YouSet

What YouSet does

YouSet is a Montreal-headquartered, Quebec-domiciled digital insurance brokerage (legal entity 10484750 Canada Inc.) founded in 2017 by Xavier Freeman (CEO) and Fellipe Monteiro (CTO). The company operates a licensed damage insurance brokerage platform regulated by the AMF in Quebec and RIBO in Ontario, enabling individual Canadian consumers to compare and purchase home (homeowners, tenant, condo) and car insurance from 15+ insurers in under four minutes via a self-serve web application. The platform has been adopted by approximately 400,000-500,000 Canadians and has bound $64 billion in coverage since inception, with a 4.9-star average across 2,016 reviews.

The underlying technology is a proprietary AI-featured comparison and recommendation engine built on structured user and policy data, augmented by automated renewal-price monitoring that proactively re-shops policies on the customer's behalf if premiums increase. The product surface includes four core insurance lines, a bundle-optimization algorithm that automatically weighs single-insurer bundling against mix-and-match across providers, free insurance calculators, and a 'Beat Your Renewal' promotion guaranteeing price-beating or a $50 Amazon gift card. YouSet also exposes QuickQuote and QuickFill partner APIs, supporting an embedded-insurance distribution channel through a network of more than 100 partners spanning fintech (KOHO, Borrowell, Neo, HR Block), property management (Rentals.ca), affiliates, and select insurance providers.

YouSet's revenue model is standard insurance brokerage commissions paid by insurers, with automobile commissions of 10-12.5% and personal property commissions of 15-20% of premium, plus some contingent commissions tied to growth, profitability, volume, and retention. The service is free to end customers; pricing is unit-priced by product (e.g., tenant from $12/month, car from $16/month, homeowners from $27/month), with a bundle discount of up to 15%. GTM combines product-led growth through a direct digital platform, an inside-sales motion via licensed experts reachable by phone/SMS, and channel partnerships through APIs and an affiliate program. The company has raised disclosed funding of $5.6M across two oversubscribed seed rounds ($2.1M in August 2022, $3.5M in August 2024), with the company claiming $7.5M total raised.

Name

YouSet

Legal name

10484750 Canada Inc.

Website

https://youset.ca

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

YouSet is a Montreal-based digital insurance brokerage licensed in Quebec and Ontario that enables consumers to compare and purchase home, tenant, condo, and car insurance from 15+ insurers via an AI-powered platform. Founded in 2017, it serves over 400,000 Canadians.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Digital Distribution & Comparison Platforms (Aggregators/Marketplaces) (FSAGAGAA)

akta.pro secondary industry

Lead Generation, Comparison & Marketplace Platforms (Financial Products) (FSAEAMAM)

Keywords

• Insurance brokerage services
• Home insurance comparison
• Auto insurance brokerage
• Tenant insurance online
• Condo insurance comparison

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Insurance Brokerage Commissions: YouSet earns commissions from insurance companies when customers purchase policies through the platform. Commissions are paid by the winning insurer and are standard in the industry, at no extra cost to customers. Commission ranges: Automobile 10-12.5%, Personal Property 15-20% of premium. Some insurers also pay contingent commissions based on growth, profitability, volume, and retention.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

YouSet is a Canadian digital damage insurance brokerage that compares quotes from 15+ Canadian insurers and enables consumers to purchase home, tenant, condo, and car insurance online or via licensed experts. The platform uses proprietary comparison algorithms to apply exclusive broker-only discounts and proactively monitors renewal prices to re-shop policies on customers' behalf. Revenue is generated through commissions paid by insurers when policies are bound.

Product overview

YouSet is a Canadian digital insurance brokerage platform that enables Canadians to compare and purchase home, tenant, condo, and car insurance from 15+ insurers in under 4 minutes. The core product is the AI-powered insurance comparison and purchase platform, which users access through a web app to get personalized quotes, customize coverage, and complete purchases online. The platform differentiates through its recommendation engine that automatically compares quotes and applies exclusive discounts. Key product modules include: (1) four core insurance products (Homeowners, Tenant, Condo, and Car insurance); (2) a Bundle and Save feature that automatically compares bundling options across insurers to maximize savings; (3) a Beat Your Renewal promotion guaranteeing price-beating or $50 gift card; (4) partner-facing QuickQuote API and QuickFill API for affiliate integrations; and (5) free insurance calculators for each product type. YouSet is licensed by AMF (Québec) and RIBO (Ontario) and operates as an intermediary between customers and insurance companies.

Differentiator

Problem solved

Functional benefit

Products and services

• Homeowners Insurance Homeowners insurance policies covering dwelling, personal belongings, additional living expenses, and personal liability for homeowners in Quebec and Ontario. Includes optional coverages such as sewer backup, overland water, above-ground water, and valuables coverage. Starting at $27/month.
• Tenant Insurance Tenant insurance policies covering personal belongings, additional living expenses, and personal liability for renters in Quebec and Ontario. Includes optional coverages such as sewer backup, overland water, above-ground water, and identity theft coverage. Starting at $12/month.
• Condo Insurance Condo insurance policies covering personal belongings, betterments and improvements, additional living expenses, personal liability, unit contingency, and loss assessment coverage for condo owners in Quebec and Ontario. Includes optional sewer backup, overland water, and above-ground water coverage.
• Car Insurance Car insurance policies covering mandatory third-party liability, accident benefits, and uninsured motorist coverage, plus optional collision, comprehensive, rental car, and roadside assistance coverages for drivers in Ontario and Quebec. Starting at $16/month.
• QuickQuote API Partner-facing API enabling partners to embed instant car and home insurance quotes directly into their platform. Partners can display personalized estimates with full branding customization and guide users to YouSet to complete purchases, with real-time webhook postbacks for performance tracking.
• QuickFill API Partner-facing API enabling partners to pre-fill YouSet quotes with existing user data to fast-track insurance applications and improve conversion rates. Features encrypted data transfer and live webhook updates for monitoring results and workflow automation.

Quantifiable outcome

• 29% average savings on home and car insurance
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature5 records

Partnerships

24 partnerships are on record, tiered core and minor.

• AprilcoreOthersInsurance company partner offering automobile and property insurance products through YouSet's platform. April is one of 15+ insurers in YouSet's network.
• AvivacoreOthersInsurance company partner offering automobile and property insurance products. Aviva pays contingent commissions based on volume and profitability.
• Promutuel InsurancecoreOthersQuebec-based insurance company partner offering automobile and property insurance. Promutuel pays contingent commissions.
• Intact InsurancecoreOthersMajor Canadian insurance company partner. Intact pays contingent commissions based on performance metrics.
• Economical InsurancecoreOthersInsurance company partner offering automobile and property insurance products. Economical pays contingent commissions.
• Travelers CanadacoreOthersInsurance company partner offering automobile and property insurance products through YouSet.
• Wawanesa InsurancecoreOthersInsurance company partner offering automobile and property insurance products through YouSet.
• ChubbcoreOthersInsurance company partner offering property and casualty insurance products through YouSet.
• EcheloncoreOthersInsurance company partner operating in Quebec and Ontario, offering property insurance products.
• L'UniquecoreOthersInsurance company partner. L'Unique pays contingent commissions based on growth and profitability.
• NordiccoreOthersInsurance company partner offering specialty insurance products through YouSet.
• NorthbridgecoreOthersInsurance company partner offering commercial and personal insurance products.
• OptimumcoreOthersInsurance company partner offering automobile and property insurance products.
• PafcocoreOthersInsurance company partner offering specialty insurance products through YouSet.
• PremiercoreOthersInsurance company partner offering automobile and property insurance products.
• Estrie RichelieucoreOthersInsurance company partner offering property and casualty insurance products.
• KOHOcoreGTM or Marketing PartnerFintech partner offering financial services. Part of YouSet's 100+ official partner network providing insurance products to customers.
• BorrowellcoreGTM or Marketing PartnerFintech partner offering financial products. Part of YouSet's partner network for insurance distribution.
• HR BlockcoreGTM or Marketing PartnerTax preparation company partner offering insurance products to customers during tax and financial planning.
• NeocoreGTM or Marketing PartnerFinancial platform partner offering banking and insurance products. Part of YouSet's partner ecosystem.
• Rentals.cacoreGTM or Marketing PartnerProperty management platform partner offering tenant insurance to renters. Enables tenants to insure themselves in minutes.
• Bloc SolutionsminorGTM or Marketing PartnerTechnology partner integrated with YouSet's platform for insurance distribution.
• Emma (Life Insurance)minorGTM or Marketing PartnerLife insurance partner referenced in footer for cross-selling additional insurance products. New label indicates emerging partnership.
• FlinkscoreTechnology or IntegrationBank connection service provider allowing users to securely connect bank accounts for payment processing through pre-authorized debit.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• PolicyMe: Canadian digital insurance brokerage offering home, tenant, condo, and life insurance online. Most directly comparable competitor — same geography (Ontario-focused with expansion), same product lines, same PLG brokerage model, and same target customer.
• Surex Direct: Canadian online insurance brokerage comparing home, auto, and commercial insurance across multiple insurers. National footprint across most Canadian provinces, comparable multi-carrier brokerage model with online quoting.
• Kanetix: Long-standing Canadian insurance and financial product comparison platform. Competes head-to-head on insurance aggregation across multiple product lines (auto, home, life) and serves as a lead-generation channel for brokers and carriers.

Broad incumbents

• Sonnet Insurance: Canadian direct-to-consumer online home and auto insurer owned by Aviva. Competes with YouSet for the same digitally-native insurance shoppers in Ontario; differs in being a carrier (underwrites own risk) rather than a broker.
• Belairdirect: Direct-to-consumer digital insurance brand owned by Intact Financial Corporation, one of Canada's largest P&C insurers. Competes with YouSet in Ontario and Quebec for online home and auto shoppers, but with carrier-level scale and capital backing.
• Desjardins Insurance: One of the largest insurance providers in Quebec and a major player across Canada. Competes broadly with YouSet on home and auto insurance; the 19% switcher share on YouSet's website indicates significant flow from Desjardins to YouSet.

Emerging players

• Square One Insurance Services: Canadian direct online insurance provider specializing in home and tenant insurance. Targets similar digital-first customers but operates as a managing general agent (MGA) rather than a pure broker, giving it more underwriting control than YouSet.
• LowestRates.ca: Canadian online comparison marketplace for financial products including insurance, mortgages, and credit cards. Adjacent competitor in insurance comparison with broader financial product scope and a longer operating history.

Regional players

• Lemonade: US-based digital-native insurance company using AI-driven underwriting and a similar app-based user experience. Comparable in product philosophy (digital-first, AI recommendation engine, monthly billing) but operates in the US market rather than Canada.
• EverQuote: US online insurance marketplace connecting consumers with carriers and agents. Closest US analog to YouSet's aggregator/lead-generation model for P&C insurance, though serving the US market with different regulatory dynamics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about YouSet