Steers Insurance
Steers Insurance is an independent insurance brokerage founded in 1925 and headquartered in St. John's, Newfoundland and Labrador, distributing personal, commercial, and group insurance from 16+ carrier partners to individuals, businesses, and employer groups across Atlantic Canada.
- Company typePrivate
- Founded1925
- HeadquartersSt. John's, Canada
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Steers Insurance does
Steers Insurance is an independent insurance brokerage headquartered in St. John's, Newfoundland and Labrador, founded in 1925 and operating as Steers Insurance Ltd. The firm distributes personal, commercial, and group insurance products on behalf of more than 16 carrier partners (including AVIVA, Northbridge, Travelers, Lloyd's of London, Intact, Sovereign General, Manulife, Sun Life, Canada Life, and Bluecross/Medavie), earning brokerage commissions on placed policies. Its product portfolio spans auto, home, travel, motorcycle, RV, boat, life, mortgage, tenants', and cyber insurance for individuals, plus small business, construction, fiduciary bonds, working-at-home, and employee benefits (1–100 employee groups) for commercial and association clients.
The technology stack is anchored by Applied Systems WebRater for multi-carrier auto quoting, a SecureQuoteBot platform for self-serve small business policy issuance, and the KioskAssist customer self-service portal, all delivered over a regional website and 24/7 toll-free contact center. Distribution is hybrid: eight physical offices across Newfoundland and Labrador plus a Nova Scotia regional office in Dartmouth under the SteersAtlantic.ca brand, supported by a 100+ person team including a 30-representative commercial account team serving 4,000+ commercial clients.
The go-to-market is primarily sales-led and relationship-driven, with growing direct-to-consumer quoting for personal lines and self-serve options for small commercial. Pricing is commission-based and quote-driven, with bundling discounts (up to 15% on home+auto, up to 20% on tenants+auto) and group/association preferred-rate programs. The firm is privately held and locally owned, with no disclosed external investors, no parent company, and no M&A activity in the available record.
Steers Insurance firmographics
Firmographics- Name
- Steers Insurance
- Legal name
- Steers Insurance Ltd.
- Website
- https://steersinsurance.com
- Company type
- Private
- Founded year
- 1925
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Steers Insurance is an independent insurance brokerage founded in 1925 and headquartered in St. John's, Newfoundland and Labrador, distributing personal, commercial, and group insurance from 16+ carrier partners to individuals, businesses, and employer groups across Atlantic Canada.
- Ownership category
- akta.pro rank
Steers Insurance industry classification
Industry- Product category
- Insurance Brokerage
- NAICS
- Insurance Agencies and Brokerages (52421)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Property Insurance (Homeowners, Renters & Commercial Property) (FSAJAKAH)
Keywords
Where Steers Insurance is headquartered
LocationHeadquarters
- HQ city
- St. John's
- HQ country
- Canada
- HQ region
- North America
Offices8 records
Markets served
Steers Insurance business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Brokerage Commissions: Steers Insurance earns commissions from multiple insurance carriers (AVIVA, Northbridge, Travelers, Lloyd's of London, Intact, Sovereign General, and others) for placing insurance policies with customers. As an independent broker, they compare options across carriers to find best rates for customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Combine and Save Bundle (Home + Auto) |
| Subscription | Monthly | Group Home and Auto Program |
| Subscription | Monthly | Tenants Insurance Bundle Discount |
| Subscription | Monthly | Various Discount Eligibility |
| Subscription | Monthly | Preferred Rates by Profession |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Steers Insurance product offering
Product offeringCore offering
Steers Insurance is an independent insurance brokerage that connects personal and commercial customers in Newfoundland and Labrador with multiple major insurance carriers (AVIVA, Northbridge, Travelers, Lloyd's of London, Intact, Sovereign General) to source auto, home, travel, life, commercial, and employee benefits coverage. The company operates as a broker-advocate, comparing carrier options, negotiating coverage, and providing claims advocacy on the customer's behalf.
Product overview
Steers Insurance is an independent insurance brokerage offering a comprehensive portfolio of personal and commercial insurance products. The company operates as a broker model, connecting customers with multiple insurance carriers (AVIVA, Northbridge, Travelers, Lloyd's of London, Intact, Sovereign General) to find optimal coverage and rates. Personal insurance products include Auto, Home, Travel, Motorcycle, RV, Boat, Life, Mortgage, Tenants', and Cyber Insurance. Commercial offerings encompass Small Business Insurance, Construction Insurance, Working at Home Insurance, Employee Benefits and Pensions, Fiduciary Bonds, and Group Insurance. The company differentiates through local expertise in Newfoundland and Labrador, nearly 100 years of service, and advocacy on behalf of customers for claims issues.
Differentiator
Problem solved
Functional benefit
Products and services
- Auto Insurance
- Home Insurance Home insurance policies tailored to individual requirements for homeowners, condo owners, and tenants across Newfoundland and Labrador.
- Travel Insurance
- Motorcycle Insurance
- RV Insurance
- Boat Insurance
- Life Insurance
- Mortgage Insurance
- Tenants' Insurance
- Cyber Insurance
- Small Business Insurance Comprehensive small business insurance covering all aspects of risk including operations, premises, employees, buildings, and goods, with self-serve online options available.
- Construction Insurance
- Working at Home Insurance
- Employee Benefits and Pensions
- Fiduciary Bonds
- Group Insurance
- Pet Insurance
Quantifiable outcome
- Save up to 15% by bundling home and auto insurance
- +3 more outcomes
Companies that use Steers Insurance
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Steers Insurance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Steers Insurance partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, major and minor.
- AVIVAcoreMajor insurance carrier providing property and casualty insurance products through Steers Insurance brokerage. Part of the multi-carrier network offering coverage options to Steers customers.
- NorthbridgecoreInsurance carrier providing commercial and personal insurance products distributed through Steers Insurance.
- TravelerscoreMajor insurance carrier providing property and casualty insurance through Steers Insurance brokerage network.
- Lloyd's of LondoncoreGlobal insurance marketplace providing specialized coverage options through Steers Insurance.
- IntactcoreCanadian insurance carrier providing personal and commercial insurance products through Steers Insurance.
- Sovereign GeneralcoreInsurance carrier providing coverage options distributed through Steers Insurance brokerage.
- SiriusmajorEmployee benefits provider partnered with Steers for group health insurance products including disability coverage.
- Canada LifemajorMajor Canadian insurance company providing group benefits, health insurance, and life insurance products through Steers Insurance.
- Bluecross (Medavie)majorHealth benefits provider offering extended health care, dental, and employee assistance programs through Steers.
- ManulifemajorMajor insurance and financial services company providing group benefits and health coverage through Steers Insurance.
- DesjardinsmajorCooperative financial group providing insurance products through Steers Insurance brokerage.
- Empire LifemajorInsurance company providing life and health insurance products distributed through Steers.
- Industrial Alliance Financial GroupmajorDiversified insurance and financial services company providing coverage through Steers Insurance.
- Sun Life FinancialmajorMajor international insurance company providing group benefits and health coverage through Steers.
- Xodus (Travel Insurance)majorTravel insurance provider offering Medi-Select Advantage and Multi-Trip Travel Insurance plans with up to $5 million coverage through Steers Insurance.
- Pets Plus UsminorPet insurance provider offering coverage options through Steers Insurance for pet owners.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Steers Insurance competitors and assessment
Company assessmentEmerging players
- SquareOne Insurance: Canadian direct-to-consumer home, tenant, and small business insurance provider with online underwriting platform. Emerging player with partial product overlap to Steers' personal lines, competing via direct distribution rather than broker intermediation.
- Mitch Insurance: Canadian digital-first insurance brokerage offering personal and small commercial lines via online platform. Emerging player competing in adjacent personal-lines territory to Steers with technology-led distribution.
Broad incumbents
- Marsh: Global insurance broker and risk advisor offering P&C, specialty, and benefits placement. Comparable broker intermediary function to Steers, with much broader geographic and product footprint and institutional client focus.
- Aon: Global professional services and insurance brokerage firm providing risk, P&C, and benefits intermediary services. Operates the same broker-of-record model as Steers across a vastly larger enterprise and reinsurance platform.
- HUB International: Large North American insurance brokerage with multi-carrier access across P&C, benefits, and specialty lines. Same fundamental broker-as-intermediary model as Steers, but operating at significantly greater national scale and acquisition cadence.
- Arthur J. Gallagher & Co. Global insurance broker and risk management firm providing P&C and employee benefits brokerage via carrier relationships. Functionally analogous broker model to Steers, though with global scale and public capital backing.
Direct peers
- BrokerLink: Large Canadian independent insurance brokerage operating across multiple provinces with similar personal/commercial mix and multi-carrier distribution. Directly comparable mid-market independent broker model to Steers.
- BFL Canada: Canadian specialty insurance brokerage offering commercial and personal lines through multi-carrier placement. Directly comparable Canadian broker intermediary, though with more specialty/commercial skew than Steers.
- Westland Insurance Group: Canada's largest independent insurance broker, providing personal and commercial P&C brokerage across Western Canada via multiple carrier relationships. Closest functional and structural peer to Steers — same multi-line independent broker model, different geography.
Regional players
- CAA Atlantic: CAA club serving Atlantic Canada with member-focused auto, home, and travel insurance offerings under the CAA Insurance brand. Closest regional peer to Steers by territory — both serve Atlantic Canada consumers, though CAA is a club/membership model rather than an independent broker.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Steers Insurance social profiles
Digital presenceSteers Insurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Steers Insurance leadership team
Management profileNumber of profiles
Profiles4 records
Steers Insurance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Steers Insurance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Steers Insurance
What does Steers Insurance do?
Steers Insurance is an independent insurance brokerage that connects personal and commercial customers in Newfoundland and Labrador with multiple major insurance carriers (AVIVA, Northbridge, Travelers, Lloyd's of London, Intact, Sovereign General) to source auto, home, travel, life, commercial, and employee benefits coverage. The company operates as a broker-advocate, comparing carrier options, negotiating coverage, and providing claims advocacy on the customer's behalf.
Is Steers Insurance a public or private company?
Steers Insurance is a private company. It is classified as family owned and is currently operating.
When was Steers Insurance founded?
Steers Insurance was founded in 1925. It employs 11 to 50 people.
Where is Steers Insurance based?
Steers Insurance is headquartered in St. John's, Canada, in the North America region.
How does Steers Insurance make money?
One revenue line is on record: insurance Brokerage Commissions.
Who are Steers Insurance's main competitors?
Emerging players on record are SquareOne Insurance and Mitch Insurance. Broad incumbents are Marsh, Aon, HUB International and Arthur J. Gallagher & Co.. Direct peers are BrokerLink, BFL Canada and Westland Insurance Group. CAA Atlantic is listed as a regional player.
Does Steers Insurance have an API?
No public API is recorded for Steers Insurance.
What industry is Steers Insurance in?
Steers Insurance's product category is Insurance Brokerage. Its primary akta.pro industry code is FSAJAKAH, Property Insurance (Homeowners, Renters & Commercial Property). Its NAICS code is 52421 and its SIC code is 6411.