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‘THE POSSIBILITIES ARE ENDLESS HERE’ Jeff Macoun reflects on milestones and challenges he faced growing one of the most trusted insurance brands
AFTER MORE than 40 years with Canada Life, Jeff Macoun (pictured) is set to step down as president and chief operating officer of its Canadian operations.
historic milestones and steered it through unprecedented challenges. One of the most memorable challenges was navigating the COVID-19 pandemic. For
“You can have a long career here and move up within the company. You could be your own self here, and you could work with great people and serve Canadians” Speaking to Insurance Business, the long-time leader reflected on his career, the successes and challenges, and the driving force to serve Canadians through the financial services industry. “I wouldn’t point to one [accomplishment] but to a theme, which is the burning desire within Canada Life to do what’s right, to take the high road, to collaborate and meet the needs of Canadians, and to find ways to get to yes,” Macoun said. “Through these 40 years, I always felt proud – and I still am proud – to tell people that I work for Canada Life.”
Navigating the COVID-19 pandemic Macoun has led the company through
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Macoun, being able to shift to hybrid work is now a strength for Canada Life. “When [COVID] came along, I thought, How do we continue to serve Canadians? How do we move to an environment that we could serve Canadians?” Macoun said. “That was a challenge and we turned it into an opportunity.” He also highlighted the adaptability and customer-centricity of Canada Life among its key pillars. “Finding ways to continue to meet the needs and being adaptive is critical, as well as taking advantage of the digital world and moving to a more digital way,” he said. “We’ve always had a customer- and clientcentric view. So, how do we look for ways and
opportunities to serve customers how, when, and where they want to be served?”
Building one of the most trusted brands in Canada In his six-year tenure as president and COO of Canadian operations, Macoun also played a pivotal role in unifying the company under the singular Canada Life brand in 2020. “Great West Life, London Life, and Canada Life are all incredibly successful in their own way, and the time had to come to think about how we might present ourselves as one brand in Canada,” Macoun recalled. “Coming together under Canada Life has been a tipping point in the success of our organization.” Canada Life was recently named one of the world’s most valuable brands by Brand Finance. In the Global 500 2024 Report, Canada Life ranked 178th, eight notches higher than its 186th ranking in 2023. Only 28 insurance firms made the list.
Life and career lessons from Canada Life’s Jeff Macoun Macoun also shared three pieces of advice for people coming into insurance:
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26/09/2024 5:43:33 am