EXCELLENCE AWARDEE: The Securian Canada Award for Outstanding Customer Experience

Primerica Canada

John A. Adams

Chief Executive Officer of Primerica Canada

John Adams has served as the Chief Executive Officer of Primerica Life Insurance Company of Canada (“Primerica Life Canada”) since 2003. He previously served Primerica Life Canada as Chief Financial Officer and before that as Vice President of Finance. Before joining Primerica, John served as the Director of Finance of a major Canadian university and Treasurer of an insurance group of companies. He began his career in 1980 with KPMG LLP. He graduated from Trinity College at the University of Toronto with a bachelor of commerce degree and is a Chartered Accountant and Chartered Professional Accountant. John has provided industry leadership as a board member of the Investment Funds Institute of Canada (the mutual fund industry association) since 2005, having served as its board chairman from 2015 to 2017. He also serves as a board member of the Federation of Independent Dealers.

Chief Executive Officer of Primerica Canada

John A. Adams

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coverage for the lowest cost, freeing up cash flow to direct toward savings, investments, and debt reduction. This approach, grounded in practical financial education, has resonated strongly with Canadians facing economic uncertainty and rising living costs. The company’s impact is evident in its market presence. In 2025, Primerica Canada had a record C$157 billion in life insurance face amount in force, ranking among the top 10 life insurers in the country by OSFI data. It issued over C$16.7 billion in term life insurance and paid more than C$160 million in benefits to Canadian policyholders, underscoring its leadership in protection and its commitment to standing beside families in their most critical moments. Primerica Canada’s value proposition is equally defined by service excellence. Its call centre consistently targets a competitive 20-second response time, ensuring fast, friendly, human support. The company’s claims performance is a particular point of pride: in the last fiscal year, 84 percent of claims were processed within 14 days and 96 percent within 30 days, offering timely financial relief when it matters most. In 2025, Primerica Canada further enhanced this experience with the introduction of a dedicated claims portal for representatives, enabling electronic submission of claims and real-time status updates, blending efficiency with transparency. A thoughtfully expanded product shelf supports this service model. A new distribution agreement with Canada Life added a carefully curated selection of segregated funds that balance growth potential, guarantees, and creditor protection. These offerings complement Primerica Canada’s core term life and investment solutions and are bolstered by the Enhance program, which provides additional protection through critical illness, disability, travel medical, dental, and business overhead expense coverage. Together, these solutions enable representatives to craft well-rounded financial strategies tailored to the needs of the cohort the company serves: middle-income families. Education remains central to Primerica Canada’s identity. Clients receive a complimentary financial needs analysis that covers budgeting, debt management, protection, and savings strategies, delivered through one-on-one consultations that demystify complex financial concepts. Internally, the company invests heavily in training so representatives maintain up-to-date product knowledge and can provide clear, practical advice. This commitment is mirrored in “The Primerica Way,” a values framework introduced in 2025 that emphasizes purpose, integrity, faith, family and freedom, and guides how employees and independent representatives serve clients and support one another. Beyond its core business, Primerica Canada demonstrates a strong sense of social responsibility, supporting nearly 20 charitable organizations annually and amplifying conversations about the value of financial advice through initiatives like its Financial Security Monitor survey and thought leadership events. By uniting disciplined market performance, client-first product design, responsive claims service, and a deeply rooted culture of education and values, Primerica Canada is a beacon for what excellence in the insurance industry should look like. 

Rosie Orlando

President of Primerica Life Insurance Company of Canada

Rosie Orlando has been with Primerica, Inc. since October 2024 and served as President of Primerica Life Insurance Company of Canada (PLICC) since November 2022. She previously served as Executive Vice President and Chief Operating Officer of PLICC from February 2006 to November 2022, Senior Vice President, Training and Development from January 2022 to February 2006, and in various roles since joining the company in 1992. Rosie obtained her bachelor of arts from York University in Toronto.

President of Primerica Life Insurance Company of Canada

Rosie Orlando

Jamie Ugarte, PMP

Senior Vice President, Business Solutions

Jamie Ugarte has been in the premium finance industry for over 10 years, with experience in various roles including account and project management. As the VP Business Solutions, Jamie manages a team of technical and project management specialists and oversees the development, delivery, and implementation of FIRST Canada’s technical solutions to our insurance partners. Jamie is a certified project management professional with a BA in political science from the University of Western Ontario.

Senior Vice President, Business Solutions

Jamie Ugarte, PMP

Stuart Murray has over 21 years of experience in the Australian financial services industry, specialising in credit assessment and mortgage underwriting. Prior to joining Brighten, Stuart was Head of Lending Australia and Responsible Manager at Resimac, where he was responsible for management of all aspects of Resimac’s Australian underwriting team. Prior to that, Stuart worked in mortgage credit assessment at St.George Bank and Bluestone Mortgages.

Head of Credit

Stuart Murray

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Primerica Canada was named an Excellence Awardee in two categories at the Insurance Business Awards: Life & Health Insurer of the Year and The Securian Canada Award for Outstanding Customer Experience. Both accolades reflect a consistent, mission-driven strategy focused on doing what’s right for middle-income families while equipping Canada’s largest life licensed sales force of over 11,000 representatives located in every province to deliver exceptional service at every touchpoint. Firmly focused on households that have been underserved by traditional financial institutions, Primerica Canada provides straightforward, affordable financial solutions that protect income, reduce debt, and build long-term security. Its “Buy Term and Invest the Difference” philosophy helps families receive appropriate