A Candid Conversation with Amaninder Bharj, Founder & CEO of Travel Shield

The insurance industry has seen a wave of change in recent years, from how people access coverage to what they expect from their providers. In a country like Canada, where immigration and international travel play such a central role, the need for flexible, reliable, and affordable insurance solutions has never been greater. And that’s where companies like Travel Shield are making a real difference.

At the heart of Travel Shield is Amaninder Bharj, a passionate entrepreneur who turned a simple idea into one of the most recognised insurance brands in the Super Visa and visitor insurance space. What started as a small venture has grown into a trusted name across Canada, thanks to his focus on innovation, client service, and building strong industry relationships.

The CEO Magazine recently had the chance to catch up with Amaninder to talk about his journey, the challenges he’s faced, and what’s next for Travel Shield. Here's what he had to say.

TCM: Can you give us a brief introduction to your company and its journey so far?

Amaninder: I founded Mars Empire Group Inc. in 2009, driven by my passion for financial planning and my understanding of the growing needs in the insurance sector. Initially, we specialized in retirement and life insurance planning. However, after the introduction of Canada's Super Visa program in 2010, we shifted our focus to meet the high demand for Super Visa insurance. Over the years, we have expanded nationwide, built strong partnerships, and even developed our proprietary product, Travel Shield, in 2015. Recently, we proudly celebrated 10 successful years in the insurance industry. Today, we continue to innovate and remain committed to providing excellent service to our clients.

TCM: What sparked your entrepreneurial journey, and how did you take your first steps?

Amaninder: My entrepreneurial journey began during my college days in Canada, where I pursued software programming but faced challenges finding employment in the IT field. Recognizing a growing and consistent demand in the insurance sector, along with a noticeable gap in the use of technology within the industry, I saw a unique opportunity to make an impact. Drawing from my passion for financial planning and my technical background, I transitioned into the financial services space. I began my career as an independent financial advisor in 2007, offering retirement and life insurance solutions with a modern, technology-driven approach. This ambition eventually led me to establish Mars Empire Group Inc. in 2009, and I have never looked back since.

TCM: What are the core products or services you offer, and how do they bring value to your clients?

Amaninder: We specialize in providing Super Visa insurance, Visitor Visa insurance, international student insurance, and life insurance services. Our goal is always to offer extensive coverage at the most competitive premiums. By addressing common gaps in the market and enhancing customer service, we ensure that our clients feel secure and valued at every step of their journey.

TCM: Looking back over the past few years, what have been the biggest challenges for your company, and how did you overcome them?

Amaninder: One of the biggest challenges I faced was establishing a market presence in a competitive industry and developing proprietary software that could streamline services. Building trust with clients and advisors took time. I overcame these challenges by staying committed to innovation, understanding client needs better than anyone else, and building Travel Shield, which significantly improved our service efficiency and reach.

TCM: As a leader, what do you consider your most significant achievement, and what lessons did you take away from that experience?

Amaninder: One of my most significant achievements has been successfully launching Travel Shield across Canada. This not only transformed our service delivery but also helped us scale nationally. The biggest lesson I learned was that integrating technology with personalized client service can create unbeatable value and long-term client loyalty.

TCM: What are some unique strategies that differentiate your company from others, and how do you maintain this competitive advantage?

Amaninder: Our commitment to offering maximum coverage at low premiums, constant innovation of insurance products, and leveraging IT solutions set us apart. I also believe in building strong partnerships with other brokerages and advisors, which has expanded our reach and service quality substantially. These strategies allow us to maintain a distinct competitive advantage.

TCM: What core values have been instrumental in driving your company’s success over the years?

Amaninder: Integrity, innovation, customer-centricity, and continuous improvement are the core values that drive our success. I firmly believe that understanding client needs deeply and exceeding their expectations is the cornerstone of sustainable growth.

TCM: Could you highlight some of the major milestones and recognitions your company has achieved? How do these align with your long-term vision?

Amaninder: Some major milestones include the successful launch of Travel Shield in 2015, winning three MRM awards before 2015, GMS awards in 2012 and 2013, and receiving Global Recognition in 2024. These recognitions validate our hard work and align with our vision of being a leader in the insurance industry.

TCM: In a rapidly changing workforce landscape, what’s your approach to attracting and retaining top talent?

Amaninder: I believe in creating an environment where employees and advisors feel valued and empowered. By offering growth opportunities, continuous learning, and a positive work culture, we attract and retain the best talent in the industry.

TCM: As an industry leader, how do you stay ahead of emerging trends, and how does your company adapt to these changes?

Amaninder: I stay ahead of emerging trends by continuously researching market shifts, client expectations, and technological advancements. We adapt by quickly integrating these changes into our product offerings and service models, ensuring we stay relevant and ahead of competitors.

TCM: What key initiatives are you currently leading to ensure your company remains at the forefront of industry advancements?

Amaninder: Currently, I am focused on introducing innovative benefits that extend beyond traditional medical emergency coverage. Alongside this, we are expanding into retirement planning with our product, Retirement Shield, to provide clients with comprehensive financial protection. I am also deeply inclined towards exploring advancements in AI technology and remote working models. I’m actively working on integrating AI-driven solutions into our operations, including the development of AI receptionist concepts, to enhance efficiency, customer experience, and accessibility.

TCM: How do you see your industry evolving in 2025 and beyond?

Amaninder: I see the insurance industry becoming increasingly digitized and customer-experience-driven. Clients will expect more personalized, seamless services, and companies that can innovate fast while maintaining high trust will dominate the future landscape.

TCM: What strategies are you implementing to ensure your company not only adapts but thrives in the future market landscape?

Amaninder: Our strategy is simple yet powerful: stay client-focused, embrace new technologies, expand our product portfolio, and continue building strong advisor partnerships. By being proactive rather than reactive, we ensure we not only adapt but also thrive in the changing market.

TCM: What advice would you give to aspiring entrepreneurs or those looking to enter your industry?

Amaninder: My advice would be to stay resilient, stay hungry to learn, and never lose focus on client needs. Challenges are inevitable, but they are also the stepping stones to growth. Always innovate and stay committed to your vision.