Morison Insurance

What Morison Insurance does

Morison Insurance Brokers Inc. is a privately held, family-owned insurance brokerage domiciled in Simcoe, Ontario, founded in its current form in 1994 by Fred and Jill Morison, with brokerage roots in the region dating to 1895. The company operates as an independent intermediary across nine physical offices in Southern Ontario — Simcoe, Hamilton (Mount Hope), Hagersville, Waterford, Delhi, Oakville, Tillsonburg, Port Dover, St. Catharines, and Aurora — plus phone (1-800-463-8074) and online quote channels, employing 80-100+ licensed brokers and support staff. It places personal lines (home, auto, condo, cottage, tenant, landlord, recreational vehicles) and commercial lines (business, contractors, farm, commercial property, general liability, trade-specific coverage) by comparing quotes across 20-30+ Canadian insurers including Intact, Aviva, CAA, Wawanesa, Gore Mutual, Heartland Farm Mutual, Travelers, Pembridge, Definity, Northbridge, and Markel, supplemented by specialty carriers such as Hagerty (classic cars) and Chubb (high-value homes).

The business model is commission-based: auto commissions of 9-12.5% and property commissions of 20% on placed premiums, paid annually on new and renewal business, plus performance-based contingent profit commissions tied to growth, loss ratio, volume, retention, and service metrics over a three-year average. Pricing is quote-based and customer-specific; the firm does not publish base rates and emphasizes multi-carrier comparison plus in-house claims advocacy. The technology stack includes a multi-insurer comparison platform, the Morison mobile app for policy management, and telematics/usage-based insurance products (smartphone or plug-in device tracking with up to 30% safe-driver discounts). Distribution extends beyond retail to exclusive group programs with Grand Erie District School Board, Haldimand County, and Norfolk County, serving employees, retirees, and (in Haldimand's case) volunteer firefighters.

The customer base is predominantly retail and small business, with named municipal/government group accounts representing a smaller but distinct concentration vector. Marketing channels combine a website with content/blog, social media (Facebook, Instagram, Twitter, LinkedIn, YouTube, Pinterest), 4,900+ five-star reviews on Google and Facebook, a referral program, and community sponsorships. The firm has earned IBAO Brokerage of the Year (2015), IBAO Innovation of the Year (2019), IT World Canada Digital Transformation Award (2019), IBC Top Insurance Workplaces (2020), and ThreeBestRated "Best Insurance Agency" designations in Hamilton, Oakville, St. Catharines, and Norfolk (2022). Ownership remains with the Morison family; no private equity, institutional capital, or M&A activity is disclosed.

Name

Morison Insurance

Legal name

Morison Insurance Brokers Inc.

Website

https://morisoninsurance.ca

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Morison Insurance Brokers Inc. is a family-owned independent insurance brokerage operating nine offices across Southern Ontario, comparing quotes from 20+ Canadian insurers to place personal, commercial, and specialty coverage for individuals, families, SMBs, trade professionals, and municipal group programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Simcoe

HQ country

Canada

HQ region

North America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commissions: Commissions paid by insurance companies as a percentage of premiums. Automobile commissions range from 9%-12.5%, Property commissions at 20%. Paid annually for both new business and renewals.
2. Contingent Profit Commission: Performance-based commissions from insurers based on growth, profitability (loss ratio), volume, retention, and increased services. Based on average results over a three-year period and is not guaranteed.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Morison Insurance is an independent insurance brokerage that compares coverage and pricing from 20+ Canadian insurance providers to deliver personal and commercial insurance products, including home, auto, business, and recreational vehicle insurance. The brokerage operates through nine offices across Southern Ontario, supported by a mobile app, telematics-based usage-based insurance programs, and dedicated broker relationships for policy selection and claims support.

Product overview

Morison Insurance is a full-service insurance brokerage operating as a platform-plus-broker model, offering personal and commercial insurance products across Ontario. The core offerings include Home Insurance and Auto Insurance as primary products, supplemented by specialized insurance for condos, cottages, tenants, landlords, and high-value homes. Business insurance products cover contractors, farms, commercial property, general liability, and various trade professions (electricians, plumbers, landscapers, painters, etc.). Additional offerings include recreational vehicle insurance (ATVs, boats, RVs, snowmobiles), usage-based/telematics auto insurance programs, and group insurance programs for employer partnerships. The company acts as an intermediary, comparing quotes from over 20 Canadian insurance partners to match customers with appropriate coverage.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Insurance Comprehensive home insurance coverage protecting residential properties against damage, theft, and liability, for individual homeowners in Ontario.
• Auto Insurance Vehicle insurance coverage for Ontario drivers including liability, collision, comprehensive, and optional endorsements, sourced through broker-assisted comparison across 20+ insurance companies.
• Condo Insurance Specialized insurance for condominium unit owners covering personal property, liability, and unit improvements.
• Cottage Insurance Seasonal property insurance for cottages and recreational homes in Ontario, including coverage for seasonal risks.
• Tenant Insurance Renter's insurance for tenants covering personal belongings, liability, and additional living expenses.
• Landlord Insurance Property insurance for rental property owners covering building, liability, and loss of rental income.
• Electric / Hybrid Car Insurance Specialized auto insurance for electric and hybrid vehicle owners in Ontario, including coverage for charging equipment.
• Telematics Insurance Usage-based auto insurance that uses telematics technology to monitor driving behavior and reward safe drivers with discounts.
• Classic Car Insurance Specialized coverage for classic, vintage, and collector vehicles with agreed value coverage.
• Business Insurance Commercial insurance products for Ontario small and medium businesses including liability, property, and industry-specific coverage.
• Farm Insurance Specialized Ontario farm insurance covering buildings, equipment, livestock, and crop damage.
• Contractors Insurance Commercial coverage for Ontario contractors including general liability, tools, equipment, and business property protection.
• Commercial Property Insurance Insurance for commercial buildings and contents against fire, theft, vandalism, and other covered perils.
• General Liability Insurance Coverage protecting Ontario businesses against third-party claims for bodily injury, property damage, and personal injury.
• Commercial Auto Insurance Fleet and commercial vehicle coverage for Ontario businesses operating company vehicles.
• Boat Insurance Watercraft coverage for boats, motors, and related equipment for Ontario recreational vehicle owners.
• RV & Travel Trailer Insurance Insurance for Ontario recreational vehicles and travel trailers including motorhomes and fifth wheels.
• Snowmobile Insurance Ontario snowmobile coverage against theft, damage, and liability.
• ATV Insurance Insurance for Ontario all-terrain vehicles covering liability and physical damage.
• Group Insurance Programs Exclusive employer-sponsored group home and auto insurance programs offering discounted rates for employees and retirees of partner organizations, including Grand Erie District School Board, Haldimand County, and Norfolk County.
• Bundled Home & Auto Insurance Combined home and auto insurance policy for Ontario consumers offering multi-policy discounts and simplified management through a single broker relationship.

Quantifiable outcome

• Many clients reduce insurance costs by 10-25%
• +2 more outcomes

Named customers7 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

Feature3 records

Partnerships

16 partnerships are on record, tiered primary and core.

• Intact InsuranceprimaryTechnology or IntegrationMajor Canadian insurance provider offering home, auto, and business coverage through Morison's brokerage network
• Aviva CanadaprimaryTechnology or IntegrationMajor insurance provider represented by Morison for automobile and property insurance
• CAA Insurance CompanyprimaryTechnology or IntegrationLeading insurance provider offering automobile and property coverage through Morison's network
• Wawanesa Mutual Insurance CompanyprimaryTechnology or IntegrationMutual insurance company offering auto and property coverage through Morison brokers
• Gore Mutual Insurance CompanycoreTechnology or IntegrationCanadian mutual insurer offering automobile and property products
• Heartland Farm MutualcoreTechnology or IntegrationFarm and rural insurance specialist serving Ontario communities
• Chubb InsurancecoreTechnology or IntegrationGlobal insurance provider offering high-value home and specialty coverage
• HagertycoreTechnology or IntegrationSpecialty insurance provider for classic and collector vehicles
• Travelers CanadacoreTechnology or IntegrationProperty and casualty insurer offering automobile and property coverage
• Pembridge InsurancecoreTechnology or IntegrationCanadian insurance provider offering auto insurance through Morison
• Definity Insurance CompanycoreTechnology or IntegrationCanadian insurer offering property and auto coverage
• Northbridge InsurancecoreTechnology or IntegrationCommercial and specialty insurance provider
• Markel CanadacoreTechnology or IntegrationSpecialty insurance provider for niche markets
• Grand Erie District School BoardprimaryChannel Partner/ Reseller/ DistributorExclusive group insurance program for employees and retirees of GEDSB, providing discounted home and auto coverage
• Haldimand CountyprimaryChannel Partner/ Reseller/ DistributorExclusive group insurance program for Haldimand County employees, retirees, and volunteer firefighters with discounted rates
• Norfolk CountyprimaryChannel Partner/ Reseller/ DistributorExclusive group insurance program for Norfolk County employees and retirees with home and auto discounts

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• BrokerLink: One of Canada's largest independent insurance brokerage chains, operating across Ontario and other provinces with multi-carrier personal and commercial distribution. Directly comparable to Morison as an independent multi-location brokerage serving Ontario consumers and SMBs.
• Westland Insurance Group: Canadian independent insurance brokerage with broad personal, commercial, and specialty lines distribution across multiple provinces. Highly comparable operating model — independent, multi-carrier, multi-office brokerage serving similar SMB and consumer segments.
• Billyard Insurance Group: Ontario-headquartered independent insurance brokerage with a multi-office franchise-style growth model across Ontario and other provinces. Comparable in target market (Ontario consumers and SMBs), product breadth, and multi-carrier distribution approach.
• All-Risks Insurance Brokers: Canadian independent insurance brokerage offering personal and commercial coverage through multiple offices, comparing multiple carrier partners. Comparable business model as a multi-carrier, multi-office Canadian brokerage.
• MMI Insurance: Independent Canadian insurance brokerage distributing personal and commercial lines through multiple offices. Comparable independent brokerage model serving similar consumer and SMB segments across Ontario.

Broad incumbents

• HUB International: Large global insurance brokerage with significant Canadian operations including Ontario. Overlaps with Morison in personal and commercial insurance distribution but operates at much greater scale and with broader specialty/enterprise capabilities.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm with substantial Canadian operations. Comparable in offering personal and commercial P&C brokerage services but operates broadly across many lines and geographies with significantly larger scale.
• Marsh Canada: Canadian arm of Marsh, a global insurance brokerage and risk advisory firm. Comparable in serving commercial insurance needs but with an enterprise/mid-market focus rather than the consumer/SMB concentration of Morison.
• Aon Canada: Canadian operations of global insurance brokerage Aon. Overlaps with Morison in commercial insurance distribution but is dominated by large-account risk management, reinsurance, and benefits brokerage at far greater scale.

Regional players

• Holmes Insurance: Ontario-based independent insurance brokerage distributing personal and commercial lines. Comparable independent brokerage model serving Ontario consumers and small businesses, though at a different regional footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MorisonIns
• YouTubeyoutube.com/channel/UC7d0Ap7LswOR7JhHCryz4Og?sub_confirmation=1
• Facebookfacebook.com/morisoninsurance.ca
• LinkedInlinkedin.com/company/morisoninsurance
• Instagraminstagram.com/morisoninsurance.ca
• Pinterestpinterest.com/morisoninsuranceca

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 Morison Insurance