June
20

Honouring Elder John Crier: A Guiding Voice in the Peace Hills Story

Each year on National Indigenous Peoples Day, we take time to reflect on the Indigenous people who have shaped Peace Hills Insurance into the company it is today. This year, we are proud to honour Elder John Crier, a respected member of Samson Cree Nation and a long-time advocate, mentor, and friend to our organization.

John has had a steady and generous presence in our company’s 43+ year journey. In 1990 he began his service on our Board of Directors, and over the years he also came to be a steadfast advisor, teacher, and storyteller that allowed us to better understand the Cree way of life; a bridge between worlds. His patient, non-judging spirit has touched the lives of countless staff members, and despite retiring from our Board in 2023, his influence continues to guide us.

“In those early days, everyone on the Board brought something valuable to the table – especially those with insurance experience,” recalls John. “I fondly remember the strong sense of discipline and shared purpose, and how committed folks like Frank Buffalo were – he made sure we found a way to make the company work. That spirit of determination was infectious and continues to be felt at Peace Hills.”

We asked him what one of his proudest moments was while serving on our Board, and he said it was the purchase of our Jasper Avenue building. “Being a part of that was a powerful moment. It showed the industry, and ourselves, that Peace Hills belonged in that space.”

For us, we have several fond memories of John. One of our favourites came during our company’s 25th anniversary. We gifted each employee a willow sapling, and John explained its significance in Cree culture – that while the willow bends in the wind, it is incredibly hard to break. It’s this resilience that has come to symbolize the journey of Peace Hills Insurance, and many of our staff still remember planting those trees and watching them grow.

In 2021, following the tragic discovery of 215 unmarked graves at a residential school, John once again became a pillar of strength. Alongside his grandson, he generously shared his own experiences in the residential school system with our staff as we sought to have a deeper understanding of the tragedies that took place in our own backyard. While harrowing, it was overall a positive day of learning and healing that we will never forget.

More recently, John played a key role in helping us articulate our refreshed Vision, Mission and Values. We invited him to speak in a recent video on this to share his understanding of the Cree word Wahkôtowin, which is a big part of our new Vision statement. His words remind us that our relationships – with each other, with our communities, and with the land – are at the heart of who we are here at Peace Hills.

“Wahkôtowin means the interconnectedness of all beings, and it’s truly what sets Peace Hills apart,” John reflected. “Whether it’s face-to-face conversations, how we respond to catastrophes, or the respect we’ve earned across the industry – this company has always led with connection. Through Wahkôtowin, we’ve shown how Indigenous values can set the bar for good business practices.”

Overall, John has been an instrumental figure in helping us understand that the strength of Peace Hills Insurance lies not only in our financial success, but staying rooted in our founding purpose: to serve and uplift the Samson Cree Nation. He has championed the importance of strong leadership and thoughtful hiring, encouraging us to always give back, to grow with integrity, and to honour our origins.

Peace Hills Insurance was established in 1982, born from the Samson Cree Nation’s vision of creating a lasting opportunity for its people. What started with only a few employees has grown into a nearly 300-person company that serves communities across all of Western Canada. With the help of people like Elder John Crier, we have never forgotten where we came from, and we’ve never been alone on the path. “What this company has turned into is very much in line with what the original vision was,” he said. “If those who have passed could see Peace Hills now, they would be very proud.”

To hear John speak about Wahkôtowin in our Vision, Mission and Values video, click here.