EasyInsure

What EasyInsure does

EasyInsure, operated by Belyer Insurance Limited, is a Canadian full-service online insurance brokerage founded in 2007 by Grant Belanger and Leen Meyer and headquartered in Windsor, Ontario. The firm represents more than 45 insurance carriers (including Allianz, Intact, Travelers Canada, Gore Mutual, BMO Insurance, and Lloyd's of London for personal cyber) and offers a comprehensive product suite spanning personal lines (auto, homeowners, condo, tenants, high-value home, boat/PWC, travel, individual health, life, critical illness, personal cyber, event liability, Super Visa health) and commercial lines (business package, commercial auto, CGL, commercial property, contractors, office package, professional liability/E&O, fleet, surety bonds), plus group benefits and investment products (RRSP, TFSA, FHSA, RESP, segregated funds). Quote, purchase, and policy management for most personal lines is operated through the VIU by HUB digital platform as a sister-brokerage integration, while a proprietary MyAccount portal provides centralized policy access. Personal cyber uses Lloyd's of London capacity through CyberClan for incident response, individual health is underwritten by Green Shield Insurance, investments flow through HUB Financial Inc., and an exclusive arrangement with the Ontario Electrical League and Ontario Mechanical League drives contractor channel volume.

The business model is commission-based across carrier placements, with trailing commissions on mutual fund and segregated fund sales via HUB Financial Inc. Subscription-style billing cadences range from monthly (group benefits, some health and life) to annual (auto, home, commercial packages). Group benefits are structured in three tiers (Bronze, Silver, Gold) with monthly billing, while personal health offers seven plan options with monthly pre-authorized payments. Go-to-market is hybrid: digital self-serve via the website and VIU by HUB-powered quoting, supported by phone-based inside sales with specialized teams (VIP for high-value homes, surety, fleet, office package, life) and channel referrals from the OEL/OML partnerships. Distribution is single-country domestic across Canada outside Quebec, and customer base spans individuals, families, self-employed workers, professionals (lawyers, financial advisors, tax preparers, mortgage brokers), contractors, commercial fleets, and small-to-large employers.

Revenue mechanics rely on standard brokerage commissions on premiums placed across multiple lines, recuring group benefits premium billing, and long-tail trailing fees on investments. The firm claims tens of thousands of customers served since inception and a 4.4/5 Google rating across 444 reviews. There are no disclosed funding rounds, parent company, or institutional investors, and ownership appears founder-controlled with an 11-50 employee base. All operational infrastructure depends heavily on partner platforms (VIU by HUB, HUB Financial, Green Shield, Lloyd's, CyberClan), making partner relationships the load-bearing element of the operating model.

Name

EasyInsure

Legal name

Belyer Insurance Limited

Website

https://easyinsure.ca

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Canadian full-service online insurance brokerage operated by Belyer Insurance Limited, representing 45+ carriers across personal, commercial, life, health, and investment lines for individuals, families, contractors, professionals, and SMB employers across Canada.

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

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

Keywords

• Online insurance brokerage
• Commercial insurance products
• Personal insurance lines
• Group benefits coverage
• Contractor insurance programs

Headquarters

HQ city

Windsor

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Insurance Brokerage Commissions: EasyInsure earns commissions from insurance carriers for policies placed. As a broker, they represent multiple insurance companies and earn referral fees or commissions on each policy sold or renewed.
2. Investment Product Distribution: Through HUB Financial Inc., EasyInsure facilitates investment products including RRSPs, TFSAs, FHSAs, RESPs, and segregated funds. Commissions and trailing commissions are earned on mutual fund sales.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

EasyInsure is a Canadian full-service online insurance brokerage that compares and places coverage from more than 45 insurance carriers across personal lines (auto, home, condo, tenants, high-value home, boat/PWC, life, health, travel, cyber) and commercial lines (business, commercial auto, general liability, property, contractors, office package, professional liability/E&O, surety bonds, fleet), plus group benefits and investment products. Customers can obtain quotes, purchase policies, and manage their coverage online via the VIU by HUB-powered platform or through phone-based broker support.

Product overview

EasyInsure, operated by Belyer Insurance Limited, is a full-service Canadian online insurance broker founded in 2007, offering a comprehensive suite of personal and commercial insurance products. The portfolio spans personal lines (auto, homeowners, condo, tenants, high-value home, boat/PWC, travel, individual health, life, critical illness, personal cyber, event liability) and commercial lines (business insurance, commercial auto, commercial general liability, commercial property, contractors insurance, office package, professional liability/E&O, surety bonds, fleet insurance), plus group benefits and investment products (RRSP, TFSA, FHSA, RESP, segregated funds). Digital quote, purchase, and policy management for personal insurance is powered by the VIU by HUB platform, while investments are provided through HUB Financial Inc. and personal health insurance is underwritten by Green Shield Insurance. The company represents over 45 insurance carriers and operates as Canada's first full-service online insurance broker.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance

Quantifiable outcome

• Tens of thousands of individuals and businesses have purchased insurance through EasyInsure since 2007
• +2 more outcomes

Named customers6 records

Segments9 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

24 partnerships are on record, tiered core and minor.

• VIU by HUBcoreChannel Partner/ Reseller/ DistributorEasyInsure has partnered with VIU by HUB, a sister brokerage with a wide variety of exclusive products. To provide clients with the best operations, customers are redirected to VIU by HUB platforms for quote and purchase processing of auto, home, and various insurance products.
• Allianz SE Insurance Financial Services CompanyminorOthersInsurance carrier partner represented by EasyInsure for insurance products.
• Nordic Insurance Company of CanadaminorOthersInsurance carrier partner represented by EasyInsure for insurance products.
• Novex Group InsuranceminorOthersInsurance carrier partner represented by EasyInsure for insurance products.
• SGI Insurance CanadaminorOthersInsurance carrier partner represented by EasyInsure for insurance products.
• Travelers CanadaminorOthersInsurance carrier partner represented by EasyInsure for insurance products.
• Intact Insurance Financial CorporationminorOthersInsurance carrier partner represented by EasyInsure for insurance products.
• April CanadaminorOthersInsurance carrier partner represented by EasyInsure for insurance products.
• Gore Mutual Insurance CompanyminorOthersInsurance carrier partner represented by EasyInsure for insurance products.
• Perth InsuranceminorOthersInsurance carrier partner represented by EasyInsure for insurance products.
• Coachman Insurance CompanyminorOthersInsurance carrier partner represented by EasyInsure for insurance products.
• Jevco Insurance CompanyminorOthersInsurance carrier partner represented by EasyInsure for insurance products.
• Premier Group of CompaniesminorOthersInsurance carrier partner represented by EasyInsure for insurance products.
• Bank of Montreal Insurance Financial GroupminorOthersInsurance carrier partner represented by EasyInsure for insurance products.
• Ontario Electrical League (OEL)coreStrategic or Co-development PartnerEasyInsure is the exclusive insurance provider for Ontario Electrical League members. The OEL trusts EasyInsure to provide specialized insurance programs for their contractor members.
• Ontario Mechanical League (OML)coreStrategic or Co-development PartnerEasyInsure is the exclusive insurance provider for Ontario Mechanical League members. The OML trusts EasyInsure to provide specialized insurance programs for their contractor members.
• Green Shield InsurancecoreTechnology or IntegrationGreen Shield Insurance is the underwriter for EasyInsure's personal health insurance plans. Plans include pay-direct card for convenient claims processing, vision provider network with 30% off glasses, and comprehensive health, dental, and travel coverage.
• Lloyd's of LondoncoreOthersLloyd's of London is the insurer for HUB's personal cyber insurance products offered through EasyInsure. Provides comprehensive cyber crime coverage including cyber attack, extortion, identity theft, and data breach protection.
• CyberClancoreTechnology or IntegrationCyberClan is a leader in cyber insurance services providing expert guidance and 24/7 support for cyber crime victims. Services include incident management, ransomware negotiation, IT forensics, credit freezes, and fund recovery assistance.
• HUB Financial Inc.coreStrategic or Co-development PartnerEasyInsure is operated by Belyer Insurance Limited, partnered with HUB Financial Inc. for investment products including RRSPs, TFSAs, FHSAs, RESPs, and segregated funds. HUB provides mutual fund distribution through registered representatives.
• BELFORminorOthersPreferred vendor for damage restoration services. BELFOR is a global restoration and repair company specializing in fire, water, and storm damage recovery for insurance claims.
• CARSTARminorOthersPreferred vendor for collision repair services. CARSTAR is Canada's leading collision repair organization offering quality repair services for insurance claims.
• AssuredminorOthersPreferred vendor for collision repair. Assured is a corporately owned collision repair organization operating across Ontario and Ottawa, awarded the Women's Choice seal of approval.
• Alpine ConstructionminorOthersPreferred vendor for property restoration and reconstruction. Alpine Construction specializes in insurance restorations and structural repairs, accredited by Disaster Service Network.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sonnet Insurance: Canadian digital-first online insurance broker (subsidiary of Definity Financial) selling personal lines including auto and home online. Directly comparable as a Canada-based digital broker targeting self-serve personal insurance customers, although Sonnet is a single-carrier direct writer vs. EasyInsure's multi-carrier brokerage model.
• BrokerLink: One of Canada's largest personal and commercial insurance brokerages with hundreds of branches nationwide. Directly comparable as a multi-line Canadian brokerage serving both personal and commercial customers, though BrokerLink operates a much larger branch-led retail model.
• Surex Direct: Canadian online insurance brokerage comparing quotes from multiple carriers across personal and commercial lines. Closely comparable to EasyInsure as a digital-first multi-carrier comparison broker with both online and phone-based service for individuals and businesses.
• Kanetix Ltd. Canadian online insurance comparison platform (owned by Ratehub) aggregating quotes from multiple insurers across auto, home, and life. Comparable as a digital distribution channel for personal insurance in Canada, overlapping with EasyInsure's online quote comparison offering.
• Westland Insurance: Canadian insurance brokerage operating across Western Canada with personal, commercial, and specialty insurance offerings. Comparable to EasyInsure as a multi-line Canadian brokerage serving both individuals and businesses, though with a heavier branch footprint.

Emerging players

• PolicyMe: Canadian digital life insurance broker offering term life, whole life, and critical illness policies online with no-medical-exam options. Comparable to EasyInsure's life insurance vertical, particularly EasyInsure's Digital Term Life product, though PolicyMe specializes only in life and health.
• Ratehub.ca: Canadian financial product comparison platform (owns Kanetix and MoneySense) aggregating quotes across insurance, mortgages, and credit cards. Comparable as a digital lead-generation and comparison channel in Canadian personal insurance, partially overlapping with EasyInsure's online comparison value proposition.

Broad incumbents

• HUB International: Global insurance brokerage parent/partner of VIU by HUB and HUB Financial Inc., both of which provide infrastructure and investment products to EasyInsure. Comparable as a broad incumbent player in the Canadian insurance brokerage market and as EasyInsure's strategic alignment partner.
• Intact Financial Corporation: Canada's largest P&C insurer, parent of BrokerLink and direct channels like Sonnet and Belairdirect. Comparable as a major insurance partner/carrier of EasyInsure (EasyInsure represents Intact Insurance) and as a broader incumbent spanning underwriting, brokerage, and digital direct distribution.
• Aviva Canada: Major Canadian P&C and life insurance carrier offering direct and broker-distributed personal and commercial products. Comparable as a significant insurance carrier represented within EasyInsure's product shelf and as a broad incumbent in Canadian personal and commercial lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/easyinsure_
• Facebookfacebook.com/EasyInsure-1111774122178481/?fref=ts
• LinkedInlinkedin.com/company/easyinsure.ca
• Instagraminstagram.com/easyinsure?igshid=1pwl0ffx4xigj

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 EasyInsure