ProForm Insurance launches Private Management Liability product for Canadian Insurance Brokers

With a background in digital marketing and graphic design, Steffi is the one behind branding and digital media.

Steffi’s career started back in 2012 working for a tourism-based digital agency where she worked with top resort brands and tourism destinations from her country of origin, the beautiful Dominican Republic. She also worked with Remax DR, financial services, and advertising companies.

In 2016, looking to experience life abroad, Steffi moved to British Columbia and joined the Reliance Group Marketing Team as their Digital Marketing Coordinator. Since coming on board, Steffi has revamped the brand identity for all the REL Group of Companies’ brands.

In true millennial fashion, creating and making connections in the digital world is Steffi’s passion, and it shows.  “Bringing brands to life is something I really enjoy doing. I also love digital and graphic design, and I am lucky I get to do exactly that for ProForm”

Steffi is a boy mom of two who loves to spend time with family and create digital content.

MANTRA: “Don’t ask what the world needs. Ask what makes you come alive, and go do it. Because what the world needs is people who have come alive.”
– Howard Thurman

Louise Cropley is a Marketing & Digital Strategist with over 15 years of experience leading content-focused teams and a passion for leveraging technology to drive growth.

Adept in SEO, Generative AI, and marketing automation, Louise is a lifelong learner dedicated to staying ahead in the marketing technology landscape. She consistently achieves business objectives and delivers impactful results.

In her spare time, she likes to enjoy spending time with her husband and two sons.  As an avid runner, Louise loves to run long distances around Trout Lake and the Vancouver Seawall.

With 14 years of commercial insurance experience, Casey is an Account Manager who serves her clients with honesty and care.

Since 2013, ProForm brokers have come to know and trust Casey’s dedication and advocacy. Personalizing interactions to make customers feel understood and more connected is one of her many strengths. Backed by her strong instincts and ability to connect, she provides exceptional support by thoroughly understanding customer needs and delivering tailored solutions.

Casey strives to make the E&O placement process as easy and as comfortable as possible for her valued clients. She likes to ensure that they feel well taken care of.

A lifelong British Columbian, Casey enjoys spending her free time exploring the outdoors with her two sons, whether it’s hiking, off-roading, or dirt biking. She has recently discovered a passion for yoga.

As a Brokers’ Errors & Omissions (E&O) Specialist, Michelle has been connecting with insurance brokers across Western Canada since 2017.

Michelle is an insurance professional with 20 years of experience in the commercial insurance industry. With a deep understanding of the unique challenges faced by brokers, she has honed her skills in account management, administration, broking, wholesaling, project leadership, product development, and underwriting. Driven to achieve more, Michelle has also taken on strategic initiatives, including building a national presence and defining a unique company culture from the ground up.

A dedicated advocate, Michelle builds relationships with care and intention. She has driven initiatives that range from providing guidance and contractual support to broker partners, to spearheading a complete rebrand and strategic planning project, in addition to building a comprehensive CSM user guide for support staff.

In less than two years, Michelle successfully co-developed and launched an industry-leading E&O product for brokers in conjunction with a three-year strategic growth plan, elevating a three-person agency into a leading firm.

A BC-based, Alberta-raised, Canadian-Australian, Michelle enjoys spending time adventuring with her two sons and their dog, painting in her art studio, and curating her vinyl and magazine collections.

With over 30 years of experience, Stacy has a proven track record in leading large-scale claims and driving strategic initiatives. His expertise spans various insurance lines, including property, casualty, and auto.

As a former Regional President of the Canadian Independent Adjusters Association, Stacy is deeply committed to industry standards and best practices. He is a Fellow of the Chartered Insurance Professional (FCIP) designation and a Certified Risk Manager (CRM), reflecting his dedication to continuous learning and professional development.

Stacy’s leadership roles at prominent insurance companies have allowed him to develop strong relationships with key stakeholders, including insurers, brokers, and clients. His ability to navigate complex claims scenarios, optimize operational efficiency, and deliver exceptional customer service has made him a respected figure in the industry.

In his spare time, Stacy enjoys spending quality time with his wife. He’s passionate about an active lifestyle and is often found swimming, weightlifting, hiking, or curling. One of his weekly fitness rituals includes a cold plunge swim.  As a wine connoisseur, he is certified in Wine Fundamentals (Level 1 and 2) with the International Sommelier Guild.

Evan Miles is ProForm’s Vice President of Claims—with 35 years of experience in all forms of P&C claims, he specializes in litigation. Further, he has developed a proven track record in criminal and civil investigations by efficiently assessing, investigating, and resolving complex claims for 15 years. He is skilled in negotiation, policy interpretation, and fraud detection. Committed to delivering exceptional customer service, timely claim settlements, and acting as a client advocate, Evan ensures optimal service at ProForm.

Evan’s diverse professional experience has helped him become the perfect person for this role. Starting as a firefighter in 1970, he then worked as a fire and arson investigator, and eventually as Deputy Fire Chief, before moving into the insurance industry as an independent insurance adjuster. After several interesting roles—he handled all litigated claims for BC’s largest insurer, managed special investigations, and ended up as Operations Manager, Western Canada for Canada’s largest independent adjusting firm—Evan ultimately landed at ProForm in 2012. Since then he has been assisting our staff and clients through complex, challenging E&O claims, working with defense and plaintiff counsel, and coordinating investigations with our carriers.

Evan is passionate about serving clients and the insurance industry, as evidenced by his contributions as a course writer, presenter, and volunteer for various insurance-related charities. Beyond insurance, he enjoys stage acting, music, and less-than-stellar golf and curling with the Blue Goose league. However, his true passion lies with his 1960 Ford Thunderbird, often leaving him with a few grease-stained fingers.