Canadians Rely On Family First For Insurance Advice


(Toronto, Ontario – September 9, 2014) – Despite an overwhelming amount of information available at their fingertips, the majority of Canadians are instead relying on their personal network to help guide their important life choices – including choosing an insurance provider.

A new survey conducted by Leger for PC® insurance found that more than half of respondents seek advice from family, friends or coworkers when researching insurance options, while 35 per cent will do their own research. Interestingly, only 30 per cent will use an insurance broker to find the best coverage for their needs. Young Canadians are especially dependent on family when making insurance decisions, with 59 per cent of respondents between the ages of 18 and 34 indicating that they would turn to their parents for advice.

“For many Canadians, family still comes first – at least when it comes to choosing insurance,” said Kathy Buckworth, author, parent and Chief Family Advisor for President’s Choice Financial®. “While family and friends have our best interests at heart, insurance brokers offer the professional expertise and knowledge to help you make the best decision based on your individual needs.”

The survey also uncovered Canadians’ top concerns about insurance coverage, and found that when it comes to home and auto insurance, price is the number one concern. Nearly two-thirds (62 per cent) of Canadians surveyed are more concerned about paying too much for insurance, than they are of not having enough coverage (37 per cent). Meanwhile, 39 per cent are most worried about having their rates go up after making a claim.

“PC insurance brokers do the work of searching for the best and most affordable coverage they can find, from up to nine different insurance companies,” added Buckworth.

Bad behaviour behind the wheel can cost Canadians

Despite their concerns about high insurance costs, the survey also found that most Canadian drivers exhibit bad behaviours that can drive up insurance premiums. In fact, these behaviours may be more prevalent than Canadians are willing to admit. Of those surveyed, 82 per cent admitted to bad behaviour of some kind while driving, but an even greater number have witnessed others committing these same acts.

  • 37 per cent admit to talking on a cellphone while driving, in contrast to 96 per cent who claim to have witnessed this behaviour;
  • 22 per cent admit to texting while driving, while 85 per cent have witnessed others doing this; and
  • Only eight per cent of drivers admit to engaging in personal grooming while driving, but two thirds (66 per cent) have witnessed others grooming on the go.

“Many Canadians don’t even realize that not only is their behaviour distracting, but that it can also have an impact on their insurance costs,” said Kathy Buckworth, Chief Family Advisor for PC Financial®. “It often leads to tickets or traffic violations that can end up impacting a driver’s record. No matter how you spin it, the cost just isn’t worth it.”

For details on PC® insurance or to get a quote, please visit:

About the PC® insurance survey

The survey of 1,500 Canadians was conducted for PC Financial Insurance Broker Inc. between July 25 and July 31, 2014 using Leger’s online panel LegerWeb. A probability sample of the same size would yield a margin of error of +/- 2.5 per cent, 19 times out of 20.

About PC® home and auto insurance

PC® home and auto insurance is designed to meet a wide range of individual customer needs, at competitive rates. Using a broker model makes buying home and auto insurance easy, as PC Financial Insurance Broker Inc. shops up to nine insurance companies, saving its customers time and hassle.

PC® auto insurance is available for personal vehicles, including motorcycles, boats and leisure vehicles. PC® home insurance options include condo, vacation property and contents/tenants insurance. In addition, PC® home and auto insurance offers a 24/7 claims service, confidential claims counseling and advice, and gives policyholders the chance to earn PC® points toward free groceries when they pay their premiums with their President's Choice Financial® MasterCard® or bank card.

For details on PC® insurance or to get a quote, please visit: or join the conversation on social media and follow us on Twitter at or like us on Facebook at


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