NFP

What NFP does

NFP, an Aon company, is a Canadian property and casualty insurance brokerage and consulting firm headquartered in Toronto, Ontario, that was founded in 1988 and now operates as a wholly-owned subsidiary of Aon plc (NYSE: AON). The company is organized around three core product lines: Personal Risk Insurance (covering auto, home, motorcycle, recreational vehicles, farm/equine, travel, watercraft, pet, personal cyber, and private client needs), Business Insurance (commercial P&C, management and professional liability, and 18+ industry verticals including construction, energy, transportation, manufacturing, real estate, and hospitality), and Benefits, Retirement and Life (group employee benefits, group retirement, individual life solutions, and physician-specific programs). Sub-brands include DigitalShield (personal cyber), Petsecure (via Petline), and a Captive Management Corp. for alternative risk, with a MyNFP client portal supporting commercial transportation accounts.

NFP's business model is commission-based insurance brokerage supplemented by consulting fees, with no standardized public pricing; coverage is quoted per client based on risk profile and policy specifications. Go-to-market is consultative and sales-led, executed through licensed brokers and advisors via direct client relationships, broker networks, and industry partnerships (including exclusive Canadian partnerships with Piiq Risk Partners and Loadsure for digital cargo). Distribution is reinforced by high-visibility sports sponsorships (NHL, Major League Baseball, Rugby Canada, Canlan Sports). The company has executed an aggressive acquisition-led growth strategy in Canada, retaining acquired brands such as Rhodes & Williams Limited (Ottawa, 2023), EdgeHill Insurance Brokers, Foster Park Brokers, Ogilvy Insurance, and Newport Private Wealth, while leveraging Aon's global carrier relationships and back-office scale. NFP serves clients across Canada, the United States, the United Kingdom, and Ireland, and employs between 501 and 1,000 people.

Name

NFP

Legal name

NFP Canada Corp.

Website

https://nfp.ca

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

501–1,000 employees

Short description

NFP is a Canadian insurance brokerage and consulting firm, operating as an Aon subsidiary, serving individuals, businesses, and organizations across Canada with personal, commercial, and benefits insurance products via licensed brokers and advisors.

Ownership category

akta.pro rank

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage and Advisory Services: NFP generates revenue as a property and casualty insurance broker providing risk management, insurance brokerage, and consulting services. Revenue comes from commissions on insurance policies placed with insurers, as well as consulting fees for specialized risk management and employee benefits advisory services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

NFP is a property and casualty insurance brokerage and consulting firm that places commercial and personal insurance coverage with carrier partners and provides risk management, employee benefits, retirement, and wealth advisory services. Its portfolio spans three core lines (Personal Risk, Business Insurance, and Benefits, Retirement and Life) supported by branded sub-products such as DigitalShield (personal cyber), Petsecure (pet insurance via Petline), and a Captive Management Corp. captive and alternative risk entity.

Product overview

NFP is a property and casualty insurance brokerage and consulting firm offering three interconnected core lines: Personal Risk Insurance (car, home, motorcycle, RV, farm/equine, travel, watercraft, pet, personal cyber, private client, and specialty coverage), Business Insurance (commercial P&C spanning coverage expertise, 18+ industry verticals, management/professional liability, custom programs, and advisory services), and Benefits, Retirement and Life (group employee benefits, group retirement, individual life solutions, and physician solutions). The portfolio also includes branded sub-products such as DigitalShield (personal cyber insurance), Petsecure (pet insurance via Petline partnership), a Captive Management Corp. entity for alternative risk, a MyNFP client portal for commercial transportation clients, and a Complex Risk Solutions Group providing specialized analytics and advisory services. NFP operates as an Aon company and serves clients across Canada, the US, Europe, and Ireland through a network of offices and advisors.

Differentiator

Problem solved

Functional benefit

Brands

• DigitalShield: Cyber coverage solution for daily life providing personal cyber insurance protection.
• Petsecure
• Captive Management Corp.

Products and services

• Personal Risk Insurance Personal lines insurance brokerage for Canadian individuals and households, covering cars, homes, motorcycles, recreational vehicles, collector cars, farm and equine assets, watercraft, pet, travel health, mortgage, personal excess liability, personal cyber, and private client/specialty items.
• Business Insurance Commercial P&C insurance brokerage and risk management solutions for organizations of all sizes, organized across coverage expertise (commercial auto, general liability, property, marine, surety, trade credit, umbrella/excess, US workers' compensation, small/medium business), 18+ industry verticals (construction, agriculture, aviation, hospitality, manufacturing, mining, oil & gas, renewable energy, real estate, professional services, railway, sports & entertainment, sharing economy, transportation & logistics, food & beverage, education, financial services), management and professional liability lines, custom programs, and advisory services.
• Benefits, Retirement and Life Group employee benefits brokerage, group retirement programs, group home and auto programs, international benefits, actuarial consulting, individual life insurance, estate planning, professionals and business owner solutions, and physician-specific benefits programs.
• DigitalShield Personal cyber insurance product designed to protect individual households from digital risks, available to consumers as a branded sub-product within NFP's Personal Risk line.
• Petsecure Pet insurance program distributed by NFP through its partnership with Petline, covering Canadian pet owners for veterinary and related expenses.
• Captive Management Corp. Captive management and alternative risk expertise service enabling clients to establish and manage captive insurance vehicles as part of a broader alternative risk transfer strategy.
• MyNFP Portal Client web portal enabling commercial transportation clients to access and manage their NFP insurance accounts online.
• Complex Risk Solutions Group Specialized analytics and risk consulting team delivering advanced data-driven risk assessment and loss control services, with industry expertise across energy, marine, construction, and other complex sectors.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered minor, core and major.

• Canlan Sports (Ice Sports Corp.)minorGTM or Marketing Partner · 4 February 2026Strategic sponsorship agreement to brand the Canlan Sports York facility in North York, Ontario as the 'NFP Athletic Centre – A Canlan Sports Community'. The facility attracts over 1.3 million players and guests annually. Collaboration aims to promote grassroots sports participation, support community programming, and increase accessibility to sports.
• LoadsurecoreTechnology or IntegrationPartnership to provide innovative digital solution for cargo and shippers' insurance. Combines NFP's brokerage expertise with Loadsure's digital platform for automated cargo insurance.
• Piiq Risk PartnerscoreStrategic or Co-development PartnerExclusive Canada partnership for risk management and insurance solutions. Formed to deliver comprehensive risk services to Canadian market.
• PetlineminorChannel Partner/ Reseller/ DistributorPartnership to offer Petsecure, Canada's pet insurance product, through NFP's distribution network.
• Equestrian CanadaminorGTM or Marketing PartnerLong-standing partnership renewal to provide insurance and benefits solutions specifically designed for the golf course industry.
• Rugby CanadaminorGTM or Marketing PartnerMulti-year partnership with Rugby Canada including 'Let's Play Rugby' program presented by NFP to promote rugby participation.
• NHLmajorGTM or Marketing PartnerMajor league sports partnership providing brand visibility and association with professional hockey.
• Major League BaseballmajorGTM or Marketing PartnerMultiyear partnership with Major League Baseball establishing broad sports marketing presence.
• IndspireminorGTM or Marketing PartnerPartnership to support Indigenous education through Indspire organization.
• Food Banks CanadaminorGTM or Marketing PartnerPartnership supporting Food Banks Canada to address food insecurity in Canadian communities.
• Western Drug Distribution CentreminorStrategic or Co-development PartnerPartnership to launch tailored insurance and group benefits program designed specifically for veterinary clinics.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• BrokerLink: BrokerLink is one of Canada's largest independent insurance brokerages, offering personal and commercial insurance across provinces. Directly comparable to NFP's Canadian retail brokerage operations and a primary competitor for personal lines and SMB commercial clients.
• Acera Insurance Services: Acera Insurance is a large Canadian brokerage formed through merger of several regional brokerages. Directly comparable to NFP's national-platform strategy and competes in commercial P&C, personal lines, and group benefits across Canada.
• Brown & Brown, Inc. Brown & Brown is a large North American insurance brokerage with growing Canadian footprint via acquisitions. Comparable to NFP in operating a decentralized, acquisition-led brokerage model focused on commercial and personal lines.
• Marsh Canada: Marsh Canada is the Canadian arm of Marsh, one of the world's largest insurance brokers and risk advisors. Directly comparable to NFP in offering commercial P&C brokerage, risk consulting, and specialty coverage to Canadian enterprises, competing head-to-head for the same complex-risk and mid-market corporate book.
• Willis Towers Watson (WTW): WTW is a global advisory, broking, and solutions company with significant Canadian operations. Competes with NFP across commercial insurance brokerage, risk management, and benefits/retirement advisory for mid-to-large Canadian enterprises, with comparable specialty industry verticals.
• Hub International: Hub International is a leading North American insurance brokerage with strong Canadian presence. Closely comparable to NFP as a privately held, acquisition-driven brokerage offering commercial P&C, personal lines, and benefits across Canada and the US.
• Arthur J. Gallagher & Co. Gallagher is a global insurance brokerage and risk management firm with Canadian operations. Competes with NFP across commercial P&C, employee benefits, and specialty industry verticals (construction, energy, transportation), with similar mid-market enterprise focus.
• Westland Insurance: Westland Insurance is a major Canadian insurance brokerage with national reach and growing group benefits capabilities. Comparable to NFP as a Canadian-headquartered brokerage offering personal, commercial, and specialty insurance to individuals and businesses.

Others

• Intact Financial Corporation: Intact Financial is Canada's largest P&C insurer, primarily a carrier rather than a broker. Adjacent peer because it both distributes insurance directly and acquires brokerages (e.g., BrokerLink), competing with NFP on the brokerage side while also being a key carrier partner for placement.

Broad incumbents

• Aon plc: Aon is NFP's parent company and one of the world's largest insurance and reinsurance brokers. Comparable as a global full-service risk, insurance, and reinsurance brokerage with Canadian operations that overlap with NFP's offerings, though Aon's scale and product breadth far exceed NFP's.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/nfp-canada
• Facebookfacebook.com/nfpca

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about NFP