What Rogers Insurance does

Rogers Insurance is a privately held Canadian insurance brokerage headquartered in Calgary, Alberta. Founded in 1977, the firm operates with 501-1,000 employees and provides commercial insurance, personal insurance, and auto insurance services to Canadian consumers and businesses. The company's product scope spans the core Canadian personal lines (auto, home, recreational vehicles, life/health/travel) and commercial lines (business property, liability, course of construction). As an insurance intermediary, Rogers Insurance earns commissions on placed policies rather than underwriting risk directly, distributing coverage through carrier partnerships and a brokerage model that relies on local market presence and personal advisory service rather than direct-to-consumer digital channels.

In March 2019, Rogers Insurance expanded via the acquisition of A-WIN Insurance, signaling an M&A-driven growth strategy. With four decades of operating history and a mid-sized employee base, Rogers Insurance is positioned as a regional brokerage with local market depth in Western Canada. The firm's multi-line distribution through carrier partnerships, combined with its 40+ year operating history and consistent staffing scale, suggests a stable regional player pursuing measured inorganic expansion. Direct operational metrics, revenue figures, customer segmentation data, leadership detail, and carrier partnership specifics are not disclosed in the available source material, which limits deeper competitive and financial analysis. The firm has no disclosed proprietary technology platform, AI/ML capabilities, or public funding events, consistent with a traditional privately held regional brokerage.

Name

Rogers Insurance

Legal name

Acera Insurance

Website

https://rogersinsurance.ca

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Rogers Insurance is a Calgary-based Canadian insurance brokerage founded in 1977 with 501-1,000 employees, distributing commercial, personal, and auto insurance products to consumers and businesses across Western Canada via carrier partnerships.

Ownership category

akta.pro rank

Headquarters

HQ city

Calgary

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

Revenue model

1. Insurance Brokerage Commissions: As an insurance brokerage, Acera Insurance earns commissions from insurance carriers for placing policies. They work with 100+ insurance partners to find the right policy at the right price for clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Rogers Insurance is a Calgary-based insurance brokerage that places commercial insurance, personal insurance, and auto insurance coverage on behalf of clients. The firm works with insurance carrier partners to source appropriate coverage for both business and individual customers. Rogers Insurance has expanded its footprint through acquisitions such as A-WIN Insurance in 2019.

Product overview

Acera Insurance is a Canadian-owned, employee-owned insurance brokerage offering a comprehensive portfolio of insurance products through a network of over 70 branches and 100+ insurance partners. The product portfolio includes: Auto & Recreational insurance (Car, Motorcycle, Boat, Off-Road Vehicle, RV/Motorhome/Trailer); Home & Property coverage (Home, Condo, Luxury Home, Landlord, Tenant, Short-Term Rental); Specialty Property products (Equine, Farm, Firearms, Cyber, Pet, Investment Property, Seasonal Property, Valuable & Collections); Life, Health & Travel insurance (Life, Individual Health and Dental, Critical Illness, Disability, Employee Benefits, Travel, Adventure Travel); and specialized offerings like Signature by Acera for high-value assets and Strata Deductible Insurance. The company operates as a multi-product insurance brokerage rather than a single unified platform, providing personalized advice through local branches.

Differentiator

Problem solved

Functional benefit

Brands

• Signature by Acera: Specialized service providing custom coverage for high-value assets.

Products and services

• Commercial Insurance Insurance brokerage services for Canadian businesses seeking commercial coverage including property, liability, and operational risk policies placed through carrier partners.
• Personal Insurance Insurance brokerage services for individual Canadians seeking personal lines coverage, sourced through carrier partners.
• Auto Insurance Vehicle insurance brokerage services for personal and commercial auto coverage needs, placed with carrier partners.

Named customers3 records

Segments3 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.

• NavacordcoreStrategic or Co-development PartnerAcera Insurance and Navacord have united to provide Canadians with greater choice and solutions. This transformational deal combines the two insurance brokerages under the Acera Insurance brand, expanding their national presence and capabilities.
• Canadian Broker Network (CBN)minorChannel Partner/ Reseller/ DistributorAcera Insurance is a member of the Canadian Broker Network, a national network of insurance brokerages that provides access to resources, expertise, and carrier relationships across Canada.
• Insurance Carrier Partners (100+)coreChannel Partner/ Reseller/ DistributorAcera Insurance works with 100+ insurance carrier partners to provide competitive coverage options for their clients. This network of carriers enables the brokerage to find the right policy at the right price for individual and business clients.

Scale indicators5 records

Recent moves1 record

Expansion highlights1 record

Direct peers

• Acera Insurance: Employee-owned Canadian brokerage formed via the merger of Acera and Navacord, offering a near-identical personal, commercial, and group benefits product mix across 70+ branches; closest structural and ownership-model peer.
• Navacord: Canadian brokerage platform that partnered with Acera; multi-line broker model with similar commercial, personal, and benefits product breadth and a parallel PE-style roll-up history.
• CapriCMW Insurance: Western Canada-focused multi-line brokerage with strong personal, commercial, and specialty offerings; comparable in scale, geography, and customer mix to Rogers Insurance.
• BrokerLink: Major Canadian multi-line brokerage (now part of Intact) with comparable personal and commercial distribution, strong Western Canada presence, and a similar employee- and branch-led model.
• Westland Insurance Group: Largest Canadian-owned insurance brokerage with a similar multi-line personal, commercial, and specialty book across Western Canada; competes head-to-head with Rogers Insurance for the same regional and SMB accounts.
• McFarlan Rowlands Insurance Brokers: Independent Canadian brokerage serving Ontario and Western Canada with a similar personal/commercial product set and branch-based distribution model.

Broad incumbents

• Arthur J. Gallagher & Co. (Canada): Global brokerage with active Canadian operations and a long-standing strategy of acquiring mid-sized regional brokerages; a natural acquirer peer and direct competitor for commercial accounts.
• Hub International: Large global insurance brokerage with a substantial Canadian footprint; competes on commercial lines and increasingly on personal lines via acquisitions, representing the scaled incumbent benchmark.
• Marsh Canada: Canadian arm of global brokerage Marsh, focused on large commercial and specialty risks; provides the upper-end competitive reference point for Rogers Insurance's commercial book.
• Aon Canada: Canadian operations of global brokerage Aon, focused on large commercial, reinsurance, and benefits; relevant incumbent comparable for Rogers Insurance's commercial and group benefits lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/rogersinsuranceltd
• LinkedInlinkedin.com/company/rogers-insurance
• Instagraminstagram.com/acera_insurance
• Xx.com/expertbrokers

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rogers Insurance