After nearly four decades building one of the most reputable insurance brands in British Columbia, Sussex Insurance president and CEO Ken Armstrong can attribute nearly all his success and growth to one unfailing quality: consistency. After being introduced to the insurance industry by a friend in his youth, Armstrong brought the unique concept of “franchising” to the insurance industry that garnered the lasting brand reputation the company still enjoys today.
The idea prompted the opening of the first franchise office in downtown Vancouver in 1989. After this milestone achievement, the company considered the age-old question: “How do we attract customers?” To which Armstrong had the answer: “Go to where the people are.
“We thought, OK, our target market is people who drive cars. We sell car insurance… Who has the biggest parking lots to park cars? Superstore first came to mind. It just made sense.”
When an opportunity with the Real Canadian Superstore presented itself for partnership, the Armstong family saw it as a no-brainer.
Sussex is now one of the top Autoplan insurance agencies in the province, and this achievement was no fluke. Growing up in North Vancouver and raising his two sons, Jason and Brandon, who are actively involved in the management of the company, Armstrong and family recognized that, in Canada, sometimes a drive out to the grocery store or hockey rink is not just a quick jaunt. An unforgiving climate and human beings unwavering need for simplicity made the Armstrong family rethink how insurance is sold.
From here, further partnerships with Superstore owner Loblaws as well as Walmart, T&T and Save-On-Foods continued to build upon the convenience of the Sussex brand.
“A lot of people still think insurance is a destination, a place you have to drive down to see your insurance agent: that’s not the case anymore. The case is convenience. It is a one-stop shop: it is being able to go to your community big box grocery store like Superstore, get your groceries, pick up some stuff and buy your insurance,” said Armstrong’s son Jason.
Once the customers started coming in, all the company needed was the secret sauce. “Consistency and integrity. You go to any one of our offices, all of our systems are the same, all of our offices look and feel the same.”
That devotion carried the Sussex brand into a corporation that now has 50 offices, over 450 employees and the title of the largest Autoplan broker in British Columbia.
“When I first started this business, my vision was to treat every single customer as if they were family; that way, they will keep wanting to come back,” said Armstrong.
The importance of family values compelled Sussex Insurance to support community-focused causes like the Little League, providing sponsorship funds, equipment and other sports-related items to young athletes.
Six years ago, Sussex opened a minor baseball facility in Kamloops. As any Kamloops native will know, outdoor activities like baseball are restricted year-round due to conditions. Opening a training facility for young players to develop their skills in the winter was an easy decision when considering how to help young sports enthusiasts.
Beyond sports, Sussex supports many environmental-based causes in and around communities throughout BC.
When asked about the challenges in his work, Armstong was quick to admit: “I see no challenges, only opportunity.” Of the various areas that beg interest, e-commerce is something the brand is curious to explore, along with the opening of more stores. But, for now, Armstrong is passionate about continuing to bring Canadians that same level of consistency the company has delivered on for over 40 years.
