Guild Insurance Group

What Guild Insurance Group does

Guild Insurance Group is a privately held, multi-carrier insurance brokerage headquartered in Brandon, Manitoba, with roots tracing to 1947 and a current corporate identity formed through the 2014 merger of HMS Insurance Agencies and Guild Insurance Brokers. The company operates 11 physical offices across southwestern Manitoba spanning Brandon, Carberry, Shilo, Virden, Wawanesa, Kenton, Glenboro, Baldur, Holland, and Minnedosa, supported by approximately 76 staff. It sells personal lines (auto, home, tenants, condo, travel, seasonal), commercial lines (business package, cyber, bonds, cannabis, professional liability, trades, food trucks, event liability, tech E&O), agricultural lines (farm, hobby farm, livestock, grain, hail, poultry, potato), and financial planning products, acting as an intermediary earning commissions from carriers including MPI, Aviva, Intact, Peace Hills, Portage Mutual, Red River Mutual, Wawanesa Mutual, and Sandbox.

The brokerage runs a hybrid go-to-market combining in-person broker servicing with a digital quote intake platform at guild.ca, where a 'Digital Broker' follows up on leads with personalized guidance. Distribution also includes a specialized DND Military Insurance Program in partnership with Peace Hills Insurance offering PMQ discounts up to 50% on tenant policies for CFB Shilo personnel, plus a multi-carrier direct bill payment portal linking to Aviva, Intact, Peace Hills, Portage Mutual, Red River, SGI, Wawanesa, and Sandbox, and online banking payments via RBC, TD, BMO, Credit Unions, and Manulife. The company is family-influenced, with ownership anchored in GHW Investments (Guild/HMS Insurance Group & Kirby Wallis) following a 2016 share transfer, and operates an adjacent real estate subsidiary in Glenboro. It conducts limited insurance business in British Columbia under the licensed name Guild Insurance Brokers.

Name

Guild Insurance Group

Legal name

Guild Insurance Group

Website

https://guild.ca

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

11–50 employees

Short description

Guild Insurance Group is a privately held Manitoba insurance brokerage operating 11 branches and ~76 staff, distributing personal, commercial, agricultural, and financial insurance products across 8+ carrier partners including MPI, Aviva, Intact, Peace Hills, Portage Mutual, Red River, Wawanesa, and Sandbox.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAEADAJ

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

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Insurance Brokerage & Risk Advisory

SECONDARYFSAJAFAD

Contractors BOP / Artisan Package

Financial & Insurance/Insurance — Motor, Property & Casualty/Commercial Package / Business Owners Policies (BOP)

Keywords

• Insurance brokerage
• Personal insurance products
• Commercial insurance coverage
• Farm and agricultural insurance
• Life and financial insurance

Headquarters

HQ city

Brandon

HQ country

Canada

HQ region

North America

Offices11 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel

Revenue model

1. Insurance Brokerage Commissions: Guild Insurance Group operates as a licensed insurance brokerage earning commissions from multiple insurance carrier partners including MPI (Manitoba Public Insurance), Aviva, Intact, Peace Hills, Portage Mutual, Red River Mutual, Wawanesa Mutual, and Sandbox. The company offers both personal products (auto, home, tenants, condo, travel, seasonal) and commercial products (business package, cyber, bonds, cannabis, professional liability, trades & contractors, food trucks, event liability, real estate) and agricultural products (hobby farm, livestock, grain & seed, hail, poultry, potato farm). They also offer premium financing as an alternative to full payment.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Guild Insurance Group is a Manitoba-based independent insurance brokerage that places personal, commercial, agricultural, life, and financial insurance products on behalf of customers through multiple carrier partnerships. The firm operates 11 physical offices across southwestern Manitoba and a Digital Broker online quote platform, advising individuals, families, business owners, farmers, and military personnel on coverage from MPI, Aviva, Intact, Peace Hills, Portage Mutual, Red River Mutual, Wawanesa Mutual, and Sandbox.

Product overview

Guild Insurance Group is an insurance brokerage offering a multi-category product portfolio through both in-person and digital platforms. Their personal insurance suite includes Home, Auto, Tenants, Condo, Travel, and Seasonal/Cottage Insurance products. The commercial division provides Business Package, Cyber, Bonds, Cannabis, Beauty Services, Health & Fitness, Tech E&O, Professional Liability, Trades & Contractors, Food Trucks, and Event Liability coverage. Agricultural products span Farm, Hobby Farm, Livestock, Poultry, Grain & Seed, Hail, and Potato Farm Insurance. Payment services include Direct Bill portals to major carriers (Aviva, Intact, Peace Hills, Portage Mutual, Red River, SGI, Wawanesa, Sandbox) and online banking payments via RBC, TD, BMO, Credit Unions, and Manulife. Core service features include Digital Broker Platform for online quotes and Claims Processing support.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance

Quantifiable outcome

• Digital Broker quote intake system enabling personalized follow-up for all customer inquiries
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Peace Hills InsurancecoreStrategic or Co-development PartnerGuild Insurance Group partners with Peace Hills Insurance to offer a specialized DND Military Insurance Program. The program provides PMQ discounts of up to 50% on tenant policies for CFB Shilo military personnel, and 10% savings on home, condo, or tenant insurance for active and retired military personnel residing outside CFB Shilo.
• Manitoba Public Insurance (MPI)coreChannel Partner/ Reseller/ DistributorGuild Insurance Group is a licensed MPI agent/broker offering Autopac coverage and extension products including SMI extension auto, rental car coverage, and collector car insurance. MPI provides basic compulsory auto insurance in Manitoba since 1971 and Guild sells these products alongside extension coverage from private insurers.
• Insurance Carrier NetworkcoreChannel Partner/ Reseller/ DistributorGuild Insurance Group represents multiple insurance carriers enabling them to comparison shop for customers: Aviva, Intact, Peace Hills, Portage Mutual, Red River Mutual, Wawanesa Mutual, and Sandbox Insurance. This multi-carrier model allows the brokerage to find optimal coverage and pricing across carriers for each customer's specific needs.
• Insurance Bureau of Canada (IBC)minorOthersReferenced as a resource for first-time homebuyers and consumers seeking insurance knowledge. IBC is Canada's trusted source for property and casualty (P&C) insurance knowledge, resources, and advocacy.

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Western Financial Group: One of Canada's largest and most diversified insurance brokerages, deeply embedded in western Canada including rural communities. Directly comparable multi-line personal, commercial, and farm brokerage model with multi-carrier representation across the Prairies.
• Westland Insurance: Western Canadian personal and commercial insurance broker with a regional office footprint similar to Guild's, representing multiple carriers and serving rural/small-town markets including agriculture. Closest comparable in scale and go-to-market.
• BrokerLink: Canadian insurance brokerage operating across multiple provinces with a multi-carrier personal, commercial, and life insurance offering. Comparable in product breadth and carrier-agnostic distribution model.
• CapriCMW Insurance Services: Western Canadian insurance brokerage serving personal, commercial, and farm clients across the Prairies. Comparable mid-sized regional broker with multi-carrier access and community-based distribution.

Broad incumbents

• HUB International: Major North American insurance brokerage with significant Canadian operations including Manitoba. Larger and broader in scope, but overlapping on commercial lines, specialty coverage, and personal insurance brokerage across similar geographies.
• Arthur J. Gallagher & Co. (Canada): Global insurance brokerage and risk advisory with Canadian operations including western provinces. Larger incumbent serving similar commercial and specialty lines, including agriculture and professional liability.
• Aon (Canada): Global insurance and reinsurance broker with substantial Canadian operations. Operates at much larger scale across commercial and specialty lines; comparable on brokerage function though not on small-town personal lines.
• Marsh (Canada): Global insurance broker and risk advisor with Canadian operations including Manitoba. Larger incumbent comparable on commercial brokerage function, especially specialty and professional liability lines.
• Intact Financial Corporation: Canada's largest P&C insurer, one of Guild's key carrier partners. Operates its own direct distribution alongside broker relationships; relevant comparable as the dominant carrier whose commission economics drive broker economics.

Regional players

• Peace Hills Insurance: Western Canadian Indigenous-owned insurance carrier with which Guild has a strategic DND Military Insurance partnership. Comparable on serving rural western Canada with multi-line products, though primarily as a carrier rather than a broker.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GuildIns

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 Guild Insurance Group