APEXA| Life Advisor Screening, Contracting & Compliance 

Since 2012, LOGiQ3 in partnership with BlueSun, has been in collaboration with various leading Carrier and MGA organizations in the Canadian life insurance industry in building an advisor screening, contracting, and compliance service. APEXA, is an industry lead solution with the goal of bringing higher standardization, clarity, timeliness, and efficiency to contracting and compliance for all industry stakeholders. It will provide each province and territory the platform to share licensing and enforcement where it matters most - as part of a systematic industry approved national web-based solution.

Tonya-Blackmore-250pxTonya Blackmore, CEO APEXA

As CEO of APEXA, Tonya will focus on setting a long term strategy beyond implementation, continue to grow APEXA's service, and ensure the service continues to add to the industry as it evolves.

Tonya has worked in the Life Insurance and Life Reinsurance industry for the past 15 years, starting her career with an MGA office in her home province of Nova Scotia. This was followed by various leadership roles with Maritime Life and Manulife in the areas of client services, policy change, disbursements, claims and title changes. In 2006, Tonya joined the Manulife Reinsurance division as Director, Customer Management and subsequently was promoted to AVP, Operations for Life Reinsurance. In this capacity she was responsible for the strategic oversight of Operations including process efficiency, risk management, project leadership and staff performance and engagement.  

After being acquired by Pacific Life Reinsurance in 2011, Tonya was promoted to Vice President, IT and Operations where her role was expanded to include oversight for application development, infrastructure and IT Projects. She was also charged with leading the integration effort which included facilities design and relocation, integrating financial and accounting processes and completing the IT migration from Manulife to Pacific Life.  

Throughout her career Tonya has taken an active role in the industry by participating in committees and presenting at industry forums in the areas of Education, Leadership, Organizational Change and Project Management.

Tonya holds a Bachelor of Commerce Degree from Dalhousie University and an MBA from Laurier. When not focused on work Tonya has a love for the outdoors spending time mountain biking, hiking, sailing and skiing.


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Dylan Friedmann, VP Client & Partner Experience

As VP Client and Partner Engagement, Dylan is responsible for the client experience; business development, relationship management, training, communications and marketing to all levels of APEXA clients. APEXA clients include Insurance carriers, MGA’s and the broker market.

To her new role, Dylan brings with her over 16 years of progressive experience within insurance services. Dylan has worked both in corporate and distribution roles. As a previous Advisor, Health Insurance Specialist and Sales Manager she specialized in training, development and selection of advisors. Dylan has worked in both Career Sales force model and in the MGA model and maintains her license in multiple provinces.

Corporately, Dylan was an underwriter and then simultaneously managed both regional and large case underwriting teams. In a business development capacity she has travelled the country educating advisors and partnering with MGAs on specialty market insurance solutions.

As a member of industry associations and groups, Dylan is working on her CFP designation and currently working on a Social Media Certification. Dylan attended University of Waterloo for Psychology and Legal Studies.

She has a love of sports, is marathon and half marathon runner, enjoys meandering on the golf course and is avid beach volleyball player. Dylan also supports various charities like Habitat, local women & children’s shelters through running fundraising events, clothing drives, and fundraises through races and sporting events she participates in.


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Kelsi Elshaw, Project Manager/Business Analyst

As Project Manager/Business Analyst at APEXA, Kelsi is responsible for keeping the team on track and working out the details. She works closely with our partners and the APEXA development team to ensure that APEXA will meet the needs of the industry. She also acts as project lead for the internal APEXA team, managing timelines and tracking progress to goals.

Prior to joining APEXA, Kelsi spent almost 10 years working in the property and casualty insurance industry with Economical Insurance and the Insurance Institute of Canada. During her time at the Institute, she was responsible for project delivery for organization-wide initiatives, with a focus on process improvement and change management. She was actively involved in training development, user acceptance testing and the implementation of tools and best practices across the organization.

Kelsi has a Master’s Degree in English Literature from Wilfred Laurier University, an Undergraduate degree in English, Chemistry & Political Science from the University of Toronto and earned her PMP designation in 2015.

When not focused on APEXA, Kelsi spends the rest of her time chasing after her toddler, watching too much Netflix and reading murder mysteries.


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Conrad Lee, Legal Counsel

Having been trained as both a computer engineer and lawyer, and having worked at a wide range of technology companies, Conrad brings years of practical technology into his corporate commercial practice, which focuses predominantly on corporate matters in the information technology space.

As legal counsel to APEXA, Conrad’s practice focuses on the procurement of services, negotiation and drafting key agreements, and adherence to relevant corporate governance, information security and privacy matters on behalf of the company.

Prior to becoming a lawyer, Conrad spent four and a half years working as a video game developer at an independent game studio in Toronto, where he developed video games for mobile phones, PC, Nintendo DS, Microsoft XBOX 360 and Sony PlayStation 3.

In his spare time, Conrad enjoys playing video games, reading and creating music.


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Sophie Duhamel, Client Account Manager

As an integral part of our team, Sophie is based out of Quebec and is responsible for meeting life insurance carriers and MGAs to present APEXA’s system and services, driving the on-boarding of clients in Quebec and Eastern Canada, and supporting our French language initiatives.

Over the last 12 years, Sophie has delivered various IT projects working within the CSPQ, Desjardins and most recently at Industrial Alliance. She has also gained a significant amount of technical training. Sophie holds her Bachelor’s Degree in Business Administration, with a specialization in Finance from the Université du Québec à Montréal (UQAM).

Sophie has a very positive and warm personality. When not working, Sophie sings in a choir and likes to stay active by playing golf with her husband and walking their dog. She is also a very supportive mom, cheering on her son and daughter with their passions in music and sports.