Name

PAL Insurance Brokers

Legal name

PAL Insurance Brokers Canada Ltd.

Website

https://palcanada.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Specialty Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

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

akta.pro secondary industries

Retail (Personal Lines) Insurance Brokerage (FSAEADAA), Wholesale Insurance Brokerage (Excess & Surplus Lines) (FSAEADAD)

Keywords

• Specialty event insurance
• Party alcohol liability
• Wedding insurance
• Prize contest insurance
• Commercial insurance brokerage

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: PAL operates as an MGA (Managing General Agent) and coverholder at Lloyd's of London, earning commissions on insurance premiums written across its specialty product lines. Revenue is generated through insurance policy sales across event liability, property, prize contests, and commercial lines, with both per-event and annual policy options.
2. Per-Event Premiums: One-time premium payments for single-event insurance coverage (e.g., Party Alcohol Liability, Special Events Liability, Weddinguard, Hole in One contests). Policy terms range from single-day to seasonal/annual coverage.
3. Annual / Seasonal Policy Premiums: Recurring annual or seasonal premium revenue from policy renewals such as Exhibitor Annual Policies, Performer Annual Coverage, Event Planners annual policies, and Seasonal Hole in One / Hockey Scoro block policies.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

PAL Insurance Brokers is a Canadian Managing General Agent (MGA) and Lloyd's of London coverholder that underwrites and distributes specialty event insurance products. Its portfolio spans event liability (party alcohol liability, special events, safe grad), wedding insurance (Weddinguard), event participant coverage (exhibitors, caterers, performers, servers, event planners), property coverage (contents in storage, wedding rings, collectibles), and prize contest insurance (hole in one, hockey scoro, prize indemnity, golf putt). It also offers commercial lines such as cyber, D&O, professional liability, and product recall distributed via a broker portal.

Product overview

PAL Insurance Brokers operates as Canada's first and only online specialty event insurance platform, offering a comprehensive portfolio of insurance products. The core offerings center on event liability insurance including Party Alcohol Liability (the product category they coined), Special Events Liability, Weddinguard, Safe Grad, and Event Cancellation. The platform also covers event participants (Exhibitor, Caterer, Performer, Server, Event Planner), property coverage (Contents In Storage, Miscellaneous Property, Collectibles, Wedding Rings), and prize contest insurance (Hole In One, Hockey Scoro, Prize Indemnity, Golf Putt). PAL has expanded into commercial insurance lines accessible through brokers, including Cyber Insurance, Environmental Liability, Professional Liability, Management Liability (D&O), Medical Malpractice, Product Recall, Terrorism, Transaction Liability, and industry-specific coverages for Financial Institutions, Healthcare, Life Science, Media & Entertainment, and Technology sectors, plus specialty coverages for Fine Art, Jewellers Block, Personal Articles, and Private collections. The company is a coverholder at Lloyd's and was founded in 1989.

Differentiator

Problem solved

Functional benefit

Brands

• Weddinguard: Wedding insurance product providing financial protection against things that can go wrong with wedding plans
• Hole in One
• Hockey Scoro
• Safe Grad
• Wedding Rings

Products and services

• Party Alcohol Liability Liability protection for individuals, organizations, or companies hosting single or multi-day functions with alcohol service in rented facilities. Coverage includes Commercial General Liability, Host Liquor Liability, Tenant's Legal Liability, and Non-Owned Auto.
• Special Events Liability Liability coverage for event hosts against lawsuits arising from single or multi-day functions with or without alcohol service, including events with live entertainment or sports. Daily, weekly, monthly, annual, seasonal, and tournament policy terms available.
• Weddinguard Comprehensive wedding insurance offered in Silver, Gold, Diamond, and Platinum packages, providing financial protection against cancellation, vendor failures, damaged attire, lost gifts and rings, and liquor liability.
• Liquor Liability Only Standalone Host Liquor Liability coverage for organizations already covered by a CGL policy. Limits of liability from $1,000,000 to $5,000,000 with a $250 deductible.
• Safe Grad Liability protection for after-graduation events for high school students with controlled alcohol service and strict safety protocols. Includes CGL, Tenant's Legal Liability, and Non-Owned Auto with optional Liquor Extension.
• Event Cancellation Financial risk-management tool covering loss of gross revenue or event costs caused by uncontrollable circumstances such as inclement weather, natural catastrophe, power failure, or performer non-appearance.
• Exhibitor Liability Liability coverage for individuals, organizations, or companies operating booths, kiosks, or tables at consumer shows, trade shows, craft shows, markets, festivals, concerts, malls, and farmer's markets. Available as single-event or annual policy.
• Caterer Liability Coverage for caterers hired by event hosts to serve food and/or drinks at social events, responding to claims involving food-related illness, equipment tripping hazards, and scalding incidents. Includes CGL, Medical Payments, Non-Owned Auto, and Food and Beverage Product Coverage.
• Performer Liability General Liability and Property coverage for musicians, singers, dancers, DJs, actors, buskers, street performers, karaoke operators, and bands hired to perform at events. Per-event or annual coverage with property coverage up to $25,000 included.
• Server Liability Protection for individuals and organizations who serve alcohol to the public at events.
• Event Planner Liability Annual Commercial General Liability coverage for event planners with gross revenue between $10,000 and $500,000 and 1-100 events per year, with optional Errors & Omissions liability.
• Contents In Storage All-Risk Replacement Cost coverage for personal household goods or commercial contents while stored in PAL-approved storage facilities during transitional or long-term storage periods of 1-12 months.
• Miscellaneous Property Coverage against direct physical loss or damage to miscellaneous property items in the care, custody, or control of the insured, including wedding tents, business contents, exhibitor booths, film equipment, and audio equipment.
• Collectibles Comprehensive coverage for collectible items including advertising memorabilia, books, comics, coins, ceramics, dolls, fine arts, jewelry, musical instruments, wine, and sports memorabilia.
• Wedding Rings Annual coverage for engagement rings or wedding bands protecting against physical loss or damage with worldwide coverage, requiring appraisals prior to quoting.
• Hole In One Prize indemnity insurance for hole in one contests at golf tournaments, covering prizes up to $1 million with multiple pin placements, prize restoration coverage, and shootout style policies.
• Hockey Scoro Insurance for hockey contests where randomly selected participants shoot a puck from the far blue line into a target opening for a chance to win a grand prize. Available for one-off or seasonal contests with automatic rates for prize values up to $50,000 and higher limits up to $1,000,000 on request.
• Prize Indemnity Coverage for special contests and promotions including weather promotions, crack the code contests, envelope draws, and sports-related contests such as curling, basketball, and football.
• Golf Putt Contest Insurance for golf putt contests where up to 10 participants attempt to make a putt for a prize, with premiums as low as $75.00 and automatic quoting for prize values up to $50,000.
• Cyber Insurance Commercial cover for cybercrime, privacy liability, breach notification, system damage, and business interruption. Includes Private Enterprise, Large Corporate, and Cyber Excess tiers, available exclusively through licensed brokers.
• Management Liability (D&O) Cover for board-level risks including primary and excess directors and officers coverage, with Side A DIC and Not for Profit subcategories, available through brokers.
• Professional Liability Broad packaged policies for professional services with cyber cover as standard. Subcategories for Accountants, Architects & Engineers, Oil & Gas Professionals, Professional Services, Recruitment & Staffing Agencies, and Surveyors & Estate Agents.
• Environmental Liability Pollution liability cover for sites and contractors including bodily injury, environmental damage, and cleanup costs, with subcategories for Pollution Liability, Contractors, and Site coverage.
• Product Recall Comprehensive cover for various industries and recall scenarios ranging from product guarantees and contamination events to cyber product tamper, including Restaurant Contamination subcategory.
• Technology Industry Insurance Professional liability and cyber cover for tech companies, tech service providers, consumer apps, and social networks, including Technology Companies and Social Media Companies subcategories.

Quantifiable outcome

• Policies can be issued within minutes through the online platform
• +3 more outcomes

Named customers5 records

Segments9 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 minor.

• Insurance Business CanadaminorOthersInsurance Business Canada recognizes PAL through industry awards (Five Star MGA 2017 & 2018, MGA of the Year nominations 2017 & 2018) and individual accolades (Young Guns awards for GM Matt Taylor and Special Events Lead Stephanie Langlois).
• ORFA (Ontario Restaurant, Food & Beverage Association)minorOthersIndustry association membership. ORFA represents restaurant and foodservice professionals in Ontario who may need event liability coverage for their events and functions.
• ILEA (International Live Events Association)minorOthersIndustry association membership. ILEA serves live events professionals globally and in Canada who are key customers for PAL's event liability and performer insurance products.
• CAFE (Canadian Association of Foodservice Professionals)minorOthersIndustry association membership serving Canadian foodservice professionals who require caterer's liability and exhibitor insurance coverage.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• WedSafe: A leading US-based wedding insurance provider offering cancellation, liability, and event coverage to couples and event hosts. Direct comparable to PAL's Weddinguard and special event liability products in the wedding insurance category.
• Burns & Wilcox: A major North American wholesale specialty insurance brokerage and MGA offering complex commercial and personal specialty lines. Direct comparable to PAL's Lloyd's coverholder-driven specialty brokerage and MGA model.
• K&K Insurance Group: Specialty insurance underwriter and program administrator focused on sports, events, leisure, and entertainment risks. Direct comparable to PAL's special events, performer, exhibitor, and prize contest product lines.
• CPH & Associates: Specialty insurance provider for weddings, events, and small commercial risks, with online policy issuance. Direct comparable to PAL's Weddinguard, Party Alcohol Liability, and special events offerings.
• RPS (Risk Placement Services): Large specialty broker and MGA placing complex and non-standard risks including event, hospitality, and entertainment exposures. Direct comparable to PAL's E&S-style specialty placement through Lloyd's.
• EventHelper: US-based online specialty event insurance platform offering one-day event liability, host liquor liability, and wedding insurance with online quote-and-bind. Direct comparable to PAL's online specialty event insurance platform across core event products.

Broad incumbents

• Hub International: Major Canadian-headquartered insurance brokerage with broad personal and commercial offerings. Comparable as a Canadian distribution competitor for PAL's broker portal commercial lines and personal specialty products.
• Intact Financial Corporation: Canada's largest property and casualty insurer with broad personal and commercial product lines. Relevant incumbent comparable as PAL expands commercial specialty coverage and competes for broker relationships.
• Markel Corporation: Large specialty insurance carrier with deep event, entertainment, hospitality, and sports portfolios. Adjacent incumbent whose specialty lines overlap with PAL's event, exhibitor, performer, and prize contest coverage.

Regional players

• WedInsure: UK-based wedding insurance specialist with online quote-and-bind for UK and international weddings. Comparable to PAL's Weddinguard product, operating in a different geography with a similar wedding-insurance focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pal_insurance
• Facebookfacebook.com/palcanada
• LinkedInlinkedin.com/company/2225407

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 PAL Insurance Brokers