Purpose
PROTECTING WHAT MATTERS MOST
AMA is Alberta’s largest membership organization and, alongside CAA, has been voted Canada’s most trusted brand for three consecutive years. That’s not something we take lightly. Protecting what matters most to our members is our entire reason for being—our Why—and it’s something we bake into every practice, product and interaction.
We’re passionate about being there for Albertans as they journey through life, being at their side for the big moments as well as the day-to-day. Because everyone deserves to feel like someone has their back. It’s what inspired our first services back in 1926, and it’s what keeps us going nearly a century later.
Our driver education instructors don’t just help students pass a test, but give them tools to be safe motorists for life. Our tow truck operators don’t just patch flat tires, but give members peace of mind they’ll never be alone in those vulnerable, often frightening moments at the roadside. And our insurance agents don’t just sell policies, they’re committed to being there for Albertans if the worst happens—giving them assurance that they’ll be treated like family.
Done right, this nurtures a feeling of community—and that’s something we want newcomers to Canada to be a part of. That’s why, in 2022, we created HelloAlberta, a special membership for new Canadians who’ve just arrived in our province. We work with partner organizations to distribute one-year AMA memberships that help make the transition to life in Alberta easier.
This unique membership provides all the benefits of a Basic membership, including roadside assistance, access to AMA Registries and Rewards, and discounts on home and auto insurance, travel, entertainment and more. To help with navigating Alberta roads—especially in winter—HelloAlberta also includes two driver education classes.
Joel Ruff, Chief Operating Officer, AMA“This was a project driven by passion and purpose. Helping newcomers settle into life in Alberta, and everything that entails, was simply the right thing to do.”
While we’re proud of our products and services, it’s these investments in people—in purpose—that make us stand a little taller. Because when we have each other’s backs at times of celebration and struggle, Alberta is better for it. Ultimately, everyone benefits when businesses are accountable—not only to the people they serve, but to the community and causes that make us all stronger.