“The insurance product is really misunderstood in a lot of ways. I’m not sure that it’s as misunderstood as it is taboo, because no one really wants to talk about death, and that makes it a difficult subject to approach.

One of the challenges in Montreal that I have noticed over the 40 years that I’ve been practicing is the fact that there is a very different discussion depending upon who you are talking to, and about which product you are discussing with that individual. So it becomes a bit challenging, initially, particularly for people who are younger in my business.

I have the advantage of having experience of broad spectrum of discussions with different ethnicities, and as a result of that, the discussion is easier to have, but there is no question that the most important message that I can communicate to anybody that I’m talking to is that the product is exactly the same, it’s just a question of making sure that it fits not only their need, but their values, and that’s where the difference comes in, it’s the values, what’s important to them, what floats their boats?”

Victor Levee recently filmed this video with Make It Montreal, a storytelling platform geared towards Montreal’s business community and produced by local content strategy house Cat Around Films. The full set of clips can be found on Make It Montreal’s YouTube channel.