For 23 years, the General Insurance OmbudService (GIO) has been the top independent dispute resolution service providing free and impartial help for Canadian consumers of property and casualty insurance. From introducing a formal dispute resolution process, to launching an automated satisfaction survey, to now offering on-demand telephone translation services, GIO continues to evolve to better serve consumers.
Let’s look back at how GIO has grown and evolved over the last two decades to become what it is today.
The Early Years (2002-2007)
On July 1, 2002, GIO was created. This was in response to Bill C-8, new legislation requiring all federally regulated financial service providers to implement a formal procedure for handling consumer complaints. From the beginning, GIO recognized that delivering real value meant going beyond compliance—it meant building a service Canadians could trust.
In these early years, GIO introduced toll-free access, centralized call center operations, and launched an online complaint form to expand consumer access and improve its services. GIO also worked closely with regulators and the Government of Canada to develop an agreement and establishing guidelines for the OmbudServices titled, Financial Services OmbudsNetwork – A Framework for Collaboration.
Growth and Expansion (2008 – 2013)
As GIO continued to expand, raising public awareness remained a top priority. In 2008, GIO released strategic print media campaigns to help the organization garner more publicity.
On May 1, 2008, GIO enhanced services by providing an independent Senior Adjudicative Officer to review unresolved complaints and issue non-binding recommendations. A database was also initiated to provide valuable insights from GIO’s experienced team to their subscribers, while ensuring confidentiality.
GIO continued to expand by opening an independent Quebec office in 2010. In 2011, GIO strengthened partnerships within the Financial Services OmbudsNetwork (FSON).
Expanding Our Reach (2012 – 2015)
Over the next few years, GIO prioritized its national regulatory efforts. In 2012, Alberta and British Columbia renewed their Insurance Acts, requiring all insurers to be subscribers of GIO or its life and health counterpart.
Sadly, in 2013 Alberta experienced devasting floods which resulted in a surge in consumer calls. From this experience, GIO was positioned to be a guiding force for consumers through natural disasters in the lens of insurance claims.
With improving services being top of mind, in 2014, GIO introduced a formal dispute resolution process and launched an automated customer satisfaction survey.
In 2015, GIO developed the Memorandum of Understanding (MOU) to clearly define roles in dispute resolution services in Alberta. The same year, regulatory oversight of GIO was shifted to the Canadian Council of Insurance Regulators (CCIR).
Strengthening Consumer Awareness and Education (2016 – 2019)
In 2016, GIO partnered with Mohawk College to enhance insurance education – taking an active role in shaping the future of Canada’s insurance industry.
In 2017, Canadians experienced one of the most traumatic natural disasters the country has witnessed – the Fort McMurray wildfire. This became Canada’s largest insured loss event to date. To help understand consumers’ mental health impacts from this event, GIO contributed insights to the Wood Buffalo Recovery Committee. GIO also launched a new communications protocol for catastrophe response to navigate the unpredictable changes to the industry.
Navigating a Changing World (2020 – 2022)
In 2020, GIO adapted to COVID-19 with a fully remote workforce. In 2021, GIO oversaw 4,873 consumer contacts, with a 500% increase in mediations. The increase in mediations was because of a newly updated complaint handling process, which made it easier for consumers to reach higher levels of the complaint handling process.
On July 1, 2022, GIO celebrated its 20th anniversary. To usher in this new era, GIO launched its newly redesigned English and French websites and a new customer relationship management (CRM) system. GIO also introduced a new natural disaster portal to support consumers who have been impacted by a natural disaster.
A new chapter began at GIO with an appointed Deputy Ombudsman and the Executive Director title was updated to Chief Executive Officer and Ombudsman.
Enhancing Consumer Support and Outreach (2023 – 2024)
In 2023, GIO launched an on-demand telephone translation service, which offers translation in over 180 different languages, in its continued effort to be more accessible to consumers. GIO also guided the referral of an industry-wide systemic issue regarding claims processing delays to the Insurance Bureau of Canada.
In 2024, GIO reached new heights with a record-high 6,270 consumer contacts and the introduction of a new monthly blog. This new resource provides information to help Canadians navigate insurance policies and claims, as well as answer frequently asked questions.
2025 and Beyond
In 2025, GIO launched a new complaint operations model to improve efficiency and provide better service to consumers. The newly restructured consumer complaints team cut average closure time by 20% and boosted monthly closures by 51.6%.
GIO also continues to maintain an ongoing collaborative relationship with government regulators who oversee insurance activity in Canada, while maintaining its independence.
Over the past 23 years which have seen many changes, one thing has remained the same – GIO’s commitment to enhancing and improving its services to better serve Canadians.