Website: medaviebc.ca
Head office address (Canada): 644 Main St, Blue Cross Centre, Moncton, NB E1C 8L3
Year established: 1943
Ownership structure: Canadian-owned, not-for-profit, subsidiary of Medavie Inc.
Target market/client profile: small to large employers, individuals and families, and federal and provincial government program recipients across Canada
Number of professional staff: 2,800+ (MBC as of 2024)
Canadian office locations: Moncton (head office), Halifax, and St. John’s
Medavie Blue Cross (MBC or Medavie BC) is a not-for-profit subsidiary of Medavie Inc. based in Moncton. The carrier provides health, dental, travel, life, and disability benefits. They state that they cover about one in 10 Canadians. MBC also administers health programs on behalf of federal and provincial governments across Canada.
Medavie BC got its start in 1943 as the Maritime Hospital Service Association. The idea grew out of the US Blue Cross movement, which began in 1933 to help workers prepay hospital bills.
The not-for-profit was set up in Nova Scotia to meet rising demand for hospital expense coverage. It issued its first insurance policy that same year and soon expanded across the Maritime provinces.
Canada’s public healthcare system arrived in the 1960s and changed the role of private insurers. The government now covered basic hospital care, so the association turned to supplementary benefits instead.
It added prescription drug coverage, travel insurance, and personal health plans to fill the gaps Medicare left. The organization also took on a growing role as a health program administrator for federal and provincial governments.
The carrier’s biggest expansion came through the wider Blue Cross network. Atlantic Blue Cross, the organization’s predecessor, acquired group benefits operations in Ontario and Quebec between 1999 and 2001.
A new parent company, Medavie Inc., was formed in 2003 to manage the broader operation. The carrier then rebranded as Medavie Blue Cross in 2005, a name that combines “medical” with “vie,” French for “life.”
The carrier has moved beyond traditional insurance in recent years. It updated its employee and family assistance program in 2023 through a partnership with Inkblot Therapy.
MBC also launched a gut microbiome testing program in late 2025 through Connected Care, its digital health platform. The program pairs members with registered dietitians to turn test results into practical health guidance.
Medavie Blue Cross also introduced At-Work Accommodation Services in early 2026 with Arc Health, a national disability management provider. The fee-for-service program helps employers handle medical accommodation requests from staff who aren’t on disability leave.
MBC offers employer, personal, and government-administered benefit plans with in-house pharmacy and disability management:
Medavie Blue Cross has managed drug benefit programs for federal and provincial governments for more than 40 years. Blue Cross Life Insurance Company of Canada underwrites the carrier’s life and disability products.
Eric Laberge is president of Medavie Blue Cross. He joined the organization in 2012 and became president in 2015. Laberge is a fellow of the Canadian Institute of Actuaries with a degree in actuarial science from Laval University.
Laberge leads Medavie Blue Cross’ senior management team:
Several C-suite roles report to Medavie, the parent company:
A 10-member board of directors governs Medavie Blue Cross. The board includes as of 2026:
The board oversees strategy and operations for Medavie Blue Cross. The organization publishes a year-in-review report for public accountability.
Medavie Blue Cross’ group benefits clients include employer groups of varying sizes across Ontario, Quebec, and Atlantic Canada. MBC distributes its group products through plan advisors and works directly with plan sponsors.
Government clients span multiple federal departments and several provincial programs across the country. Personal plan holders include families and self-employed workers who need coverage outside an employer group.
Plan sponsors have raised concerns about rising disability costs and complex accommodation requests. Gillian Grossman, senior product specialist at Medavie Blue Cross, says those requests often involve mental health and chronic conditions.
Grossman says demand grew alongside recent return-to-work mandates from federal and other employers. The goal for plan sponsors is to step in early before disability claims start.
Government and personal plans extend the carrier’s reach nationally beyond its group benefits markets. Medavie Blue Cross also distributes personal coverage through individual plan advisors across the country.
Medavie Blue Cross has earned recognition from both the benefits and insurance industries. The carrier also holds certifications and memberships tied to workplace inclusion and community giving.
Medavie Blue Cross is a licensed member of the Canadian Association of Blue Cross Plans (CABCP), which represents all Blue Cross plans in Canada.
The Medavie Foundation, the charitable arm of parent company Medavie Inc., has supported community health programs since 2011. Its focus areas include youth mental health, healthy living, and post-traumatic stress.
The program is designed to intervene early while keeping at-risk employees productive and in the workforce before a disability claim becomes inevitable
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