iA Financial’s Dual Forbes Win: A Blueprint for Industry Leadership

QUEBEC CITY, QC – January 26, 2026 – In a significant affirmation of its corporate strategy, iA Financial Group has been distinguished by Forbes as the top employer among Canada's largest publicly traded insurers on the prestigious 'Canada's Best Employers 2026' list. This recognition, based on extensive employee feedback, comes just months after the company was also named Canada's best auto insurance provider by Forbes, creating a powerful narrative that links internal cultural health directly to external market leadership.

The dual accolades position the 134-year-old institution as a benchmark in a rapidly evolving financial services landscape, suggesting that the key to winning customer trust may begin with earning the trust and dedication of its own employees.

A Benchmark for Workplace Excellence

Securing a top spot on Forbes' 11th annual list is no small feat. The ranking is the result of a rigorous process conducted in partnership with market research firm Statista, which surveyed over 37,000 Canadian employees working for companies with 500 or more staff. The anonymous survey asked employees to rate their willingness to recommend their own employer and evaluated companies on criteria including compensation, work flexibility, training opportunities, and leadership.

Out of 300 organizations that made the final cut, iA Financial Group (listed as Industrial Alliance) ranked #32 overall, placing it ahead of other major publicly traded insurers on the list and validating its claim. Other notable financial and insurance firms on the list included The Co-operators at #24 and Empire Life at #49, highlighting the competitive nature of the sector in employee satisfaction.

"We are extremely proud that iA Financial Group has been recognized by Forbes as one of Canada's top employers. This recognition is a testament to our ongoing commitment to supporting employee development, valuing performance and creating an inclusive, flexible work environment," said Stephanie Butt Thibodeau, Executive Vice-President and Chief Talent and Culture Officer. "We firmly believe that by putting learning and continuous improvement at the heart of our practices, we empower our teams to flourish and reach new heights."

Thibodeau noted the recognition aligns perfectly with the company's employer signature: ‘Your talent counts, get ahead,’ signaling a deep-seated belief in human capital as a primary driver of success.

The Anatomy of a Top Employer

Behind the ranking lies a deliberate and multi-faceted strategy focused on creating an environment where employees can thrive. A cornerstone of this approach is the company's 'Work From Anywhere' (WFA) program, a choice-based hybrid model that grants most employees the autonomy to decide their daily work location. This commitment to flexibility is supported by redesigned collaborative office spaces and technological enhancements to ensure seamless integration between remote and in-office teams.

Talent development is another critical pillar. The company's 'Altitude Performance Appraisal' system, launched in 2020, shifts the focus to team goals and continuous feedback, helping employees connect their contributions to the bigger picture while pursuing personal development objectives. This is supplemented by a rich ecosystem of learning resources, including an extensive online training catalogue, language courses, mentoring programs, and leadership coaching circles.

Employee well-being is addressed through a comprehensive global health program built on five pillars: physical, mental, financial, work-life balance, and social health. Insights from an annual 'Pulse' survey have led to tangible benefits, including a $400 expense account for ergonomic home-office equipment and the addition of five annual 'wellness' days. Access to virtual healthcare and an employee assistance program further reinforces this support structure.

Furthermore, iA Financial Group has embedded Diversity, Equity, and Inclusion (EDI) into its strategic plan. With initiatives focused on fair talent management and inclusive leadership, the company achieved Silver Parity Certification from Women in Governance and reported that women accounted for 53% of new senior leadership appointments in 2024.

Winning Canada's Financial Sector Talent War

iA Financial Group's success is not happening in a vacuum. It comes amid a fierce competition for talent across Canada's financial and insurance sectors, where employee expectations have fundamentally shifted. Today's professionals demand more than just a competitive salary; they prioritize flexibility, meaningful work, career growth, and a supportive, inclusive culture.

By implementing programs like the WFA model and offering extensive wellness benefits, iA directly addresses the key desires of the modern workforce. This proactive approach provides a significant competitive advantage in attracting and retaining top-tier talent, which is crucial for innovation and maintaining high service standards. As industries grapple with the integration of new technologies like AI, the emphasis on continuous learning and upskilling positions the company's workforce to adapt and lead rather than fall behind. In this environment, a strong employer value proposition is no longer a perk but a strategic necessity for long-term viability.

From Internal Culture to Market Dominance

The most compelling aspect of iA Financial Group’s recent success is the clear synergy between its internal culture and its external performance. The 'Best Employer' award is powerfully complemented by its recognition as Canada's best auto insurance provider on the Forbes 'World's Best Auto Insurance Companies 2025' list.

That award, also managed with Statista, was based on a global survey of over 45,000 consumers. Insurers were rated on overall satisfaction and recommendation likelihood, as well as on sub-dimensions like customer service, price performance, transparency, and claims handling. iA Financial Group's top ranking in Canada was a direct result of superior scores from its own customers across these critical touchpoints.

This dual validation suggests a virtuous cycle is at play: an engaged, well-supported, and empowered workforce is better equipped and more motivated to deliver exceptional customer service. When employees feel valued and have the tools and flexibility to perform at their best, that positive experience translates into superior outcomes for clients. This connection transforms human resources from a cost center into a core driver of brand reputation and market share, demonstrating that investing in people is one of the most effective strategies for achieving sustainable business excellence.