Our team

Peter Primdahl

Entrepreneur in Residence


A progressive leader in innovation and business development, Peter Primdahl holds a high level of experience with 30 years as an insurance industry executive. Utilizing his broad range of expertise in building and operating business units, Peter has established himself as an efficacious business maker.

In his most recent role, Peter led an Emerging Business Model unit where he launched transformative business models for a prominent Canadian financial services company. This included founding a digital-first insurance brokerage, targeting existing and nascent market opportunities. Additionally, Peter co-managed the company’s corporate venture capital (CVC) fund, where he applied his invaluable innovation experience, to guide investment decisions and support a growing ecosystem of strategic business partners.

As an Entrepreneur in Residence-Insurance at R-LABS, Peter will draw upon his skills in developing valued companies to produce sustainable market solutions, as displayed in his endeavours with Project HomeAssure—a digital-first, home maintenance platform aimed to help Canadians manage the unexpected costs of home ownership. Furthermore, Peter has served as a board member in support of start-ups subsidized through the CVC fund, and was a prior board member on the Governing Committee of the Nuclear Insurance Association of Canada.

Certifications & Credentials:

  • Bachelor of Arts (Honours) in Economics from York University
  • Chartered Insurance Professional (CIP), Insurance Institute of Canada