Dehoney Financial Group

Name

Dehoney Financial Group

Legal name

Dehoney Financial Group

Website

https://dehoney.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Dehoney Financial Group is a British Columbia insurance brokerage and financial services firm founded in 1980, serving individuals, families, and businesses across 20+ Western Canada offices. Now operating as Waypoint Benefits & Financial Services under Navacord, it distributes personal, commercial and specialty insurance alongside benefits, group retirement, and wealth advisory services.

Ownership category

akta.pro rank

Product category

Insurance Brokerage and Financial Services

NAICS

Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210), Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Insurance and Employee Benefit Funds (5251), Finance and Insurance (52)

SIC

Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321), Life Insurance (6311)

akta.pro primary industry

Employee Benefit & Retirement Plan Trust Services (FSAAANAC)

akta.pro secondary industries

Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK), Self-Funded (ASO) Group Health Plans & Stop-Loss (FSAIAFAB), Nonprofit / Social Services BOP (FSAJAFAM), Technology / IT Services BOP (FSAJAFAK)

Keywords

• Insurance brokerage
• Wealth management
• Group benefits consulting
• Commercial insurance
• Retirement planning

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices20 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 and advisory fees: Generates revenue through insurance brokerage commissions on auto, home, business, and specialty insurance products. Also earns fees for financial planning, wealth management, group benefits consulting, and estate planning services.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Dehoney Financial Group, now operating as Waypoint Benefits & Financial Services (WBFS) under Navacord, is an insurance brokerage and financial services firm in British Columbia. It distributes personal and commercial insurance products (auto, home, business, specialty, executive risk) from multiple carriers, and delivers financial services including benefits consulting, group retirement administration, third-party plan administration, and wealth management (financial, tax, estate, and succession planning) for individuals, families, and businesses.

Product overview

Dehoney Financial Group, now operating as Waypoint Benefits & Financial Services (WBFS) under the Navacord family, offers a unified platform of insurance and financial services. The core offerings span personal insurance (auto, home, personal lines, event), business insurance (commercial, specialty programs, executive risk, specialty products), and financial services (benefits consulting, group retirement, third-party administration, wealth management). The portfolio includes ICBC Auto Renewal, ICBC Autoplan, home insurance products, commercial business insurance, specialty programs like StrataPRO and BakeryPro, and executive risk solutions. Financial services are delivered through benefits consulting, group retirement plans, and wealth management including financial planning, tax & estate planning, and succession planning.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Comprehensive auto insurance brokerage services including ICBC Auto Renewal, ICBC Autoplan, private auto, fleet vehicle insurance, motorcycle insurance, and vehicle replacement insurance for personal and commercial customers.
• Home Insurance Residential property insurance brokerage covering home owners, condos, tenant insurance, landlord insurance, luxury home insurance, and seasonal insurance with common add-on options.
• Business Insurance Commercial insurance brokerage programs for industries including commercial real estate, construction, hospitality, natural resources, architects & engineers, manufacturing, not-for-profit organizations, auto dealerships, life sciences & technology, professional services, and commercial marine transportation.
• Personal Insurance Personal lines insurance brokerage for travel insurance, life insurance, pet insurance, boat insurance, and RVs & travel trailers.
• Event Insurance Specialized event insurance brokerage for hole in one insurance and special event coverage.
• Benefits Consulting Group benefits consulting services that help businesses design, manage, and administer employee benefit programs for their workforce.
• Group Retirement Group retirement planning and administration services for employers and their employees.
• Third-Party Administration Administrative services for managing benefit and retirement plans on behalf of organizations.
• Wealth Management Comprehensive wealth management services including financial planning, insurance planning, tax & estate planning, and succession & contingency planning for individuals and business owners.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and flagship.

• Arbutus Financial ServicescoreStrategic or Co-development Partner · 1 November 2024As of November 1, 2024, Dehoney Financial Group and Arbutus Financial Services joined forces to form Waypoint Benefits & Financial Services (WBFS). This merger created a leading firm in Western Canada with expanded resources and expertise, offering comprehensive group benefits, group retirement, insurance, wealth management, and financial planning solutions.
• Waypoint Insurance / NavacordflagshipStrategic or Co-development Partner · 1 November 2024Dehoney Financial Group operates under the Waypoint brand, which is part of the Navacord Insurance network. Effective November 1, 2025, Waypoint will do business as Navacord Insurance Services British Columbia Inc. The partnership provides access to expanded commercial and liability insurance products plus exclusive proprietary offerings.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Marsh Canada: Marsh is one of the world's largest insurance brokerages and risk advisors, with a strong Canadian practice focused on large commercial and enterprise risk management, employee benefits, and specialty lines. It competes primarily in the upper end of Dehoney/Waypoint's commercial book.
• Hub International: Hub International is a major North American insurance brokerage with substantial Canadian operations, offering commercial, personal, employee benefits, and risk management services. It competes for the same mid-market and enterprise commercial clients across BC, particularly in construction, manufacturing, and hospitality verticals.
• Arthur J. Gallagher (Canada): Arthur J. Gallagher is a global insurance brokerage and risk management firm with a Canadian operation, offering commercial, benefits, and wealth management services. It competes with the firm in the larger BC commercial and group benefits segments, particularly with mid-to-large enterprises.
• Intact Financial Corporation: Intact Financial is Canada's largest P&C insurer and a major competitor for the firm's personal and small commercial customers, increasingly through both broker and direct channels. It represents both a carrier partner and a competitive threat to the firm's commission base.
• Co-operators: Co-operators is a major Canadian insurance and financial services cooperative offering personal, commercial, group benefits, and wealth products across Canada. It is a broad incumbent competing across multiple of the firm's product lines, including benefits and investment services.

Direct peers

• Navacord: Navacord is the parent organization and a major Canadian insurance and benefits brokerage network. It is the most directly comparable entity as it is the umbrella under which Dehoney/Waypoint now operates, offering the same combined insurance brokerage, group benefits, retirement, and risk management services nationally.
• Westland Insurance: Westland Insurance is one of Canada's largest independent insurance brokerages, headquartered in British Columbia with a similar broad personal and commercial lines offering across Western Canada. It is a direct competitor in the BC market for personal, auto, home, and commercial insurance brokerage.
• BrokerLink: BrokerLink is a large Canadian insurance brokerage with significant presence in BC and Western Canada, offering personal, commercial, auto, home, and specialty insurance through both physical branches and digital channels. It is a direct competitor for the same customer base in overlapping geographies.

Regional players

• CapriCMW Insurance Services: CapriCMW is a Western Canada-focused insurance brokerage headquartered in BC, offering personal, commercial, construction, and specialty insurance. It is a direct regional peer in the same BC geography, competing for similar commercial verticals including construction and real estate.
• Smith Insurance (now part of Acera Insurance): Acera Insurance is a Canadian brokerage with a strong Western Canada presence, formed via roll-up of several regional brokerages. It is a regional peer offering similar personal, commercial, and specialty products with comparable multi-office distribution in BC and Alberta.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Dehoney Financial Group