Insurers selling cars – why not?!

Tesla, the California-based electric car manufacturer, has recently begun selling its own automobile insurance, allowing drivers in the Golden State to purchase a vehicle and insurance together as a package.

Insurance companies can choose to view this move, like most innovative ideas, either as a threat — “They’re removing potential customers from the market” – or an opportunity – “What can we learn from this bold move?”

Here at Cookhouse Labs (CHL), we see it as a wonderful opportunity for insurers to join the game by selling cars, along with insurance. Why not?

Insurance companies, as part of the financial services industry, have the capital to explore this option. Typically, insurers invest the money paid by their clients as premiums so it reaps the largest financial reward possible. However, with markets plummeting as fears of COVID-19 spread worldwide and interest rates at historic lows, it’s time to think innovatively. Why shouldn’t an insurance company create its own business as a way of maximizing its profit?

Think about it. An insurance company could purchase vehicles from the manufacturer and sell them complete with insurance coverage as a package. For the consumer, it simplifies the purchase – there’s — no need to hunt around for auto insurers and compare their rates. Coverage is simply part of the deal.

As the insurer, you can add other perks, too, such as offering a telematics tariff by monitoring driving behaviour in exchange for lower rates. For young drivers, who generally pay high premiums, you could create an enticing special package to reduce costs.

Perks selling cars

Not only is this an innovative approach to auto insurance, it is one that puts the customer first. Most drivers will be happy to forego the inconvenience of shopping around for insurance before they put their vehicle on the road. If you lock in the insurance with the product, you’ll attract new customers and make it easy to retain them – and likely for much longer than a typical one-year policy. After all, recruiting customers is the hard part; with proper attention and service, retention shouldn’t be difficult.

This is an idea new to the insurance industry, but not a radical one. The cellular communications industry jumped on this idea years ago, once they realized that consumers found it much easier to buy their mobile devices at the same place where they obtained their data/calling plans. It’s almost a given today.

At Cookhouse Labs, we view this approach as an opportunity for insurers to retain their place in the value chain while becoming more attractive to customers.

During our Season of Innovation at CHL, we’re delighted to share with you our thoughts about innovation in the insurance industry. Solutions like these are the product of collaboration among our members, and you, too, can share in the intellectual riches. Get in touch with us at to learn more

Insurers Aren’t Prepared for the Future of Transportation – Learnings & Wrap Up

“Insurers are not prepared to seamlessly integrate with the future of transportation.”

This was one astounding conclusion that our project team came to at the end of our 4-week sprint. Through 16 days, 11 participants, 5 companies, and 4 partnerships, we inferred that the auto insurance industry needs to move quickly to adapt to the shifting change in risk.

And although the project team had originally determined 2050 as a placeholder date for the mass adoption of fully autonomous vehicles, through the course of the sprint, two problems became apparent:

  • The anticipated date of 2050 is in fact, too far out
  • Insurers are not ready for this disruption

Our Proposed Solution

To tackle both of these problems, the team created a portfolio solution with the following three elements:

  • Discovery and Awareness Portal
  • Adaptive Risk Model
  • Transportation Short Leasing/UBI Application

The ultimate goal of these three elements is to provide a comprehensive solution for auto insurers while providing a user-friendly experience for the average driver. 

1. Discovery & Awareness Portal

This portal will address the safety concerns of the customer by providing a manufacturer agnostic resource where customers can learn and experience what it’s like to be in an autonomous vehicle. 

2. Adaptive Risk Model

This risk model will take into account the transition period (or the “messy middle” environment) where customers will be driving vehicles that have some autonomous features, but are not yet fully autonomous. 

3. Transportation Short Leasing/UBI Application

 This application is aimed towards consumers who do not own a vehicle, but still require transportation. This is intended to be more financially appealing than taxis and this type of broker for autonomous transportation is projected to become more relevant over time. 

Next steps for the Autonomous Vehicle Project Team

In addition to the above deliverables, the team produced a business case that outlined how the sustainable business model, which was presented at the team’s final presentation. The final valuation of all of these products was a whopping $150 MM.

Immediately following the presentation was a next steps session where the audience and project team discussed how to bring the proposed MVPs to market. The following priorities were identified to be further defined in 2018:

  • Getting buy-in from regulators for these new insurance models
  • Creating partnerships with manufacturers
  • Communicating the value of autonomous vehicles to consumers
  • Creating insurance for pay-per-ride insurance
  • Creating and refining the steps to aggregate information 
  • Designing an operational plan (how to make the $$)
  • Bringing e-call (automated emergency calling) to Canada
  • Collaborating with private and public sectors to improve safety in the transition period
  • Creating data privacy guidelines
  • Standardizing AV guidelines
  • Creating a risk model 

Want to get in on the action?

Although our initial project sprint has ended for the Autonomous Vehicle team, it’s not too late to become involved with the next steps of this project! Make sure you’re a part of our next phase by becoming a member of Cookhouse Lab in 2018! Our introductory membership prices are ending in Q1 of 2018, so the time is now.  

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Blockchain & Group Benefit Coordination: Learnings & Wrap Up

Blockchain has been one of the most talked-about technologies of 2017, with some even calling it the most revolutionary technology since the widespread use of the Internet.

How will blockchain technology affect the insurance group benefits coordination process?

Over the course of a 5-week sprint, Cookhouse Lab’s blockchain & group benefit coordination project team went on a mission to find out. Using the lab’s design-thinking methodology, the team identified key customer and business pain points within the current coordination of benefits journey, developed a future state blockchain-based process, and created a set of wireframes for the MVP. Finally, they were able to leverage resources from the project’s build partner, msg global, to build a final MVP based on their wireframes and processes. 

The proposed blockchain & group benefit coordination MVP

The team’s MVP enables policyholders, covered by multiple insurance companies, to submit an extended healthcare claim (eg, vision, physio, massage) once to their primary provider. The claim will be adjudicated by the primary provider, then passed on via a blockchain to the secondary provider, who will adjudicate the claim for the remainder of the balance. 

Technology used to build the MVP

This MVP was built with Hyperledger Fabric and hosted on Amazon Web Services (AWS). The former is a blockchain framework implementation that was originally contributed by Digital Asset and IBM. This framework allows for various components, including consensus and membership services to be plug-and-play. The latter is a secure cloud computing service which provides the necessary database storage.

How will this blockchain MVP benefit group benefit coordination?

Although the benefits of this solution are primarily customer-focused, insurers will also undoubtedly gain from this technology. Here are two of the major ways in which this MVP will improve the group benefit process:

  • Time efficiency: Policyholders would no longer need to submit claims multiple times when covered by multiple providers, which will enable policyholders to more easily receive the compensation they are entitled to.
  • Cost efficiency: Secondary insurers would benefit too. By receiving claims directly from the primary insurer, they can place more trust in the claim information, and avoid the resource cost of reaching back to the customer for further details.

What are the limitations of blockchain?

While building an MVP for blockchain in a 5-week sprint is a huge accomplishment, it is still important to be aware of its limitations. This technology is still in its infancy, which means that development protocols are still being established and roadblocks are found often. 

What’s next for blockchain technology?

While blockchain does have limitations, we can be optimistic in assuming the above issues will be rectified in due time. As the technology increases in sophistication, and as new consensus protocols are developed and implemented, blockchain will continue to become a more viable and efficient solution.

Ultimately, what it comes down to is that this technology offers a fantastic solution for transactions that take place across multiple parties. For this reason, and those detailed in the diagram below, blockchain lends itself well to solving the Coordination of Group Benefits use case.

Next steps for the Blockchain & Group Benefits Coordination MVP

Whenever a project comes to completion in Cookhouse Lab, organizations involved in the project assess the MVP internally before deciding on next steps. For this project, organizations will meet again in early 2018 to determine next steps. 

Want to get involved with blockchain?

We want to thank our participating members The Co-operators, Great West Life, Manulife and Sunlife on bringing their innovative minds together for this project! If your organization is interested in joining this group of innovators for the next steps for this project, please contact us.

But wait! This innovative fun doesn’t stop there. Cookhouse Lab is gearing up for 2018, and we’ve already planned some exciting sprints. Check them out!

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The Future of Transportation, Autonomous Vehicles: Project Update

Most manufacturers have announced plans to bring semi-autonomous vehicles to the market by 2020, but would you take your hands off your steering wheel while driving 100 km/h? 

How would insurers determine risk if drivers continue to have less influence on the control of vehicles? 

How would you behave if you were driving next to an autonomous vehicle? How will the relationship between auto insurers and manufacturers change when this technology is widely implemented? 

Here is a glimpse of the project team’s progress so far. 

Our problem statement

Throughout this project, our main goal has been to explore how drivers will react to the boom of autonomous vehicles. The team’s mid-project problem statement has been iterated to:

“Drivers today are uncertain about the adoption or transition to autonomous vehicles”.

Focused on the barrier mentioned above, our conclusion is that the quicker drivers adopt autonomous vehicles today, the faster society can get past the “messy middle” transition period where vehicle collisions are projected to increase before dropping significantly when fully autonomous are widely adopted.

Hypothesis on the overall risk for auto insurers

90% of collisions today are caused by human mistakes.  A future with only partial adoption of autonomous vehicles would see the risk for auto insurance increase, given the uncertainty of how human drivers would react to self-driving behavior.

The hypothesis made was that the overall risk portfolio for auto insurers will reduce with the further adoption of self-driving capabilities. 

One of the forerunners in autonomous vehicles is Tesla Motors, who introduced their auto-pilot autonomous technology in 2015.  Tesla recently partnered with AVIVA in Canada to launch their joint InsurMyTelsa offering. It will be interesting to see how insurance companies interpret risk as more autonomous vehicles hit the road. 

Cookhouse Lab experiences the future of transportation at GM

Exploring the evolving relationships between insurers and auto manufacturers, the project team set up an experiential day with GM to learn more about their semi-autonomous Cadillac CT6.  The team wanted to explore potential partnerships that would allow for collaborative efforts to make driving safe while providing drivers additional peace of mind. 

Working towards a minimum viable product (MVP)

With insight from one of the main auto manufacturers, the project team is looking to iterate on their minimum viable product to incorporate the following:

A new and adaptive multi-factor autonomous vehicle risk rating that would have a dependency on the level of autonomy adopted

The valuation of the proposed solution to evaluate business viability

New ownership models that would move the autonomous vehicles conversation to autonomous transportation

In the 1960’s, the Jetsons graced the small screens of families around the world.  Although I wasn’t around for the initial broadcast, I was fortunate enough to watch reruns.  I didn’t own a car or even a license, but I was fascinated by how Elroy, the young boy on the show, was able to travel throughout his day without the need to drive.  Elroy was able to do this by utilizing self-piloted personalized pods.  Close to 60 years later, we are finally on the verge of significant self-driving capabilities in vehicles but there are still some intrinsic barriers in place and many questions to answer. Stay tuned for our final project MVP! 

Project Participants

  • Munich Re
  • KPMG
  • Wawanesa Insurance
  • The Co-Operators
  • RSA
  • IBC

Subscribe to our newsletter to find out the final outcome of our autonomous vehicles project. 

Want to join in on the innovation action?! Check out our upcoming innovation projects below:

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Blockchain & Group Benefit Coordination: Project Update

Blockchain has been all the buzz and last week, Cookhouse Lab kicked off our second project in our Blockchain series. During this four week sprint, the project will delve into group benefit coordination to produce a prototype using Blockchain technology to improve the coordination of benefits process.

The problem and what we have learned to date:

The group benefit coordination process occurs when a customer is covered by multiple insurance providers, requiring the customer to submit a single claim multiple times to receive their full coverage entitlement.

In Week One, the team worked together to develop a joint understanding of the current state journey, and pains felt by both the insurers and customers within. This led the team to their initial problem statements:

“As a customer, submitting extended healthcare claims when covered by multiple insurers is complicated and confusing. I am required to submit multiple times, often have to call in, and it takes a long time for me to get my money back.”

“As a second/tertiary insurer [in the Coordination of Benefits process] I don’t know whether the shared information in an EOB (Explanation of Benefits) is valid. This can lead to required resubmissions which result in higher effort, cost, and lower customer satisfaction.”

<<< Obsessed with Blockchain? Find out what kind of future we would find ourselves in with this technology. >>>

Next milestone:

  • Build out the future state process
  • Conduct customer testing and develop wireframes
  • Gather requirements with our build partner, msg global solutions
  • Develop the Blockchain prototype using Hyperledger technology


  • The Co-operations
  • Great West Life
  • Manulife
  • Sunlife

Our project MVP will be unveiled in just two weeks! Continue to follow us on our co-creation and open innovation journey by subscribing to our blog and news updates

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Drone Insurance: Learnings & Wrap Up

The Cookhouse Lab Drone Insurance project launched on Monday 31 July. The purpose of this four-week project was to identify how to best insure drones, given that there is currently a lack of data which is preventing insurers from being able to launch products tailored to the risk requirements of individual drone users. In Weeks 1 and 2 of the project, the team focussed on developing their user personas for recreational and commercial users. The team investigated ways in which to engage consumers and prosumers, focussing on community participation. Students from the University of Applied Sciences Würzburg-Schweinfurt (Germany) worked alongside the team and shared their risk model, enabling the team to identify and develop a prototype for an on-line, on-demand drone insurance solution.

(Photo taken with the drone of our Innovation Chef, Jason Yu)

In Weeks 3 and 4, the team conducted secondary market research to support their recommendations. To assess market appetite for drone insurance, and to assess the willingness of consumers to share their drone data that could enable an on-demand type product, the team also developed a customer survey which was launched in partnership with OmniView Tech. During the final week of the project, the team collated their survey results and completed their Final Presentation and Innovation report.

Accomplishments to Date

  • Conducted coffee shop interviews to understand the public perception and knowledge of drones.
  • Built personas for target drone users.
  • Defined problem statement.
  • Established a front-end solution based on the risk model developed by the students from the University of Applied Sciences Würzburg-Schweinfurt.
  • Visited Omniview Tech (drone and drone accessories retailer) to gain insights into the drone market.
  • Drone flying trip to Scarborough Bluffs with external drone users.
  • Developed concept and wireframes for a data-based community solution and an on-demand drone insurance product application.
  • Surveyed “prosumer” drone group in partnership with OmniView Tech to establish the propensity of drone users to purchase insurance, and to share their data.
  • Finalised the Innovation Report and Presentation


  • The Cooperators
  • Munich Re
  • Besurance

Guest Speakers

  • Hybris (SAP)
  • University of Applied Sciences Würzburg-Schweinfurt

Want more? Make sure to check out the project Management Report!

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Delays in APS Project – Learnings and Wrap Up

It has been six months since the Cookhouse Lab opened its doors to the insurance industry with the vision of making insurance better.  There have been several amazing co-creation projects to date including Insurance Loyalty & Rewards and Blockchain Use Cases For Insurance.  Each of these produced valuable outputs for the individual participating member insurance companies, and the Delays in APS project was no different. This project is the first since the inception of our lab (though we anticipate many more) that delivered a solution scope for an industry minimum viable product.

For any life insurance business, the requirement for an attending physician’s statement (APS) is an unpleasant experience for underwriters, physicians and applicants.  As this is a 30+ year old process today, a new industry solution for a single source for APS information would benefit all parties.  It was this shared pain for the APS that brought the consortium of insurance companies together which included three carriers and three reinsurers. 

Members at times expressed their potential concerns of IP conflicts and creating new value with peers that one completes within the market. As we continue to embark on our co-creating journey, we are persistently being challenged by:

“Are competitors willing to work together?”

Cookhouse Lab has proven, over the last several months, that yes, competitors are not only willing to, but motivated to work with other peers to solve for problems that they collectively face.

Throughout our 90-day journey together, as expected, there were hesitations amongst the group of industry peers at first. However, through an iterative approach, several techniques were used to support and improve this unique collaborative effort.

From Day 1 to Day 90, the project team always referred to themselves as APSync, which was their tribe name and identity when they worked in the Cookhouse Lab.  Not only did this bring the team together, but it also discouraged identifying themselves with their own organization when working on the project.

Defining A Shared Problem Statement

Although the pain of long delays, a legacy paper based process and physician relationship friction are shared amongst all insurance companies, it was the clear focus on the impact of these deficiencies on the customer/applicant experience that unified the effort of the companies.

Introduce A Mutual Discovery Experience

As an insurtech innovation lab, Cookhouse Lab introduces many new concepts and insurance startups to incumbent insurance companies.  Although there are varying degrees of awareness, we purposely introduced a wide spectrum of current (eg. medical clinic interviews) and bleeding edge innovations (eg. Insurance focused OCR, machine learning and underwriting API’s) to keep the team motivated and excited to discover together.

In addition, what also supported the success of the project’s MVP output was the focus on the problem statement throughout the 90 days. Living through the pain felt amongst all of the APS ecosystem was shared amongst all team members whether you were an underwriter or part of our customer feedback groups who listened to customers who felt the pain.

Supporting Shared IP Creation Through Clear Role Definitions

Although it would be ideal to have a team of generalists that could fluidly move from one role to the next, I have found that member companies have been sending role specific project members.  By assigning clear key roles towards the MVP output, no one member or organization has the entire picture until delivery date.  For this particular project, some role areas include: 

  • APS industry stakeholder statistics & current state scan 
  • Financial analysis – investment, forecast & valuation 
  • New underwriter role definition & training 
  • International market opportunity & MVP context 
  • Technology architecture 
  • Go to market strategy & phased roll out

Through everyone’s unique and valuable talents, this project led to the creation of a highly attractive opportunity of ~$90MM that is supported by the proposed project MVP. This opportunity is composed of cost savings, productivity and new business all of each were uncovered by the team at the Cookhouse Lab who leveraged our unique co-creation design thinking experience.

As the 90 day sprint came to a conclusion, the project team had a distinct experience at the Cookhouse Lab.  It was more akin to saying farewell to good friends rather than the conclusion of another company project.  It is a unique opportunity to work with a competitor.  One that has produced surprising innovation agility and output, and quite amazingly produced an MVP that can vastly improve an APS process that hasn’t changed in over 30 years. Marrying innovation trends such as machine learning and API’s with legacy insurance experiences sparked several new ideas and insights that the members will keep beyond their time on the project. Do you have a competitor collaboration story? 

Want more? Check out the Delays in APS project management report:

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Delays in APS: Project Update

We have now passed the halfway point of our Delays in Attending Physician Statement (APS) project journey. Last week, the project team hosted an update breakfast to discuss the progress that has been made so far.

The problem and what we have learned to date:

As the project team has moved along this project journey, they have iterated the problem statement to focus on the largest opportunity: 

“Insurers are losing life and living benefits due to poor data quality, lack of physician APS understanding and a paper based process culminating in long APS cycle times.”

To compare this problem statement with our original one, see our original project details

Over the past month, the team conducted field interviews in various medical clinics over the city and have discovered three key facts:

  • Physicians are complacent with the current process
  • Insurance customers abandon their application if it takes too long 
  • Clinics want the easiest solution possible

Keeping these factors in mind, the team explored the possibility of monetary bonuses from insurance companies. This theory was tested on-site in various clinics and found to be quite motivating. 

In addition, the project team identified that the APS process is very much a paper one. However, they have also learned that there are a variety of innovative technologies that are available to get around these paper processes which include: machine learning, proxy data sources, and external APIs. 

Accomplishments to date:

  • Interviewed over 20 medical clinics to gain additional data
  • Identified the life & living benefits insurance cases of Claims Adjudication and Global View of Insured 
  • Integrated prototype with a machine learning startup 
  • Created an agreement with an electronic medical record (EMR) provider

Next milestone:

  • Creating more client focused incentives to collect more data as well as clinic APS notification systems
  • Integrating underwriter “machine learning” training
  • Business casing other use cases
  • Finalizing the MVP with technical requirements 


  • Foresters Financial
  • Hannover Re (Ireland) DAC Canadian Life Branch 
  • IRB Brasil Re
  • KPMG (Canada) 
  • Manulife Financial 
  • RGA 
  • The Co-operators 

Our project MVP will be unveiled next month! Continue to follow us on our co-creation and open innovation journey by subscribing to our blog and news updates

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Loyalty & Rewards Project (Series Finale): Delivering Business Value

“Coming up with an idea is the easy part. Bringing that idea to life is the difficult part”  

This advice was given to me very early on in my career but still rings true every time I embark on a new innovation project.  As innovation professionals can attest to, it is the vetted business value of an innovation that is one of the most difficult elements to overcome when applying for budget or devising a go-to-market strategy. 

As the team worked towards the end of the project, the focus was on business casing, and the due diligence supporting the features of the newly created digital experience.  All of which were in an attempt to deliver business value planned from the beginning of the project. Some examples of these can be seen below. 


A key component of the delivery is the go-to-market business model. Given the diverse insurance and reinsurance Cookhouse Lab members and the geographies they represent, multiple models were considered to support the post-project launch of the application. Additional details were provided in an innovation report to the project member insurance companies. 

Considered Loyalty & Rewards Business Models 

Working with actuary project members, the team also produced several financial models that defined the on-going budget available to engage and retain a high lapse probability customer. Several versions were produced along with sensitivity along various lapse rates. The models were also delivered in the innovation report as a due diligence data source and analysis. 

Sensitivity testing the model based on lapse rates 


Finally, customer engagement is key to the unique value proposition of the MVP. Hence additional rounds of end customer interviews were performed to identify the challenges that would be most interesting. All customer feedback, surveys and interviews were collected and shared in the customer insight section of the innovation report. 

Insurance Challenge testing with end customers 

Bacon Reward Challenge within the Application

From this customer feedback and testing, the team defined several high interest challenges that would target motivations of several types of customers. As we know, adoption and engagement are key to any digital experience which the team delivered in a gamified challenge feature. This is one of many features that were included based on customer insights.

MVP Challenge example 

It was an intense project timeline of ideating, designing, iterating and developing the business elements of the MVP.  Captured in details in the innovation report, the deliverable was refined iteratively with customer feedback throughout the entire experience. Although it was a short 90-day journey, it was a fruitful one, as the team was successful in delivering the MVP and report to stakeholders on the final day! 

The Loyalty & Rewards Team 

It is truly incredible to see the collaboration efforts and speed that our first project team delivered! The entire Cookhouse Lab team is thrilled to embark our next set of projects! One MVP down and many more on the way! 

Never miss an update by subscribing to regular Cookhouse Innovation in your inbox!

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Loyalty & Rewards Project (Week 8): Creating a Digital Experience to Humanize Insurance

“The needs of insurers are not aligned to the needs of customers”

Often times, driven by profitability and shareholder return, corporations continue to find it a challenge to align their financial goals with customer needs. This opportunity, although identified early on in the project, continues to be a key theme for the project. The common situation that seemed to arise when comparing customer feedback to insurer feedback, was that insurers tend towards communicating by their products while customers tend to only understand insurance within their own context. 

In Week 8, the team created a concept that maps what matters to customers to an insurer’s existing products. A number of “care items” were identified during this exercise and we worked ensuring these components were integrated into our solution. 

Screenshot of the current insurance loyalty and rewards prototype, representing some examples of “care items”. 

The mobile app, codenamed “BACON”, centers a digital experience around care items to represent what customers are really protecting when they invest in insurance. However, with any mobile app, stakeholder motivation is key to success. The team sought answers to some very important questions through feedback, research, and observing market trends. 

What’s in it for customers? (Based on feedback and research)

  • A way to have all their insurance coverage in one place
  • A new way to share “positive and negative stories” with their insurers to earn rewards
  • A new place for them to leverage their wearables and IoT data

What’s in it for insurers? (Based on feedback and expert trends)

  • A new way to better understand their customers via personalization and technology (eg. IoT)
  • A new way to engage their customers by rewarding
  • A new way to incent and motivate risk mitigating behaviour (supported by research conducted)

After the needs of the stakeholders (insurers) were identified, the team focused on the commonalities between them.  Addressing these common overlapping desires is the secret sauce towards an optimal digital experience.  Follow up interviews were conducted to dig deeper in order to identify the following common opportunities. 

Common insurer opportunities:

  • Direct communication possibilities via notifications 
  • Engagement and retention via challenges 
  • Connecting Internet of Things devices to the app 
  • Behaviour changes possibilities 
  • Point conversion model 
  • Data scraping and obtaining personal info 

Although we are in the delivery phase of the project, the team remains true to the iterative feedback methodology as we continue to collect feedback on a weekly basis.

Next week, the team will continue on delivering the final MVP with a focus on some customer behavior based challenges and the development of a points to rewards financial model.

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msg global solutions Canada Inc., and each of its affiliates or programs (“Cookhouse Labs”), is committed to providing transparency to outside parties with respect to the compliance of the organization’s electronic communication with Canada’s Anti-Spam Legislation, in effect as of July 1st, 2014, and its relevant rules and regulations (hereinafter “CASL”). To that end, the Msg global solutions Anti-Spam Commitment is a formal statement of rights and obligations which is made available to outside parties. It is intended to inform outside parties of the type of responsible and transparent practices adopted by Msg global solutions when electronically communicating with outside parties, to inform outside parties about who they may contact at Msg global solutions for any concern pertaining to electronic communications, and to inform such outside parties of where and how they may unsubscribe to any electronic communications from msg global solutions. This document also includes a series of answers to questions about spam and msg global solutions’ practices that are frequently asked by outside parties that msg global solutions may communicate with.


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The types of CEM msg global solutions may send from time to time could include the following:

  • CEM sent to msg global solutions’s current or potential clients (whether individuals or businesses), by msg global solutions’s marketing department or msg global solutions’s sales and business development team. For example, this may be for prospecting purposes or in order to answer a request for information or an inquiry;
  • CEM sent to msg global solutions’s current or potential service providers by various msg global solutions business units. For example, msg global solutions may outsource part of its activities to a third party (such as a maintenance company, a translation service provider, etc.) or, msg global solutions HR department may contact potential employees electronically for recruitment purposes.
  • CEM sent to msg global solutions’s current or potential business partners. For example, this may be for building or finding new ventures and partnerships with industry companies, groups and associations.

If you have received a CEM from msg global solutions and you believe that you should not have, please assess as to whether you have provided implied or express consent to receive CEMs from msg global solutions, or if an exemption applies.

  • Express Consent: You can verify that you have provided express consent to msg global solutions (or verify the status of your consent) by reviewing your preferences in the Preference Centre.
  • Implied Consent: msg global solutions may infer your implied consent if:
  • msg global solutions has an existing business relationship with you or has a former business relationship with you which terminated less than two years ago (for instance, you are a former client);
  • msg global solutions received an inquiry from you within the last 6 months;
  • You disclosed your electronic address to a msg global solutions employee (for example you provided your business card to a msg global solutions employee) or you conspicuously published your electronic address (for example, via a corporate website or in a brochure) and the CEM sent is in connection with your business role and function.

When is an electronic message exempt under CASL?

If you are receiving an electronic communications from msg global solutions, it may be a message that is exempt under CASL. This would be the case if the message is one the following:

  • you have a personal relationship with the msg global solutions employee who contacted you, meaning that you have previously had a direct, voluntary, two-way communication;
  • you have a family relationship with the msg global solutions employee who contacted you;
  • the CEM is sent within msg global solutions (between employees of msg global solutions);
  • the CEM is sent between msg global solutions and another business, where there is an ongoing relationship between msg global solutions and this other business;
  • the CEM was sent by msg global solutions to you, in order to respond to your request or inquiry; or
  • the CEM was sent by msg global solutions to you, in order to enforce a legal right or obligation (for instance, if you have an outstanding debt, or breached a contract that you have with msg global solutions, etc.).

In certain situations, your consent is not required for certain types of messages sent by msg global solutions, although you may still unsubscribe from future transmission of similar messages. The type of messages where msg global solutions does not need your consent is an electronic message that:

  • is sent once, following a referral by a current msg global solutions client, service provider, business partner or employee who also has a personal or business relationship with you;
  • only provides you with a request for a quote or an estimate;
  • only facilitates or confirms a transaction;
  • only provides msg global solutions warranty, product recall, safety or security information; or
  • only provides information about your ongoing use of msg global solutions services or products or ongoing purchases (including updates and upgrades).

If you have received a CEM, and you believe that you should not have, please contact us immediately at and we will promptly remove your address from our list (within maximum 10 business days).


You may be contacted by a msg global solutions employee via social media, such as LinkedIn, if you are connected on the social network with the msg global solutions employee, or if you have indicated through your preference settings the fact that you are open to receiving messages about new business opportunities or ventures. You may also be contacted if you have conspicuously published your electronic address (for instance, on a social media website), have not indicated that you did not wish to receive CEM, and the CEM sent is in connection with your business role and function.


At msg global solutions, we take the law very seriously. You may unsubscribe at any time from receiving CEM, by visiting the Preference Centre or clicking on the link in any CEM that you may receive from Msg global solutions, and we will remove you from our list within ten (10) business days.


  • From time to time, Msg global solutions will review and update this Anti-Spam Commitment as required to keep current with rules and regulations, new technologies, standards, our business practices and outside parties’ concerns. We will post any Anti-Spam Commitment changes on this page and, if the changes are significant, we will provide a more prominent notice (including, as the case may be, email notification of Anti-Spam Commitment changes).


If you need further assistance, please contact us at:

Revised November 11, 2019.

Accessibility for Ontarians with Disabilities

Documents Available Notification (AODA)

Dear Valued Clients and Visitors,

msg global solutions Canada Inc. has created policies and procedures to meet their obligations regarding customer service outlined in the Integrated Accessibility Standards under the Accessibility for Ontarians with Disabilities Act. 2005.

Our accessibility policies are available for your review in a number of formats. Should you wish access to these documents in another way, please notify:

Statement of Organizational Commitment

msg global solutions is committed to ensuring equal access and participation for people with disabilities. We are committed to treating people with disabilities in a way that allows them to maintain their dignity and independence. We believe in integration and we are committed to meeting the needs of people with disabilities in a timely manner. We will do so by removing and preventing barriers to accessibility and meeting our accessibility requirements under the Accessibility for Ontarians with Disabilities Act and Ontario’s accessibility laws.

Statement of Commitment to Accessibility

msg global solutions is committed to providing a barrier-free environment for all stakeholders including our clients/customers, employees, job applicants, suppliers, and any visitors who may enter our premises, access our information, or use our services. As an organization, we respect and uphold the requirements set forth under the Accessibility for Ontarians with Disabilities Act(2005), and its associated standards and regulations.

msg global solutions understands that we have a responsibility for ensuring a safe, dignified, and welcoming environment for everyone. We are committed to ensuring our organization’s compliance by incorporating accessibility legislation into our
policies, procedures, equipment requirements, training, and best practices. We will review these policies and practices annually, as organizational changes occur, or in anticipation of compliance deadlines. In addition, we will strive to meet the needs of individuals with disabilities in a timely and effective manner.

Providing an accessible and barrier-free environment is a shared effort, and as an organization, msg global solutions is committed to working with the necessary parties to make accessibility for all a reality. For more detailed information on our accessibility policies, plans, and training programs, please contact

Alternate Format Request Form

msg global solutions is committed to providing accessible, quality services. Communications in alternate formats will be made available upon request within a reasonable time period in a mutually agreed upon format. Please complete and submit the below form to

Accessibility Standards for Customer Service Record of Customer

Thank you for visiting msg global solutions and Cookhouse Labs. We value all our clients and strive to meet everyone’s needs. We look forward to your feedback. Please send us an email at

Privacy Policy

msg global and its innovation lab program Cookhouse Labs Privacy Policy

We at msg global solutions and our affiliates or programs (e.g. Cookhouse Labs) are committed to protecting your privacy. This Privacy Policy applies to our website and all of its associates websites (the “Websites”). This Privacy Policy governs our data collection, processing and usage practices. It also describes your choices regarding use, access and correction of your Personal Information. By using the Websites, you consent to the data practices described in this Privacy Policy. If you do not agree with the data practices described in this Privacy Policy, you should not use the Websites.

The terms of our privacy policy, which can be found below, is based on the ten principles set out the Canadian Standards Association’s Model Code for the Protection of Personal Information.

Ten Privacy Principles

Accountability: We are responsible for personal information under our control and we have designated individuals who are accountable for our compliance with these privacy principles.

Identifying Purposes: We shall disclose the purposes for which we collect your personal information either before or at the time the information is collected.

Consent: Your knowledge and consent is required for our collection, use or disclosure of your personal information, subject to certain exceptions set out in the law. Your consent may be expressed in writing, verbally, electronically, and in certain circumstances, may also be implied.

Limiting Collection: Your personal information shall only be collected by fair and lawful means, and will be limited to that which is necessary for the identified purposes.

Limiting Use, Disclosure and Retention: Your personal information may only be used or disclosed for the purposes for which it was collected, other purposes to which you have consented or if required by law. Your personal information shall be retained only as long as necessary for the fulfillment of identified purposes, or as required or permitted by law.

Accuracy: We shall use reasonable efforts to ensure that your personal information is accurate, complete and as up-to-date as is necessary for the purposes for which it is to be used.

Safeguards: We shall protect your personal information using security safeguards appropriate to the sensitivity of your information to prevent unwanted release, misuse or intrusion.

Openness: Information about our privacy policies and procedures for handling your personal information shall be made available to you.

Individual Access: Upon written request, you will be informed of the existence, use and disclosure of your personal information. In addition, you will be given access to your personal information, as permitted by law. You may also verify the accuracy and completeness of your personal information and, where appropriate, request that it be amended.

Inquiries and Concerns: You may contact us if you have any questions or concerns about our privacy policies and procedures.

We periodically update this Privacy Policy. We encourage you to review this Privacy Policy periodically.

Important Information

1.1. Changes to this Privacy Policy

We may update or replace this Privacy Policy from time to time by posting a new version online. You should check this page occasionally to review any changes. If we make any material changes we will notify you by posting the revised Privacy Policy on our Websites. This helps you to always be aware of what information we collect, how we use it and under what circumstances, if any, it is disclosed. Your continued use of the Websites and/or continued provision of Personal Information to us will be subject to the terms of the then-current Privacy Policy.

1.2. Contact Us

If you have any questions about this Privacy Policy or our treatment of the information you provide us, please write to us by email at:, or by postal mail to: Cookhouse Labs, 30-34 Duncan St, Toronto, Ontario, Canada M5H 1A1, Attn: Privacy.

Information We Collect

2.1. When You Visit our Websites

You are free to explore the Websites without providing any information about yourself. However, when you visit the Websites, we may request that you provide Personal Information about yourself and we will collect Navigational Information.

2.2. “Personal Information”

This refers to any information that you voluntarily submit to us through the use of our Websites, and that identifies you personally, including contact information, such as your name, e-mail address, company name, address, phone number, and other information about yourself or your business. Personal Information can also include information about any transactions, both free and paid, that you enter into on the Websites, and information about you that is available on the internet, such as from Facebook, LinkedIn, Twitter, Instagram and Google, or publicly available information that we acquire from service providers.

2.3. “Navigational Information”

This refers to information about your computer and your visits to this website such as your IP address, geographical location, browser type, referral source, length of visit and pages viewed. Please see section 4 the “Navigation Information” section, below.

2.4. Information About Individuals Under 18

The Websites are not intended for or targeted at individuals under 18, and we do not knowingly or intentionally collect information about individuals under 18. If you believe that we have collected information about an individual under 18, please contact us at:, or by postal mail at: Cookhouse Labs, 30-34 Duncan Street , Toronto, Ontario, Canada M5H 1A1, Attention: Privacy, so that we may delete the information.

How We Use Information We Collect

3.1. We Never Sell Personal Information

We will never sell your Personal Information to any third party.

3.2. Use of Personal Information

In addition to the uses identified elsewhere in this Privacy Policy, we may use your Personal Information to: (a) improve your browsing experience by personalizing the Websites and to improve underlying marketing software; (b) send information to you which we think may be of interest to you by post, email, or other means; and (c) provide other companies with anonymized statistical information about our users — but this information will not be used to identify any individual user. We may, from time to time, contact you on behalf of external business partners about a particular offering that may be of interest to you. In those cases, we do not transfer your unique Personal Information to the third party. In addition, we may share data with trusted partners to contact you based on your request to receive such communications, help us perform statistical analysis, or provide customer support. Such third parties are prohibited from using your Personal Information except for these purposes, and they are required to maintain the confidentiality of your information.

3.3. Use of Navigational Information

We use Navigational Information to operate and improve the Websites and underlying marketing software. We may also use Navigational Information alone or in combination with Personal Information to provide you with personalized information about the Software Provider.

3.4. Customer Testimonials and Comments

We post customer testimonials and comments on our Websites, which may contain Personal Information. We obtain each customer’s consent via email prior to posting the customer’s name and testimonial.

3.4. Use of Credit Card Information

We do not directly collect credit card information from you. We use a third-party service provider to manage credit card processing. This service provider is not permitted to store, retain, or use information you provide except for the sole purpose of credit card processing on our behalf.

3.5. Service Providers

We employ other companies and people to provide services to visitors to our Websites, such as the use of underlying marketing software, and may need to share your information with them to provide information, products or services to you. Examples may include removing repetitive information from prospect lists, analyzing data, providing marketing assistance, processing credit card payments, supplementing the information you provide us in order to provide you with better service, and providing customer service. In all cases where we share your information with such agents, we explicitly require the agent to acknowledge and adhere to our privacy and customer data handling policies.

3.6. Security of your Personal Information

We use a variety of security technologies and procedures to help protect your Personal Information from unauthorized access, use or disclosure. We secure the Personal Information you provide on computer servers in a controlled, secure environment, protected from unauthorized access, use or disclosure. When sensitive Personal Information (such as geo-location data) is collected on our Websites and/or transmitted to other websites, it is protected through the use of encryption, such as the Secure Socket Layer (SSL) protocol.

If you have any questions about the security of your Personal Information, you can contact us at:, or by postal mail at: Cookhouse Labs, 30-34 Duncan Street, Toronto, Ontario, Canada M5H 1A1, Attention: Privacy.

3.7. Social Media Features

Our Websites include social media features (“Social Media Features”), such as the Facebook Like button, the Share This button or interactive mini-programs that run on our sites. These features may collect your IP address, which page you are visiting on our sites, and may set a cookie to enable the feature to function properly. Social Media Features are either hosted by a third party or hosted directly on our Websites. This Privacy Policy does not apply to these features.  Your interactions with these features are governed by the privacy policy and other policies of the companies providing them.

3.8. External Websites

Our Websites provide links to other websites. We do not control, and are not responsible for, the content or practices of these other websites. Our provision of such links does not constitute our endorsement of these other websites, their content, their owners, or their practices. This Privacy Policy does not apply to these other websites, which are subject to any privacy and other policies they may have.

3.9. Retention of Personal Information

We retain Personal Information that you provide us as long as we consider it potentially useful in contacting you about our services and products, or as needed to comply with our legal obligations, resolve disputes and enforce our agreements, and then we securely delete the information. We will delete this information from the servers at an earlier date if you so request, as described in the “Opting Out and Unsubscribing” section below.

If you have elected to receive marketing communications from us, we retain information about your marketing preferences for a reasonable period of time from the date you last expressed interest in our content, products, or services, such as when you last opened an email.  We retain information derived from cookies and other tracking technologies for a reasonable period of time from the date such information was created.

3.10. International Transfer of Information

To facilitate our global operations, we may transfer and access Personal Information from around the world, including Canada. This Privacy Policy shall apply even if we transfer Personal Information to other countries. We have taken appropriate safeguards to require that your Personal Information will remain protected.

3.11. Corporate Events

If we (or our assets) are acquired by another company, whether by merger, acquisition, bankruptcy or otherwise, that company would receive all information gathered on the Websites. In this event, you will be notified via email and/or a prominent notice on our Website, of any change in ownership, uses of your Personal Information, and choices you may have regarding your Personal Information.

3.12. Compelled Disclosure

We reserve the right to use or disclose your Personal Information if required by law or if we reasonably believe that use or disclosure is necessary to protect our rights; protect your safety or the safety of others; investigate fraud; or comply with a law, court order or legal process.

Navigational Information

4.1. Cookies

Cookhouse Labs use cookies or similar technologies to analyze trends, administer the Website, track users’ movements around the Website and to gather demographic information about our user base, as a whole.

We use “cookies” to help you personalize your online experience. A cookie is a text file that is placed on your hard disk by a web server. Cookies are not used to run programs or deliver viruses to your computer. Cookies are uniquely assigned to you, and can only be read by a web server in the domain that issued the cookie to you. One of the primary purposes of cookies is to provide a convenience feature to save you time. The purpose of a cookie is to tell the web server that you have returned to a specific page. For example, if you personalize pages on our Websites, a cookie helps us to recall your specific information on subsequent visits. When you return to the same Website, the information you previously provided can be retrieved, so you can easily use the customized features.

You have the ability to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. If you choose to decline cookies, you may not be able to fully experience the interactive features of the Websites you visit. Cookhouse Labs keeps track of the Websites and pages you visit within Cookhouse Labs, in order to determine what portion of the Website is the most popular or most used. This data is used to deliver customized content and promotions within the Website to customers whose behavior indicates that they are interested in a particular subject area.

4.2. Log Files

We may collect demographic information, such as your postal or zip code, age, gender, preferences, interests and favorites using log files that are not associated with your name or other Personal Information. There is also information about your computer hardware and software that is automatically collected by us. This information can include: your IP address, browser type, domain names, internet service provider (ISP), the files viewed on our site (e.g., HTML pages, graphics, etc.), operating system, clickstream data, access times and referring website addresses. This information is used by Cookhouse Labs for marketing purposes, to maintain the quality of the Websites and to provide general statistics regarding use of the Website. For these purposes, we do link this automatically-collected data to Personal Information, such as name, email address, address and phone number.

4.3. Clear Gifs (Web Beacons/Web Bugs)

We employ a software technology called clear gifs (a.k.a. “web beacons” or “web bugs”), that help us better manage the Website by informing us what content is effective. Clear gifs are tiny graphics with a unique identifier, similar in function to cookies, and are used to track the online movements of visitors to our Websites.  In contrast to cookies, which are stored on a user’s computer hard drive, clear gifs are embedded invisibly on web pages or in emails and are about the size of the period at the end of this sentence. We use clear gifs in our HTML-based emails to let us know which emails have been opened by recipients.  This allows us to gauge the effectiveness of certain communications and the effectiveness of our marketing campaigns. We tie the information gathered by clear gifs in emails to our customers’ Personal Information. If you would like to opt-out of these emails, please see “Opting Out and Unsubscribing”.

4.5. Third Party Tracking Technologies

The use of cookies and web beacons by any tracking utility company is not covered by our Privacy Policy. We do not have access or control over these third party tracking technologies.

How to Access & Control Your Personal Data

5.1. Reviewing, Correcting and Removing Your Personal Information

Upon request Cookhouse Labs will provide you with information about whether we hold any of your Personal Information. You have the following rights with respect to that information:

To request access, correction, updates or deletion of your personal information;

To object to processing of your personal information;

To restrict processing of your personal information;

To request portability of your personal information; and

To opt out of being solicited by Cookhouse Labs,

To exercise any of these rights, please contact us at:, or by postal mail at: Cookhouse Labs, 30-34 Duncan Street, Toronto, Ontario, Canada M5H 1A1, Attention: Privacy. We will respond to your request to change, correct or delete your information within a reasonable timeframe, and notify you of the action we have taken.

If we have collected and process your personal information with your consent, then you can withdraw your consent at any time. Withdrawing your consent will not affect the lawfulness of any processing we conducted prior to your withdrawal, nor will it affect processing of your personal information conducted in reliance on lawful processing grounds other than consent.

You have the right to complain to a data protection authority about our collection and use of your personal information.

5.2. Anti-Spam Policy

Our Acceptable Use Policy, at:, applies to us and, among other things, prohibits us from sending unsolicited commercial email in violation of applicable laws, and requires the inclusion of an “opt-out” mechanism in any commercial electronic messages that we send.

5.3. To Unsubscribe From Our Communications

You may unsubscribe from our marketing communications by clicking on the “unsubscribe” link located on the bottom of our commercial electronic messages, contacting us at:, or by postal mail at: Cookhouse Labs, 30-34 Duncan Street, Toronto, Ontario, Canada M5H 1A1, Attention: Privacy.

Our Design Thinking Methodology

CHLs Design Thinking Methodology

Learn to understand your target group.

Construct point of view based on user needs.

Collaborate with peers to design an idea and business case.

Build a Minimum Viable Product.

Test & retest the idea with different users.

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