What Wilson Insurance does

Wilson Insurance Ltd. is a privately owned independent insurance brokerage founded in 1930 and headquartered at 404 Queen Street, Fredericton, New Brunswick, with a second office at 1255 Main St., Moncton. The firm distributes personal lines (auto, home/condo/renter, leisure vehicles, travel), commercial lines (property, fleet, professional liability, cyber risk, D&O, EPLI, construction surety bonds, business umbrella, enterprise business) and group/individual benefits products to individual consumers and businesses in Atlantic Canada, with specialized expertise across 13 industry verticals including construction, architects & engineers, healthcare, manufacturing, real estate, and technology.

Its product and technology infrastructure is built on Applied Systems' webRATER platform for online auto and property quoting, the My Wilson mobile application for 24/7 policy management, claims reporting with photo upload, and document access, and a multi-carrier distribution model spanning Intact Insurance, Aviva/Traders, Wawanesa, Manulife, Sun Life, Medavie Blue Cross, Empire Life, and Assumption Life. A wholly-owned subsidiary, Wilson Benefits Ltd., operates the employee health and benefits book as an adjacent line.

Wilson Insurance earns revenue primarily through commissions paid by insurance carriers for placing and servicing policies across personal, commercial, and benefits lines; pricing is quote-based on individual risk assessment. Distribution combines direct in-office sales, account-manager-led relationships segmented by client surname, a self-serve mobile app, online quote request forms, a referral program (with a $1,000 cash annual prize), and community engagement events such as the annual Shred Day. The company employs 11-50 staff, is family-owned with Heather Wilson serving as President, and remains privately held with no external equity financing.

Name

Wilson Insurance

Legal name

Wilson Insurance Ltd.

Website

https://wilson.nb.ca

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

11–50 employees

Short description

Wilson Insurance Ltd. is an Atlantic Canadian independent insurance brokerage, established in 1930, providing personal, commercial, and employee benefits insurance products to residents and businesses across New Brunswick through offices in Fredericton and Moncton and the My Wilson mobile app.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Management Liability (D&O/EPL/Fiduciary) (FSAJAGAD)

akta.pro secondary industries

Professional Liability (Errors & Omissions) (FSAJADAB), Standalone Umbrella Liability (FSAJANAE), Travel & Accident (Non-Life) Insurance (FSAJAMAN)

Keywords

• Insurance brokerage
• Commercial insurance
• Personal insurance
• Employee benefits
• Risk management

Headquarters

HQ city

Fredericton

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: As an insurance brokerage, Wilson Insurance earns commissions from insurance carriers for placing policies with clients. The company offers a complete line of insurance products including auto, home, business, employee benefits, and life insurance.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Wilson Insurance is an independent insurance brokerage that places and services personal lines (auto, home/condo/renter, leisure/recreational), commercial lines (property, fleet, professional liability, cyber, construction surety, D&O, EPLI, business umbrella) and employee/individual benefits (group health, dental, vision, life, disability, wellness, HSAs, EAPs) for clients in Atlantic Canada. The firm operates as an intermediary, sourcing coverage from multiple carrier partners (Intact, Aviva/Traders, Wawanesa, Manulife, Sun Life, Medavie Blue Cross, Empire Life, Assumption Life, NexgenRx) and supports clients through dedicated account managers and the My Wilson self-service app.

Product overview

Wilson Insurance is an insurance brokerage offering a comprehensive portfolio of insurance products and risk management solutions. The company provides personal lines (auto, home, leisure), business/commercial insurance (property, fleet, professional liability, cyber risk, construction surety bonds), and employee benefits (group health, life/disability, wellness programs). The My Wilson App serves as a digital self-service platform for policy management. Their industry expertise spans 13 sectors, and they offer specialized product solutions including business umbrella, risk management consulting, and enterprise business coverage. The company operates primarily in Atlantic Canada through offices in Fredericton and Moncton, New Brunswick.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto/Car Insurance Personal auto insurance for individual vehicle owners providing bodily injury liability, property damage liability, direct compensation property damage (DCPD), accident benefits, collision, comprehensive, and uninsured/under-insured motorist coverage in Atlantic Canada.
• Property Insurance (Home, Condo & Renter) Homeowners, condo and renters insurance protecting structures, detached buildings, personal belongings and providing liability coverage against bodily injury or property damage claims.
• Leisure Insurance Coverage for recreational assets including cottages, motorcycles, ATVs, snowmobiles, watercraft, RVs, travel trailers, and collector cars.
• Business Umbrella Insurance Excess liability insurance providing additional coverage beyond standard business policies to handle major losses exceeding primary policy limits.
• Construction Insurance & Surety Bonds Custom insurance and risk management solutions for construction firms including surety bonds, builders risk, wrap-up liability, commercial general liability, contractors E&O/D&O and cyber liability.
• Cyber Risk Management Insurance and risk management solutions covering cyber/E-media risk, network security and data risk, cyber extortion risk, privacy breach risk and network business interruption risk.
• Directors & Officers Liability Insurance D&O coverage protecting corporate directors and officers from lawsuits by shareholders, supplementing general liability policies.
• Employment Practices Liability Insurance EPLI protection against costly legal matters involving employees including sexual harassment, wrongful termination and discrimination claims.
• Enterprise Business Insurance Specialized custom insurance and risk reduction programs for large business clients with emerging risk preparation and coverage gap management.
• Fleet Insurance Business auto policies covering property damage, liability and medical coverage for vehicles used in commercial operations including trucking, garaging and transport.
• Miscellaneous Bonds Surety credit assistance for contracts, licenses and permits, courts and fiduciaries, employee dishonesty and miscellaneous surety needs.
• Professional Liability Insurance Professional error or incompetence coverage for occupations including doctors, nurses, pharmacists, architects, engineers, lawyers, accountants, contractors and consultants.
• Business Property Insurance Package business property policies covering buildings, fixtures, furniture, stock, machinery, construction equipment, loss of revenue and business interruption.
• Risk Management Consulting Comprehensive business insurance and risk management programs with proactive cost-saving measures, risk identification, quantification and management.
• Group Employee Benefits Package Comprehensive group benefits offering combining group health insurance, life and short/long-term disability insurance, dental and vision coverage, customized employee wellness programs, Health Spending Accounts and 24/7 Employee Assistance Programs, delivered in partnership with carriers such as Manulife, Sun Life, Medavie Blue Cross, Empire Life, NexgenRx and Canadian Group Insurance Brokers.
• Individual Insurance Products Individual life insurance, individual health and dental plans, long-term disability income insurance, critical illness coverage and long-term care insurance for individuals without employer coverage or seeking supplemental protection.
• My Wilson App Mobile application (Applied Systems Mobile Insured) providing 24/7 online client self-service including policy access, claims reporting with photo uploads, ID card retrieval and coverage change requests.
• Industry Expertise Advisory Specialized insurance advisory services for 13 industry sectors: Architects & Engineers, Automotive & Equipment, Construction, Education, Food & Beverage Processing, Healthcare, Manufacturing, Multi-National Companies, Non-Profit Organizations, Public Sector, Real Estate, Small Business, and Technology & Communications.

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Applied SystemscoreTechnology or Integration · 18 March 2020Technology platform provider enabling online quote rating and issuance for auto and property insurance through their webRATER platform
• ManulifecoreTechnology or IntegrationInsurance carrier partner offering employee benefits products including group health insurance, life insurance, and wellness programs
• Canadian Group Insurance BrokerscoreChannel Partner/ Reseller/ DistributorNational brokerage network providing access to group insurance products and rates for employee benefits clients
• Medavie Blue CrosscoreTechnology or IntegrationMajor health and dental insurance carrier providing coverage options for group and individual benefits plans
• Sun LifecoreTechnology or IntegrationLeading insurance and financial services company providing group benefits, life insurance, and investment products
• Empire LifecoreTechnology or IntegrationInsurance provider specializing in individual life insurance and employee benefits solutions
• Wawanesa InsurancecoreTechnology or IntegrationProperty and casualty insurance provider offering auto, home, and business coverage options for Atlantic Canadian clients
• Aviva/TraderscoreTechnology or IntegrationMajor insurance carrier for car, home and leisure claims handling. Direct claims line: 866.692.8482
• Intact InsurancecoreTechnology or IntegrationLeading property and casualty insurer for home and auto coverage. Direct claims line: 866.464.2424
• AccessminorGTM or Marketing PartnerRecords management and secure document destruction partner for annual Shred Day community events

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• BrokerLink: BrokerLink is one of Canada's largest independent insurance brokerages with a multi-province footprint that includes Atlantic Canada. It offers personal, commercial, and benefits lines through dedicated account managers, directly competing with Wilson for the same regional SMB and household customers.
• Hub International: Hub International is a large North American insurance brokerage with significant Canadian operations including Atlantic Canada. It competes directly with Wilson for commercial accounts across construction, healthcare, and manufacturing, while operating a similar producer-driven brokerage model.
• Westland Insurance: Westland Insurance is one of Canada's largest independent brokerages, headquartered in Western Canada. It mirrors Wilson's multi-line brokerage model across personal, commercial, and benefits and is comparable in regional dominance, account-manager structure, and family-influenced ownership heritage.
• Cowan Insurance Group: Cowan Insurance Group is a Canadian-owned independent brokerage offering personal, commercial, and group benefits across multiple provinces. It shares Wilson's positioning as a privately owned, multi-line Canadian brokerage competing with both national brokers and direct carriers.
• Lloyd Sadd Insurance Brokers: Lloyd Sadd is a Canadian independent brokerage offering commercial, personal, and benefits products through regional offices. It directly parallels Wilson's mix of specialty commercial expertise (including construction, oil & gas, and professional services) with regional SMB and personal clients.
• Jones DesLauriers (Navacord): Jones DesLauriers, now part of Navacord, is a Canadian insurance brokerage serving commercial and personal clients with industry-specialized practices. It is comparable to Wilson in offering industry-vertical expertise (construction, manufacturing, hospitality) and mid-market commercial placements.

Broad incumbents

• Arthur J. Gallagher & Co. (Canada): Gallagher is a top global insurance brokerage with established Canadian operations. It serves the same mid-market and enterprise commercial clients Wilson targets, but with broader geographic reach, deeper specialty practices, and proprietary risk engineering capabilities.
• Marsh Canada: Marsh is a Big Four global broker with a Canadian practice spanning commercial risk, employee benefits, and specialty lines. It competes with Wilson for larger commercial accounts across Wilson's 13 industry verticals but does not focus on personal lines or small regional clients.
• Aon Canada: Aon is a Big Four global broker with a Canadian operation covering commercial risk management, reinsurance, and group benefits. It overlaps with Wilson's commercial and benefits segments, particularly for mid-market and enterprise clients, but operates at much larger scale.
• Intact Insurance: Intact Insurance is Canada's largest P&C carrier and a key Wilson partner (via Aviva/Traders and direct). It is also a competitor in personal auto and home through direct and broker channels, and increasingly competes with independent brokerages through its own digital and affinity distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Wilsonlnsurance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 Wilson Insurance