Canada Reflects a More Measured Path to Connected Living with Rising Expectations for Flexibility and Trust

Assurant’s 2026 Global Connected Consumer Trends Report shows that rising expectations for flexibility, transparency, and support shape Canada’s digital experience landscape

TORONTO--(BUSINESS WIRE)--Assurant, Inc. (NYSE: AIZ), a global company that redefines the boundaries of protection – safeguarding and servicing connected devices, homes, automobiles, and commercial equipment in partnership with the world’s most successful brands, today highlighted Canada-specific insights from its 2026 Global Connected Consumer Trends Report, underscoring broader global shifts in how connected technology is becoming essential to everyday life. The findings show Canada reflecting a more measured but steadily evolving digital landscape, with consumers seeking flexibility, transparency, and reliable support as they adopt new technologies.

The report introduces the Technology Sentiment Index, a measure of overall positivity toward technology. Canada scores 61 out of 100 on the Technology Sentiment Index, reflecting a more measured approach to technology adoption compared to some global markets. At the same time, Canadians clearly recognize the benefits of being connected—72 percent say connected technology makes their lives better, particularly across everyday activities like shopping, entertainment, and communication.

As reliance on technology grows, Canadian consumers are becoming more intentional about the value they expect. Customization is increasingly important, aligning with global findings where 85% of consumers say customizable protection plans make them more likely to purchase a device. This points to a clear preference for flexible protection options that align with individual needs and deliver meaningful value.

Artificial intelligence is becoming an increasingly important part of the connected experience in Canada, with consumers taking a thoughtful approach to adoption. Those who choose AI-enabled devices are more likely to value protection for their smartphones and computers, recognizing the importance of support as technology becomes more advanced. Customized protection plans help build confidence, enabling consumers to adopt new features with ease. At the same time, Canadians are embracing greater control over their digital experiences.

“Connected technology is becoming more central to everyday life globally, but what matters most now is how well these experiences adapt to individual needs — balancing innovation with simplicity, trust, and reliability,” said Federico Bunge, President, International at Assurant. “In Canada, this shift is unfolding more deliberately, with consumers prioritizing transparency, flexibility, and solutions that build long-term trust.”

Many consumers report resolving smartphone issues such as storage or connectivity through online resources, highlighting a clear preference for simple, intuitive self-serve support. This underscores an opportunity for brands to deliver seamless, user-friendly solutions that empower consumer independence.

“As technology becomes more integrated into daily life, Canadians’ expectations for support are shifting toward personalized, value-driven solutions,” said Paul Cosgrove, President of Assurant Canada. “Our data shows that building trust in next-generation technology, including AI-enabled devices, requires flexible protection and the ability for consumers to manage their digital experiences with ease. At Assurant, we enable that independence through simple, proactive solutions that build confidence in connected technology.”

As part of Assurant’s 2026 Global Connected Consumer Trends Report, Canada’s insights reflect a broader shift where connected technology is becoming essential to everyday life, and expectations for flexible, transparent, and reliable experiences continue to grow.

Assurant’s full 2026 Global Connected Consumer Trends Report is available here

About Assurant

Assurant, Inc. (NYSE: AIZ) redefines the boundaries of protection – safeguarding and servicing connected devices, homes, automobiles, and commercial equipment in partnership with the world’s most successful brands. As a Fortune 500 company operating in 21 countries, Assurant leads the way in leveraging insights and technology to transform customer connections that build loyalty and drive value.

Learn more at assurant.ca.