Sutherland Insurance

What Sutherland Insurance does

Sutherland Insurance, operating under the legal name John Sutherland and Sons Limited, is an independent insurance brokerage founded in 1870 and headquartered at 240 Victoria Rd. N in Guelph, Ontario. Now in its fifth generation of family ownership under President Zac Sutherland and Chairman Jeff Sutherland, the firm positions itself as one of the largest brokerages in the Guelph area and serves individual consumers and businesses across Ontario. There is no proprietary technology platform; the firm operates as a traditional relationship-driven brokerage, with a website that supports quote requests and a Business Intelligence Specialist and Director of Technology supporting internal operations.

The product portfolio spans personal lines (home, condo, auto, motorcycle, collector car, tenant, seasonal property, life, travel, boat, umbrella liability, and the My Drive™ driving discount program) and commercial lines (Commercial General Liability & Property, Cyber, Contractors, E-Commerce, Office, Absentee Landlord, Errors & Omissions, Directors & Officers, Manufacturing, Warehouse, Student Housing, Fleet, Van, and specialty coverages in Aviation, Marine, Agri-Business, and Transportation & Trucking). The brokerage presents client cases to 12+ insurance carriers including Aviva, Intact, Economical, Wawanesa, Jevco, Travelers Canada, Premier Marine, Echelon, Halwell, Yarmouth, and CAA Insurance, and maintains a 24/7 claims line plus a dedicated claims specialist.

Revenue is generated through insurance brokerage commissions on policies placed and renewed with carrier partners, supplemented by referral arrangements with EDGE Benefits for group benefits products and membership of the Canadian Broker Network for shared resources and referrals. Distribution is entirely direct: customers engage via phone (519-822-0160), text, virtual agent (+1 226-771-9785), website quote forms, or in-person at the Guelph head office. Headcount is in the 11-50 range, with specialized team leads across Personal Lines Sales, Personal Lines Service, Commercial Lines Sales, Commercial Property Service, Underwriting, and Administration.

Name

Sutherland Insurance

Legal name

John Sutherland and Sons Limited

Website

https://sutherlandinsurance.com

Company type

Private

Founded year

1870

Operating status

Operating

Headcount range

11–50 employees

Short description

Sutherland Insurance is a 5th-generation, family-owned independent insurance brokerage founded in 1870, headquartered in Guelph, Ontario. It serves individual consumers and Ontario-based businesses with personal and commercial insurance products placed across 12+ carrier partners.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industry

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

Keywords

• Insurance brokerage services
• Personal insurance products
• Commercial insurance coverage
• Independent insurance broker
• Ontario insurance broker

Headquarters

HQ city

Guelph

HQ country

Canada

HQ region

North America

Offices1 record

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: As an independent insurance broker, Sutherland earns commissions from insurance carrier partners on policies sold and renewed. The company presents business cases to over 12 insurance companies on behalf of clients to find the best coverage and price combination.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Sutherland Insurance is a fifth-generation, family-owned independent insurance brokerage based in Guelph, Ontario, that sells personal and commercial insurance products on behalf of a panel of 12+ insurance carriers. Brokers consult one-on-one with customers, shop coverage across multiple insurers, and provide claims advocacy through a dedicated claims specialist.

Product overview

Sutherland Insurance is a 5th generation family-owned insurance brokerage founded in 1870, based in Guelph, Ontario. The company operates as an independent insurance broker working with over 12 insurance companies to offer personalized coverage. Their product portfolio consists of two main categories: Personal Insurance products (Home, Condo, Auto, Home & Auto Bundle, Collector Car, Tenant/Renters, Seasonal Property, Life, Travel, Boat, and Umbrella Liability insurance, plus the My Drive™ driving discount program) and Business Insurance products (Commercial General Liability & Property, Cyber, Contractors, E-Commerce, Office, Absentee Landlord, Errors & Omissions, Directors & Officers, Manufacturing, Warehouse, Student Housing, Fleet, and Van Insurance). Additional specialty coverages include Agri-Business, Aviation, Marine, and Transportation/Trucking insurance. The company provides claims handling services with a dedicated claims specialist and 24/7 claims line.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Insurance Coverage for homeowners protecting their primary residence and belongings against damage, theft, and liability.
• Condo Insurance Coverage for condominium owners protecting their unit, personal property, and liability within the condo association.
• Auto Insurance Vehicle coverage including liability, accident benefits, collision, and comprehensive protection for cars and motorcycles.
• Collector Car Insurance Specialized coverage for classic, antique, and collector vehicles with agreed value policies.
• Motorcycle Insurance Coverage for motorcycles including liability, collision, and comprehensive protection.
• Tenant and Renters Insurance Protection for renters covering personal belongings, liability, and additional living expenses.
• Seasonal Property Insurance Coverage for cottages, seasonal homes, and recreational properties during off-season periods.
• Life Insurance Financial protection for families providing death benefits and living benefit options.
• Travel Insurance Coverage for medical emergencies, trip cancellations, and travel-related incidents while abroad.
• Boat Insurance Protection for watercraft including liability, physical damage, and personal effects coverage.
• Umbrella Liability Insurance Excess liability coverage providing additional protection beyond standard policy limits.
• Commercial General Liability & Property Insurance Business coverage protecting against risks including natural disasters, bodily injury, property damage, and liability claims.
• Cyber Insurance Protection for businesses against cyber attacks, data breaches, and internet-based threats covering response costs, legal fees, and recovery expenses.
• Contractors Insurance Specialized policies protecting contractors and construction businesses from risks and liabilities inherent to their industry.
• E-Commerce Insurance Liability coverage for businesses operating online, including protection for dropshipping and digital retail operations.
• Office Insurance Coverage for risks and potential damages associated with operating office spaces and professional environments.
• Absentee Landlord Insurance Protection for rental property owners who do not reside locally, covering disasters, lawsuits, and income loss.
• Errors and Omissions (E&O) Insurance Professional liability coverage shielding businesses from financial repercussions stemming from advice or services provided to clients.
• Directors and Officers (D&O) Insurance Coverage helping businesses navigate corporate governance complexities and leadership transitions with liability protection.
• Manufacturing Insurance Cost-effective insurance packages tailored for manufacturing industries covering property, equipment, and business interruption.
• Warehouse Insurance Customized insurance solutions for warehousing risks across North America with optimal coverage and pricing.
• Student Housing Insurance Program Comprehensive coverage for property, liability, and tenant-related risks supporting up to 10 students per residence.
• Fleet Insurance Coverage ranging from small to large commercial vehicle fleets with substantial liability coverage, rental loss protection, and flexible policy additions.
• Commercial Van Insurance Essential protection for delivery businesses including liability, collision, comprehensive, cargo, and equipment coverage.

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

Three partnerships are on record, tiered core and minor.

• Canadian Broker Network (CBN)coreChannel Partner/ Reseller/ DistributorSutherland Insurance is a proud member of the Canadian Broker Network. CBN is a network of independent insurance brokerages across Canada that provides Sutherland with shared resources, carrier relationships, and industry support. The partnership enhances Sutherland's ability to serve commercial clients with broader coverage capabilities.
• CAA InsuranceminorChannel Partner/ Reseller/ DistributorSutherland Insurance offers CAA Membership as an insurance product available to their customers. CAA Insurance is a well-known Canadian automobile association insurance provider.
• EDGE BenefitsminorChannel Partner/ Reseller/ DistributorEDGE Benefits is a partner provider for disability-injury, BOE (Business Overhead Expense) package, critical illness, and health & dental insurance products. Sutherland directs customers to EDGE Benefits for these specific products via dedicated links on their Get a Quote page.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Sonnet Insurance: Canadian direct-to-consumer online home and auto insurer backed by Definity Financial. Not a direct competitor for advisory-based brokerage services, but represents the digital distribution model that is reshaping Ontario personal-lines economics and competing for the same customer wallet.
• Onlia Insurance: Canadian digital-first auto and home insurer offering online quoting and usage-based products. Adjacent competitor for personal-lines customers in Ontario who may opt for self-serve digital experiences over a traditional broker relationship.

Broad incumbents

• Marsh Canada (Marsh & McLennan): Global insurance brokerage and risk advisory firm with a Canadian platform. Competes with Sutherland for mid-market commercial accounts and specialty lines, but serves larger enterprise clients and offers broader risk consulting, reinsurance, and analytics capabilities.
• Aon Canada: Global insurance and reinsurance broker with a Canadian presence. Comparable in brokerage and risk advisory services, particularly for commercial accounts including D&O, E&O, cyber, and property — categories Sutherland also serves.
• Arthur J. Gallagher & Co. Large global insurance brokerage with Canadian operations, focused heavily on commercial and specialty lines. Comparable in serving mid-market commercial clients with property, casualty, and specialty products that overlap Sutherland's commercial book.
• Hub International: Large North American insurance brokerage with a substantial Canadian operation. Overlaps directly in independent commercial and personal brokerage services, but operates at national scale with broader specialty lines, M&A capacity, and cross-border capabilities that Sutherland lacks.

Direct peers

• BrokerLink: One of Canada's largest independent insurance brokerages, offering personal and commercial lines across multiple provinces. Directly comparable to Sutherland in business model (independent broker representing multiple carriers), customer segments (personal + commercial), and GTM (relationship-driven brokerage), but at significantly larger national scale.
• Westland Insurance: Canadian independent insurance brokerage operating personal, commercial, and specialty lines across Western Canada and Ontario. Closely comparable independent-broker model with multi-carrier panel access and a focus on relationship-based advisory service.
• Jones DesLauriers Insurance Management (JDi): Canadian independent insurance brokerage serving commercial and personal clients across Ontario and other provinces. Comparable in model, carrier-panel approach, and customer mix, with a stronger mid-market commercial tilt.

Regional players

• Morison Insurance: Independent Ontario-based insurance brokerage serving personal and commercial clients. Comparable in independent broker model and Ontario geographic focus, but anchored in the Kitchener-Waterloo region rather than Guelph.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/SuthInsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Sutherland Insurance