Diversico, Assurance et investissements inc

What Diversico, Assurance et investissements inc does

Diversico, Assurance et investissements inc (operating primarily as Diversico Finances Humaines Inc.) is a privately held Canadian financial services firm headquartered in Brossard, Quebec, founded in 1991 by Daniel Guillemette. The company operates as an 'entreprise libérée' (liberated company) — a network of 13-14 autonomous financial advisory cabinets across Quebec and Ontario serving over 100,000 clients. Its service portfolio spans five core modules: personal insurance (life, disability, critical illness, segregated funds), group insurance and employee benefits, wealth and investment portfolio management, integrated financial planning (including tax and estate planning), and strategic advisory services. Revenue is generated through advisory fees, insurance commissions across 20+ carrier partners accessed via general agency Financière Horizons, and investment management fees distributed through platforms including Quadrus Investment Services, Investment Planning Counsel, B2B Bank, and Desjardins.

The firm's growth has been primarily inorganic, with 125+ acquisitions of cabinets and clienteles since the first in 1996, structured to preserve the identity and sovereignty of acquired entities while integrating them into the ecosystem. Sub-brands (Diversico AAA Gestion Privée, ALTIMA, K2 Finance, Livsta Finance, Avantages Sociaux, Gestion Patrimoine, Proficio, among others) target differentiated client segments such as incorporated professionals, entrepreneurs, and group benefits buyers. Technology infrastructure is modest: a web-based client intake and profiling platform (QPI investor questionnaire on a dedicated subdomain), Odonatech-powered AI chat assistants on advisor profile pages, and operational tools (iGeny, Indicia) — none of which appear proprietary or defensible at scale. The company was admitted to the Quebec Financial Industry Hall of Fame in 2016 as a Top 5 multi-disciplinary financial cabinet and raised $2M from Fonds de solidarité FTQ in 2017. Customer acquisition is relationship-driven via referrals and advisor personal networks, and stated strategic intent is pan-Canadian expansion beyond its Quebec base.

Name

Diversico, Assurance et investissements inc

Legal name

Diversico Finances Humaines Inc.

Website

https://diversico.ca

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

Diversico is a privately held Canadian financial services network of 13-14 autonomous advisory cabinets across Quebec and Ontario, offering personal insurance, group insurance, wealth management, and financial planning to over 100,000 clients, built through 125+ acquisitions since 1991.

Ownership category

akta.pro rank

Product category

Independent Financial Advisory and Insurance Brokerage

NAICS

Portfolio Management and Investment Advice (52394), Portfolio Management and Investment Advice (523940)

SIC

Insurance Agents, Brokers & Service (6411), Investment Advice (6282)

akta.pro primary industry

Independent Broker-Dealers (Retail Network) (FSAAAAAC)

akta.pro secondary industry

Comprehensive Financial Planning (FSAEAAAA)

Keywords

• Financial advisory services
• Personal insurance brokerage
• Wealth management services
• Group insurance benefits
• Financial planning advisory

Headquarters

HQ city

Brossard

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory and Insurance Services: Diversico generates revenue through a network of autonomous financial advisory cabinets offering planning, insurance, and investment management services. Revenue is derived from advisory fees, commissions on insurance products, and investment management fees.
2. Cabinet Acquisitions: Growth through acquisition of existing financial advisory cabinets and clienteles, integrating them into the Diversico ecosystem while preserving their identity and sovereignty.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Diversico operates a network of 13 autonomous financial advisory cabinets across Canada offering personal insurance, group insurance, wealth and investment portfolio management, financial planning, and advisory consulting services. The ecosystem is supported by Financière Horizons, its general insurance agency enabling comparison-based recommendations across 20+ Canadian insurers, and is driven by referrals and direct advisor-led consultations. Each cabinet retains its own identity while benefiting from shared infrastructure, allowing independent recommendations on life, disability, critical illness insurance, segregated funds, group benefits, retirement plans, and succession planning.

Product overview

Diversico Finances Humaines operates as an ecosystem of 13 autonomous financial services cabinets across Canada, unified by shared values and a common vision of human-centered finance. The portfolio comprises the flagship Diversico Finances Humaines brand plus 12 sub-brand cabinets (AAA Gestion Privée, ALTIMA Groupe Financier, Avantages Sociaux, Canada, Duranleau, Finea Conseil, Gestion Patrimoine, K2 Finance, Livsta Finance, Nexa, Groupe Conseil Proficio, and Picher Beaumier), each maintaining its own identity while sharing infrastructure and partner networks. Services are delivered across five core modules: Assurance de personnes (personal insurance), Assurance collective (group insurance), Gestion de patrimoine (wealth management), Planification financière (financial planning), and Services-conseils (advisory). The ecosystem is supported by an AI-powered virtual assistant feature on each advisor's profile page, and an online Questionnaire Profil Investisseur (QPI) for client profiling. Financière Horizons acts as the general agency, providing access to a broad network of Canadian insurers and investment platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Insurance (Assurance de personnes) Personal insurance brokerage service helping individuals and families determine their coverage needs precisely and negotiate the best market conditions across multiple Canadian insurers for life insurance, disability insurance, critical illness insurance, and segregated funds.
• Group Insurance (Assurance collective de personnes) Group insurance service providing a clear assessment of the current situation to help businesses make informed decisions regarding employee benefits, group insurance, and collective retirement plans.
• Wealth and Portfolio Management (Gestion de patrimoine) Wealth and investment portfolio management service offering customized investment solutions aligned with client objectives to protect and grow savings through multiple Canadian investment platforms.
• Financial Planning (Planification financière) Financial planning service helping clients build a coherent financial plan that protects wealth and prepares for the future, including tax planning and estate planning for individuals, families, and business owners.
• Advisory Consulting Services (Services-conseils) Advisory consulting service providing financial planning and comprehensive situation analysis to help clients understand their challenges and advance with a structured vision across personal and business contexts.

Quantifiable outcome

• 100,000+ clients served
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Financière HorizonscoreChannel Partner/ Reseller/ DistributorFinancière Horizons acts as the general insurance agency for Diversico, providing access to a vast network of insurance partners. This enables Diversico to compare insurance solutions across multiple Canadian insurers to recommend the best options for each client's situation.
• Quadrus Investment Services Ltd.minorChannel Partner/ Reseller/ DistributorInvestment services platform providing access to mutual funds and investment products.
• Investment Planning CounselminorChannel Partner/ Reseller/ DistributorFinancial solutions partner providing investment planning counsel and products.

Scale indicators6 records

Recent moves11 records

Expansion highlights6 records

Broad incumbents

• Sun Life Financial: Global Canadian-headquartered insurer with strong group benefits, individual insurance, and wealth management franchises. Comparable as a multi-channel financial services peer and one of Diversico's insurance partners.
• Beneva: Quebec-focused mutual insurer formed from the merger of La Capitale and SSQ Insurance, offering personal and group insurance and wealth management. Directly comparable to Diversico as a Quebec-centric multi-line insurance/wealth peer and a partner carrier.
• iA Financial Group (Industrial Alliance): Large Canadian insurer and wealth manager with strong Quebec roots offering individual insurance, group insurance, investments, and retirement planning. Comparable to Diversico as a multi-line financial services peer and one of Diversico's insurance partners.
• Desjardins Group: Quebec-headquartered cooperative financial group offering insurance (Desjardins Assurances), wealth management, and financial planning across Canada. Directly comparable to Diversico as the dominant provincial incumbent competing for the same Quebec SMEs, professionals, and individuals.
• National Bank of Canada — Insurance and Wealth Management: Canadian chartered bank with Quebec heritage providing wealth management, insurance, and financial planning through National Bank Insurance. Competes with Diversico for Quebec business owners and high-net-worth clients.
• Manulife Wealth & Insurance (Manuvie): Major Canadian life insurer offering individual insurance, group benefits, and wealth management. Comparable as a multi-product insurer/wealth manager and one of Diversico's insurance partners.

Direct peers

• IG Wealth Management (IGM Financial): Canadian financial advisor network providing wealth planning, insurance, and investment services through a network of consultant advisors across Canada. Closely comparable to Diversico's autonomous-cabinet advisory model.
• Edward Jones Canada: Canadian branch-network financial advisory firm offering personal investment advice, retirement planning, and insurance to individuals. Closely comparable to Diversico's local-office, advisor-driven distribution model.
• Financière Horizons / Financière Banque Nationale — Independent Network: General insurance agency providing independent advisors access to multiple insurer and investment platforms. Functionally analogous to Diversico's Financière Horizons general agency role and independent multi-carrier distribution model.

Regional players

• Assomption Vie (Assumption Life): Atlantic Canada-focused mutual life insurer offering individual insurance, group insurance, and wealth products. Comparable multi-product insurance offering and a Diversico insurance partner; primarily serves a different regional market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries14 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A3 records

Investments

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

Frequently asked questions about Diversico, Assurance et investissements inc