BMO and GreenShield are blurring the line between insurance and healthcare
New offering combines insurance coverage, virtual healthcare, counselling services, and digital benefits management in one platform.
BMO Insurance introduced BMO Health and Dental Insurance, a new offering distributed through BMO Insurance Solutions Inc. and underwritten by GreenShield. The product combines health and dental coverage with digital care services, giving Canadians access to insurance, virtual healthcare, counselling support, travel emergency medical coverage, and benefits management tools through a single platform.
Key highlights
Integrated insurance and care model: The new offering combines insurance coverage with healthcare services, allowing policyholders to access benefits and care through one solution. The approach is designed to connect coverage with services such as virtual healthcare and counselling rather than treating them as separate experiences.
Broad health and dental benefits available: Coverage options may include prescription drugs, vision care, mental health support, physiotherapy, massage therapy, chiropractic care, acupuncture, dietitian services, and dental treatments. Select plans also include major dental procedures and orthodontic coverage after a waiting period.
Digital services included across all plans: Every plan includes access to up to four virtual healthcare practitioner visits annually, virtual counselling services, emergency travel medical coverage for trips of up to 30 days, and a digital app for claims management, prescription tracking, and benefits administration.
Simplified application and plan selection process: The product uses clear plan structures, transparent eligibility requirements, and a streamlined digital application process. This is intended to help customers compare options more easily and select coverage aligned with their personal healthcare needs.
Expansion of BMO’s digital insurance strategy: The launch adds a health and dental category to BMO Insurance Solutions’ digital distribution platform. It reflects a broader effort to expand online insurance access while integrating digital health services directly into insurance products.
What this tells us, and the trend
This launch reflects a growing shift in insurance from standalone coverage products toward integrated care ecosystems. Insurers are increasingly combining benefits, virtual healthcare, mental health support, and digital servicing tools within a single offering to improve accessibility and engagement.
The trend suggests that future health insurance products will focus not only on reimbursing medical expenses but also on providing ongoing access to healthcare services through digital channels.
