Willis
Willis is a Canadian building materials distributor (founded 1967, Burlington, Ontario) of premium surfacing brands — Corian, Lapitec, FENIX, and Arpa — serving residential fabricators and commercial specifiers across healthcare, hospitality, retail, and education verticals with fabrication training and technical services.
- Company typePrivate
- Founded2018
- HeadquartersBurlington, Canada
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Willis does
Willis is a privately held Canadian building materials distributor headquartered in Burlington, Ontario, founded in 1967. The company distributes premium branded surfacing products — principally DuPont Corian® Solid Surface and Corian® Quartz, alongside Lapitec® sintered stone, FENIX® nanotech surfacing, and Arpa HPL laminates — to residential fabricators and commercial specifiers across healthcare, food service, office, retail, education, hospitality, public space, and multi-family housing verticals. Beyond material distribution, Willis operates a technical-services layer that includes fabrication training, certified-fabricator programs, fabrication manuals, technical bulletins, safety data sheets (SDS), specification sheets, BIM files, and silica-safety resources, positioning the firm as a technical-services distributor rather than a pure reseller.
The company's go-to-market combines a catalog-based ordering interface, a digital color-sample ordering system, and a "Partners in Design" co-branded program that bundles Willis-supplied materials with finished-product partners such as Danver (outdoor stainless kitchens), Futrus (healthcare modular furniture using Corian Solid Surface), and M|R Walls (3D textured surfaces). Revenue is generated through distribution margins on material sales, supplemented by value-added technical services and certified-fabricator enablement. The firm serves an 8-vertical commercial mix plus a residential countertop, kitchen, bath, shower, and outdoor living portfolio, with 101-250 employees supporting regional Canadian operations.
Willis firmographics
Firmographics- Name
- Willis
- Legal name
- Willis (WTW business)
- Website
- https://4willis.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Willis is a Canadian building materials distributor (founded 1967, Burlington, Ontario) of premium surfacing brands — Corian, Lapitec, FENIX, and Arpa — serving residential fabricators and commercial specifiers across healthcare, hospitality, retail, and education verticals with fabrication training and technical services.
- Ownership category
- akta.pro rank
Willis industry classification
Industry- Product category
- Building Materials Distribution
- NAICS
- Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (42331)
- akta.pro primary industry
- Countertop Fabrication & Installation (Stone/Quartz/Solid Surface) (HSAPAIAE)
- akta.pro secondary industry
- Commercial-Grade & Specialty Surfaces (Concrete/Metal/Glass Countertops) (HSAPAIAK)
Keywords
Where Willis is headquartered
LocationHeadquarters
- HQ city
- Burlington
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Willis business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Insurance Brokerage Commissions: Willis earns commissions from placing insurance and reinsurance coverage for clients. As a broker, Willis acts as intermediary between insurance buyers and insurers, earning a percentage of premium as compensation.
- Risk Advisory Fees: Willis provides risk advisory services including research publications, consulting on risk management frameworks, and specialized analytics that generate fee revenue.
- Reinsurance Broking: Willis Re, a reinsurance advisory and broking joint venture between Bain Capital and WTW, places reinsurance coverage and provides advisory services to insurers, earning commissions on reinsurance transactions.
Go-to-market motion3 records
Distribution channels6 records
Marketing channels4 records
Willis product offering
Product offeringCore offering
Willis is a Canadian specialty distributor of premium design surface materials serving residential and commercial construction sectors. The company distributes solid surface (Corian), quartz (Corian Quartz), sintered stone (Lapitec), nanotechnology matte surfaces (FENIX NTM), and high-pressure laminates (Arpa HPL), along with plumbing fixtures from Kohler, vitreous china bowls, and Corian sinks and lavatories. Willis also provides fabrication training, certification, technical manuals, safety data sheets, and specification support to fabricators, architects, designers, contractors, and homeowners.
Product overview
Willis is an insurance broker and risk advisory firm (a WTW business) offering a diverse portfolio of insurance solutions and risk management services. The company operates across corporate risk and broking, reinsurance advisory (Willis Re), cyber risk (FINEX), and specialized verticals including digital infrastructure, energy, nuclear, carbon capture, and parametric insurance. Products range from traditional insurance placement to innovative parametric solutions, embedded insurance platforms, and specialty insurance for M&A regulatory compliance. Key offerings include Digital Infrastructure Protector for data centers ($3B+ capacity), Carbon Capture and Storage insurance, Nuclear Insurance Facility, Merger Protect for antitrust compliance, parametric flood and weather insurance, and the Global Digital Infrastructure Group risk framework. The company also provides research publications like the Risk & Resilience Review and partners with technology providers (Qover, Kayna, Zurich) and academic institutions (Cornell) for specialized solutions.
Differentiator
Problem solved
Functional benefit
Brands
- Willis Re: Reinsurance broking and advisory division, operated as a joint venture between Bain Capital and WTW
- FINEX North America
- Corporate Risk & Broking
- Willis Natural Resources
- Global Digital Infrastructure Group
- GB Affinity
Products and services
- Corian Solid Surface Durable, non-porous, hygienic solid surface material distributed by Willis for residential and commercial applications including countertops, vanities, sinks, integrated lavatories, and seamless surface installations.
- Corian Quartz Natural-aesthetic quartz surface material distributed by Willis for residential and commercial projects requiring low-maintenance premium surfaces from Corian Design's engineered color portfolio.
- Lapitec Sintered Stone Italian sintered stone slab distributed by Willis for both interior and exterior applications, featuring through-body veining and available in a range of colors and finishes.
- FENIX NTM Innovative matte surface material using nanotechnology, distributed by Willis for vertical and horizontal interior design applications requiring a soft-touch, low-reflectivity finish with on-trend color options.
- Arpa HPL Italian-made high-pressure laminate from Arpa, distributed by Willis, offering creative combinations of decor, color, and texture for surface applications beyond standard laminate performance.
- Kohler Sinks and Faucets Curated and locally-stocked selection of Kohler sinks and faucets offered by Willis for residential kitchen and bathroom projects.
- Corian Fabrication Training and Certification Fabrication training, consulting, and certification services offered by Willis for fabricators working with Corian Design materials, including paths to becoming a certified Corian fabricator with demonstration of exceptional fabrication skills.
Quantifiable outcome
- 39% premium reduction achieved through wildfire resilience insurance with nature-based forest management practices
- +2 more outcomes
Companies that use Willis
Customer profileNamed customers7 records
Segments8 records
Ideal customer profiles3 records
Willis technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Willis partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Markel InternationalcoreMarkel International and Willis launched a dedicated nuclear insurance facility offering end-to-end capacity for nuclear facilities, covering property damage and business interruption across nuclear-critical and conventional exposures from construction through operation.
- Cornell UniversitycoreWillis announced a one-year scientific collaboration with researchers at Cornell University to study correlated natural catastrophe risks for the insurance and reinsurance industry. The research assesses whether correlations between major perils such as tropical cyclones, wildfires, and severe convective storms are increasing due to climate change.
- Previsico, Descartes Underwriting, and GeneraliminorWillis developed a sensor-based parametric flood insurance solution for UK racecourses in partnership with Previsico (flood sensors), Descartes Underwriting, and Generali (insurer). Royal Windsor Racecourse is the first location to implement the policy.
- Circle AsiacoreWillis partnered with Circle Asia to launch Asia's first art insurance facility specifically designed for individual collectors and art galleries. The facility offers lower minimum premium entry points, comprehensive coverage for fine art, jewellery and collectibles, and streamlined digital platform access through Circle's technology.
- QovercoreWillis partnered with Qover, a European embedded insurance orchestration provider, to help UK businesses integrate tailored, product-agnostic insurance into customer journeys across finance, retail, automotive, and membership sectors. The collaboration combines Qover's APIs, real-time dashboards, and AI-enhanced claims tools with Willis's pricing and analytics capabilities.
- KaynacoreWillis partnered with physical security software platform Belfry and InsurTech firm Kayna to launch a digital insurance program for security providers. The three-way partnership embeds Willis-brokered insurance directly within Belfry's platform, using Kayna's real-time data technology to pre-fill forms and streamline quoting.
- BelfrycoreSecurity industry software platform enabling embedded Willis insurance products directly within their all-in-one platform for security providers to obtain quotes and purchase coverage.
- ZurichcoreZurich acts as insurer for the Digital Infrastructure Protector solution developed by Willis, providing over $3 billion in capacity for global hyperscale data center development projects.
- Philippine Government (BFAR and PCIC), Rare, UK Government, Canadian Government, Hannover Re, Global ParametricsminorPhilippines launched its first parametric insurance program for small-scale fishers to protect against income losses from adverse weather, with 14,200 fishers covered initially. Initiative involves Philippine government agencies, Willis, Rare, supported by UK and Canadian governments, Hannover Re and Global Parametrics.
- Swiss Re Corporate SolutionsminorSwiss Re Corporate Solutions acts as insurer for Willis's market-first parametric insurance policy triggered by red weather warnings from the UK Met Office or Met Éireann, covering hospitality sector lost revenue from pre-emptive closures.
- The Nature ConservancycoreWillis and The Nature Conservancy launched a first-of-its-kind wildfire resilience insurance policy structured for Tahoe Donner Association in Truckee, California, providing $2.5 million in coverage with 39% lower premium than standard policies.
Scale indicators13 records
Recent moves5 records
Expansion highlights4 records
Willis competitors and assessment
Company assessmentDirect peers
- MSI (M S International): MSI is one of the largest North American distributors of countertops, natural stone, quartz, and tile, with showrooms and warehouses serving residential and commercial fabricators. Directly comparable to Willis as a multi-brand surface materials distributor to the trade, though considerably larger and US-centric.
- Emser Tile: Emser Tile is a national distributor of tile, natural stone, and hardscape products serving dealers, contractors, and commercial customers. Comparable to Willis as a multi-category surface materials distributor with technical and trade support services.
- Pental Surfaces: Pental Surfaces is a Pacific Northwest distributor of natural stone, quartz, and engineered surfaces serving residential and commercial customers. Closely comparable to Willis in size and specialty-distributor model, with similar premium-brand focus.
Emerging players
- LX Hausys (HI-MACS): LX Hausys manufactures HI-MACS acrylic solid surface and related building products, distributed in North America through specialty channels. Directly comparable to Corian, which Willis distributes — competing for the same fabricator and architectural specifying base.
- Cosentino: Cosentino manufactures and distributes Silestone quartz and Dekton sintered stone surfaces globally, including through North American distributor networks. Comparable as both a competing principal (its brands compete with Lapitec, Corian Quartz) and as a channel competitor that could disintermediate Willis's fabricator relationships.
- Caesarstone: Caesarstone manufactures engineered quartz surfaces and sells globally through distributor networks. Comparable as a principal competing with Corian Quartz distributed by Willis, with overlapping kitchen and bath end-uses.
Broad incumbents
- Dal-Tile (Mohawk Industries): Dal-Tile is the largest US tile and stone distributor and a subsidiary of Mohawk Industries, offering an extensive surface portfolio across residential and commercial channels. Comparable to Willis in product category but vastly larger and vertically integrated as a Mohawk business.
- Wilsonart: Wilsonart manufactures and distributes HPL, quartz, solid surface, and coordinated surfacing products across North America. Comparable as both a competing principal (HPL competes with Arpa distributed by Willis) and as a broad incumbent in the same surface categories.
- Mohawk Industries: Mohawk Industries is the world's largest flooring manufacturer with a broad portfolio spanning carpet, tile, laminate, and surfaces including quartz and countertop categories. Comparable at the broadest industry level as a parent of major surface brands that intersect Willis's categories.
- Formica Corporation: Formica Corporation is an established North American manufacturer of HPL and surfacing products, including compact laminate and specialty surfaces. Comparable to Willis as a competing supplier in HPL surfacing where Willis distributes Arpa.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Willis social profiles
Digital presenceWillis financial estimates
Financial estimateRevenue estimate
Valuation estimate
Willis leadership team
Management profileNumber of profiles
Profiles1 record
Willis subsidiaries and ownership
Company hierarchySubsidiaries2 records
Willis funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Willis M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Willis
What does Willis do?
Willis is a Canadian specialty distributor of premium design surface materials serving residential and commercial construction sectors. The company distributes solid surface (Corian), quartz (Corian Quartz), sintered stone (Lapitec), nanotechnology matte surfaces (FENIX NTM), and high-pressure laminates (Arpa HPL), along with plumbing fixtures from Kohler, vitreous china bowls, and Corian sinks and lavatories. Willis also provides fabrication training, certification, technical manuals, safety data sheets, and specification support to fabricators, architects, designers, contractors, and homeowners.
Is Willis a public or private company?
Willis is a private company. It is classified as unknown and is currently operating.
When was Willis founded?
Willis was founded in 2018. It employs 101 to 250 people.
Where is Willis based?
Willis is headquartered in Burlington, Canada, in the North America region.
How does Willis make money?
Three revenue lines are on record. Insurance Brokerage Commissions are the primary driver. The others are risk Advisory Fees and reinsurance Broking.
Who are Willis's main competitors?
Direct peers on record are MSI (M S International), Emser Tile and Pental Surfaces. Emerging players are LX Hausys (HI-MACS), Cosentino and Caesarstone. Broad incumbents are Dal-Tile (Mohawk Industries), Wilsonart, Mohawk Industries and Formica Corporation.
Does Willis have an API?
No public API is recorded for Willis.
What industry is Willis in?
Willis's product category is Building Materials Distribution. Its primary akta.pro industry code is HSAPAIAE, Countertop Fabrication & Installation (Stone/Quartz/Solid Surface), with a secondary code of HSAPAIAK, Commercial-Grade & Specialty Surfaces (Concrete/Metal/Glass Countertops). Its NAICS code is 42331.