The Standard Insurance Brokers

What The Standard Insurance Brokers does

The Standard Insurance Brokers Ltd. is a Canadian property and casualty insurance brokerage founded in 1897 and headquartered in Kenora, Ontario. Operating across Northwestern Ontario, Manitoba, and Saskatchewan through nine branch offices (Kenora, Dryden, Red Lake, Sioux Lookout, Thunder Bay, Fort Frances, Winnipeg, Flin Flon, and Creighton), the firm served households, small businesses, agricultural operations, and specialized commercial accounts. The company was acquired by BrokerLink on June 1, 2024, and is now a subsidiary integrated into BrokerLink, which itself is owned by Intact Financial Corporation (TSX: IFC).

The company distributes a broad product portfolio including personal lines (home, auto, tenant, condo, vacation/cottage, motorcycle, ATV, snowmobile, boat, trailer), business insurance (commercial property, general liability, commercial auto, cyber, directors and officers, errors and omissions, builders' risk, equipment breakdown, business interruption, trade credit, crime coverage, public/event liability), group/employee benefits, and life and health insurance. The Standard was particularly known for specialty programs in tourist resorts, RV campgrounds, aerial crop spraying, and professional liability for architects and engineers. Post-acquisition, the product set has expanded to include additional industry-specific commercial lines, pet, travel, and an extended benefits suite under the BrokerLink platform.

The business model is commission-based insurance brokerage, earning transaction fees on policies placed with carrier partners. Distribution is multi-channel: physical branches, phone-based inside sales, online self-serve quote tools (quotes.brokerlink.ca), a mobile application (iOS/Android), and an online payment portal. The firm is sales-led with no proprietary technology stack or disclosed AI/ML capabilities; technology footprint is limited to standard digital customer-service tooling. Customer concentration is low, with revenue spread across long-tail personal, small-commercial, and specialty accounts across three provinces.

Name

The Standard Insurance Brokers

Legal name

The Standard Insurance Brokers Ltd.

Website

https://standardinsurance.ca

Company type

Private

Founded year

1897

Operating status

Acquired

Headcount range

101–250 employees

Short description

The Standard Insurance Brokers is a Canadian P&C insurance brokerage founded in 1897, serving personal, business, and specialty clients across Northwestern Ontario, Manitoba, and Saskatchewan through nine branches. Acquired by BrokerLink (Intact Financial subsidiary) in June 2024, it is now integrated into a 235-branch national network.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Commercial Lines Insurance Brokerage (FSAEADAB)

akta.pro secondary industries

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

Keywords

• Property insurance brokerage
• Commercial insurance
• Personal insurance lines
• Specialty insurance programs
• Insurance brokerage services

Headquarters

HQ city

Kenora

HQ country

Canada

HQ region

North America

Offices9 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: Insurance brokerage earning commissions from insurance carriers on policies placed for customers. Revenue generated from selling home, auto, business, farm, recreational vehicles, life, group benefits, and specialty insurance products.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Standard Insurance Brokers is a Canadian property and casualty insurance brokerage that places personal, business, farm, recreational vehicle, life, group benefits, and specialty insurance policies on behalf of customers across Northwestern Ontario, Manitoba, and Saskatchewan. The brokerage is integrated into BrokerLink's national network of 235 branches following acquisition on June 1, 2024, and earns commissions from carriers on each policy placed. Services are delivered through nine physical branches, a phone-based sales center, online quote tools, a mobile application, and an online payment portal.

Product overview

The Standard Insurance Brokers is a Canadian property and casualty insurance brokerage established in 1897, now part of BrokerLink following acquisition on June 1, 2024. The company offers a comprehensive portfolio of personal insurance products (home, auto, tenant, condo, vacation property, recreational vehicles including motorcycles, ATVs, snowmobiles, boats, and trailers), business insurance products (commercial property, general liability, auto, cyber, professional liability, and industry-specific coverages), and group/employee benefits. The company also provides specialty insurance programs including tourist resorts, RV campgrounds, aerial crop spraying, and professional liability for architects and engineers. Services are delivered through a network of branches across Northwestern Ontario, Manitoba, and Saskatchewan.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Insurance Property insurance coverage for residential houses protecting against damages and losses. Targeted at individual homeowners in Northwestern Ontario, Manitoba, and Saskatchewan.
• Car Insurance Vehicle insurance coverage for automobiles. Targeted at individual vehicle owners for mandatory and voluntary auto coverage.
• Tenant and Renters Insurance Insurance coverage for tenants and renters protecting personal belongings and liability. Targeted at residential tenants.
• Condo Insurance Insurance coverage for condominium owners. Targeted at condo owners requiring unit and personal property protection.
• Vacation Property & Cottage Insurance Specialized insurance for vacation properties and cottages. Targeted at owners of secondary and seasonal residences.
• Motorcycle Insurance Insurance coverage for motorcycles. Targeted at individual motorcycle owners.
• ATV Insurance Insurance coverage for all-terrain vehicles. Targeted at individual ATV owners.
• Snowmobile Insurance Insurance coverage for snowmobiles. Targeted at individual snowmobile owners.
• Boat Insurance Insurance coverage for boats and watercraft. Targeted at individual boat and watercraft owners.
• Trailer Insurance Insurance coverage for trailers. Targeted at trailer owners.
• Life Insurance Insurance coverage providing financial protection for beneficiaries upon death. Targeted at individuals and families seeking life protection.
• Health Insurance Insurance coverage for medical and health-related expenses. Targeted at individuals and families seeking supplementary health coverage.
• Travel Insurance Insurance coverage for travelers. Targeted at individuals purchasing trip, medical, and cancellation protection.
• Pet Insurance Insurance coverage for pets. Targeted at pet owners seeking veterinary expense protection.
• Group Insurance Group insurance coverage for organizations. Targeted at groups (employers, associations) seeking group-based insurance products.
• Employee Benefits Employee benefit insurance packages for businesses. Targeted at employers offering employee benefits programs.
• Business Insurance Comprehensive business insurance coverage including property, liability, and specialized business protection. Targeted at commercial businesses of varying sizes.
• Business Property Insurance Coverage for business-owned properties. Targeted at commercial property owners.
• Commercial Auto Insurance Vehicle insurance for commercial businesses. Targeted at businesses operating commercial vehicles and fleets.
• Commercial General Liability Insurance General liability coverage for commercial operations. Targeted at businesses needing third-party liability protection.
• Business Interruption Insurance Coverage for loss of income during business interruptions. Targeted at businesses needing protection against operational disruption.
• Cyber Insurance Coverage for cyber risks and data breaches. Targeted at businesses seeking protection against cyber incidents.
• Directors and Officers Insurance Liability coverage for corporate directors and officers. Targeted at corporations, boards, and executives.
• Errors and Omissions (Professional Liability) Insurance Professional liability coverage for errors and omissions. Targeted at professional service firms and individual practitioners.
• Equipment Breakdown Insurance Coverage for equipment failure and breakdowns. Targeted at businesses dependent on equipment for operations.
• Assured Bond Insurance Bond insurance for assured businesses. Targeted at commercial entities requiring surety bonds.
• Builder's Risk Insurance Coverage for construction projects and builders. Targeted at construction firms and property developers.
• Crime Coverage Insurance Coverage for crime-related losses. Targeted at businesses seeking protection against theft, fraud, and employee dishonesty.
• Event Liability Insurance Coverage for event-related liabilities. Targeted at event organizers and venues.
• Public Liability Insurance Public liability coverage for businesses. Targeted at businesses interacting with the general public or third parties.
• Trade Credit Insurance Coverage for trade credit risks. Targeted at businesses extending credit to customers and managing receivables.
• Agriculture & Farm Industry Insurance Specialized insurance for agricultural and farm operations covering farm property, equipment, livestock, and crop loss. Targeted at farms and agricultural operations in Northwestern Ontario, Manitoba, and Saskatchewan.
• Contractor Insurance Insurance coverage for contractors. Targeted at construction and trade contractors.
• Construction Insurance Insurance coverage for the construction industry. Targeted at construction firms and developers.
• Energy, Oil and Gas Industry Insurance Insurance for the energy, oil and gas sector. Targeted at upstream, midstream, and downstream energy operators.
• Health and Wellness Industry Insurance Insurance for health and wellness businesses. Targeted at clinics, gyms, spas, and wellness service providers.
• Hospitality Industry Insurance Insurance for the hospitality industry including hotels and restaurants. Targeted at hotels, restaurants, and lodging operators.
• Manufacturing Insurance Insurance for manufacturing operations. Targeted at manufacturing businesses.
• Marine Insurance Insurance for marine operations and shipping. Targeted at marine operators and shippers.
• Non-Profit Insurance Insurance for non-profit organizations. Targeted at non-profits and charitable organizations.
• Personal Care and Beauty Industry Insurance Insurance for personal care and beauty businesses. Targeted at salons, spas, and beauty service providers.
• Professional Services Insurance Insurance for professional service providers. Targeted at accountants, lawyers, consultants, and similar professional firms.
• Real Estate Industry Insurance Insurance for the real estate industry. Targeted at real estate agents, brokers, property managers, and developers.
• Retail Industry Insurance Insurance for retail businesses. Targeted at retail stores and consumer-facing merchants.
• Technology Industry Insurance Insurance for technology businesses. Targeted at technology companies and IT service providers.
• Transportation Industry Insurance Insurance for transportation businesses. Targeted at trucking, logistics, and passenger transport operators.
• Wholesale and Warehousing Industry Insurance Insurance for wholesale and warehousing operations. Targeted at wholesalers, distributors, and warehouse operators.
• Tourist Resort Insurance Program Specialized insurance program for tourist resorts. Targeted at resort operators in Northwestern Ontario, Manitoba, and Saskatchewan, drawing on The Standard's regional niche expertise.
• RV Campground Insurance Program Specialized insurance program for RV campgrounds. Targeted at campground owners in Northwestern Ontario, Manitoba, and Saskatchewan.
• Aerial Crop Spraying Insurance Program Specialized insurance program for aerial crop spraying operations. Targeted at agricultural aviation operators.
• Professional Liability Insurance for Architects and Engineers Professional liability insurance coverage for architects and engineers. Targeted at design and engineering professional service firms.

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• BrokerLinkflagshipStrategic or Co-development Partner · 1 June 2024The Standard Insurance Brokers Ltd. joined BrokerLink on June 1, 2024. The Standard, established in 1897, was integrated into BrokerLink's network. This merger combines The Standard's 127+ years of expertise and 9 offices in Northwestern Ontario, Manitoba, and Saskatchewan with BrokerLink's national scale of 235 branches and 5,000+ employees. The Standard's advisors and service continuity are maintained under the BrokerLink brand.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• BrokerLink: The acquirer and current parent of The Standard; BrokerLink operates 235 branches and 5,000+ employees across Canada, offering the same personal, commercial, and specialty insurance brokerage services via multi-channel distribution.
• Westland Insurance Group: One of Canada's largest independent insurance brokerages with regional branch networks across Western Canada and beyond, directly comparable to The Standard's mid-sized regional brokerage model and personal/commercial/specialty mix.
• Acera Insurance: Mid-market Canadian insurance brokerage formed through the merger of Rogers Insurance and several regional brokers; comparable in scale, multi-channel distribution, and personal/commercial/specialty product breadth.
• BFL Canada: Canadian employee-owned brokerage specializing in commercial and specialty lines including professional liability, construction, and energy risks; comparable to The Standard's specialty insurance expertise and niche programs.

Broad incumbents

• HUB International: Large North American insurance brokerage with significant Canadian operations offering personal, commercial, and specialty brokerage services; overlaps with The Standard across mid-market commercial and specialty lines.
• Marsh Canada: Subsidiary of Marsh McLennan, Marsh Canada is a global brokerage with deep Canadian presence in commercial and specialty insurance brokerage, including professional liability and risk advisory services that compete with The Standard's specialty programs.
• Aon Canada: Canadian arm of global broker Aon, providing commercial and specialty insurance brokerage, risk management, and reinsurance services that overlap with The Standard's commercial and specialty product offering.
• Arthur J. Gallagher & Co. (Canada): Global insurance brokerage with substantial Canadian operations delivering commercial and specialty insurance placement; comparable to The Standard across commercial lines and specialty risk advisory offerings.

Regional players

• Lane's Insurance: Western Canada-based independent brokerage with branch network across Alberta, Saskatchewan, and BC; directly comparable regional peer for The Standard's personal/commercial/specialty offering in overlapping geographies.

Others

• TD Insurance: Direct-to-consumer insurance arm of TD Bank offering personal lines (auto, home) and some commercial coverage in Canada; represents the disintermediation threat to The Standard's commission-based personal lines revenue.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/thestandardins
• Facebookfacebook.com/brokerlink
• LinkedInlinkedin.com/company/brokerlink
• Instagraminstagram.com/brokerlink

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&A

Investments

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

Frequently asked questions about The Standard Insurance Brokers