2025 Year in Review: Innovation, Growth and Impact
By Shane Reid, Vice President, Product Management and Marketing, Medavie Blue Cross
2025 Year in Review: Innovation, Growth and Impact
By Shane Reid, Vice President, Product Management and Marketing, Medavie Blue Cross
At Medavie Blue Cross, we are proud to be Canada’s largest not-for-profit insurer. We are the only fully integrated, all-lines carrier with in-house pharmacy benefit management. We’re also a trusted partner in helping Canadians stay healthy and well.
Because we operate without shareholders, we reinvest in what truly matters: our clients, our communities, and innovation that drives better care. Through the combination of technology, clinical expertise, and service excellence, we deliver comprehensive solutions that are 100% Canadian.
This approach has made us Canada’s fourth-largest life and health insurer, and one of the fastest-growing, achieving 43.1% growth from 2021 to 2024. — a testament to market confidence in our solutions and people. In 2025, we kept that momentum going, earning “world-class” Net Promoter Scores for service excellence and achieving major milestones across every part of our business.
Innovation through technology
We established an AI Centre of Excellence, embedding responsible AI adoption across our organization. Every employee — 100% of our workforce — now has access to AI tools, supported by comprehensive training and governance. This ensures we’re using AI to elevate efficiency, accuracy, and service quality across the business.
We also advanced our core systems, moving group clients to a new claims processing platform that improves speed, accuracy, and the overall experience for members.
Making digital health easier
We continue to expand our digital tools to increase access to care and improve the member experience.
Our Connected Care platform sets the standard for digital health innovation in Canada. In 2024, we added new navigation tools and services — including nutrition therapy, chronic disease counselling, financial wellness coaching and ADHD assessment and treatment. Our benefits are designed to meet changing employee needs, supporting physical, mental, social, and financial wellbeing.
This year, we’ve added more ways for members looking to save money and access custom services.
Nutrition Therapy
One-on-one coaching with registered dietitians and healthy-eating resources to help members reach their health goals
Vision Care
A new online store to make eyewear more affordable and accessible.
Physical Health Insights
Access to lab tests, movement assessments, and expert advice for a full picture of health.
Gut Health Program
A personalized program led by registered dietitians to improve overall wellness — the only program of its kind covered by traditional benefit plans.
Enhanced Health Scan
Facial scanning technology that gives personalized health risk assessments and service referrals. Available 24/7 at no cost, through our Health Connected wellness platform.
At-Work Accommodations Services
Help employers manage medical accommodation requests, stay compliant, and keep workplaces safe and productive.
Expanded Medical Second Opinion
Now includes over 100 conditions, including mental health.
Mid-life Program Results
Offers one-on-one coaching, AI tools, and menopause support. In eight weeks, members report:
- 80% better quality of life
- 61% improved emotional wellbeing
- 54% better work performance
Driving growth across our business
In 2025, Medavie Blue Cross continued to expand its reach and impact:
- Launched a Retiree Plan for individual members in Quebec and Ontario.
- Renewed the Federal Health Claims Processing Services (FHCPS) contract, continuing our service to Veterans Affairs Canada, the RCMP, and the Canadian Armed Forces.
- Our Voluntary Benefits platform, recognized as best-in-class by advisors, remains an industry leader for its portability and ease of enrolment.
Improved digital solutions
We’ve made big improvements to our digital platforms to make benefits management easier and more user-friendly.
Our upgraded Group Administrator Portal makes enrolment and updates for dependents simple, saving time, and reducing paperwork. We also launched a new online centre for Group Advisors, giving quick access to information, tools and resources to better serve members.
Meanwhile, our mobile app brings everything together in one place — from real-time claim tracking and digital ID cards to wellness resources and virtual care options.
Customer service that stands out
Customer service is at the heart of who we are. Each year, we manage over two million calls and emails through our contact centres, where empathy and expertise define every conversation.
Our Medavie Benefits+ walk-in centres, a first of their kind in Canada, offer members in-person support, balancing human connection and digital innovation.
Through our Total Experience program, we listen to members and group administrators using real-time feedback channels and annual surveys. This helps keep improving and ensures the voices of our clients and members shape how we evolve.
Customer service that stands out
Customer service is at the heart of who we are. Each year, we manage over two million calls and emails through our contact centres, where empathy and expertise define every conversation.
Our Medavie Benefits+ walk-in centres, a first of their kind in Canada, offer members in-person support, balancing human connection and digital innovation.
Through our Total Experience program, we listen to members and group administrators using real-time feedback channels and annual surveys. This helps keep improving and ensures the voices of our clients and members shape how we evolve.
Looking Ahead
Turning the calendar to 2026, we remain focused on what makes Medavie Blue Cross unique — a not-for-profit, purpose-driven organization that delivers health and benefits solutions by Canadians, for Canadians.
Our integrated model, backed by in-house expertise and technology, ensures we continue to lead with innovation, care, and integrity.
At Medavie Blue Cross, we don’t just insure lives — we help people live full, healthy lives.
Let’s talk in 2026!
Reach out to your Medavie Blue Cross representative to learn more about the services that set us apart.
Posted by Medavie Blue Cross on January 7, 2026
Shane has an extensive background in Group Benefits and strong track record in advancing growth objectives and developing leaders and product teams across Canada. He has held leadership positions in new market growth initiatives, business development, operational effectiveness and disability management. Shane is responsible for leading the development of innovative...