Guthrie Insurance

What Guthrie Insurance does

Guthrie Insurance Brokers Ltd. (DBA: Guthrie Insurance / InsurePlus) is a Canadian independent insurance brokerage founded in 1962 and headquartered in Markham, Ontario. The firm delivers personal lines (home, auto, boat, classic car, travel, recreation, cottage, home business, cyber crime, private client), commercial lines (liability, professional liability, business corporate, specialized coverage, fleet, commercial auto, small business, landlord), life insurance, and group home-and-auto programs. Services are delivered primarily through RIBO-licensed and bonded brokers using a "DIFY" (Do It For You) advisory model, supplemented by a 24/7 self-serve online quote platform built on Applied Systems WebRater. The firm represents 12+ top-tier Canadian carriers (Wawanesa, Intact, Aviva, Chubb, CAA, Economical, SGI, Travelers, Pembridge, Pafco, Coachman, Markel) and generates revenue through carrier commissions on personal, commercial, and group placements. The customer base is split between Ontario families and SMB/commercial clients in the GTA, with select Alberta coverage and niche group programs for Medtech Canada, BIOTECanada, and BioAlberta members. On October 6, 2025, Guthrie joined Acera Insurance — Canada's largest independent, employee-controlled insurance brokerage — extending service capability to a national footprint while preserving the local brand and operational team.

Name

Guthrie Insurance

Legal name

Guthrie Insurance Brokers Ltd.

Website

https://guthrieinsurance.com/

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

11–50 employees

Short description

Guthrie Insurance is an insurance firm that offers a range of commercial and corporate insurance products and services.

Ownership category

akta.pro rank

Headquarters

HQ city

Markham

HQ country

Canada

HQ region

North America

Offices2 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: As an independent insurance brokerage, Guthrie Insurance earns commissions from multiple insurance carrier partners including Wawanesa, Intact, Aviva, Chubb, CAA, Economical, SGI, Travelers, and others. They provide personal insurance (home, auto, travel, life), commercial insurance (business liability, corporate), and group insurance products.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Guthrie Insurance is an independent insurance brokerage that sells personal, commercial, and life insurance products on behalf of multiple Canadian and international insurance carriers. Services are delivered through RIBO licensed and bonded brokers who provide expert advice, multi-policy package discounts, and 24/7 claims support, complemented by online self-serve quoting via the Applied Systems WebRater platform.

Product overview

Guthrie Insurance (Guthrie Insurance Brokers Ltd.) is a traditional insurance brokerage that operates as a single-product independent broker offering personal, commercial, and group insurance products. The portfolio includes personal lines (home, auto, boat, classic car, travel, recreation, cottage, home business, cyber crime, private client), commercial lines (liability, professional liability, business corporate, specialized coverage, fleet, commercial auto, small business, landlord), life insurance (term, permanent, mortgage, living benefits, group benefits), and group home/auto programs. The company also offers CAA membership and self-service online quoting tools. Services are delivered exclusively through RIBO licensed and bonded brokers providing personalized advice and multi-policy package discounts, with no direct writer or online-only model. In October 2025, the company merged with Acera Insurance to become part of Canada's largest independent insurance brokerage network.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Car Insurance Specialized insurance for classic and collector vehicles.
• Travel Insurance Insurance coverage for travel-related risks including trip cancellation, medical emergencies, and lost luggage.
• Recreation Insurance Insurance coverage for recreational activities and equipment.
• Home Insurance Personal home insurance coverage protecting against fire, theft, vandalism, water damage, and other perils, with optional home-based business endorsements.
• Boat Insurance Insurance coverage for boats and watercraft for personal use.
• Home & Auto Insurance Packages Bundled insurance packages combining home and auto coverage with multi-policy discounts to prevent missed discounts, gaps in coverage, or overlaps, offered to Ontario families and individuals.
• Auto Insurance Personal automobile insurance coverage including collision, comprehensive, liability, and optional coverages, available through 24/7 online quotes via WebRater or broker-assisted service.
• Cottage and Secondary Homes Insurance Insurance coverage for cottages, cabins, and secondary residential properties.
• Private Client Services Premium insurance services for high-net-worth clients requiring specialized coverage and personalized service.
• Cyber Crime Insurance Insurance coverage protecting individuals and businesses against cyber crime, fraud, and online threats.
• Commercial Insurance Business insurance coverage including liability, property, fleet, and specialized commercial risks, offered through broker-assisted service or self-serve online quoting.
• Commercial Liability Insurance Commercial liability coverage including Errors and Omissions, Directors and Officers, Media Liability, Events/Sports/Leisure/Entertainment, Health & Medical Sciences, Products Liability, and Umbrella Liability.
• Professional Liability Insurance Coverage for professionals (doctors, lawyers, engineers, IT professionals) against claims of negligence or errors in professional services, underwritten by Lloyds of London and other A-rated insurers with coverage up to $1,000,000 E&O and $2,000,000 CGL.
• Business Corporate Insurance Comprehensive business and corporate insurance packages for small to medium enterprises.
• Specialized Commercial Coverage Niche commercial insurance products including Boiler/Machinery/Equipment Breakdown, Surety/Guarantee Bonds, Products Recall Insurance, and Commercial Cyber Crime Insurance.
• Commercial Fleet Vehicle Insurance Insurance for commercial vehicle fleets with coverage for multiple vehicles under a unified policy.
• Commercial Auto Insurance Insurance for individual commercial vehicles used in business operations.
• Small Business Insurance Packages Bundled insurance packages designed for small businesses combining multiple coverages with multi-policy discounts.
• Landlord/Realty Insurance Insurance coverage for property owners renting residential or commercial properties.
• Life Insurance Personal life insurance products including term, permanent, mortgage, living benefits, and employer group health benefits.
• Term Life Insurance Affordable life insurance coverage for a specific term period.
• Permanent Life Insurance Life insurance with lifelong coverage and cash value accumulation.
• Mortgage Life Insurance Insurance designed to pay off the mortgage balance upon the insured's death.
• Living Benefits Insurance Life insurance with living benefit riders providing critical illness or disability coverage.
• Group Home & Auto Insurance Group insurance programs offering home and auto coverage with group discounts, including specialized programs for Medtech, BIOTECanada, and BioAlberta association members.
• CAA Membership CAA membership sold through Guthrie Insurance providing roadside assistance, towing, flat tire service, fuel delivery, battery boost, and lockout service across Canada and the US, available in Basic, Plus, and Premier tiers.

Quantifiable outcome

• Over $2,000 in car insurance savings on renewals for one customer
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core, minor and flagship.

• Wawanesa InsurancecoreOthersInsurance carrier partner offering personal and commercial insurance products through Guthrie Insurance brokers.
• Intact InsurancecoreOthersMajor Canadian insurance provider partnered with Guthrie for comprehensive coverage options.
• AvivacoreOthersInternational insurance group offering products through Guthrie's brokerage network.
• ChubbcoreOthersGlobal insurance company providing specialty coverage options through Guthrie.
• CAA InsurancecoreOthersCAA branded insurance products available through Guthrie with exclusive member benefits and up to 40% savings.
• Economical InsurancecoreOthersCanadian insurance provider offering personal and commercial coverage through the brokerage.
• SGI CanadaminorOthersSaskatchewan-based insurer providing coverage options through Guthrie.
• Travelers InsuranceminorOthersInternational insurance company offering specialized coverage through the brokerage.
• PembridgeminorOthersInsurance carrier partner providing coverage options.
• PafcominorOthersInsurance carrier partner providing coverage options.
• Coachman InsuranceminorOthersSpecialty insurance provider for niche coverage needs.
• MarkelminorOthersInsurance company offering specialty and excess coverage options.
• Acera InsuranceflagshipStrategic or Co-development PartnerOn October 6, 2025, Guthrie Insurance joined Acera Insurance - the largest independent, employee-controlled insurance brokerage in Canada. This national partnership enables coast-to-coast service delivery while maintaining local service values.
• Canadian Broker NetworkminorOthersNational network of independent insurance brokers providing peer support and industry representation.
• Medtech CanadacoreGTM or Marketing PartnerExclusive group insurance program partnership for Medtech Canada members providing discounted home and auto insurance.
• BIOTECanadacoreGTM or Marketing PartnerExclusive group insurance program partnership for BIOTECanada members providing discounted home and auto insurance.
• BioAlbertacoreGTM or Marketing PartnerExclusive group insurance program partnership for BioAlberta members providing discounted home and auto insurance.

Scale indicators3 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Acera Insurance: Acera Insurance is Canada's largest independent, employee-controlled insurance brokerage and Guthrie's parent company as of October 2025. It operates the same multi-carrier brokerage model with coast-to-coast service and a comparable mix of personal, commercial, life, and group products.
• BrokerLink: One of Canada's largest independent insurance brokerages, operating across Ontario and other provinces with personal, commercial, life, and group offerings. Closely comparable in product breadth, multi-carrier representation, and digital quoting experience.
• Westland Insurance Group: Major Canadian independent brokerage with a personal, commercial, and specialty insurance offering. Comparable multi-carrier model, though anchored more in Western Canada; useful peer for unit economics and M&A benchmarks.
• BFL Canada: Canadian specialty insurance brokerage focusing on commercial and complex personal risks. Comparable in serving professional liability, surety, and specialty commercial accounts that Guthrie also targets.

Broad incumbents

• Hub International: Global insurance brokerage with significant Canadian operations. Competes for mid-market and commercial accounts across personal, commercial, life, and specialty lines, but operates at much larger scale and broader scope than Guthrie.
• Arthur J. Gallagher & Co. (Canada): Global insurance brokerage and risk management firm with Canadian operations offering personal, commercial, and specialty products. Operates at significantly larger scale but competes in overlapping commercial and specialty segments.
• Marsh Canada: Subsidiary of Marsh McLennan, offering commercial insurance brokerage and risk advisory in Canada. Comparable for larger commercial, professional liability, and surety accounts, though primarily enterprise-focused.
• Aon Canada: Global insurance brokerage and advisory with Canadian operations covering personal, commercial, life, and specialty lines. Most relevant peer for benchmarking larger commercial and specialty placements.

Others

• CAA Insurance: CAA-branded insurance offering sold in part through Guthrie as a distribution partner. Operates both as a carrier and affinity-driven distribution channel; relevant peer for the affinity-based group program model Guthrie uses with biotech associations.
• Intact Insurance: Canada's largest property & casualty insurer and a key carrier partner of Guthrie Insurance. Acts as a competitor on direct-to-consumer channels but also as a product supplier through the brokerage — relevant for understanding carrier-broker dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/insuradvisor
• Facebookfacebook.com/GuthrieInsuranceBrokers
• LinkedInlinkedin.com/in/ryan-guthrie-a910708

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 Guthrie Insurance