The strategy behind Westland’s new benefits brand launch

Westland Insurance is expanding its portfolio by launching Westland Benefits, a new brand that will play “a more significant part” of the brokerage’s business in the coming years, says brand president Matt Mann.

Launching in B.C. on April 1, Westland Benefits unites the brokerage’s acquired benefits firms under one national brand. 

“From our perspective, we believe that this sector — employee benefits, business and solutions — has really strong long-term potential,” Mann tells Canadian Underwriter. “We want to continue to invest in a brand, we want to capture more market share, we want to diversify our offerings. And I think most importantly, from my perspective, we want to enhance the value that we’re providing to clients.” 

Westland Benefits will include insurance solutions for group life and disability insurance, retirement and savings plans, key person coverage, and holistic wellness programs. 

“We’ve made several investments in employee benefits over the past few years — all really high-performing organizations across Canada,” Mann says. “We just think now we’re best positioned to provide end-to-end solutions to all employers across all market sizes, all industries and all geographies.” 

Related: Why benefits, retirement and wealth planning are now P&C profit centres

Upon launch, Westland will unite its existing B.C. benefits acquisitions and later phase in its other acquired entities as it expands eastward.

“Our initial focus is launching the brand in British Columbia by bringing DuPuis Langen and Montridge [Advisory Group] under the Westland Benefits brand,” Mann says. “Westland is an incredibly strong brand already in British Columbia, which is why we started our launch there, and [we’re] going to continue to move East over time.” 

As for what growth will look like at Westland Benefits, Mann says it will equally combine organic and inorganic strategies. 

“I think you will see us continue to be acquisitive and lean into an inorganic strategy, but we will also put equal weight on our organic strategy,” he tells CU. “We think it’s critically important that we’re growing both organically and inorganically.” 

But the strategic acquisitions that Westland Benefits does pursue will be aimed at expanding the brokerage’s capabilities. 

“We’re looking to continue diversify our geographic footprint,” Mann says.

“We’re looking for high quality companies with a great management team, then delivering great value to clients, or helping us accelerate our innovations by bringing in new capabilities, bringing in new content that we can then offer to our employer clients.” 

Feature image by iStock.com/bagi1998