Our corporate strategy
Our 2023 to 2026 strategic plan has five strategic dimensions that, together, enable us to deliver on our purpose of financial security for Canadians and our communities.
Our Co-operative Identity is the dimension at the heart of our strategy. It’s our driving force that explains why we do everything the way that we do it. Being a co-operative is core to our identity, and to our business.
Result: $1.71 billion
Target: $1.6 billion by the end of 2026
Status*: Above expectations
Result: 95%
Target: Not applicable
Status*: Not applicable
Result: 4.05%
Target: 4% to 4.5% of net income before taxes each year
Status*: Achieved
Client Engagement
Client Engagement is one of two dimensions that shape the outcomes we deliver. We seek to be the leader in client experience and will be recognized as a provider of holistic financial services.
Result: 51%
Target: Within 5% of Insurance & Wealth Competitor Average each year, which was 51% in 2025
Status*: Achieved
Result: Tied for third
Target: Top five amongst our peer group each year
Status*: Achieved
Profitability and Growth
The outcomes we deliver are also defined by Profitability and Growth. We aim to be competitive and drive profitability and growth through operational excellence and focused execution.
Result: $7.14 billion
Target: $7.7 billion by the end of 2026
Status*: Below expectations
Result: $7.77 billion
Target: $7.9 billion by the end of 2026
Status*: Above expectations
Result: 1.01 million clients
Target: 1.07 million clients by the end of 2026
Status*: Below expectations
Result: $4.69 billion
Target: $5.4 billion by the end of 2026
Status*: Below expectations
Result: $351 million
Target: $345 million by the end of 2026
Status*: Above expectations
Result: 27.8%
Target: At or better than industry by the end of 2026
Status*: On track
Result: 94.1%
Target: 95.7% by the end of 2026
Status*: Above expectations
Result: 20.7%
Target: 17.5% by the end of 2026
Status*: Below expectations
Result: 9.5%
Target: 13% to 17% each year
Status*: Not achieved
Result: 17.5%
Target: 10% to 12% each year
Status*: Exceeded
Result: $7.14 billion
Target: $7.7 billion by the end of 2026
Status*: Below expectations
Result: $7.77 billion
Target: $7.9 billion by the end of 2026
Status*: Above expectations
Result: 1.01 million clients
Target: 1.07 million clients by the end of 2026
Status*: Below expectations
Result: $4.69 billion
Target: $5.4 billion by the end of 2026
Status*: Below expectations
Result: $351 million
Target: $345 million by the end of 2026
Status*: Above expectations
Result: 27.8%
Target: At or better than industry by the end of 2026
Status*: On track
Result: 94.1%
Target: 95.7% by the end of 2026
Status*: Above expectations
Result: 20.7%
Target: 17.5% by the end of 2026
Status*: Below expectations
Result: 9.5%
Target: 13% to 17% each year
Status*: Not achieved
Result: 17.5%
Target: 10% to 12% each year
Status*: Exceeded
Business Capabilities
Business Capabilities is one of two dimensions that enable us to achieve our strategy. We strive to enhance and build key capabilities to enable us to be successful today and into the future.
We continue to work closely with our partners and regulators to strengthen and expand the embedded insurance business-to-business ecosystem in Canada.
We're offering trusted unbiased advice and providing proactive home maintenance services enabling Canadian homeowners to be more resilient.
Workforce Capabilities
The second dimension that enables us to achieve our strategy is Workforce Capabilities. We plan to have a diverse and agile workforce whose skills, leadership capabilities and motivation differentiates us in the marketplace.
Result: 4.43
Target: Overall GDEIB of between Progressive and Best Practice (>4.2/5.0) by the end of 2026
Status*: Above expectations
Result: 78.5
Target: At or above financial services industry average each year
Status*: Achieved
Result: 62.5
Target: 55 to 60 by the end of 2026
2025 marks the first year Advisor Engagement was fully calculated using Glint.
Status*: Above expectations
*If the target is due in 2026, the terminology is “above expectations”, “on track”, or “below expectations”. If the target is due in the current reporting year, the terminology is “exceeded”, “achieved”, or “not achieved”.
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