In an industry long associated with tradition and caution, Grant Ostir, Chief Executive Officer of Western Financial Group, is ushering in a new age — one where digital innovation and a human-first approach coexist, redefining how Canadians experience insurance.
With over 200 locations nationwide, Western Financial Group is one of Canada’s most respected insurance providers, offering personal, business, and life insurance solutions from coast to coast. Under Ostir’s leadership, the company is not just keeping up with change — it is shaping it.
“Our mission is simple,” Ostir says. “We want to simplify insurance for Canadians. That means the right coverage, expert advice, fair pricing, and convenience — no matter how or where they choose to connect with us.”
It’s a mission grounded in clarity, integrity, and adaptability, and it is a vision brought to life through both strategic innovation and a deeply personal leadership style.
The Making of a Modern CEO
“I’ve always been driven to solve problems and help teams succeed,” Ostir reflects. His journey to CEO didn’t begin with a title or ambition for the corner office — it began with a desire to lead meaningfully. Early in his career, he recognized the power of effective leadership: how it could elevate performance, culture, and purpose within a company.
He credits key mentors with helping shape his approach. “I had the privilege of working under leaders who led with clarity and decisiveness. They encouraged me to trust my instincts, embrace new ideas, and empower others to think big — even when the decisions were hard.”
But perhaps the most defining moment of Ostir’s leadership arc came during a period of rapid industry disruption.
“Stepping into the CEO role at a time when the insurance industry was facing sweeping change forced me to act fast,” he explains. “I had to prioritize what would matter today and five years from now. It taught me that leadership isn’t about having all the answers — it’s about creating the environment where others can thrive and build the future with you.”
This adaptability and long-range thinking became hallmarks of his leadership. His decisions are guided by three non-negotiable values: integrity, accountability, and customer focus.
“We do what’s right, even when it’s not easy,” Ostir emphasizes. “We take ownership at all levels, and we always put the customer at the center.”
Innovation with a Human Touch
While Western Financial Group has roots that stretch back over a century, its growth under Ostir has been driven by cutting-edge digital transformation — without losing the personal relationships and trust that are core to its brand.
“We’re not trying to replace human connection with technology. We’re using technology to enhance it,” Ostir explains. “Insurance is still deeply personal. When something goes wrong — whether it’s a flood, a fire, or a loss — people want to talk to someone who understands. We’re blending self-serve tools with human expertise.”
One of the most impactful strategies Western has launched recently is its digital-first service model. By giving customers flexible, self-serve options for routine needs and reserving advisors for more complex situations, the company has improved efficiency, expanded its reach, and maintained high client satisfaction.
Behind the scenes, Ostir and his team have been investing heavily in AI. From fraud detection to personalized policy recommendations, artificial intelligence is helping the company make smarter, faster, and more tailored decisions for its customers.
And the innovations don’t stop there.
“We’ve restructured parts of our company into journey-based teams,” he reveals. “We bring together people from different regions, departments, and backgrounds to focus on specific customer experiences. It’s made us more agile, inclusive, and aligned with what Canadians actually need.”
It’s a model that doesn’t just work — it sets a new benchmark for what insurance companies can aspire to become.
“Our goal is to lead the industry in digital transformation without losing the human connection,” Ostir says. “That’s what differentiates Western.”
Navigating Uncertainty with Vision and Resilience
In a post-pandemic, climate-impacted world, the insurance sector is facing unprecedented challenges — and opportunities. For Ostir, agility and strategic clarity have been the keys to navigating these shifts.
“Long-term success is built on short-term responsiveness,” he says. “We have big goals — from expanding our national footprint to building the best talent pipeline in the industry. But we also empower our teams to make tactical decisions in real time.”
He cites the 2024 wildfires as an example. “We didn’t pause our strategic plans; we adapted them. We quickly reallocated resources, deployed claims teams, and changed our service model to meet urgent needs. That’s what agility looks like.”
Beyond operational tactics, Ostir sees his role as building resilience into the fabric of the company — and by extension, into Canadian communities.
“Insurance isn’t just about risk transfer. It’s about enabling people to build lives, grow businesses, and recover when things go wrong. That’s our purpose.”
And that purpose goes far beyond premiums and policies.
Through the Western Financial Group Communities Foundation, the company has donated over $9 million to local initiatives since 2001. In 2024 alone, the organization raised more than $700,000, supporting over 160 charities, mental health programs, disaster recovery efforts, and infrastructure projects across Canada.
“We’ve refreshed our giving strategy to focus on creating safe spaces — physically, emotionally, and economically,” Ostir notes. “It’s about helping people feel supported and included so they can thrive.”
Looking Ahead: Western’s Vision for the Future
As Canada’s insurance sector faces disruption from climate change, AI, and shifting demographics, Western Financial Group is doubling down on its unique advantage — its ability to innovate without sacrificing humanity.
Ostir’s top three goals for the next three years reflect that balance:
- Expand the company’s national presence while staying deeply connected to local communities.
- Lead in digital transformation, ensuring customers have the tools and experiences they want.
- Develop the best talent in the industry, investing in leadership, culture, and career pathways.
These aren’t just corporate ambitions — they are an extension of Canada’s own trajectory on the global stage.
“Canada’s reputation for trust, stability, and openness is a huge advantage,” Ostir says. “It gives us access to great talent and strong global partnerships. We’re leveraging that to build smarter, more inclusive solutions.”
He believes Canada’s global economic role will only grow stronger in the coming decade — especially in clean energy, sustainable finance, and inclusive innovation — and he sees Western Financial Group contributing directly to that momentum.
“Whether it’s through digital tools, community giving, or climate resilience, we are helping Canadian families and businesses move forward with confidence.”
Purpose-Driven Leadership in a Transforming World
Spend any amount of time with Grant Ostir, and a few things become clear. He leads with purpose. He listens deeply. And he believes that success is built not just on vision, but on the ability to empower others to lead with you.
His daily habits — from starting early and reading broadly, to staying physically active and deeply engaged with his teams — speak to a CEO who values discipline and presence in equal measure.
“Culture isn’t built in boardrooms,” Ostir says. “It’s built in conversations, recognition, and shared wins. That’s why I make time for people. They’re the reason we succeed.”
If he weren’t a CEO, Ostir imagines himself advising business leaders and entrepreneurs — helping them navigate the same complexities he’s faced.
But for now, he’s exactly where he’s meant to be — at the helm of one of Canada’s most respected and forward-thinking insurance brokerage, leading it into the future with integrity, innovation, and heart.
In a sector built on trust, Grant Ostir is a rare kind of leader — one who earns it, keeps it, and uses it to build a better future for all.
“Leadership is not about having all the answers — it’s about creating the conditions for others to thrive.”
