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Loblaw’s PC Financial switches to broker model     © Thompson’s World Insurance News 2010. No reproduction without written consent.     Supermarket chain Loblaws is changing gears with its PC Financial Insurance subsidiary, switching from direct writing to operating as a broker selling auto and home products.     It will operate first in Ontario and Alberta using both a call centre and its website at www.pcinsurance.ca.     Company vp Maria Forlini said as one of the largest insurance intermediaries in Canada it has established relationships with a number of insurers to offer customers access to the most competitive product lineup available.     “In addition to serving current clients, we anticipate this fresh approach and commitment to offering customized service will attract new customers.”     It currently has relationships with companies including Aviva of Canada, AXA Insurance, Dominion of Canada, Elite Insurance, Pafco Insurance, Pembridge and Pilot.     Ontario brokers association ceo Randy Carroll said its members are pleased to see PC Financial has taken a new direction and has acknowledged that dealing with a broker provides better value to their consumers.     “A true broker model provides more choice and offers consumers a wider range of products better suited to the consumer’s individual needs.”     More in our February 22, 2010 edition        Thompson’s World Insurance News P.O. Box 1027,  Waterloo, Ontario,  Canada  N2J 4S1 Tel: 519-579-2500 Fax: 519-745-7321 mpub@sympatico.ca THOMPSON’S WORLD INSURANCE NEWS , Canada’s only independent weekly for p&c insurance professionals, has been the industry’s most trusted news source since 1988.