APRIL Marine Canada: 30 years of innovation serving boaters

APRIL Marine is the APRIL Group subsidiary specializing in boating insurance and present in mainland France, overseas territories, and Canada. It insures more than 100,000 boaters worldwide. With two offices in Quebec and Ontario, APRIL Marine Canada celebrates its 30th anniversary this year, serving its insured boaters and the brokers who accompany them. Interview with Marie-Eve Paquette, General Manager of APRIL Marine Canada.

Marie-Eve, you are the General Manager of APRIL Marine Canada. Can you describe its activities and specific features?

APRIL Marine Canada is a leading player in boating insurance, primarily operating in Quebec and Ontario. Our strength lies in our specialization: we only provide boat insurance, and we do so 100% of the time, with five expert departments dedicated exclusively to this sector. This includes direct service to boaters, a team dedicated to broker partners, field sales representatives, a marketing and digital unit, and an in-house management service renowned for its efficiency and customer proximity.

How does APRIL Marine position itself in the Canadian pleasure boat insurance market?

In ten years, APRIL Marine Canada has experienced significant growth, quadrupling its policyholder base, becoming the leader in pleasure boat insurance in Quebec. This reflects the renewed trust of our clients and partners, and our ability to innovate and remain agile in a highly seasonal market. We are proud to boast an NPS* of 81 among our brokers and 55 among our policyholders. These results reflect our obsession with quality, our expertise, and the commitment of our teams: we are, above all, a team of passionate individuals serving a fascinating clientele. Since 2015, we have also intensified our efforts to expand into Ontario, a strategic territory that represents the largest share of the pleasure boating market in Canada. We have become a significant player in this province by adapting to regional specificities and building trusting relationships with Ontario brokers. We will continue to invest to strengthen our network, raise awareness of our brand, and offer Ontario boaters the quality of service that has made us successful.

You also lead the APRIL Marine Club. What does it encompass and what does it offer insured boaters?

With over 50,000 members, the APRIL Marine Club is now the largest boating community in Canada. Designed as a natural extension of our commitment to policyholders, it supports them well beyond the insurance policy, enabling them to enjoy controlled and responsible boating. The Club is structured around three main areas: benefits linked to our ecosystem, training, and community involvement. In terms of benefits, members benefit from negotiated rates with nautical partners, privileged access to events, and, most importantly, the APRIL Marine Assistance service, which offers 24/7 assistance and towing, a specialized concierge service, and a free appraisal of the boat’s value. In terms of training, we provide our members with APRIL Marine Academy, a free online platform that is part of a prevention and awareness-raising approach to good boating practices. At the same time, we are increasing our educational content with the help of partners and ambassadors to promote safer and more responsible boating. Finally, we are committed to protecting our waterways and oceans, our policyholders’ playgrounds. We actively support organizations such as Mission 1000 Tonnes, the David Suzuki Foundation, and GREMM. Since 2020, we have been a major sponsor of Mission 1000 Tonnes, with our teams removing more than 600 kilos of waste from the banks. In short, the APRIL Marine Club embodies our vision of committed, accessible, educational, and meaningful boating.

What are your ambitions for the Spring 2027 plan?

Our priority is to sustainably consolidate our leadership position in Quebec while continuing our expansion in Ontario. In a changing economic environment marked by intensified competition, we remain focused on our strengths: specialization, agility, and proximity to our partners and clients. We also plan to position ourselves in new segments, gradually and in a targeted manner, to meet emerging needs in the recreational boating market, while ensuring sustainability and complementarity. Finally, we will continue our efforts to optimize the experience offered to our policyholders and brokers. Digital innovation, operational excellence, and quality of service remain at the heart of our priorities. Always guided by our mission—to simplify recreational boating insurance and support enthusiasts on the water—we also stand ready to seize growth opportunities if they are consistent with our DNA and values.

*NPS: The NPS, Net Promoter Score, measures customer satisfaction and loyalty by assessing their propensity to recommend a company or service.