P&C recruitment and rebranding effort enters next phase

The Insurance Institute of Canada (IIC) recently launched Phase 3 of Project Reframe, its national industry-wide insurance career rebranding and recruitment effort.

The phase runs from Jan. 26 until May 31, 2026. It targets career changers, new graduates and newcomers to Canada via digital channels, including LinkedIn, Meta, Instagram, Reddit, YouTube, and others, IIC says in a press release. The campaign will distribute a wide array of digital ads, including influencer content, and leverage Google search engine marketing and other tools for digital ad placements.

“Our national career rebranding campaign is a strategic effort designed to attract new talent to the insurance industry,” the Institute says. “Insurance is often subjected to outdated stereotypes, so the goal of Project Reframe is to demonstrate industry careers in their current and fresh context, and to show new audiences that P&C careers are dynamic and desirable.”

The campaign’s first two phases ran in 2024 and 2025. The first phase was a public awareness campaign showing the industry has careers of interest for everyone; the second phase involved IIC outreach to new prospects.

Perceptions and awareness of the Canadian P&C insurance industry continue to impact efforts to close the talent gap.

“There is a perception that the insurance industry isn’t very dynamic, or an interesting place to build a career,” the release says. “There is also a lack of awareness of what a career in insurance looks like.

“Project Reframe aims to address both challenges,” says IIC, the professional education body for Canada’s P&C industry, whose membership of more than 42,000 includes more than 18,000 active students in formal programs.

The Institute’s targeted messaging is designed to resonate with audiences where and how they consume media, says IIC president and CEO Peter Hohman.

“We’re receiving overwhelmingly positive engagement from interested career seekers,” Hohman says. “Our results tell us that the insurance industry is being seen as one that simply cannot be overlooked by those who aim for careers with meaning and impact.”

Highlighting education

This month, IIC also launched its National Education Month ad campaign to create awareness of the crucial role ongoing P&C education plays in the industry’s strength and progress. The campaign will be featured online through Canadian Underwriter and Le Journal de l’assurance.

The education campaign ties directly to three of the Institute’s key initiatives:

• Project Reframe
• Ontario’s standardized auto reform (Statutory Accident Benefits Schedule) training
• The ongoing evolution of the Chartered Insurance Professional (CIP) designation

Ontario auto reform

Ontario’s upcoming auto reform will take effect July 1, 2026. Most mandatory accident benefits under SABS will become optional, except for medical, rehabilitation and attendant care.

To ensure brokers/agents and other P&C professionals are equipped to guide Ontario’s auto insurance consumers through the changes, the Insurance Institute of Ontario has partnered with the Insurance Brokers Association of Ontario and the Ontario Mutual Insurance Association to offer a free on-demand training program. It provides a standardized overview of the regulatory changes to ensure consistent knowledge across the industry and a smooth transition to the new regulations for consumers.

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The Insurance Institute of Ontario is also offering a two-part webinar series. Part One will be held on Feb. 18; Part Two is on Feb. 25.

CIP review

In recent years, the Institute has undertaken a comprehensive review of its flagship designation program to ensure it continues to meet the needs of all stakeholders — from industry to student.

Rollout of recommended enhancements wraps up in 2026, including transition of the Enabling Skills modules from their current optional status to a required component of the CIP.

These self-paced, video-based learning modules address critical skills needs identified by P&C industry representatives.

Jason Contant

Jason has been an award-winning journalist with Canadian Underwriter for more than a decade, including the past three years as associate editor and, before that, as digital editor for seven years.