By Sean Delaney
When it comes to making roads safer and revolutionizing an industry, few names carry as much weight as Steve Sanderson, founder of Accident Support Services International (ASSI). This year marks the company’s 30th anniversary, and it’s a milestone worth celebrating.
For Steve, the connection is deeply personal. He grew up just a few blocks away, on Habitant Drive, back when open fields surrounded the area. “I’m dating myself now,” Steve laughs, “but Weston Road was a two-lane gravel road when I was a kid. I’ve always had a soft spot for Emery Village. It’s always been a welcoming neighbourhood for new Canadians—people who want to work hard, raise families, and feel safe.”
From humble beginnings, ASSI has grown into a national leader in collision reporting. Today, the company operates in Ontario, Alberta, Nova Scotia, and Prince Edward Island. Police officers across Ontario use ASSI technology directly in their vehicles to process serious incidents—from fatalities to criminal investigations—without requiring drivers to visit a reporting centre.
But the real story is how innovative thinking continues to shape the company. In 2019, ASSI introduced self-serve kiosks in select centres, making the reporting process even faster and more convenient for the public. The database they’ve built over three decades is a powerful tool—open to police services and municipal officials—allowing them to track collision trends, identify dangerous intersections, and make changes that prevent future crashes.
As Steve explains, “We don’t just identify where collisions happen—we help figure out why. If it’s rear-end collisions, police might run radar to slow traffic. If it’s side-swipes, they can monitor lights. If it’s left-turn crashes, engineers can add signals. It’s all about saving lives and making our roads safer.”
“It’s all about saving lives and making our roads safer.”
That kind of proactive approach has made ASSI a trusted partner to over 60 police services across the country. “Trust takes years to build,” Steve says, “but if you do what you say you’ll do, people respect you. We’ve found police are always willing to work with private enterprise when it benefits the community.”
Steve is the first to say the company’s success is a team effort. “Number one is my wife, Valerie,” he says. “We have a great leader in our COO, Jacqueline Massi, who has been with us for over 17 years. My daughter, Victoria Sarracini, has been here for about a decade. Winsome Clarke has managed accounts and insurance clients for over 21 years. And our Director, Harinder Verma, brings incredible leadership and vision to the table.”
Looking forward, Steve sees nothing but growth. “We’re in discussions with Newfoundland and Saskatchewan now. The system took 30 years to build, but it’s still evolving—and we’re the only company in North America doing what we do. That’s something we’re proud of—and something that’s making a real difference.”
“The system took 30 years to build, but it’s still evolving—and we’re the only company in North America doing what we do.”
In the end, ASSI isn’t just a business success story—it’s an Emery Village success story. One built on innovation, trust, and the belief that by working together, we can make our communities safer—and maybe even save a few lives along the way.
Accident Support Services International is located at 111 Toryork Dr. in Toronto. They can be contacted toll-free at 1-877-895-9111 or online at: www.accsupport.com