TORONTO — When launching a company in a new market, it helps to have a familiar, trusted face behind the name.

Such is the case with Europ Assistance (EA), which launched in Canada earlier this month with CEO Robert Iafrate at its helm.

Iafrate, well known in the Canadian travel industry for spending more than 20 years as General Manager of Manulife’s Travel Insurance program, is now tasked with leading the Europ Assistance group in Canada, the company’s 36th operational market and second in North America.

A subsidiary of the Generali Group, EA was founded in 1963 and currently has a network of more than 750,000 approved providers, offering insurance options in the travel, mobility, home & family, health and concierge service fields. Following its Canadian launch, the company will introduce travel insurance offerings through its global and domestic partnerships with travel providers, financial institutions, the retail sector and other distribution.

Speaking with Travelweek, Iafrate says that after such a rewarding tenure at Manulife, the time was right to take on a new challenge.

“Joining Europ Assistance offered a unique opportunity to leverage my extensive experience while building and innovating within a company renowned for its robust travel insurance and assistance capabilities. It’s also allowed me to assemble a strong and experienced leadership team, drawing on my industry tenure, which I believe is essential for sustained success.”

“I’m excited to contribute to and expand these strengths as we address the evolving needs of Canadian travellers,” says Iafrate.

In this exclusive interview, we ask Iafrate about his growth plans in Canada and how EA will stand out from the competition.

Why do you think it has taken so long for EA to enter the Canadian market? 

“Europe Assistance has been very purposeful in its North American expansion. With our success firmly established in the U.S., Canada was the next logical step given the market size. Our dual focus on travel assistance and insurance distinguishes us from the Canadian market, where few providers offer the same level of concentration or investment in both areas.”

“Canadians have become increasingly aware of the importance of travel insurance, understanding its value more than ever and making this an ideal time for us to expand. By entering the Canadian market now, we aim to deliver comprehensive coverage options, expert assistance and leading technology to better support partners and policyholders.”

There are already several insurance players in the Canadian landscape. Are you worried at all about an oversaturated market?

“Many of the providers in the Canadian travel insurance and assistance market are primarily life insurance companies that offer travel insurance in addition to a range of services. In contrast, Europ Assistance is dedicated exclusively to travel insurance and assistance, leveraging one of the only fully vertical operating models in the industry.”

“This singular focus enables us to invest all of our time, resources, and expertise into travel insurance. By managing both sales and service within an integrated model, we ensure a seamless, end-to-end experience for our partners and policyholders. Moreover, our global presence offers opportunities beyond the domestic market – retail travel is a global business, and it demands a global insurance footprint.”

What sets Europ Assistance apart from your competitors in Canada? Is there anything different that you offer?

“As mentioned, we distinguish ourselves in the market through our singular focus on travel, a specialization that enables us to deeply engage with the travel insurance ecosystem. So, in addition to managing our own sales and service organizations, we own multiple cost-containment entities worldwide, providing access to over 750,000 providers. We’ve also invested in establishing Canada’s first local medical network, ensuring optimal care and expense management for policyholders travelling within or across provinces.”

What suppliers in Canada do you have lined up already? 

“We’ve established key partnerships with major global travel entities, including launching as Airbnb’s exclusive travel insurance provider in March of this year. We’re excited to announce several additional partnerships in the coming months, which we look forward to sharing with your audiences ahead of 2025. While we aim for rapid expansion, our focus remains on intentional growth, ensuring we deliver efficient and reliable experiences for both domestic and inbound travel.”

What does your expansion to strategy entail in terms of distribution channels?

“Our expansion strategy focuses on meeting Canadians where they are. We’re forming partnerships with major global and domestic players in the travel industry, financial institutions, retailers, and more to deliver travel insurance options through trusted channels. Additionally, we’re collaborating with over 300 local providers, including hospitals, clinics, and air ambulances, to ensure that support and care are always within reach.”

For more information go to www.europ-assistance.ca.