2025 Underwriters of the Year | Carmela Primiani, Commercial Underwriter, Aviva Canada

Carmela Primiani didn’t start in insurance, but once she joined, she never looked back. After exploring careers in travel and customer service, she joined the industry in 2009, starting at Aviva as a commercial underwriting assistant. Sixteen years later, she has risen through the ranks to become a trusted Commercial Underwriter, specializing in new business since last year.

With a Diploma of College Studies from l’Institut de tourisme et d’hôtellerie du Québec, a Certificate in Damage Insurance from Cégep régional de Lanaudière, and a PAA designation from l’Institut d’assurance du Canada, Primiani brings a sharp, client-first mindset to her role. Away from her desk, she enjoys gardening and spending time with family and friends.

“I’m flattered and honoured to be recognized by one of our valued broker partners,” Primiani says of the nomination by Fort Assurances & Avantages Sociaux, a member of the Canadian Broker Network, Canada’s largest network of independent brokers.

Q: What’s key to a great working relationship between underwriter and broker, and why is this more important than ever?


“Trust, good communication, and treating each other as true partners. We always need to keep the customer’s best interests in mind and work together to find solutions. The pace of business is fast today, but sometimes just picking up the phone instead of sending an email can make all the difference.”

Q: Why did you become an underwriter, and what do you love most about your role?


“I was ready for a career change and once I started my insurance courses, I knew underwriting was the right fit. I love how much I learn every day about different industries and how businesses operate. Our industry is constantly evolving, and we need to adapt quickly. It’s always interesting.”

Q: What’s the biggest challenge for underwriters today, and how can they overcome it?


“Right now, the talent shortage and tough competition among insurers. To stand out, it’s about offering fast, personalized service, being open to negotiation, and finding win-win outcomes that make doing business with us easier. Teamwork, organization, and clear communication are essential, both within our teams and with our brokers.”

Q: What’s one opportunity underwriters should focus more on?


“There are more career paths and development opportunities than before, and underwriters can grow quickly into roles like specialist, trainer, or manager — especially with the current staffing gaps.”

Q: Given that talent shortages remain a challenge, what would you say to encourage more people to join the insurance industry?


“Commercial insurance is incredibly engaging and dynamic. You learn something new every day, and it’s never repetitive. It also offers stability and the chance to build a meaningful, long-term career.”

Q: How do you see AI and technology impacting underwriting?


“AI can help improve efficiency, which is great. But I also think we need to be cautious. It can’t replace human judgment or the personal side of our work. Used wisely, though, AI can support us, without replacing what makes us valuable.”

Q: What skills are needed for underwriting leadership?


“You need strong insurance knowledge, good risk assessment and negotiation skills, and the ability to make sound decisions quickly. But soft skills matter just as much. Relationship-building, clear communication, and the ability to adapt to change are critical in leadership roles.”

Q: Canada continues to suffer pressures like natural catastrophes, auto theft, fraud, and tariff impacts. How can brokers and underwriters better collaborate to help Canadian consumers manage risk?


“Sharing knowledge and prevention tips will be key. Whether it’s recommending a sump pump or using more resilient materials, small steps can make a big difference. By educating brokers and clients, we help reduce risks and ultimately improve outcomes for everyone.”

The Canadian Broker Network Underwriter of the Year awards is a flagship program that CBN has been running on behalf of its members for over a decade. The program is exclusive to CBN in partnership with Canadian Underwriter magazine. The categories allow for each of our member firms, at their option, to select one commercial lines underwriter winner and one personal lines underwriter winner from a primary market, as well as a commercial underwriter from an MGA. The criteria includes underwriting excellence and risk knowledge; prompt and effective responsiveness back to CBN members; writing business that satisfies clients’ needs while creating a win-win for the broker and the insurer; a positive, helpful attitude; and investing time to develop trusting relationships with brokers.

Full list of 2025 Underwriter of the Year Award Recipients