The insurance landscape is shaped by unique trends driven by new Canadians’ behaviors. With Canada set to welcome 395,000 new permanent residents in 2025, a significant influx of younger, tech-savvy consumers will enter the insurance market. These individuals are at the forefront of adopting mobile tools and apps, with telematics emerging as a key cost-saving solution.
However, challenges like affordability, limited mobile app adoption, and low awareness persist. Nearly one-fifth of new Canadians do not use mobile apps to manage their insurance, presenting a clear opportunity to enhance app usability and highlight sought-after features such as claim filing, tracking, and direct chat with multilingual support.
Human interaction remains vital, as trust is a cornerstone for new Canadians when selecting insurance providers. Notably, 67% of Gen Z new Canadians value guidance from insurance agents and brokers. Insurers that prioritize accessible, personalized support can foster loyalty within this demographic. By addressing specific needs, such as educational initiatives and pay-as-you-go services, insurers can deepen engagement and build lasting relationships with this growing and diverse consumer base.
This report looks at the following areas:
- Factors impacting insurance needs for new Canadians
- Types of insurance coverage new Canadians have
- Adoption and barriers to mobile insurance apps among new Canadians
- Attitudes and approach toward insurance, including factors influencing choices
- Valuable app features for health and P&C providers
- Interest in trying new insurance technologies and digital solutions
New Canadians face unique challenges when entering a new financial landscape, with affordability hurdles and shifting priorities driving younger, tech-savvy consumers to seek innovative, tailored insurance solutions.
Radha Paleja, Senior Analyst, Financial Services
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
“New Canadians” refers to adults that have become Canadian in the past 10 years.
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
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THE MARKET
- Market context
- Economic and demographic shifts shaping insurance demand for new Canadians
- Unemployment rates of new and not-new Canadians
- Graph 1: labour force characteristics by immigrant status, 2025
- Market drivers
- Immigration growth will continue
- Graph 2: immigration levels plan, by type of temporary resident, 2025-27
- Telematics and usage-based insurance
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CONSUMER INSIGHTS
- Consumer fast facts
- Current types of insurance coverage
- Integrating into the country often means navigating a steep learning curve
- Graph 3: current types of insurance coverage held, 2025
- Gendered differences in types of insurance
- Graph 4: current types of insurance coverage held – select responses, by gender, 2025
- Types of insurance accessed through a mobile app
- Opportunity to increase usage of mobile apps
- Graph 5: type of insurance accessed using mobile app, 2025
- Slight gender differences in auto insurance mobile app usage
- Graph 6: type of insurance accessed using mobile app – auto insurance, by gender, 2025
- Attitudes and approach toward insurance
- Securing stability for new Canadians
- Approach toward insurance
- Graph 7: approach towards insurance, 2025
- Consumers build trust through personal connections
- Graph 8: attitudes towards insurance – insurance providers, any agree – NET, 2025
- Reputation and reviews drive consumer choices
- Graph 9: attitudes towards insurance – reputation and reviews, any agree – NET, 2025
- Consumers embrace tech, but still value human interaction
- Graph 10: attitudes towards insurance – role of tech, any agree – NET, 2025
- Valuable app features for health and P&C insurance providers
- Health insurance: focus on consumer support and convenience
- Graph 11: valuable features in health insurers’ mobile apps, 2025
- P&C Insurance: consumers want accessibility and efficiency
- Graph 12: valuable features in property and casualty insurers’ mobile apps, 2025
- Tailored tech solutions for a new generation
- Graph 13: valuable features in property and casualty insurers’ mobile apps – select statements, by generation, 2025
- Behaviours and interest in emerging insurance technologies
- Driving engagement in emerging innovations
- Driving engagement in emerging innovations (continued)
- Graph 14: behaviors and interest in insurance technologies, 2025
- Bridging the gap in healthcare tech adoption
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INNOVATION AND MARKETING STRATEGIES
- Marketing and advertising
- Providing consumers with opportunities to save
- Bundling options for consumers
- Insurers are appealing to identity and affiliation
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APPENDIX
- Market definition
- Consumer research methodology
- Consumer research questions
- Generations
- Abbreviations and terms
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