Delivering Improved Lifetime Value for Co-operators

Introduction 

Co-operators, one of Canada’s leading multi-line insurance carriers, has long partnered with credit unions to offer insurance protection to their members. For over a decade, the organization has operated a direct marketing program offering accidental death coverage through a mix of paper mail and email outreach. 

But when their provider exited the market, Co-operators was faced with a major challenge: keep the program running without disruption—on a tight timeline. 

To ensure continuity, they turned to ManageMy and its MyCustomer solution, built specifically to help carriers plan, deliver, and optimize multi-channel marketing at scale. 

The Challenge: Risk of Disruption 

In August 2024, Co-operators learned that their provider would be exiting the North American market—with an effective date set for December. That left less than 120 days to find a new solution. 

The risk wasn’t just technical—it was strategic. 

• The program had been running for over 10 years, with participation from 15 credit unions and hundreds of thousands of members. 

• Major campaigns (spring and fall) were executed annually, with 2025 projected to generate approximately 1,800 new policies and over $3,100,000 in lifetime premium. 

• Internal teams needed to act fast, with minimal disruption to credit union partners, campaign workflows, or member communications. 
  

Co-operators needed a new provider who could step in quickly, preserve institutional knowledge, and deliver both print and digital communications without skipping a beat. 

The Solution: Continuity Delivered Through MyCustomer 

To protect the program and ensure business continuity, Co-operators transitioned to MyCustomer, ManageMy’s multi-channel marketing solution built for insurers. 

The team worked closely with Co-operators to coordinate campaign execution and stabilize operations across both direct mail and digital channels. 

Key elements included: 

1. Continuity of workflows — ManageMy’s deep expertise in insurance direct marketing – combined with their no-code, customizable platform – ensured program knowledge was retained and enhanced, with zero disruption to internal processes.
2. Integrated campaign execution — ManageMy supported both print and digital delivery (including personalized landing pages and opt-in email journeys), mirroring the existing experience for credit union members.
3. Insurance-aligned operations — ManageMy’s team brought data, market and compliance knowledge to manage segmentation, fulfillment, and campaign delivery at scale. 
   
   

The Results: Campaign Continuity and New Opportunities 

Through the MyCustomer solution, Co-operators successfully executed its spring and fall campaigns without interruption—maintaining trusted credit union relationships and delivering a consistent experience to members. 

Key outcomes included: 

• Six campaigns delivered on schedule across print and digital in 2025. 

• Zero service disruption during the 120-day transition window. 

• Continuity preserved across teams, workflows, and member communications. 

• Strong foundation for future growth and program modernization. 

Looking Ahead: From Continuity to Innovation 

With the transition complete, Co-operators is now focused on modernizing and expanding the program to continue serving credit union members. ManageMy continues to support these efforts through strategic planning, technical capabilities, and flexible campaign orchestration. 

Future priorities include: 

• Digital modernization — upgrading the online application experience and enhanced payment options to improve conversion. 

• Product expansion — exploring new insurance offerings (within regulatory guidelines) to keep messaging fresh and increase member engagement. 

• Smarter segmentation — using data to target the right members at the right time, including underserved and younger demographics. 

• Embedded distribution — bringing offers into natural touchpoints like credit union banking apps, digital portals, or in-branch conversations. 

By building on a foundation of stability, Co-operators is well-positioned to evolve its program and deepen its credit union relationships in the years ahead. 

Ready to Ensure Continuity and Growth? 

ManageMy helps insurers protect critical programs while building the foundation for digital innovation. 

Explore how MyCustomer can support your marketing strategy at https://managemy.com/my-customer.