We believe healthcare is a right, not a privilege
As Canada’s only national non-profit health and benefits company, we don’t report to shareholders with short-term profit-driven motives. We focus on building a healthier, more equitable future for Canadians. Our success is measured by the lives we impact, the care we expand, and the barriers we break down.
purposE-driven since day one
Our founder, William Wilkinson, was a true visionary, founding GreenShield as a purpose-driven non-profit organization in 1957. Nearly 70 years later, we're as committed as ever to advancing health equity, guided by our mission in pursuit of Better Health for All.
We make it easier for people to live their healthiest lives.
Better Health: We are focused on dramatically improving mental health and other chronic disease health outcomes
For All: We democratize access to care for equity-seeking communities
For All: We democratize access to care for equity-seeking communities
Customer and community obsessed: Anticipate needs and provide empathetic solutions
Courageously moral: Do what is right over what’s easy, considering the ‘we’ before the ‘me’
Entrepreneurial mindset: Innovate with speed and agility, balancing a commercial and social impact mindset
Courageously moral: Do what is right over what’s easy, considering the ‘we’ before the ‘me’
Entrepreneurial mindset: Innovate with speed and agility, balancing a commercial and social impact mindset
Where purpose meets passion and performance.
IMPACT AT A GLANCE
$59+
million
Invested in social impact
(Cumulative 2018 – 2024)
750,000+
Lives impacted
(Cumulative 2020 – 2024)
2024 HIGHLIGHTS
$12.7
million
Social impact investment
7.5 million
Canadians served
$5.6
BILLION
Gross revenue
70+
million
Claims processed
1,800
Employees
8
Average employee years of service
99%
Client retention rate
88%
Employee giving and volunteering rate
Employee diversity
67%
Women
25%
Racialized
Board diversity
42%
Women
33%
Racialized
CREATING SHARED VALUE
When businesses align their growth with social impact, leveraging their expertise to support the communities they serve, they embody the essence of Creating Shared Value. It's where purpose and performance seamlessly work together.
BUSINESS IMPACT
We actively build our payer-provider capabilities with the patient at the centre, combining coverage and care to improve access, convenience, integration, and health outcomes for Canadians.
SOCIAL IMPACT
We leverage our service capabilities and financial capacity to democratize access to care for underserved Canadians. In doing so, we ensure our services are culturally appropriate and tailored to meet the diverse needs of our communities.
Our business growth and social impact fuel each other. This powerful synergy ensures that as we grow, we simultaneously drive meaningful change, creating a sustainable cycle of lasting impact.
DELIVERING BETTER HEALTH
Integrating coverage and care.
We are revolutionizing the health and benefits experience by seamlessly integrating coverage and care. Through our unique payer-provider model, we unite the roles of payer and provider — offering insurance, administering benefits, and managing claims while also delivering essential healthcare services covered by benefit plans, including mental health support, pharmacy, telemedicine, and chronic disease management. This integrated model offers unparalleled comprehensive and cohesive care for Canadians. GreenShield+, a groundbreaking digital health and benefits ecosystem, helps offer unprecedented levels of integration between benefits plans and health services, in one easy-to-use place.
EVERYTHING IS BETTER WITH GREENSHIELD+
Better Access
Users can easily connect with thousands of healthcare professionals without long wait times.
Better Convenience
Services are available anywhere, anytime with effortless digital capabilities and seamless reimbursement of benefits claims.
Better Integration
Users enjoy personalized coverage, care, and seamless navigation, with benefits plans and health services that communicate effectively with each other.
Better Health Outcomes
Data-driven insights provide targeted health-enhancing recommendations at both the user and organizational level, supporting preventative care and treatment.
BETTER HEALTH OUTCOMES
The need for innovative solutions to our most pressing healthcare issues has never been more urgent. Chronic disease and mental health issues are on the rise, while Canadians are facing increased barriers to access care.
GreenShield closely monitors the healthcare needs of Canadians to guide our areas of focus. By understanding what is happening with Canadians, we ensure our innovations are targeted where they are needed the most. We are committed to driving measurable improvements in healthcare access, equity, and outcomes for Canadians through our unique payer-provider model.
1 in 5
Canadians don’t have access to a family doctor or nurse practitioner. 1
Our solution:
We’re improving access and reducing unnecessary hospital visits by connecting individuals to healthcare professionals through timely telemedicine appointments that resolve 92 per cent of health concerns in the first appointment.
70%
of workplace disability costs are driven by mental health. 2
Our solution:
Through GreenShield+, personalized counselling appointments are available to individuals within 24 hours via GreenShield’s advanced therapist matching tool.
30%
of Canadians experience mental illness at some point in their life. 3
Our solution:
In 2024, recipients of GreenShield’s internet-based Cognitive Behavioural Therapy (Digital CBT) program saw 50 per cent symptom recovery from anxiety and depression after just three Digital CBT modules.
40%
of adults in Canada have a chronic illness. 4
Our solution:
We’re transforming medication management, making it easier for individuals to access and adhere to medications. GreenShield Pharmacy delivered nearly 10 per cent greater rates of high-medication adherence than other pharmacy providers, with 86 per cent adherence rates for diabetes and 91 per cent for cardiovascular medications.
The Enterprise Clinical Office exists to reimagine health and benefit services, systems, and policies. By integrating health and benefits, and social impact models, we can break down barriers, advance health equity, and create meaningful improvements in patient outcomes.
Our impact transcends our accomplishments; it's about the enduring change we create. Through our Creating Shared Value model, we cultivate sustainable social impact. As our business grows, our capacity to give back, scale programs, and positively influence Canadians expands exponentially.
signature GreenShield CARES Initiatives
Our Mental Health, Essential Medicines, Oral Health and Chronic Disease Management initiatives are advancing health equity across Canada.
MENTAL HEALTH
We design culturally appropriate mental health services and resources that reflect the diverse identities of Canadians.
See the impactESSENTIAL MEDICINES
We created this program to help Canadians without prescription drug coverage who depend on medication to remain healthy.
See the impactOral health
Over the past decade, we’ve played a critical role in filling the gaps in access to oral health care for equity-seeking Canadians.
See the impactChronic Disease management
Designed to adapt to the complexity of people’s lives, our program makes it easier to navigate health challenges.
See the impactSTORIES OF LASTING IMPACT
Our signature initiatives improve health outcomes for equity-seeking communities in Canada. We asked some of our partners and program participants to share their experiences, highlighting the barriers to care many Canadians face.
REcognized for IMPACT
In 2024, GreenShield was honoured with multiple awards to recognize our leadership as a purpose-driven non-profit and company of choice.
Fortune Change the World
In 2024, Fortune recognized GreenShield on its prestigious Change the World list. We were recognized for making a lasting difference on societal issues, strengthening our business through our social mission, and pushing boundaries to create a better world. As one of just three Canadian companies selected globally, we proudly stand among the top 50 organizations driving meaningful change worldwide.
Imagine Canada Caring Company Certification
The Imagine Canada certification is granted to organizations that give at least one per cent of profits back to the community. In 2024, we significantly exceeded this standard, giving back more than 15 times the required amount; one of the highest levels of giving in the country. GreenShield was also selectively invited to become part of Imagine Canada’s PRISM Network, to help evolve and enhance the impact and outcomes of the program, to drive meaningful change and make a lasting difference.
Canadian Women Entrepreneur Industry Awards
In 2024, Fortune recognized GreenShield on its prestigious Change the World list. We were recognized for making a lasting difference on societal issues, strengthening our business through our social mission, and pushing boundaries to create a better world. As one of just three Canadian companies selected globally, we proudly stand among the top 50 organizations driving meaningful change worldwide.
Wealth & Finance International Ethical Finance
Wealth & Finance recognizes organizations from various sectors for their commitment to ethical principles, sustainability, and positive social impact. GreenShield won two Wealth & Finance Ethical Finance awards in 2024: 1) Social Finance Innovators of the Year and 2) Best Impact-Focused Health & Benefits Organization. These awards celebrate our innovative model for enhancing our capacity to drive social impact while fueling business growth — reinforcing our ability to be a sustainable force for good.
Buy Social Canada’s Guide to Social Enterprise
We’re featured in Buy Social Canada’s Guide to Social Enterprise, which highlights organizations that embed a social, cultural, or environmental purpose into their business, and reinvest the majority of profits into their social mission. The case study showcases GreenShield as a leading example of a successful social enterprise in Canada, offering insights and advice for other social enterprises looking to grow their impact.
Summit International Awards
Our national advertising campaign was recognized by Summit International with a 2024 Marketing Effectiveness Award and was awarded first place globally for a non-profit integrated marketing campaign. Reinforcing our commitment to bringing Canadians an integrated, seamless health and benefits experience designed around their needs, “The Reverse Waiting Room” flipped a universal truth and showed a new way forward — one with the patient at the centre, and where people spend more time on health and well-being, not navigating complex systems.
Canada’s Most Admired Corporate Cultures
GreenShield was named one of Canada’s Most Admired Corporate Cultures by Waterstone Human Capital for six consecutive years. This national award recognizes top Canadian organizations that build high-performance cultures to drive long-term success. Earning this recognition consecutively reflects our ongoing commitment to strengthening and evolving our culture. It’s a testament to what’s possible when purpose meets passion and performance.
LEADING WITH Purpose
Our commitment to purpose resonates with our clients across various industries, sectors, and provinces. Together, we cultivate and create unique products and services that go beyond our traditional health and benefits offerings. We’re not just their health and benefits partner; we’re their impact partner, driving better health outcomes for Canadians. Here’s what some of our clients had to say about the difference we’re making together.
COLLABORATION AMPLIFIES IMPACT
Our partnership reflects our shared commitment to innovative, person-centered solutions that are enhancing the health and well-being of double-duty caregivers and their loved ones. Together, we’re making quality care more accessible.
Our team’s well-being is essential to our mission of bringing joy and healing through play-based experiences. GreenShield’s support ensures that our staff and volunteers — who work closely with such a vulnerable population — have the resources they need to thrive.
YWCA Canada is proud to partner with an organization that shares our commitment to both the women we serve and the women who serve them. Our transformative partnership has the potential to create lasting change, advancing gender equity, and unlocking greater opportunities for women’s well-being.
MAKING A DIFFERENCE TOGETHER
We partnered with our clients at ATB Financial to support Albertans on the front lines of social change.
Social sector employees working at ATB grant recipient organizations can access virtual therapy, internet-based Cognitive Behavioural Therapy, and peer-to-peer support, anytime and anywhere through GreenShield+ .
PURPOSE PASSION PERFORMANCE
Being a GreenShielder means embracing our mission by working together to improve health outcomes and help Canadians reach their full potential.
At GreenShield, our culture is the foundation that fuels our ability to create lasting impact. Our team’s purpose, passion, and performance power the synergy between business growth and social impact, enabling us to drive meaningful change for Canadians. Our success is a testament to GreenShielders — the noble challengers that are relentlessly pursuing a better way.
GREENSHIELDERS MAKE A DIFFERENCE
What does it mean to be a GreenShielder? Five of our colleagues share what it’s like working for a purpose-driven organization and some of the causes that are meaningful to them.
“This country’s youth mental health indicators rank in the bottom third among wealthy nations, and Canada has one of the highest adolescent suicide rates. That’s why it’s so vital that GreenShield is investing in youth mental health. ”
“Like most GreenShielders, I joined the organization because of its mission and ability to deliver innovative solutions. My work and personal life are deeply connected, so it’s important that my work life be aligned with my personal values, which are highly purpose-driven.”
“Being a GreenShielder means no matter which team or function you work in, it's really one GreenShield. We all understand what we do and why we do it. The idea of being a greater force for good helps unite us.”
“I came from organizations where decisions were influenced by the need to deliver value to shareholders. At GreenShield, our decision-making is driven by looking at how best to help Canadians live their healthiest lives.”
“I wanted to make sure people know that when you’re in the midst of grief, there is help. I feel grateful for GreenShield's commitment to helping employees make a difference in their communities. Together, we’re leaving a lasting impact.”
Nîsôhkamâtowin
the act of helping one another
We partnered with artist Bada Jean to create this piece for our Impact Report. In this work, the central figure of the buffalo represents generosity and giving. It’s enclosed within a circle, symbolizing the cycles of life and the deep connections that bind us. Strawberry vines surrounding the circle evoke growth, while their flowers celebrate the beauty that flourishes from it. Often called "heart berries," they hold deep significance in Indigenous culture, representing love and caring for others.
Bada Jean is a Nêhiyaw (Cree), Dene, and Welsh visual artist. Her roots come from Tsuut’ina Nation and Ahtahkakoop Cree Nation. This is the second year in a row that Bada Jean has designed bespoke artwork for GreenShield’s Impact Report.
We wish to acknowledge the traditional, ancestral, and unceded territories where GreenShield employees, clients and partners gather across Canada. Our head office is located in Windsor, which is the traditional territory of the Three Fires Confederacy of First Nations, which includes the Ojibwa, the Odawa, and the Potawatomie. GreenShield honours all First Nations, Inuit and Métis, and their valuable past and present contributions to this land and the benefits it provides us all.
*Footnotes
1 MAP Centre for Urban Health Solutions (2024)
2 Deloitte Insights (2019)
3 Gunja, M., Gumas E., Williams R. (2024, May 31)
4 Government of Canada (2019, December 9)
1 MAP Centre for Urban Health Solutions (2024)
2 Deloitte Insights (2019)
3 Gunja, M., Gumas E., Williams R. (2024, May 31)
4 Government of Canada (2019, December 9)
DELIVERING BETTER HEALTH FOR ALL
At GreenShield, caring as a company means putting purpose first. Integrating our social and business impact to deliver on our mission of Better Health for All, we’re driving meaningful change and creating a sustainable cycle of lasting impact.