Sandbox Mutual’s outgoing CEO on navigating a rebrand and modernizing for the future
Sandbox Mutual’s outgoing CEO on navigating a rebrand and modernizing for the future | Insurance Business Canada
Insurance News
Sandbox Mutual’s outgoing CEO on navigating a rebrand and modernizing for the future
“We’re on track to double our size within five years”
Insurance News
By
Gia Snape
Shelley Willick’s (pictured) career with Sandbox Mutual Insurance spans nearly three decades, a period marked by substantial transformation for both the company and the broader insurance industry.
As she prepares to step down as CEO, Willick reflects on her time at Sandbox, which until two years ago, was known as Saskatchewan Mutual Insurance.
Willick’s tenure saw the mutual move from a modest local operation to a major player in Canada’s insurance industry, and she has been a central figure in the company’s growth and modernization.
“When I started 30 years ago, we were a fairly small company,” Willick recalled. Back then, she said, Sandbox Mutual Insurance had just 49 staff members, wrote $19 million in premiums, and had an earned surplus of a little over $7 million.
Fast forward to 2024, and the figures tell a vastly different story. “This year we’re on track to write about $150 million in premiums, our surplus will be in the $485 million range and between 130 to 135 staff,” Willick said.
Pivoting to an aggressive growth strategy
This growth didn’t happen by chance. Willick stepped into leadership during a pivotal time, when the company was ready to evolve beyond its original business model.
“Up to that point, we worked at building our foundation, making sure we were strong financially,” she explained. When Willick took over as CEO, it became evident that Sandbox Mutual Insurance was ready for more.
Under Willick’s leadership, Sandbox grew from $90 million in premiums in 2020 to an expected $150 million by 2024, with even bigger goals for the future.
“We’re expected to write $180 million next year,” Willick noted. “I’m proud of the role I played in developing that growth plan, and we’re on track to double our size within five years.”
How Saskatchewan Mutual Insurance became Sandbox Mutual Insurance
One of the most visible changes Willick championed was rebranding the company, a move that signalled the organization’s desire to expand and modernize. Sandbox Mutual Insurance was previously known as Saskatchewan Mutual Insurance, and Willick knew the name was holding them back.
“We knew that our average age of policyholders was 50-plus,” she said. “Having Saskatchewan in our name kind of pigeonholed us a little bit.”
Despite writing policies in Manitoba and Alberta, the company’s name gave the impression that it was limited to its home province. The decision to change the name to Sandbox Mutual Insurance aligned with a strategy focused on creating a “delightfully simple” insurance experience.
For Willick, the rebrand was about more than just a name; it was about signalling a shift in how the company wanted to operate and who it wanted to attract: a younger generation of Canadians that needed insurance, but also wanted to deal with a modern and tech-savvy carrier.
“People buy insurance because they have to, not necessarily because they want to, and it’s complicated. We just wanted to make it easier and attract that younger demographic,” Willick observed.
The rebrand also coincided with another major change: a new head office building. This wasn’t just a physical move but a symbolic one. The new building, much like the brand, Willick said, was designed to foster collaboration and modern ways of working.
“It’s bright and airy, filled with collaboration spaces so that we can get together, we can collaborate, and share ideas,” Willick said.
Digital transformation and the future of Sandbox Mutual Insurance
Willick also spearheaded a digital transformation that helped the company operate more efficiently and connect better with customers and brokers. The changes were stark when compared to the early days of her career.
“When I started, few people had desktop computers. We used a mainframe system, sending tapes to Toronto and waiting anxiously for reports to come back so we could move forward,” she said. “In 2000, we implemented a new system that gave us real-time data, with everyone having a desktop. We went from typing deck pages to printing them, with far more data at our fingertips.
“In 2015, we upgraded again, connecting directly with brokers. By 2023, we introduced a claims portal that allowed consumers to submit claims online. This digital transformation has been an exciting shift, and it’s been amazing to watch it unfold.”
Looking forward, Willick acknowledges the growing role technology will continue to play in the company’s operations. Sandbox Mutual Insurance’s “phy-gital strategy” is aimed at meeting consumers where they want to be met, whether that’s online or in person.
“People want quick access to information on their own time, so we must continue innovating digitally,” said Willick.
Passing on the torch – CEO’s lessons for the next generation
Despite the focus on growth and technology, Willick never lost sight of what matters most: people. “I’ve had several mentors, but what’s been most important is focusing on people—really listening to understand, whether it’s a broker, policyholder, or employee,” she said.
This people-first mentality extends beyond her direct interactions, with Willick often turning to feedback from the market to guide the company’s actions. She stressed the importance of being willing to pivot based on feedback, a lesson she learned from launching the company’s digital claims portal.
“The key is not striving for perfection before release. Nothing is ever perfect,” she shared. “Instead, launch, listen, and enhance along the way.”
As she prepares to step down, Willick reflects on the foundation she and her team have built and expresses optimism for Sandbox Mutual Insurance’s future.
Willick is confident the company will continue to thrive, with its leadership team embracing digital transformation and pushing forward with the growth strategy she helped initiate.
“I think there’s great things yet to come from the organization,” she said. “We have laid a tremendous foundation that I am extremely proud of.”
Do you have something to say about Sandbox Mutual Insurance’s journey? Please share your comments below.
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