Wedgwood Insurance Limited

What Wedgwood Insurance Limited does

Wedgwood Insurance Limited is a privately held, family-controlled independent insurance brokerage founded in 1978 and headquartered in St. John's, Newfoundland and Labrador, with a second office in Corner Brook and a distributed team of approximately 51-100 employees across the province. The firm acts as a broker representing clients rather than any single carrier, drawing coverage from 40+ insurers and managing general agents via its membership in the Assurex Global international brokerage network. Its core offering is a full personal lines book (home, auto, tenants, motorcycle, ATV, snowmobile, boat and specialty personal products) alongside a commercial lines portfolio (property, liability, commercial auto, cyber, management liability, builders risk, surety bonds, environmental, marine, and business interruption), with group benefits and travel insurance as adjacent lines.

The technology layer centers on the W/24 client portal and mobile application, providing 24/7 policy access, digital pink liability cards, policy change requests, and a Google AI-powered chatbot for guided claims initiation with image upload. Supporting tools include the Clickable Coverage interactive educational platform and an insurance-education blog. Distribution is regional and direct, delivered through the two physical offices, website quote forms, and inside sales by phone, with reciprocal discount partnerships across multiple regional boards of trade and chambers of commerce (e.g., St. John's Board of Trade, Greater Corner Brook Board of Trade, EnergyNL).

Wedgwood earns revenue primarily through carrier commissions on placed and serviced policies, a recurring brokerage economics model. Pricing is quote-based and not publicly disclosed; the firm offers 10-25% multi-policy bundling discounts across home and auto, and a 15% home insurance discount for members of partner associations. Leadership spans a non-family CEO (Tom Hickey) and a full C-suite (President & CRO Kent Rowe, CFO Chris Skinner, COO Darlene Haley) operating alongside family Chairman Geoff Wedgwood, and the firm earned Best Places to Work in Atlantic Canada recognition in 2023.

Name

Wedgwood Insurance Limited

Legal name

Wedgwood Insurance Limited

Website

https://wedgwoodinsurance.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

51–100 employees

Short description

Wedgwood Insurance Limited is a family-owned independent insurance brokerage founded in 1978, serving individuals and businesses across Newfoundland and Labrador through offices in St. John's and Corner Brook, with access to 40-plus insurers and its own W/24 digital client platform.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Commercial Lines Insurance Brokerage (FSAEADAB)

akta.pro secondary industries

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ), Surety & Fidelity Bonds (FSAJAKAJ)

Keywords

• Personal insurance brokerage
• Commercial insurance broker
• Home and auto insurance
• Commercial lines brokerage
• Group benefits advisory

Headquarters

HQ city

St. John's

HQ country

Canada

HQ region

North America

Offices2 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. Insurance Brokerage Commissions: Wedgwood Insurance earns commissions from insurance carriers for placing and servicing client policies. As an independent broker, they represent clients rather than insurance companies, and receive compensation from the insurers whose policies they sell and service.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Wedgwood Insurance Limited operates as an independent insurance brokerage placing personal and commercial coverage with 40+ insurers and managing general agents on behalf of Newfoundland and Labrador residents and businesses. Core offerings span personal lines (home, auto, tenants, motorcycle, ATV, snowmobile, boat/watercraft) and commercial lines (property, liability, commercial auto, surety bonds, builders risk, cyber, management liability), supplemented by group benefits, travel insurance, and the W/24 digital client portal/app for 24/7 policy and claims access.

Product overview

Wedgwood Insurance Limited operates as an independent insurance brokerage offering a comprehensive portfolio of personal and commercial insurance products. The core offering consists of Personal Insurance (home, auto, tenants, motorcycle, ATV, snowmobile, boat, RV, condo, cabin, flood, mobile home, valuable possessions, umbrella, high net worth, classic car, and rental property) and Commercial Insurance (property, liability, commercial auto, cyber, management liability, E&O, builders risk, crime, surety bonds, environmental, marine, equipment breakdown, and business interruption). Supporting products include Group Benefits, Travel Insurance, and the W/24 digital platform (24/7 client portal and mobile app with AI-powered claims chatbot). The Clickable Coverage interactive tool provides educational exploration of insurance scenarios. The Home and Auto Bundled product enables multi-policy discounts. The company serves as a broker, accessing over 40 insurers to provide customized coverage solutions.

Differentiator

Problem solved

Functional benefit

Brands

• W/24: Mobile app and client portal for policy management and claims processing.

Products and services

• Personal Insurance Full-service personal insurance brokerage covering home, auto, and specialty lines including tenants, motorcycle, ATV, snowmobile, boat, RV, condo, cabin, flood, mobile home, valuable possessions, umbrella, high net worth, classic car, and rental property insurance, placed with multiple insurers serving Newfoundland and Labrador consumers.
• Auto Insurance Vehicle insurance covering third-party liability, collision, comprehensive, accident benefits, uninsured motorist, rental coverage, and loss of use, available for cars, trucks, and all vehicle types throughout Newfoundland and Labrador.
• Home Insurance Property insurance protecting NL homes against fire, flood, sewer backup, and overland water damage, with building limit, personal property, personal liability, additional living expense, jewelry/fine arts/collectibles coverage, and excess liability options.
• Tenants Insurance Renter insurance covering personal belongings, liability, additional living expenses, improvements, and off-premises theft for tenants renting apartments, homes, or cottages in Newfoundland and Labrador.
• Motorcycle Insurance Coverage for motorcycles including third-party liability, collision, comprehensive, accident benefits, uninsured motorist, custom parts, roadside assistance, and seasonal options for Newfoundland riders.
• ATV Insurance Off-road vehicle protection covering third-party liability, collision, comprehensive, accident benefits, uninsured motorist, unlicensed riders, gear and accessories, with year-round or seasonal policy options.
• Snowmobile Insurance Winter vehicle coverage including third-party liability, collision, comprehensive, accident benefits, uninsured motorist, custom parts, towing and rescue, with seasonal insurance options.
• Boat and Watercraft Insurance Watercraft protection covering physical damage, liability, uninsured/underinsured boater, towing, personal property, pollution liability, recovery and salvage, with agreed value or actual cash value options.
• Commercial Insurance Business insurance portfolio covering property, liability, commercial auto, umbrella, cyber, management liability, employment practices, E&O, builders risk, flood, crime, surety bonds, liquor liability, environmental, marine, equipment breakdown, business interruption, and natural disaster coverage for businesses of all sizes.
• Commercial Auto Insurance Fleet and commercial vehicle coverage including higher liability limits, collision coverage, employers non-owned car liability, and consolidated fleet policies for businesses with multiple vehicles.
• Group Benefits Employee benefits programs including health, dental, vision, life, disability, and other group insurance packages for Newfoundland and Labrador employers.
• Travel Insurance Travel insurance coverage for residents of Newfoundland and Labrador traveling within Canada or internationally.
• W/24 Portal and Mobile App 24/7 online client portal and mobile application providing policy access, pink-slip storage, claims reporting via Google AI-powered chatbot, claims status checking, policy changes, and digital ID cards for auto insurance.

Quantifiable outcome

• 15% discount on home insurance for commercial association members
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Assurex GlobalcoreStrategic or Co-development PartnerAssurex Global is an international network of independent insurance brokers. Wedgwood Insurance is a member of this global partnership, gaining access to international expertise and resources while maintaining their local focus.
• TrisuraminorOthersInsurance carrier partner providing commercial and specialty insurance products through Wedgwood's brokerage.
• IntactminorOthersMajor Canadian insurance provider offering personal and commercial insurance products distributed through Wedgwood.
• Lloyd'sminorOthersGlobal insurance marketplace providing specialty and commercial insurance through Wedgwood brokerage.
• MarkelminorOthersSpecialty insurance provider for commercial lines and niche coverages through Wedgwood.
• TravelersminorOthersCommercial and personal insurance carrier partner serving Wedgwood clients.
• AvivaminorOthersMajor insurance provider offering personal and commercial products through Wedgwood's network.
• CNAminorOthersCommercial insurance specialist providing professional liability and management liability coverage.
• Northbridge FinancialminorOthersCanadian commercial insurance provider partnering with Wedgwood for business coverage.
• Ecclesiastical InsuranceminorOthersSpecialty insurer focused on faith-based organizations and unique commercial clients.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• BrokerLink: One of Canada's largest independent insurance brokerages operating coast-to-coast across personal and commercial lines. Directly comparable to Wedgwood as an independent multi-carrier broker serving Canadian consumers and businesses, though at substantially larger national scale.
• Westland Insurance: Large Canadian independent insurance brokerage with broad personal, commercial, and specialty offerings through multiple carrier partnerships. Mirrors Wedgwood's independent broker model and product breadth but operates at far greater provincial coverage.
• Western Financial Group: Western Canadian insurance and financial services broker with personal, commercial, and specialty lines. Comparable independent broker model with multi-insurer access; contrasts with Wedgwood in geographic footprint (Western Canada vs. Atlantic Canada).
• BFL Canada: Canada's largest independent commercial insurance brokerage specializing in complex commercial and specialty risks. Comparable to Wedgwood's commercial-side offering but with materially deeper specialty expertise and national/international reach.

Broad incumbents

• Arthur J. Gallagher & Co. (Canada): Global insurance brokerage and risk management firm with substantial Canadian operations. Overlaps with Wedgwood on commercial and specialty placement but operates as a large incumbent with a broader risk-management portfolio.
• Marsh Canada: Global insurance broker and risk advisor with deep Canadian commercial and specialty practice. Competes with Wedgwood on larger commercial accounts while offering wider consulting and reinsurance capabilities.
• Aon Canada: Global risk, insurance, and reinsurance brokerage with Canadian operations spanning personal, commercial, and specialty lines. Larger, diversified incumbent overlapping with Wedgwood on commercial brokerage functions.
• Hub International (Canada): International insurance brokerage with significant Canadian personal and commercial presence through regional hubs. Comparable broker business model with stronger national infrastructure and capital backing.

Regional players

• CAA Atlantic Insurance: Insurance and travel services arm of CAA Atlantic serving Atlantic Canadian consumers with home and auto coverage. Closely comparable regional rival competing for the same Newfoundland and Atlantic Canada personal-lines market.

Emerging players

• Acera Insurance: Canadian independent insurance brokerage formed through roll-up of regional brokerages, providing personal, commercial, and group benefits. Compares to Wedgwood in independent-broker positioning while pursuing a faster consolidation-driven growth playbook.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/WedgwoodIns
• YouTubeyoutube.com/channel/UCQ1s4LwRhcnIhXn95MiQ6zQ
• Facebookfacebook.com/WedgwoodIns
• LinkedInlinkedin.com/company/wedgwoodinsurance
• Instagraminstagram.com/WedgwoodIns

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

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 Wedgwood Insurance Limited