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Working at Sonnet Insurance
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On the TechTO stage
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About
Economical Insurance launched Sonnet in May 2016 as a digital, direct channel for Canadians who would rather buy insurance online than through a broker — an unusual move for a mutual insurer founded in the 1870s. Michael Shostak, then Economical's chief marketing officer, took the FintechTO stage in August 2017 with an argument aimed at anyone selling a new product: do not open with the technology. Start with the customer need that is not being met, and let the technology follow. Definity Financial became the parent company in November 2021.
Backers
A subsidiary brand — launched by Economical Insurance, now part of Definity Financial Corporation
Quick answers
What is Sonnet Insurance?
A Canadian home and auto insurer that sells directly to consumers online rather than through brokers. It was launched in 2016 by Economical Insurance and is now part of Definity Financial.
Is Sonnet a startup?
No. It is a digital brand created by an incumbent — Economical Insurance, founded in the 1870s — to reach customers who prefer to buy online.
What did its CMO tell the TechTO audience?
Michael Shostak's point at FintechTO in August 2017 was that a sales pitch should never open with the technology; it should open with the unmet customer need the product exists to meet.