What Square One does

Square One Insurance Services is a privately held Canadian insurance agency and brokerage founded in 2010 and headquartered in Vancouver, British Columbia. The company distributes customizable home, tenant, condo, rental property, and car insurance policies to individual consumers across six provinces (British Columbia, Alberta, Saskatchewan, Manitoba, Ontario, Quebec) through a digital-first platform accessible via website and mobile applications (iOS and Android). As an agency/broker rather than an underwriter, Square One distributes on behalf of three carrier partners: The Mutual Fire Insurance Company of British Columbia for home insurance, Zurich Insurance Company Ltd for car insurance in Ontario and Quebec, and HDI Global Specialty SE for legal protection coverage.

The platform enables fully online quote generation (marketed as a 5-minute process), policy purchase, account management, and claims submission, with licensed agent support available via webchat or phone. Core product differentiators include Guaranteed Building Replacement Coverage, a Personalized Coverage Builder allowing customer-selected limits/deductibles, transparent plain-English policy summaries, and a dedicated-adjuster claims model with a disclosed over-90% claims payout rate. The company also distributes partner products (travel, life, health insurance) through a referral relationship with Goose Insurance.

Square One earns revenue primarily through commissions on insurance premiums billed monthly or annually with no fixed-term contracts. Entry pricing starts at $15/month for home and tenant policies and $120/month for car insurance, with a 5% multi-line bundling discount. Additional revenue/marketing channels include a customer referral program, an affiliate program, an educational resource centre, and a published customer review base showing a 4.7/5 rating alongside an A+ Better Business Bureau accreditation. The company operates with 101-250 employees, has served over 3,000,000 customers who received quotes, and is led by co-founders Daniel Mirkovic (President and CEO), Jason Vander Zalm (Co-Founder and VP of IT), Chris Bayly (Co-Founder, SVP and CFO), and Dejan Mirkovic (Co-Founder, Investor and Board Director).

Name

Square One

Legal name

Square One Insurance Services

Website

https://squareone.ca

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Square One Insurance Services is a privately held Canadian digital insurance agency that distributes customizable home, tenant, and car insurance to individual consumers across six provinces via an online platform and mobile app, acting as a broker on behalf of established carrier underwriters.

Ownership category

akta.pro rank

Product category

Personal Insurance

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Landlord / Dwelling Fire (DP) Insurance (FSAJACAD)

Keywords

• Home insurance
• Car insurance
• Tenant insurance
• Insurance brokerage
• Online insurance platform

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premium Revenue: Square One earns revenue through insurance premiums paid by customers for home, tenant, condo, car, and rental property insurance policies. The company acts as an insurance agency/broker selling policies on behalf of underwriters: The Mutual Fire Insurance Company of British Columbia (home insurance), HDI Global Specialty SE (legal protection), and Zurich Insurance Company Ltd (car insurance). Revenue is generated through monthly or annual premium payments with no fixed-term contracts required.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Square One is a Canadian digital-first insurance agency/broker that distributes customizable home, tenant, condo, rental property, and car insurance policies on behalf of third-party underwriters (Mutual Fire Insurance Company of British Columbia, Zurich Insurance Company Ltd, and HDI Global Specialty SE). Customers can obtain a quote, purchase a policy, manage their account, and submit claims online or via mobile app, with licensed-agent support available through webchat or phone. Policies are tailored to each customer's actual possessions and coverage needs, with no fixed-term contracts and interest-free monthly payment options.

Product overview

Square One is a Canadian insurance provider offering customizable home and car insurance products through a digital-first platform. Their core product portfolio includes home insurance (for detached houses, condos, rental properties, and semi-detached homes), tenant/renters insurance, and car insurance (available in Ontario and Quebec). All policies are customizable, allowing customers to select their own limits, coverages, and deductibles. The company also distributes partner insurance products through the Goose app, including travel, life, and health insurance. Square One differentiates through guaranteed building replacement coverage, interest-free monthly payments, and an online-first customer experience including quotes, policy management, and claims processing.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Insurance Customizable home insurance policy for Canadian homeowners, covering the main structure, personal property, and liability. Includes Guaranteed Building Replacement Coverage, protection against common perils such as water damage and theft, and optional specialty property coverage. Policies start from $15 per month with interest-free monthly payments and no fixed-term contracts.
• Tenant Insurance Customizable tenant/renters insurance for Canadian tenants, protecting personal belongings, liability, and additional living expenses. Coverage can be tailored with specialty property options such as bicycles and fine arts. Policies start from $15 per month and are available across all six served provinces.
• Car Insurance Personalized car insurance for individual drivers in Ontario and Quebec, including mandatory coverages plus optional add-ons such as comprehensive, collision, glass, and rental car coverage. Policies are customizable with various deductibles, start at $120 per month, and offer a 10% multi-vehicle discount plus a 5% multi-line bundling discount when combined with home insurance. Underwritten by Zurich Insurance Company Ltd.
• Condo Insurance Insurance coverage for Canadian condo owners, protecting personal property, improvements made to the unit, and assessments arising from the building's master policy deductibles or coverage shortfalls. Priced at approximately $40 per month in the Montreal area.
• Detached House Insurance Complete customizable insurance protection for Canadian owners of detached houses and their personal property, tailored to the unique characteristics of the home with relevant coverage at competitive pricing.
• Rental Property Insurance Specialized insurance for Canadian landlords and rental property owners, addressing the unique challenges of insuring homes, condos, or apartments that are rented to others.
• Semi-Detached/Duplex Insurance Home insurance for Canadian owners of semi-attached or duplex homes, with coverage options based on ownership title (freehold or condo/strata).
• Travel Insurance (via Goose) Worldwide travel medical coverage including COVID-19 insurance, distributed by Square One through its partner Goose Insurance. Policies start from $4 per month and are issued through the Goose app.
• Life Insurance (via Goose) Term life insurance providing up to $1 million in coverage, distributed by Square One through its partner Goose Insurance. Available instantly through the Goose app with no agent, medical exam, or paperwork required.
• Health Insurance (via Goose) Health coverage options distributed by Square One through its partner Goose Insurance, including income protection, hospital cash, accidental death and dismemberment, and kids insurance. Available through the Goose mobile app.
• Legal Protection Insurance Optional legal protection insurance providing unlimited access to a legal or tax advice helpline, plus protection against legal costs to pursue or defend personal rights. Underwritten by HDI Global Specialty SE and distributed by Square One as a standalone add-on product.

Quantifiable outcome

• Over 90% of all claims submitted are paid out
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• The Mutual Fire Insurance Company of British ColumbiacoreOthersPrimary home insurance underwriter for Square One policies. Based in Langley, BC with operations since 1902. Authorized to operate in BC, Alberta, Saskatchewan, Manitoba, Ontario, and Quebec. Holds A.M. Best financial stability rating of A- (excellent). Member of Property and Casualty Insurance Compensation Corporation (PACICC).
• Zurich Insurance Company Ltd (Canadian Branch)coreOthersCar insurance underwriter for Square One policies sold in Ontario and Quebec. Part of Zurich Insurance Group Ltd, an international multi-line insurer serving clients in more than 200 countries and territories. Zurich Canada has operated in the Canadian insurance market for 100 years with over 600 employees nationwide.
• HDI Global Specialty SEcoreOthersLegal protection insurance underwriter for Square One policies. In Quebec, Square One distributes legal protection insurance pursuant to a network agreement between Mutual Fire and HDI.
• Goose InsuranceminorGTM or Marketing PartnerPartnership for promoting Travel, Life, and Health insurance products through the Goose mobile app. Square One promotes Goose as a partner for customers seeking additional insurance types not offered directly by Square One. Goose offers travel insurance starting at $4/month and life insurance up to $1 million coverage.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Sonnet Insurance: Sonnet is a Canadian digital-first home and auto insurer owned by Intact Financial. It offers a fully online quote and purchase experience for personal lines, directly overlapping Square One's core home and auto distribution model.
• Belairdirect: Belairdirect is a Canadian direct-to-consumer home and auto insurer also owned by Intact Financial. It competes head-to-head with Square One on online home and auto quotes in overlapping provinces including Ontario and Quebec.
• Goose Insurance: Goose is a mobile-first Canadian insurance platform offering travel, life, and health products. Square One already promotes Goose as a partner for adjacent insurance lines, and Goose overlaps with Square One on digital, mobile-first distribution to Canadian consumers.

Broad incumbents

• Intact Financial Corporation: Intact is the largest Canadian property and casualty insurer, with multi-billion-dollar premium volumes and direct-to-consumer digital brands (Sonnet, Belairdirect). It is the dominant incumbent against whose underwriting scale Square One competes as a brokerage.
• Aviva Canada: Aviva Canada is a major multi-line P&C insurer offering home and auto across Canada. It is a broad incumbent competitor with both broker-distributed and direct channels that compete with Square One's home and auto offerings.
• TD Insurance: TD Insurance is the personal lines arm of TD Bank, distributing home and auto insurance across Canada including direct online channels. It competes with Square One for the same homeowner and driver segments, with the added advantage of a banking cross-sell base.
• Desjardins Insurance: Desjardins General Insurance is one of Canada's largest P&C insurers with strong Quebec and Ontario presence. It competes with Square One in home and auto in those two provinces, particularly leveraging its member base and Quebec market dominance.
• CAA Insurance: CAA Insurance is the brokerage arm of the Canadian Automobile Association, distributing home and auto policies across multiple provinces. It competes with Square One for similar consumer segments, with brand strength particularly in Ontario and BC.
• PC Financial Insurance: PC Financial Services distributes home and auto insurance through Loblaw-affiliated channels. It is a direct competitor in the Canadian personal lines market, leveraging the President's Choice loyalty ecosystem for cross-sell.

Emerging players

• Lemonade: Lemonade is a US-based digital-first insurance platform offering customizable home, renters, and auto coverage through a fully online experience. While operating in the US rather than Canada, it is the most analogous business model reference point for Square One's digital-first, customizable personal lines strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/1sq1
• Facebookfacebook.com/squareoneinsurance
• LinkedInlinkedin.com/company/square-one-insurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Square One