What It Means to Design Insurance for Real Life in a Digital Age

Innovative. Less complicated. Instant and available on your phone. Over the last few years, technology has transformed the world we live in, disrupting old models and driving consumer expectations sky-high. Today, you can order dinner, book a flight, refill prescriptions or open a bank account within minutes. But insurance often still feels rooted in another era—paper-heavy, complex and requiring far too many steps to get what you need.

For Rohit Thomas, CEO of BMO Insurance, that disconnect
isn’t just a challenge. It’s an opportunity. “The future doesn’t just happen,” he says. “It’s shaped.”

Refreshing a purpose isn’t new. What is new is how BMO Insurance has paired its BOLD strategy with action—launching the first external‑facing AI tool for advisors in Canadian insurance and introducing Canada’s first digital insurance storefront from a bank-owned insurer. Together, these steps point to a clear direction: designing insurance for real life, not just the status quo.

Here’s how BMO Insurance is bringing its strategy to life.

Insurance, designed for real life 

Insurance is built on trust, and trust begins with understanding. 

As part of its evolution, BMO Insurance clarified its purpose: to listen carefully and truly understand its customers.

Amanda Hoy, head of strategy and business management, says, “Our evolution is rooted in how our customers’ lives have evolved. This renewed purpose brings clarity to how we show up—putting real life at the centre of everything we do, from the products we design to the experiences we deliver.” 

Insurance should be modular and adaptable, and designed to serve diverse customer segments while staying anchored in the strength and credibility of the broader BMO purpose. The shift is strategic: clarity over complexity, confidence over confusion.

Technology with purpose 

If institutions set direction, technology powers delivery. At BMO Insurance, innovation is about empowering people so they can focus on what they do best. 

The belief comes to life in Rovr AI, the industry’s first external-facing AI tool for insurance advisors in Canada.

AI can often be associated with impersonal experiences. Rovr AI was intentionally designed to be different. Built as a digital assistant for advisors, the intuitive interface helps navigate underwriting requirements, surface accurate and current product information and respond confidently to complex client questions in real time. 

“It’s about giving control back to advisors,” says Rav Bharania, chief of digital transformation. “Rovr AI is moving from a breakthrough to the backbone of enablement. It’s not just a tool, it’s an experience, redesigned.” 

Rather than taking over the underwriting process, Rovr AI strengthens it. By reducing time spent digging through documents or searching for answers, it frees advisors to focus on what clients value most: trusted, human guidance and meaningful relationships. 

Thousands of advisors are already using the tool, with complex questions being answered daily. And as Rovr AI continues to learn from advisor interactions, its value grows over time, becoming smarter, more relevant and deeply embedded in how advisors work. Which led to the launch of Rovr AI Enhanced. With instant intelligence delivering fast, accurate answers, simplified access to centralized resources and guided support that accelerates onboarding, what began as a powerful support tool is now evolving into the cornerstone of how advisors service clients every day. 

In an industry at an inflection point, where technology must be both powerful and purposeful, Rovr AI represents a new model: digital innovation designed to make insurance feel more human, not less.

Insurance at your fingertips 

Consumers expect convenience but traditional insurance services haven’t always kept up. That gap has led to the creation of a simple, digital insurance storefront where customers can explore and purchase curated coverage options. 

“It’s a digital store for Canadians where insurance is simple and seamless,” says Tracey Klodt, vice-president and head of retail insurance. “Clients come to one place to explore best-in-class insurance solutions.” 

The storefront debuted with pet insurance offered by BMO Insurance Solutions—and reflects how Canadians’ priorities are evolving. According to the BMO real financial progress index, nearly 79 per cent of Canadians consider their pets full members of the family, yet only a small percentage carry pet insurance. But pet coverage is just the beginning. 

This summer, the digital shelf will expand to include health and dental insurance, and a broader expansion is planned for 2026, further building out the platform’s product range. 

The experience is designed for clarity and speed. Customers can compare options from trusted partners, receive quotes and enrol online. For the first time, they can also earn loyalty points—bringing together protection and added value in one seamless destination. 

“We’re bringing together protection and value like no other insurer,” Klodt says. “This is about creating a reason to engage and a reason to choose BMO Insurance, every time.” 

Shaping what insurance becomes 

Insurance is a foundational tool for financial security and stability. Customer expectations are changing and they’re looking for clarity as much as coverage. Advisors and clients expect less friction and more understanding. Technology must serve people, not overshadow them. 

BMO Insurance’s recent milestones reflect more than a year of innovation, experience and new technology that is designed to move the industry forward. 

When people look at BMO Insurance, Thomas says, the ambition should be clear: to create connection, confidence and trust. 

“The future doesn’t just happen,” he says. “It’s shaped by those bold enough to evolve. At BMO Insurance, we have that chance right now.”