partner for the PC Optimum™ program, creating new opportunities for our policyholders to earn rewards in the future.
No, there’s nothing you need to do. Your policy, coverage, premiums and PC Optimum™ points all continue exactly as they do today.
If you have a PC® Insurance policy, nothing’s changing, and there’s nothing you need to do.
Your coverage, billing and claims work exactly as they do now.
Aviva still underwrites and services your policy.
Renewals continue under your current terms.
You’ll continue earning and redeeming PC Optimum™ points the same way you do today.
If you’re considering PC® Insurance, you can still get a quote and purchase a policy with the same access to trusted coverage, competitive pricing and commitment to service and value you’d expect.
No, PC® Insurance will remain exactly as it is today, with the same brand, experience and trusted coverage.
Policies, coverage & premiums
Yes, Aviva continues to underwrite and service all PC® Insurance policies, including claims and renewals, exactly as they do today.
No, your coverage, terms and renewal schedule all continue exactly as they are today.
No, your coverage stays exactly as is. The terms and conditions in your current policy are not affected by this announcement.
Absolutely, renewals and coverage changes both work exactly as they do today. There’s nothing different about how you manage your policy.
Certainly, your online account continues to work just as it does today. There are no changes to how you access or manage your policy online.
No, your billing and payment schedule continues as outlined in your policy.
The same contact channels you’ve always used are still available. Whether it’s a question about your coverage, billing, claims or renewals, our team is here to help. Reach us at 1-877-253-8177.
Claims
Yes, the claims process works just as it does today. Aviva continues to manage and service all PC® Insurance claims, and you can still submit a claim online or by calling 1-844-689-3218.
Your claim continues with no interruptions and no changes to the process. You don’t need to take any additional steps. If you have questions about your claim, our team is happy to help. Reach us at 1-877-253-8177.
Rewards, points & benefits
No, the PC Optimum™ program is not changing. Loblaws continues to own and operate it, and you can expect the same trusted PC Optimum™ experience going forward.
No, the value of the PC Optimum™ points you’ve earned will not change.
Privacy
As a PC® Insurance customer, the safety and security of your personal information is our top priority. With this transition, your personal information collected by PC® Insurance will no longer be subject to the Loblaw Privacy Policy and will be governed by the EQB Privacy Notice. This change is effective as of July 1, 2026. You can rest assured that your personal data will continue to be protected by rigorous security standards with EQB.
The EQB Privacy Notice provides information about how your personal information is collected, used and disclosed, including how personal data is exchanged with loyalty partners, to provide policyholders with an optimal PC® Insurance experience and deliver targeted marketing and offers. To learn more about EQB’s commitment to your privacy, and who to contact with any privacy inquiries after July 1, 2026, take a few moments to review the EQB Privacy Notice:
EQB Privacy Notice (effective July 1, 2026)
Any references to the Loblaw Privacy Policy (and the link thereto) in any terms and agreements applicable to your PC® Insurance coverage(s) will be deleted and replaced with a reference to the EQB Privacy Notice.
Need help?
Contact us at 1-877-253-8177