Peter Primdahl is VP of Emerging Business Models for The Co-operators in Ontario, Canada, leading a team tasked with applying innovation methodologies and processes to conceptualize, explore, incubate and accelerate emerging business models that align with the corporate mission.

Primdahl is also the leader of Duuo, the digital insurance platform through which The Co-operators is launching on-demand pay-per-use insurance products.

He is also a member of the board of directors of Slice Labs, the on-demand insurance cloud platform powered by machine learning, big data technologies and behavioral science expertise, which made the launch of Duuo possible.

A veteran of the insurance industry, Primdahl came into the industry in 1991. After spending a few years as a loss control inspector, the bulk of his career has been on the underwriting side, mainly in specialty commercial lines of business including professional liability, D&O and life sciences, for a variety of insurers. Having also served as the senior manager at K&K Canada, the Canadian division of the U.S. managing general agency that specializes in sports, leisure and entertainment, Primdahl joined Sovereign, a subsidiary of The Co-operators, in 2010.

In early 2017, he began concentrating on the organization’s innovation initiative, leading to his current roles.