Where some people see a long-term problem and just think, “that is how it’s always been,” Cover All Group of Companies takes a different approach. Launched in 2018 by a small group of passionate people with a drive to challenge a noticeable gap in the automotive, powersports and RV marketplace, Cover All has evolved rapidly – and they are just getting started.
Mike Moss, CEO, explains, “Customers were frustrated by other companies failing to meet their promises and lacking transparency and customer service. At Cover All, we protect our clients’ investments with a comprehensive range of products. We are a trusted partner in the retail automotive industry, enhancing business office performance and ensuring a positive customer experience. We support dealerships with industry-leading service plans, reliable products, innovative F&I marketing, chemical and ceramic applications and ongoing support. As a privately held company, we serve nearly 700 dealers. Our commitment to delivering an exceptional experience enables us to create strong and meaningful partnerships.”
The companies under the Cover All Group of Companies umbrella include:
- Cover All Program, focused on providing dealerships with industry leading services plans.
- X-Shield Protective Solutions, a brand focused the designing and manufacturing of chemical products, ceramic coatings, paint protection film and tint.
- Dealer Pro Academy provides a fresh perspective for dealerships by offering foundational career training within all verticals of their business.
- Revolt Technologies, a company that redefines precision by offering advanced PPF and window tint cutting software.
The overarching goal is to shake up a very stagnant industry by providing reliable, relevant and focused plans, innovative technology, warranty and services. CEO Moss, President Nam Pich, and VP Operations Marcio Mendes are adamant about how these offerings are not just benefiting dealers – they extend to ultimately benefit the end users. As all three say, fundamentally, “We want to be at the forefront of change!”
“The impact we create is built on trust and customer retention for our dealerships. We have developed service plans that encourages customers to continue utilizing and expanding our coverage when purchasing a new vehicle, driven by the exceptional benefits, support and satisfaction we consistently provide,” adds Moss.
The commitment to innovation and change is not limited to only products. Cover All’s Dealer Pro Academy, spearheaded by Kathy Lam, VP Finance and Training, is just one more way this group is shaking things up.
“We saw that a lot of dealerships lack fundamental training,” says Pich. “A lot of people in their specific role have either been thrust into that position or are stuck and stagnant in the old ways of the industry.”
“Cover All aims to help all of our dealership partners and customers grow,” Pich continues. “We are not here just to present our products – we exist to help people expand and link all parts of the industry. The biggest thing for us, and why we keep expanding our own verticals, is that we understand the business from all different angles – we know the pain points. We have been there, we have done it, and now we want to help.”
While Moss and Pich have extensive automotive industry experience that helps inform their products and services offerings, Mendes was brought aboard because he specifically did not.
“We brought him on because we wanted a fresh perspective,” says Pich. “We don’t know it all – we needed an outside view so we could also continue to learn and grow.”
Mendes brought a history of business development, marketing, entrepreneurship and team leadership to Cover All, and his philosophy perfectly dovetails with that of the team – capturing expansion by being proactive.
“We are very focused by the fact that dealer and end user needs are always evolving,” says Mendes. “We’re always looking forward for ways to meet changing needs; we are never sitting still. Part of our approach is seeing how new technologies and processes contribute to creating an exceptional experience for dealerships, their customers and employees.”
This drive to continually improve is also seen internally. Corporate culture is very important to Moss, Pich and Mendes, and they lead by example.
“Our leadership style is built on trust, growth and continuous support,” says Moss. “I foster a transparent and supportive environment where individuals feel secure to share ideas and take risks. I focus on both personal and professional development, recognizing each person’s unique strengths and offering tailored mentorship to help them reach their full potential. I prioritize ongoing feedback, celebrate achievements and encouraging collaboration. By leading by example and providing consistent guidance, I cultivate a high-performing team committed to continuous learning, mutual respect and long-term success.”
While this model of leadership can be difficult to sustain through rapid growth periods, Moss, Pich and Mendes ensure they never lose sight of their overarching goal.
“When asked about how we maintain a culture of trust, growth, support and mentorship, we emphasize the importance of consistent effort. We lead by example, ensuring transparency and a strong commitment to both personal and professional development. We cultivate an environment where open communication is encouraged, and everyone’s voice is heard. Ongoing mentorship is at the heart of what we do, providing regular guidance and support to help each team member grow. We also prioritize a growth mindset by offering learning opportunities and fostering collaboration, making sure the team feels supported and valued.
“Our company’s success is driven by a strategic vision, a commitment to innovation and a strong focus on customer satisfaction. We prioritize collaboration, both within our team and with clients, allowing us to stay adaptable and ahead of market trends. We invest in technology to drive innovation, ensuring we remain competitive. Above all, our company culture of integrity, transparency and mutual respect fosters long-term relationships, helping us stand out in a crowded market.
“Ultimately, by consistently modeling these values in our daily actions, we create a culture where trust, growth and support are not just ideals but active components of our work environment.”
This dedication to their ideals has proven extremely effective. In 2024 Cover All Program was honoured to place 16th in The Globe and Mail’s Canada’s Top Growing Companies list, thanks to a staggering 2285 per cent growth rate. This success included the Cover All Program surpassing 500 Canadian dealerships.
While Moss cites standing out in an increasingly competitive marketplace to be an ongoing challenge, he also notes, “Inventing new products and seeing them succeed is deeply rewarding. It’s the result of creativity, hard work and perseverance, and the satisfaction grows when customers respond positively. The true reward comes not only from solving real-world problems but also from seeing happy customers return, showing trust and loyalty. This success validates both the product and the brand, proving the power of innovation to inspire and make a lasting impact.”
A big part of the company’s identity is giving back. Cover All knows that growth and progress extend beyond their boardroom and that of their clients and far into the community. Each month, Cover All names a client dealership who chooses a charity to which Cover All contributes. This initiative ensures that the Group supports a diverse array of causes, making a meaningful impact across Canada.
“We know that true success is not just about what we accomplish for ourselves,” says Mendes. “We are driven by a deeper purpose—to give back to the community that has supported us from the very beginning. Every month we are proud to support various charities, empowering those in need and making a meaningful difference in the lives of countless individuals. It is our belief that we rise higher when we lift others, and we are committed to making our mark not just in the business world but in the lives of those who need it most. Together, we are not just building a company—we are creating a legacy.”
That legacy extends even further, out of the community and across the province.
“The modern Alberta Advantage is about opportunity, growth and connection,” shares Moss. “It’s about the incredible people here—the skilled workforce that’s ready to innovate and lead. Alberta’s natural beauty and high quality of life make it a place where talent thrives and stays. It’s a place where ideas take flight, where the community’s spirit and a supportive environment come together to make dreams possible. Alberta has a way of nurturing ambition and for anyone ready to grow, it’s the perfect place to be.”
“As business owners,” Pich adds, “We believe Alberta is generally portrayed well on the global business stage, especially due to its vast natural resources, thriving energy sector and strong agricultural industries. The province is recognized for its high quality of life, skilled workforce and entrepreneurial spirit. However, there are areas where Alberta could improve its global image. While the energy sector is a major asset, Alberta’s economy would benefit from more emphasis on diversification.”
Mendes agrees, “The province is making strides toward expanding into technology, innovation and other emerging industries, but this shift needs to be more visible internationally. Additionally, there could be more focus on promoting Alberta’s strengths on a federal level in sectors like tech and other forward-thinking industries, helping to position the province as a dynamic and future-ready economy. Continuing to build stronger international relationships and fostering global partnerships in these emerging sectors will help elevate Alberta’s profile further on the world stage.”
The automotive, powersport and RV industry is evolving rapidly, from technology to AI, from new manufacturing processes to the end user experience – and everything in between. Cover All Group of Companies is committed to remaining at the forefront, not just understanding but driving the revolution.
“We are always prioritizing and understanding the bigger picture while staying adaptable in our approach,” Moss, Pich and Mendes conclude. “Our success often comes from being able to navigate changing circumstances while keeping our long-term goals and values at the forefront. We are there 24/7 to provide the support and guidance needed for growth, ensuring that our teams and clients have the resources they need to achieve both their personal and business goals. This continuous commitment to support and development fosters a culture of achievement, empowerment and success for everyone involved. Our team and our dealerships have been instrumental for our growth to be better than yesterday and to keep growing and innovating. We look forward to continued growth in Canada and expanding into the USA.”
Learn more at Cover All Group of Companies and how they deliver “The Experience You Deserve” by visiting www.caprogram.ca.
