HUB SmartCoverage becomes VIU by HUB in Canada

HUB International  has rebranded its Canadian digital insurance platform HUB SmartCoverage to VIU by HUB Canada as part of an effort to unify its digital consumer insurance brand across North America.

The platform, which has operated in Canada since 2001, allows consumers to compare quotes from multiple insurers, purchase coverage online, and access licensed brokers throughout the process. HUB said the rebrand does not change products, pricing, coverage, or service for existing customers.

According to HUB, the refreshed brand is intended to support additional embedded insurance partnerships with auto OEMs, financial institutions, fintechs, and other companies seeking to integrate insurance into their customer experience.

“This refresh reflects what we’ve built in Canada over many years and signals clearly where we’re going. The VIU by HUB brand gives us a stronger platform to pursue the embedded partnerships we know are available in this market, while our customers get everything they’ve always valued from us, plus a more seamless digital experience.” –  Tina Osen, President, HUB International Canada.

HUB said the Canadian and U.S. VIU operations will share branding and an embedded insurance focus while continuing to operate separately in their respective markets.