Reliance Insurance Agencies Ltd.

What Reliance Insurance Agencies Ltd. does

Reliance Insurance Agencies Ltd. is a Canadian insurance brokerage and parent of The Reliance Group of companies, headquartered in Burnaby, BC, and operating for 35+ years since founder Jim Ball acquired the firm in 1985. The firm functions as a full-service, multi-line brokerage distributing commercial, home, auto, group benefits, and specialty insurance products through direct in-person, phone, and online channels across three Canadian offices (Burnaby HQ, London ON, Laval QC), with global placement capability via its WING (Worldwide Insurance Network Group) partner network spanning 50+ countries. The product catalogue spans roughly 60 SKUs, organised into Commercial (Liability, Property, Specialty Coverage, Group Benefits), Home, Auto, and partner-led Travel, with proprietary tools such as the Fleetplan Program and Discount Forecasting tool differentiating its fleet offering. Reliance serves a horizontally diversified mix of customers — large commercial enterprises (e.g., Penske Truck Leasing, Frontier Power Products, Sun Rich Fresh Foods), SMBs, and personal-lines households — and is consistently ranked in the top 10% of Canadian insurance brokers and top 15 in BC.

Revenue is generated primarily through insurance brokerage commissions on placements with multiple carriers, supplemented by advisory and risk-management fees, and increasingly by underwriting premium through owned subsidiaries Pacific Marine Underwriting Managers (PMU), PMU Specialty Underwriting Managers, Xpert Underwriting, and premium financing via Premium Pay Inc. The underlying technology stack is operational rather than platform-native: Wufoo-based online quote forms, internal certificate-issuance systems for cargo, and proprietary fleet discount modelling, with no public API, SDK, or developer-facing surface. Growth has been driven by a steady roll-up of regional brokerages (15+ transactions since 1985, with three in 2025 alone), geographic expansion into Ontario and Québec, and broadening of specialty coverage categories including cyber, M&A due diligence, Reps & Warranty, and environmental liability. Leadership transitioned from founder Jim Ball to CEO Chris Ball, who in March 2026 was appointed Chairman of WING, formalising Reliance's role within the global broker alliance.

Name

Reliance Insurance Agencies Ltd.

Legal name

Reliance Insurance Agencies Ltd.

Website

https://reliance.ca

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

Reliance Insurance Agencies Ltd. is a Canadian multi-line insurance brokerage and The Reliance Group of companies, distributing commercial, home, auto, group benefits, and specialty coverage across three Canadian offices and globally via the WING network, serving enterprise, mid-market, SMB, and personal-lines customers.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411), Surety Insurance (6351), Accident & Health Insurance (6321)

akta.pro primary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

akta.pro secondary industries

International Benefits Administration & Global Benefits Brokerage (BPACAHAG), Long-Term Disability (LTD) Insurance (FSAIAIAD), Key Person Disability Insurance (FSAIAIAK)

Keywords

• Commercial insurance brokerage
• Personal lines insurance
• Risk management services
• Commercial fleet insurance
• Claims advocacy services

Headquarters

HQ city

Burnaby

HQ country

Canada

HQ region

North America

Offices3 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: Reliance Insurance operates as a licensed insurance agency/broker earning commissions from insurance carriers for placing coverage on behalf of clients. The company is consistently among the top 10% of Insurance Brokers in Canada.
2. Insurance Advisory Services: Risk management consulting, claims advocacy, and specialty coverage advisory services for commercial and personal insurance clients.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Reliance Insurance Agencies Ltd. is a full-service Canadian insurance brokerage placing coverage across commercial liability, commercial property, specialty, group benefits, home, auto (including commercial fleet), and travel lines on behalf of clients. The company earns commissions from carriers for placing coverage and supplements brokerage with proprietary risk management services such as the Fleetplan Program, Discount Forecasting, risk audits, claims advocacy, and global placement via the WING broker network.

Product overview

Reliance Insurance Agencies Ltd. operates as a full-service insurance brokerage offering a comprehensive portfolio of commercial, personal, and specialty insurance products. The core offerings include Commercial Insurance (encompassing Liability Insurance with 11 specialized coverage types, Property Insurance with 9 coverage categories, Specialty Coverage with 11 niche risk solutions, and Group Benefits), Home Insurance (covering houses, condos, tenants, boats, home-based businesses, and earthquake protection), and Auto Insurance (spanning ICBC renewals, private car, commercial fleets, garage, collector, and specialty vehicles). The company also distributes travel insurance through TuGo as a partner. The product architecture follows a multi-line brokerage model where the same client relationships span multiple product lines, with proprietary risk management services including fleet discount forecasting, risk audits, and earthquake buydown products that differentiate their offering from standard brokerages.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Liability Insurance
• Commercial Property Insurance Protection for business physical assets against fire, theft, vandalism, severe weather, business interruption, equipment breakdown, crime, cargo, and product recall exposures.
• Commercial Specialty Coverage Complex and niche risk coverages including appraisals, bonds and surety, intellectual property/patent, kidnap and ransom, M&A due diligence, reps and warranty, run-off, risk audits, and crisis/media training.
• Group Benefits Employee benefit programs including health insurance, retirement planning, corporate travel insurance, and key person insurance for talent attraction and retention.
• Commercial Fleet Insurance Comprehensive fleet coverage for businesses with multiple vehicles, including the proprietary Fleetplan Program (common expiry date for 5+ power units) and Discount Forecasting tool for premium optimization.
• Home Insurance Personal property and dwelling coverage protecting houses, condos, rental/tenant properties, boats, home-based businesses, and earthquake exposures for individual consumers.
• Auto Insurance Vehicle coverage including ICBC Autoplan renewals, private auto insurance, commercial garage, collector vehicle, and specialty/off-road vehicle coverage throughout BC.
• Travel Insurance Travel insurance distributed through Reliance via TuGo partnership, providing emergency medical, trip cancellation, COVID-19, and baggage coverage.
• Claims Advocacy Service Dedicated Claims Advocate who steps in on behalf of clients to ensure claims are settled promptly and fairly across commercial and personal lines.
• Risk Audit Services Enterprise-wide risk assessments using legal trends and best practices to identify coverage gaps, emerging risks, and compliance exposures for commercial clients.

Quantifiable outcome

• Potential 20% discount on fleet insurance premiums through Fleetplan Program
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Premium Pay Inc.coreStrategic or Co-development Partner · 1 January 2025Premium Pay Inc. was incorporated into the Reliance Group of companies in 2025 as part of the company's growth strategy and expansion of service offerings.
• PMU Specialty Underwriting Managers Ltd.coreStrategic or Co-development Partner · 1 January 2021PMU Specialty Underwriting Managers Ltd. was incorporated in 2021 as part of the Reliance Group, providing specialty underwriting capabilities. The company expanded to Quebec with PMU offices in Laval (2017) and London, Ontario (2016).
• Safe Harbour Insurance ServicescoreStrategic or Co-development Partner · 1 January 2018Safe Harbour Insurance Services was rebranded from Harbour Insurance when it expanded to BC in 2018. The company expanded to Quebec in 2021, becoming part of the Reliance Group of companies.
• WING (Worldwide Insurance Network Group)coreStrategic or Co-development Partner · 1 January 2017Reliance Insurance is a WING partner enabling global broker network coverage placement for clients with USA operations and international requirements. The partnership provides access to local expertise and language skills in over 50 countries. Chris Ball serves as Chairman of WING following appointment in March 2026.
• TuGocoreChannel Partner/ Reseller/ DistributorTuGo Travel Insurance is offered as the travel insurance partner through Reliance Insurance. TuGo provides emergency medical insurance, COVID-19 insurance, trip cancellation, and other travel coverage products. Reliance has made it easy to buy TuGo travel insurance online through their platform.
• Zurich InsuranceminorOthersZurich Insurance is referenced as a client/customer relationship. As a company that insures large, complex commercial accounts, Zurich has expressed appreciation for Reliance's proactive approach to risk management and commitment to identification, analysis, and reduction of risk.

Scale indicators5 records

Recent moves15 records

Expansion highlights6 records

Broad incumbents

• Hub International: Large global insurance brokerage with significant Canadian operations. Comparable to Reliance in commercial and specialty brokerage but at substantially greater scale, with broader geographic reach and deeper enterprise capabilities.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm with Canadian operations. Comparable in commercial P&C brokerage, specialty lines, and claims advocacy services, but operates at much larger scale and broader geographic footprint.
• TD Insurance (TD Meloche Monnex): Direct-to-consumer insurance arm of TD Bank, offering home and auto insurance across Canada. Competes with Reliance in personal lines and small commercial insurance through a bank-affiliated distribution model.
• Intact Financial Corporation: Canada's largest P&C insurer with a substantial broker-distribution arm. Overlaps with Reliance as a carrier relationship but also competes for broker-channel placement volume and offers some direct-to-consumer products.
• Marsh Canada: Subsidiary of Marsh McLennan, one of the world's largest insurance brokers. Competes with Reliance for mid-market and large commercial accounts, particularly in specialty lines like cyber, D&O, and M&A R&W.
• Aon Canada: Global insurance and reinsurance brokerage with Canadian operations. Comparable in commercial risk advisory, specialty coverage placement, and M&A due diligence services, but at significantly larger scale.

Direct peers

• BrokerLink: One of Canada's largest direct insurance brokerage networks offering commercial, home, auto, and specialty coverage across multiple provinces. Direct overlap with Reliance in multi-line commercial and personal insurance brokerage serving Canadian consumers and businesses.
• BFL Canada: Canadian employee-owned commercial insurance brokerage specializing in complex commercial accounts, specialty lines, and risk management. Closely comparable to Reliance in commercial brokerage focus, specialty expertise, and Canadian mid-market positioning.
• Westland Insurance Group: Canadian insurance brokerage with similar multi-line offerings (commercial, personal, specialty) and an active acquisition strategy. Comparable to Reliance in product breadth, BC/Western Canadian footprint, and roll-up growth model.

Regional players

• CAA Insurance: Ontario-based insurance provider serving CAA members with home and auto coverage. Comparable to Reliance in personal lines and home/auto brokerage, though anchored in Ontario rather than BC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC7At1BxsO073MsSARhn7dBw
• Facebookfacebook.com/TheRelianceGroup
• LinkedInlinkedin.com/company/relianceinsuranceagencies
• Instagraminstagram.com/relianceinsurancebc
• Xx.com/relianceins

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries8 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 Reliance Insurance Agencies Ltd.