Guardsman Insurance Services

What Guardsman Insurance Services does

Guardsman Insurance Services Inc. is a family-owned independent insurance brokerage headquartered in Kingston, Ontario, founded in 1969 by Keith Watson and incorporated in May 1971. The company operates five physical office locations across Eastern Ontario — Kingston (HQ), Ottawa/Kanata, Ottawa East, Bancroft, and Brockville — and serves individual consumers, small and mid-sized businesses, and group plan members across Ontario. Under third-generation owner Thomas Watson Jr (CIP), who purchased the business in 2013, the firm has retained continuous family leadership across Keith Watson, Thomas Watson Sr (CEO), and Thomas Watson Jr (President).

Name

Guardsman Insurance Services

Legal name

Guardsman Insurance Services Inc.

Website

https://guardsman.ca

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Guardsman Insurance Services is a family-owned independent insurance brokerage headquartered in Kingston, Ontario, operating five offices across Eastern Ontario and serving individuals, businesses, and group plan members with home, auto, commercial, life, and health insurance through multiple carrier partnerships.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Captive Insurance Advisory & Management (FSAEADAF)

Keywords

• Independent insurance brokerage
• Home insurance coverage
• Auto insurance brokerage
• Commercial insurance services
• Group insurance plans

Headquarters

HQ city

Kingston

HQ country

Canada

HQ region

North America

Offices5 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: As an independent insurance brokerage, Guardsman earns commissions from insurance companies for placing policies. They represent multiple insurance carriers and match clients to appropriate coverage. Revenue is generated from auto, home, commercial, group plan, and health/life insurance products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Guardsman Insurance Services is an independent insurance brokerage that places home, auto, commercial, group plan, and health/life insurance coverage for individual consumers and businesses in Ontario by matching clients with appropriate policies from multiple insurance carrier partners. The brokerage distributes coverage through five Eastern Ontario branch offices, a phone-based sales team, and a self-service online quote portal, earning commissions from carrier partners for each policy placed.

Product overview

Guardsman Insurance Services is a family-owned independent insurance brokerage offering a portfolio of insurance products across home, auto, group plan, commercial, and health/life categories. The company operates as a broker model, working with multiple insurance providers to match clients with appropriate coverage. Their product portfolio centers on Home Insurance Coverage, Auto Insurance, Group Plan Insurance, Commercial Insurance, and Health & Life Insurance products. A KioskAssist online quote platform serves as the digital interface for obtaining quotes across all insurance categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Insurance Coverage Home insurance coverage protecting Ontario homeowners from hazards including fire, theft, broken pipes, and accidents on the property. Includes personal liability protection, structural coverage, personal belongings protection, and additional living expenses if the home becomes uninhabitable. Sourced from multiple carrier partners.

Quantifiable outcome

• Group plan members can save up to an additional 40% on combined home and auto insurance premiums through employer/association group discount programs
• +1 more outcomes

Named customers6 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

Partnerships

One partnership is on record.

• Gore Mutual InsurancecoreTechnology or Integration · 15 February 2017Effective February 15, 2017, Guardsman Insurance began offering policies through Gore Mutual Insurance, a Canadian mutual insurance company founded in 1839. The partnership provides Guardsman clients with access to Gore Mutual's insurance products. Gore Mutual is known for its community-focused approach, 'care not profit' philosophy, and innovative coverage options including leading home-based business coverage. Gore Mutual also operates the Gore Mutual Foundation, which provides matching donations ($500 to $10,000) to local charities in partnership with their brokers.

Scale indicators2 records

Recent moves9 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GuardsmanInsurance
• LinkedInlinkedin.com/company/guardsman-insurance-services-inc-
• Xx.com/guardsman_ins

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Guardsman Insurance Services