ThinkInsure

What ThinkInsure does

ThinkInsure Ltd. is a Canadian independent insurance brokerage that operates in Ontario and Alberta, aggregating quotes from more than 50 partner carriers and distributing them to individual consumers and small businesses. Its product surface spans personal lines (auto, home, condo, tenant, life, travel, motorcycle, classic car, boat, RV) and commercial lines (small business, builder's risk, commercial auto, commercial general liability, commercial property, cyber liability, errors and omissions, professional liability, and product liability), with a Home & Auto bundle for cross-sell. The company does not underwrite risk itself; it acts as an intermediary placing policies with its carrier network.

The platform combines a digital self-service quote experience (online quote forms for auto, home, and business) with licensed broker-assisted phone sales (1-855-550-5515) operating extended weekday and Saturday hours. Brokers handle quote comparison, coverage tailoring, policy binding, and the switching process end-to-end. The technology layer is described as a quote comparison and policy management platform spanning the carrier network; no proprietary AI, APIs, SDKs, or third-party integrations are documented in the available data.

The business model is commission-based: ThinkInsure is paid by carrier partners as a percentage of premium placed (typically 5-25% on personal lines and 10-20% on commercial lines), with additional contingent/profit commissions on growth, loss ratio, and volume. Revenue is not publicly disclosed. The company is wholly owned by BrokerLink, which is itself a subsidiary of Intact Financial Corporation (TSX: IFC), placing ThinkInsure within one of Canada's largest insurer-owned brokerage networks. The firm operates with a small team (11-50 employees) and has been in operation for over 50 years.

Name

ThinkInsure

Legal name

ThinkInsure Ltd.

Website

https://thinkinsure.ca

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

ThinkInsure is a Canadian independent insurance brokerage (Ontario/Alberta) aggregating quotes from 50+ carrier partners and pairing online self-service with licensed broker-assisted sales for consumers and small businesses across auto, home, and commercial lines. It operates as a BrokerLink/Intact Financial subsidiary.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

Keywords

• Insurance brokerage
• Auto insurance
• Home insurance
• Commercial insurance
• Quote comparison

Headquarters

HQ city

Markham

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Broker Commissions: ThinkInsure earns commissions from insurance company partners for policies placed through their brokerage. Commissions are paid as a percentage of the total insurance premium, typically ranging from 5% to 25% depending on the insurer and line of business (personal vs. commercial). Commissions are paid annually or semi-annually for both new business and renewals. Insurers may also pay contingent (profit) commissions based on growth, loss ratio, and volume targets.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

ThinkInsure is an independent insurance brokerage that aggregates quotes from over 50 partner insurance companies and places personal and commercial policies on behalf of customers in Ontario and Alberta, Canada. The company provides both self-serve online quote comparison and licensed broker-assisted sales, with products spanning auto, home, condo, tenant, life, travel, motorcycle, classic car, boat, RV, and a full suite of commercial lines including cyber liability and professional liability. Revenue is generated through commissions paid by insurance carriers on placed policies, not direct customer fees.

Product overview

ThinkInsure is an independent insurance brokerage operating as a platform that aggregates insurance quotes from over 50 partner insurance companies. The core offering is an insurance comparison and brokerage service that connects consumers (primarily in Ontario and Alberta) with insurance providers. The platform offers personal insurance products (Auto, Home, Condo, Tenant, Life, Travel, Motorcycle, Classic Car, Boat, and RV Insurance) and commercial insurance products (Small Business, Builder's Risk, Commercial Auto, Commercial General Liability, Commercial Property, Cyber Liability, Errors and Omissions, Professional Liability, and Product Liability Insurance). A Home & Auto Insurance Bundle is available for customers seeking combined coverage. The company does not underwrite insurance directly but acts as an intermediary, providing quote comparison services and licensed broker support.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Personal auto insurance coverage available for Ontario, Alberta, and high-risk drivers, with quotes sourced from over 50 insurance providers.
• Home Insurance Residential property insurance for homeowners in Ontario and Alberta, comparing rates from leading insurance providers.
• Condo Insurance Insurance coverage tailored for condominium owners and their belongings.
• Tenant Insurance Insurance coverage for renters protecting personal belongings and liability.
• Life Insurance Life insurance coverage providing financial security for families.
• Travel Insurance Insurance coverage for travelers providing protection during vacations and trips.
• Motorcycle Insurance Insurance coverage for motorcycle owners.
• Classic Car Insurance Specialized insurance for classic and vintage vehicles.
• Boat Insurance Insurance coverage for boat owners.
• RV Insurance Insurance coverage for recreational vehicles.
• Small Business Insurance Commercial insurance protection for small businesses in Ontario.
• Builder's Risk Insurance Insurance coverage for construction projects and builders protecting against property damage during the building phase.
• Commercial Auto Insurance Vehicle insurance for business-owned automobiles and fleets.
• Commercial General Liability Insurance Liability coverage protecting businesses against third-party claims for bodily injury, property damage, and advertising injury.
• Commercial Property Insurance Coverage for commercial buildings, equipment, and inventory against property damage.
• Cyber Liability Insurance Protection for businesses against cyber threats, data breaches, and digital asset losses.
• Errors and Omissions Insurance Professional liability coverage protecting businesses against claims of negligence or inadequate work.
• Professional Liability Insurance Coverage protecting professionals against claims arising from professional services.
• Product Liability Insurance Protection against claims arising from products manufactured, sold, or distributed.
• Home & Auto Insurance Bundle Combined home and auto insurance policies placed with the same provider, offering savings of up to 25% or more.

Quantifiable outcome

• Customers can save up to 25% or more on auto insurance premiums by comparing quotes through ThinkInsure's network of 50+ providers.
• +1 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and minor.

• Intact InsurancecoreChannel Partner/ Reseller/ DistributorIntact Insurance is one of ThinkInsure's 50+ insurance company partners. ThinkInsure distributes Intact Insurance products to customers seeking auto, home, and commercial coverage. Intact Insurance is a major Canadian insurance provider and ThinkInsure's parent company's subsidiary (Intact Financial Corporation owns BrokerLink).
• Aviva InsurancecoreChannel Partner/ Reseller/ DistributorAviva Insurance is a major insurance company partner offering personal and commercial insurance products through ThinkInsure's brokerage network. Aviva pays commissions of 7.5-20% for personal lines and 15-20% for commercial lines.
• Wawanesa InsurancecoreChannel Partner/ Reseller/ DistributorWawanesa Insurance is a partner insurer offering personal insurance products through ThinkInsure's brokerage. Wawanesa pays commissions of 7.5-20% for personal lines and 15-20% for commercial lines.
• Economical Insurance (including Perth)coreChannel Partner/ Reseller/ DistributorEconomical Insurance is a national property and casualty insurer partner offering personal and commercial products through ThinkInsure. Commission range is 7.5-25% for personal and 15-20% for commercial lines.
• Pembridge Insurance (Pafco)coreChannel Partner/ Reseller/ DistributorPembridge Insurance (operating as Pafco) is an insurance company partner offering personal and commercial coverage through ThinkInsure. Commission rates range 10-20% for both personal and commercial lines.
• Travelers Insurance (Chieftain)coreChannel Partner/ Reseller/ DistributorTravelers Insurance, operating as Chieftain in Canada, is an insurance company partner offering personal and commercial products through ThinkInsure. Commission range is 7.5-25% for personal and 15-20% for commercial lines.
• SGI CanadacoreChannel Partner/ Reseller/ DistributorSGI Canada is a Saskatchewan-based insurance company partner offering auto and property insurance products through ThinkInsure's network. Commission rates range 10-20% for personal and 15-20% for commercial lines.
• Gore Mutual InsurancecoreChannel Partner/ Reseller/ DistributorGore Mutual Insurance is a Canadian mutual insurance company partner offering personal and commercial products through ThinkInsure. Commission range is 12.5-25% for personal and 15-20% for commercial lines.
• Unica InsurancecoreChannel Partner/ Reseller/ DistributorUnica Insurance is a specialty insurance company partner offering personal and commercial products through ThinkInsure's brokerage. Commission rates range 12.5-20% for personal and 15-20% for commercial lines.
• Echelon InsurancecoreChannel Partner/ Reseller/ DistributorEchelon Insurance is an insurance company partner offering personal and commercial insurance products through ThinkInsure. Commission range is 5-12.5% for personal and 15-20% for commercial lines.
• Jevco InsurancecoreChannel Partner/ Reseller/ DistributorJevco Insurance is an insurance company partner offering personal and commercial insurance products through ThinkInsure's network. Commission rates range 5-12.5% for personal and 15-20% for commercial lines.
• The Commonwell Mutual Insurance GroupcoreChannel Partner/ Reseller/ DistributorThe Commonwell Mutual Insurance Group is a mutual insurance company partner offering personal insurance products through ThinkInsure's brokerage network.
• Coachman InsurancecoreChannel Partner/ Reseller/ DistributorCoachman Insurance is an insurance company partner offering personal lines insurance products through ThinkInsure. Commission range is 5-12.5% for personal lines only (no commercial offering).
• Hagerty InsurancecoreChannel Partner/ Reseller/ DistributorHagerty Insurance is an insurance company partner offering specialty classic car insurance products through ThinkInsure's brokerage network.
• Nordic Insurance (Facility)minorChannel Partner/ Reseller/ DistributorNordic Insurance (Facility) is a managing general agent partner offering facility insurance products for high-risk or non-standard risks through ThinkInsure. Commission range is 6-11% for personal and 15-20% for commercial lines. A commission cap may apply.
• BrokerLinkcoreOthersThinkInsure is wholly owned by BrokerLink, a network of independently owned insurance brokerages. BrokerLink companies are subsidiaries of Intact Financial Corporation (TSX: IFC). ThinkInsure operates under the BrokerLink umbrella and shares customer information within the BrokerLink network for product and service purposes.
• Intact Financial Corporation (TSX: IFC)coreOthersIntact Financial Corporation is the parent company of BrokerLink (which owns ThinkInsure). ThinkInsure operates as a BrokerLink company and is subject to Intact Financial Corporation's corporate governance and strategies. Intact Financial Corporation is listed on the Toronto Stock Exchange (TSX: IFC).
• Chubb InsurancecoreChannel Partner/ Reseller/ DistributorChubb Insurance is a global insurance company partner offering personal and commercial insurance products through ThinkInsure's brokerage network. Commission range is 10-20% for personal and 15-20% for commercial lines.
• Perth InsurancecoreChannel Partner/ Reseller/ DistributorPerth Insurance is an insurance company partner (operating under Economical Insurance) offering personal insurance products through ThinkInsure. Commission range is 7.5-25% for personal lines.
• Pafco InsurancecoreChannel Partner/ Reseller/ DistributorPafco Insurance is an insurance company partner offering personal and commercial insurance products through ThinkInsure's brokerage network. Commission rates range 10-20% for both personal and commercial lines.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Sonnet Insurance: Digital direct insurer from Economical, offering online home and auto insurance in Ontario and Alberta. Targets the same consumer comparison-shopper intent and represents the digital-native direct threat to brokerage placement.
• Square One Insurance Services: Canadian direct-to-consumer online insurer focused on home, tenant, and small business. Represents the direct-carrier model that competes for the same end customer; gives insight into the disintermediation risk to ThinkInsure's broker-based distribution.

Broad incumbents

• Belairdirect: Direct-to-consumer insurance brand owned by Intact Financial, distributing auto and home coverage online and by phone. Same ultimate parent as ThinkInsure; competes in the same Ontario/Alberta market through a non-broker channel, highlighting channel cannibalization dynamics.
• Hub International Limited: Large North American insurance brokerage with significant Canadian operations across personal and commercial lines. Larger incumbent peer demonstrating how broker consolidation plays out at scale and the M&A pathway for broker roll-ups like ThinkInsure.

Direct peers

• Kanetix Ltd. Canada's largest online insurance comparison platform; aggregates quotes from multiple insurers across auto, home, and life. Competes head-to-head with ThinkInsure's online quote funnel for rate-driven shoppers in Ontario and Alberta, although Kanetix is lead-generation-led while ThinkInsure places policies.
• InsuranceHotline.com: Canadian online insurance comparison service focused on auto, home, and life, distributing leads to broker partners. Competes for the same consumer intent as ThinkInsure's digital channels and uses a similar broker-assisted closing motion.
• Rates.ca: Canadian insurance aggregator and brokerage comparing auto, home, and life rates from multiple Canadian carriers. Targets the same Ontario/Alberta consumer comparison-shopper; overlapping GTM through digital quote comparison.
• Mitchell & Whale Insurance Brokers: Independent Ontario-based insurance brokerage offering auto, home, and commercial products via brokers across multiple Ontario branches. Closely comparable mid-size Ontario brokerage operating with multi-carrier brokerage model.
• BrokerLink: Sister brokerage under the same Intact Financial ownership umbrella. Operates the same independent brokerage model across multiple Canadian provinces, giving Insight into same carrier agreements and parent-level strategy. Direct structural peer and the most relevant comparison point.
• LowestRates.ca: Canadian online comparison marketplace for insurance and financial products, covering auto, home, and life. Targets price-sensitive Canadian consumers with a similar digital-first acquisition funnel to ThinkInsure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ThinkInsure
• Facebookfacebook.com/pages/ThinkInsure-Ltd/379775742131889
• LinkedInca.linkedin.com/company/thinkinsure

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 ThinkInsure