What Lussier does

Lussier, operating through its legal entity Lussier Cabinet de Services Financiers Inc., is a Quebec-based independent insurance brokerage and financial services firm headquartered in Montreal. The firm distributes personal, commercial, and group insurance products on behalf of more than 70 insurance providers (including Intact, AIG, Chubb, Lloyd's, Zurich, Tokio Marine, Wawanesa, Aviva, Allianz, and Liberty Mutual), positioning itself as the largest independent brokerage in Quebec. Its offering spans personal lines (auto, home, condo, tenant, life, health, travel, recreational vehicles), commercial lines across more than a dozen sectors (construction, manufacturing, aerospace, agriculture, forestry, maritime, transport, retail, environmental, real estate), group benefits and retirement plans, savings and financial planning products (RRSP, TFSA, RESP, CELIAPP), occupational health and safety services, and actuarial and total compensation consulting.

The business operates a hybrid distribution model combining online quote requests (soumission.lussier.co), a 24/7 toll-free phone channel (1-855-587-7437), email and newsletter marketing compliant with Canada's Anti-Spam Legislation (CASL), and a physical branch network providing in-person licensed advisory across Quebec. The company employs 501-1,000 staff and the firm's website and content (QI Lussier advisory portal) organize offerings across use-case journeys. Revenue is generated primarily through insurance brokerage commissions from carriers on policy placement, renewal, and modification, supplemented by fees from financial planning, group benefits administration, retirement plan management, and occupational health and safety services. The firm is regulated by Quebec's Autorité des marchés financiers (AMF) and complies with PIPEDA and Quebec's Law P-39.1 on personal information protection. On 2022-09-15, Lussier acquired MATIÈRE GRISE for an undisclosed amount, indicating active inorganic growth strategy.

Name

Lussier

Legal name

Lussier Cabinet de Services Financiers Inc.

Website

https://lussier.co

Company type

Private

Founded year

1915

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Lussier is Quebec's largest independent insurance brokerage and financial services firm, distributing personal, commercial, and group insurance and wealth products through 501-1,000 staff and a network of 70+ carrier partners to individuals, businesses, and associations across Quebec.

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

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

Keywords

• Insurance brokerage services
• Personal insurance products
• Commercial insurance solutions
• Group insurance plans
• Financial planning services

Headquarters

HQ city

Alma

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, Others

Revenue model

1. Insurance Brokerage Commissions: As an independent insurance brokerage, Lussier earns commissions from insurance companies when policies are sold, renewed, or modified. The company represents over 70 insurance providers and helps clients find appropriate coverage across auto, home, business, and other insurance lines.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Lussier is an independent insurance brokerage and financial services firm in Quebec that distributes and intermediates insurance and savings products from over 70 insurance providers on behalf of individuals, businesses, and groups/associations. Its core offerings span personal lines (auto, home, life, health, travel, recreational vehicles), commercial lines (sector-specific and specialty coverage), group insurance and retirement plans, and personal financial planning (RRSP, TFSA, RESP, retirement, estate). Licensed advisors provide personalized advisory, policy placement, renewal, and claims support across all product lines.

Product overview

Lussier is an independent financial services firm and insurance brokerage headquartered in Quebec, Canada, operating as part of the Lucier Dale Parizeau group. The company offers a unified platform of insurance and financial planning products across three main segments: personal insurance (vehicles, homes, health, life, and travel), business insurance (commercial property, liability, cyber risk, sector-specific coverage, and employee benefits), and group/association plans. The portfolio is coordinated through its QI Lussier advisory section and is distributed via a network of over 70 insurance provider partners. The company provides both in-person advisor consultation and online quote/management tools.

Differentiator

Problem solved

Functional benefit

Brands

• QI Lussier: A financial planning and advisory service offered by Lussier to help clients plan their future and that of their family, covering topics such as retirement, savings, insurance, travel, and property protection.

Products and services

• Assurance automobile (Car Insurance) Vehicle insurance covering automobiles, with protection against theft, fire, vandalism, and climate events such as hail and windstorms, plus liability coverage meeting Quebec's minimum $50,000 requirement. Targeted at individual vehicle owners in Quebec.
• Assurance habitation (Home Insurance) Property insurance covering primary residences against damage, theft, and covered perils. Targeted at individual homeowners in Quebec.
• Assurance bateau (Boat Insurance) Insurance coverage for recreational boats and watercraft. Targeted at individual boat owners in Quebec.
• Assurance voyage (Travel Insurance) Coverage for medical emergencies, trip cancellations, and travel-related risks for individuals traveling domestically or internationally. Targeted at individual travelers.
• Assurance vie (Life Insurance) Life insurance products, including standard life coverage and mortgage life insurance, designed to protect beneficiaries financially. Targeted at individuals and families in Quebec.
• Assurance condo (Condo Insurance) Insurance for condominium owners covering personal liability, unit improvements, and common areas. Targeted at condo owners in Quebec.
• Assurance locataire (Tenant Insurance) Coverage for renters protecting personal belongings and liability within rented properties. Targeted at tenants in Quebec.
• Assurance VTT (ATV Insurance) Insurance for all-terrain vehicles. Targeted at individual ATV owners in Quebec.
• Assurance moto/scooter (Motorcycle/Scooter Insurance) Insurance coverage for motorcycles and scooters. Targeted at individual riders in Quebec.
• Assurance motoneige (Snowmobile Insurance) Insurance coverage for snowmobiles. Targeted at individual snowmobile owners in Quebec.
• Assurance VR et roulotte (RV & Trailer Insurance) Insurance for recreational vehicles, travel trailers, and caravans. Targeted at individual RV and trailer owners in Quebec.
• Assurance accident (Accident Insurance) Coverage for accident-related expenses and disability resulting from accidents. Targeted at individuals in Quebec.
• Assurance maladie et invalidité (Illness & Disability Insurance) Health insurance covering illness, disability, and critical illness for individuals and businesses. Targeted at individuals and employers seeking income protection.
• Épargne et planification financière (Savings & Financial Planning) Financial planning services including RRSPs, TFSAs, RESPs, retirement planning, and estate planning products such as CÉLIAPP for first-time home buyers. Targeted at individuals and households in Quebec seeking long-term savings and retirement planning.
• QI Lussier (Lussier IQ) Advisory and planning service that helps clients explore insurance and financial planning topics across categories including driving/navigation, family/health, properties/valuables, retirement/money, and travel/leisure. Targeted at individuals and businesses seeking consolidated advisory guidance.
• Assurance des entreprises (Business Insurance) Commercial insurance covering business sectors including aerospace, agriculture, automotive, construction, environmental, forestry, real estate, manufacturing, marine, transport, retail, services, and healthcare. Coverage types include commercial property, cyber risk, directors & officers, professional liability, civil liability, environmental liability, equipment breakdown, commercial vehicles, surety, and event coverage. Targeted at Quebec businesses of varying sizes and industries.
• Régimes d'assurance collective (Group Insurance) Group insurance plans for organizations and associations including health coverage, dental, vision, and employee benefits. Targeted at employer groups, professional associations, and other organized groups in Quebec.
• Régimes de retraite (Retirement Plans) Corporate retirement plans and asset management services for businesses. Targeted at Quebec employers seeking retirement plan design, administration, and investment management.
• Santé et sécurité du travail (Occupational Health & Safety) Workplace health and safety services including OHS training, prevention mutuals (mutuelles de prévention), and disability management for businesses. Targeted at Quebec employers needing OHS compliance and disability management support.

Named customers3 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

26 partnerships are on record, tiered core.

• IntactcoreOthersMajor Canadian insurance provider represented by Lussier as part of their network of over 70 insurance providers. Intact offers auto, home, and business insurance products.
• AIGcoreOthersGlobal insurance carrier represented through Lussier's brokerage network, offering commercial and personal insurance products.
• ChubbcoreOthersMajor international property and casualty insurance company available through Lussier's brokerage, specializing in high-value property and specialty insurance.
• ZurichcoreOthersGlobal insurance carrier available through Lussier's network, offering commercial and specialty insurance solutions.
• Lloyd'scoreOthersLondon-based insurance market represented through Lussier's brokerage, providing specialty and complex risk insurance solutions.
• Tokio MarinecoreOthersJapanese insurance group available through Lussier's network, offering commercial and specialty insurance products.
• WawanesacoreOthersCanadian mutual insurance company represented by Lussier, specializing in auto and property insurance for individuals and businesses.
• AvivacoreOthersUK-based global insurer available through Lussier's network, offering personal and commercial insurance products in Canada.
• EconomicalcoreOthersCanadian insurance company represented by Lussier, offering personal and commercial insurance products including auto and property coverage.
• NorthbridgecoreOthersCanadian commercial insurance provider available through Lussier's network, specializing in business insurance solutions.
• TrisuracoreOthersCanadian specialty insurance company represented by Lussier, offering contract surety, commercial property, and casualty insurance.
• AllianzcoreOthersGlobal insurance and financial services company available through Lussier's network.
• BerkleycoreOthersW.R. Berkley Corporation subsidiary available through Lussier's brokerage, offering commercial insurance products.
• PromutuelcoreOthersQuebec-based mutual insurance company represented by Lussier, offering auto, home, and business insurance in the Quebec market.
• EcheloncoreOthersInsurance provider available through Lussier's network, offering specialty insurance products.
• CNAcoreOthersUS-based commercial insurance company available through Lussier's network, offering business insurance solutions.
• EstrieRichelieucoreOthersRegional Quebec insurance company represented by Lussier, offering property and casualty insurance products.
• HSBcoreOthersHartford Steam Boiler inspection and insurance company available through Lussier's network, specializing in equipment breakdown coverage.
• Liberty MutualcoreOthersUS-based global insurance company available through Lussier's network, offering commercial and personal insurance products.
• Optimum Assurance GénéralecoreOthersCanadian insurance company represented by Lussier, offering commercial and specialty insurance products.
• PAFCOcoreOthersInsurance provider available through Lussier's network.
• StarrcoreOthersGlobal insurance and reinsurance company available through Lussier's network, offering specialty insurance solutions.
• TrinitycoreOthersInsurance provider available through Lussier's network.
• WynwardcoreOthersCanadian insurance company available through Lussier's network, offering commercial insurance products.
• L'UniquecoreOthersRegional insurance company available through Lussier's network.
• SouverainecoreOthersInsurance provider available through Lussier's network.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• BrokerLink: One of Canada's largest independent insurance brokerage networks operating across personal, commercial, and specialty lines. Closest direct comparable to Lussier given similar multi-carrier independent brokerage model with broad product portfolio.
• Westland Insurance: Large Canadian independent insurance brokerage with personal, commercial, and group offerings across multiple provinces. Comparable to Lussier in serving individuals and businesses via multi-carrier advisor model with branch network.
• BFL Canada: Canadian employee-owned insurance brokerage specializing in commercial and specialty lines. Comparable to Lussier on the commercial side though more focused on specialty and large commercial risks rather than personal lines.

Broad incumbents

• Hub International: Major North American insurance brokerage owned by Marsh McLennan, offering personal, commercial, and specialty insurance. Comparable to Lussier in scale and brokerage model but with broader geographic footprint and deeper specialty practice areas.
• Aon Canada: Global insurance brokerage and advisory firm with a significant Canadian presence serving commercial and personal clients. Overlaps with Lussier on commercial lines and risk advisory, though skewed to larger enterprise accounts.
• Marsh Canada: Global insurance broker and risk adviser with operations across Canada. Comparable to Lussier on commercial brokerage and group benefits, though focuses on large corporate and institutional clients.
• Arthur J. Gallagher Canada: Global insurance brokerage with a Canadian footprint serving commercial and group clients. Comparable in commercial and group benefits brokerage, less direct overlap on retail personal lines where Lussier is strong.

Regional players

• Promutuel Assurance: Quebec-based mutual insurance company offering auto, home, and business insurance to Quebec residents. Local competitor to Lussier in personal and small commercial lines across Quebec, with mutual-ownership structure rather than independent brokerage.
• Cooperators: Canadian co-operative insurer offering personal, commercial, and group insurance across Canada with strong Quebec presence via affiliated brands. Overlaps with Lussier across personal lines, commercial, and group benefits distribution.

Others

• Intact Public Entities / Intact Financial: Largest Canadian P&C insurer and a key Lussier carrier partner. Listed because it represents both a core supplier relationship and a downstream competitive threat via direct-to-consumer and digital distribution channels.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Lussierco
• LinkedInlinkedin.com/company/lussier

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Lussier