Starting in 2010 Canadian banks will be prohibited from selling insurance products via their primary websites. Currently Canadian top banks such as the Royal Bank of Canada, Bank of Nova Scotia, Bank of Montreal, CIBC and the Toronto Dominion Bank offer their customers the option of purchasing insurance online from their main banking websites. The Minister of Finance Jim Flaherty announced that the new rules regarding the sale of insurance products over the internet will become applicable when the next budget comes into effect in early 2010. This will essentially reverse a decision that had been made in favor of the banks earlier this year.

The Bank Act prohibits the banks from directly selling insurance in their branches; however the Office of the Superintendant of Financial Institutions (OSFI) ruled in June that a bank website is not the same as a bank branch, thereby allowing for the sale of insurance products online. However, Flaherty considers a bank’s primary website a virtual bank branch, making the sale of insurance against the rules. Recently Flaherty faxed letters to the CEOs of Canadian banks requesting that they change their websites to preclude the sale of insurance; most banks have not complied with this request. Flaherty has stated that he intends to change the Canada’s Bank Act to prohibit banking websites to sell insurance, making this current practice illegal.

The Canadian Bankers Association, which represents 50 Canadian banks, claim that Flaherty made this recent change without any consultations with either the public or the banking industry. In an emailed statement, the CBA said they were “shocked that Mr. Flaherty would want to limit how and where consumers can access information about insurance.” Flaherty’s decision to amend the current legislation came as a result of Liberal MP Alexandra Mendes introducing a private member’s bill, which, in her opinion, would level the playing field between independent insurance companies and Canadian banks. The insurance brokerage industry has previously complained to the federal government as well as lobbied MPs about this issue.

While some members of the insurance brokerage industry are welcoming these proposed changes, others fear these new rules will impede Canadians from being able to make informed choices due to insurance information being restricted. The internet affords Canadians the opportunity to quickly and efficiently be able to compare insurance quotes, the type of insurance products offered, etc, without being pressured by a sales agent. Currently people can ‘surf the net’ and research the different types of insurance that are available, and can compare the not only the costs of available insurance policies, but to also compare the different types of policies available. This allows people to benefit from having the most information available in which to make their decisions. It also allows for people to become aware of different types of insurance which they may not have known was available. As well, a healthy competitive market means that the consumer benefits from no one specific company being able to monopolize the industry.

It is important for anyone contemplating purchasing insurance to do their own independent research and compare quotes as well as what those specific policies offer. While it may make sales a little more competitive for the insurer, it allows for the consumer to benefit.