Building Strong Partnerships with Insurers: Spotlight on Steeve Lavoie and Roger Marcelo

At Synex Assurance, our managers are more than leaders. They are pillars of our culture, vision, and growth. Today, we highlight the perspectives of Steeve Lavoie and Roger Marcelo, who share how they build strong insurer partnerships and what inspires them in their work every day.

The heart of Synex's mission consist into strong partnership with insurers.These relationships are not just about negotiating terms, they are about building long-term collaborations that create value for both our insurer partners and, most importantly, our clients.

Two leaders play a central role in this mission:

Steeve Lavoie, Senior Vice-President, Insurer Relations, based in Quebec City

Roger Marcelo, Vice-President, Market Relations, based in Calgary

Together, they represent the bridge between Synex and its insurer partners across the country. Their complementary perspectives, one rooted in Eastern Canada, the other in Western Canada, help us build relationships that are both strong and sustainable.

We asked them few questions to get to know them a little bit better....

For Steeve, the richness of insurer relationships lies in the diversity of ideas:

What do you enjoy most about collaborating with insurers across the country?

“What I appreciate most is the diversity of perspectives and expertise that insurers bring to our discussions. Each regional market has its own realities, and this richness enables us to innovate together to better serve our customers. I also appreciate the transparency and willingness to build joint solutions: when we work together to find win-win solutions, we create more value than each of us could individually.”

In your opinion, what is the key to building long-term, successful insurer relationships?

“For me, the key lies in three elements: trust, consistency and shared vision. Trust is built through transparency and integrity in our dealings. Consistency means demonstrating on a daily basis that we are a reliable, committed partner, consistent in our actions. Finally, shared vision: when we align ourselves on common objectives—be they customer experience, sustainable growth or innovation—we lay the foundations for solid, lasting relationships.”

From Calgary, Roger highlights how challenges in the Western market also open the door to new opportunities:

What inspires you most about working in the insurance industry?

“What inspires me most is the opportunity to build meaningful relationships across the insurance ecosystem. Whether working with carriers, brokers, or vendors, every interaction has helped me grow professionally and personally. I’ve learned something valuable from each person I’ve met, and that continuous learning is what keeps me passionate about this industry.”

From your perspective in Western Canada, what opportunities do you see for strengthening insurer partnerships?

“The insurance industry in Western Canada is facing significant pressure to maintain profitability, especially in light of the auto cap, recent hailstorms, and wildfires. These events have led to stricter underwriting guidelines from our markets. However, I see these challenges as opportunities to deepen and strengthen our partnerships, by collaborating closely with insurers to navigate these constraints and find sustainable solutions. Additionally, Synex’s growing presence and increasing brand recognition in the region position us well to build even stronger, more resilient relationships moving forward.”

The Client at the Center

Steeve and Roger both emphasize that the end result of their work is not just stronger insurer relationships, it is better outcomes for Synex clients. By cultivating trust, transparency, and innovation with insurer partners, they create an ecosystem where collaboration directly translates into improved products, services, and experiences for businesses and individuals alike.

At Synex, we are proud of the leadership that Steeve and Roger bring to our organization, and of the value they help create for our clients nationwide.

Thank you, Steeve and Roger, for all your dedication and for taking a few minutes to share a glimpse of your daily life with us!