Steers Insurance

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.

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

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

• Independent insurance brokerage
• Personal insurance products
• Commercial insurance coverage
• Employee benefits brokerage
• Multi-carrier insurance broker

Headquarters

HQ city

St. John's

HQ country

Canada

HQ region

North America

Offices8 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: 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers3 records

Segments3 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 core, major and minor.

• AVIVAcoreChannel Partner/ Reseller/ DistributorMajor insurance carrier providing property and casualty insurance products through Steers Insurance brokerage. Part of the multi-carrier network offering coverage options to Steers customers.
• NorthbridgecoreChannel Partner/ Reseller/ DistributorInsurance carrier providing commercial and personal insurance products distributed through Steers Insurance.
• TravelerscoreChannel Partner/ Reseller/ DistributorMajor insurance carrier providing property and casualty insurance through Steers Insurance brokerage network.
• Lloyd's of LondoncoreChannel Partner/ Reseller/ DistributorGlobal insurance marketplace providing specialized coverage options through Steers Insurance.
• IntactcoreChannel Partner/ Reseller/ DistributorCanadian insurance carrier providing personal and commercial insurance products through Steers Insurance.
• Sovereign GeneralcoreChannel Partner/ Reseller/ DistributorInsurance carrier providing coverage options distributed through Steers Insurance brokerage.
• SiriusmajorChannel Partner/ Reseller/ DistributorEmployee benefits provider partnered with Steers for group health insurance products including disability coverage.
• Canada LifemajorChannel Partner/ Reseller/ DistributorMajor Canadian insurance company providing group benefits, health insurance, and life insurance products through Steers Insurance.
• Bluecross (Medavie)majorChannel Partner/ Reseller/ DistributorHealth benefits provider offering extended health care, dental, and employee assistance programs through Steers.
• ManulifemajorChannel Partner/ Reseller/ DistributorMajor insurance and financial services company providing group benefits and health coverage through Steers Insurance.
• DesjardinsmajorChannel Partner/ Reseller/ DistributorCooperative financial group providing insurance products through Steers Insurance brokerage.
• Empire LifemajorChannel Partner/ Reseller/ DistributorInsurance company providing life and health insurance products distributed through Steers.
• Industrial Alliance Financial GroupmajorChannel Partner/ Reseller/ DistributorDiversified insurance and financial services company providing coverage through Steers Insurance.
• Sun Life FinancialmajorChannel Partner/ Reseller/ DistributorMajor international insurance company providing group benefits and health coverage through Steers.
• Xodus (Travel Insurance)majorChannel Partner/ Reseller/ DistributorTravel insurance provider offering Medi-Select Advantage and Multi-Trip Travel Insurance plans with up to $5 million coverage through Steers Insurance.
• Pets Plus UsminorChannel Partner/ Reseller/ DistributorPet insurance provider offering coverage options through Steers Insurance for pet owners.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging 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

• YouTubeyoutube.com/watch?v=UGyUfzO6uAQ
• Xx.com/SteersInsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Steers Insurance