Insurance Policy Protection Risk Security Concepts

Saint-Hyacinthe, Que.-based Humania Assurance Inc. has launched a new internal startup,, the mutual insurance company announced Thursday.

By creating the startup, Humania wants to offer to partner organizations a new tool that will propel the sale of insurance products, including life insurance and living benefits.

“Lead2action is an agency specialized in insurance technologies (insurtech). Its objective is to improve customer loyalty. Using programmatic technology, it offers to its partners a new automated approach to promote insurance products to their customer networks,” says Stéphane Rochon, president and CEO of Humania, in a statement.

The insurtech began operations in November.

It’s technology allows a partner organization to promote one or more insurance products to a specific audience, online and automatically, without having to invest in a large and costly distribution infrastructure.

“Many of our business collaborators were looking for a new model of partnership and distribution. We have therefore decided to set up this project by allocating a budget and dedicated resources that we have detached from the operational structure,” explains Rochon.

The technology is based on two key marketing functions: targeting process and personalized communication.  It first identifies the best target market for a specific product, and then, using algorithms, creates an automated digital marketing campaign that can be used as a white label campaign. offers real-time communication with a call center, the company says. Clients will be able to obtain information, shop, compare and purchase insurance, all with access to a financial security advisor.

“Lead2action will not be dedicated to just one company. We can offer access to a wide range of products and to most insurance companies in Canada. Our goal is to create win-win partnerships for all stakeholders,” adds Rochon.

“Lead2action promotes a product in an intelligent way besides providing an access to dedicated financial security advisors and financial planners. We offer a global customer experience.” is 100% owned by Humania Assurance and registered at the Autorité des marchés financiers.