Simplinsur
Simplinsur is a Canadian insurance brokerage that distributes mortgage protection, home, and auto insurance through M3 Financial Group's 9,500+ mortgage brokers across all 10 Canadian provinces, serving over 50,000 customers.
- Company typePrivate
- Founded2018
- HeadquartersMontréal, Canada
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Simplinsur does
Simplinsur is a Canadian insurance brokerage headquartered in Toronto with a Montreal office, operating under the English banner Simplinsur and the French banner Simplassur in Quebec. The company distributes mortgage protection insurance (life, critical illness, disability), home and property insurance, and auto insurance primarily through M3 Financial Group's network of 9,500+ mortgage brokers across five brands (INVIS, Mortgage Intelligence, Verico, Multi-Prets, and Mortgage Alliance). Simplinsur holds two wholly-owned licensed insurance broker subsidiaries, Unitas Insurance Services Limited and Multi-plans Insurance brokers Inc., through which all insurance products are placed, and operates inbound call centers for direct customer service in both Quebec and Rest-of-Canada.
The company's product portfolio is anchored on mortgage protection products underwritten by Canada Life (with Manulife underwriting the British Columbia book), and on home and auto policies sourced from a multi-carrier panel including Intact Insurance, Aviva Canada, RSA, Economical, and Jevco. The core technology layer is a brokerage distribution platform aggregating carrier quotes, processing claims through carrier partners, and capturing leads via quote request forms on the Simplinsur website. There is no public or partner-facing API, and the company explicitly operates as a brokerage model rather than a unified software platform.
Simplinsur generates revenue primarily through insurance brokerage commissions paid by carriers, with disclosed commission rates of 12.5% on automobile and 20% on property for Intact, Aviva, and RSA, and 5%-12.5% on automobile for Jevco. Commissions are paid monthly on both new and renewal business, with potential Contingent Profit Commission tied to growth, profitability, premium volume, and retention. The company is wholly owned by M3 Financial Group, Canada's largest non-bank mortgage originator, and serves over 50,000 customers across all 10 Canadian provinces.
Simplinsur firmographics
Firmographics- Name
- Simplinsur
- Legal name
- 9581561 Canada Inc.
- Website
- https://simplinsur.ca
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Simplinsur is a Canadian insurance brokerage that distributes mortgage protection, home, and auto insurance through M3 Financial Group's 9,500+ mortgage brokers across all 10 Canadian provinces, serving over 50,000 customers.
- Ownership category
- akta.pro rank
Where Simplinsur is headquartered
LocationHeadquarters
- HQ city
- Montréal
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
Simplinsur business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Insurance Brokerage Commissions: Simplinsur earns commission income from insurance carriers for placing insurance policies. Commissions are paid monthly for both new business and renewal business. The commission percentage varies by insurer: Intact Insurance Company and Aviva Canada pay 12.5% for automobile and 20% for property; RSA pays 12.5% for automobile and 20% for property; Jevco pays 5%-12.5% for automobile. Additional Contingent Profit Commission may be earned based on growth, profitability, premium volume, and retention ratios.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Commission rates vary by insurer and product type |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Simplinsur product offering
Product offeringCore offering
Simplinsur is a Canadian insurance brokerage that distributes mortgage protection, home, and auto insurance products through a captive network of 9,500+ mortgage brokers and licensed insurance broker subsidiaries. Products are placed with underwriters such as Canada Life, Manulife (British Columbia), Aviva, Intact, Jevco, RSA, and Economical, and the brokerage earns commissions on new and renewal business across 10 provinces.
Product overview
Simplinsur is a Canadian insurance brokerage offering a portfolio of insurance products primarily distributed through mortgage brokers. The product portfolio includes Mortgage Protection Insurance (with three sub-products: Mortgage Life Insurance, Mortgage Critical Illness Insurance, and Mortgage Disability Insurance), Home & Property Insurance, and Auto Insurance. Mortgage Protection products are underwritten by Canada Life (except in British Columbia where they are provided by Manulife). Home and Auto products are offered through a network of insurance carrier partners including Aviva, Intact, Jevco, Premier, Cansure, Peel Mutual, Pafco, Economical, and Pembridge. The company operates as a brokerage model rather than a unified software platform, with products accessed through mortgage broker referrals or direct contact with the brokerage.
Differentiator
Problem solved
Functional benefit
Products and services
- Mortgage Protection Insurance Insurance product that helps homeowners or their families keep the home if the insured passes away, is diagnosed with life-threatening cancer, heart attack or stroke, or becomes unable to work due to illness or injury. Covers the mortgage balance plus discharge fees and penalties. Underwritten by Canada Life (Manulife in British Columbia).
- Mortgage Life Insurance Pays up to $1,000,000 of the outstanding balance of the mortgage (including discharge costs and prepayment penalties) in the event of the insured borrower's death. Interest-only mortgages may be covered for a maximum of 36 months.
- Mortgage Critical Illness Insurance Provides financial protection if diagnosed with certain life-threatening illnesses (Acute Heart Attack, Life-Threatening Cancer, and Stroke). Pays the outstanding balance of the insured mortgage up to $500,000.
- Mortgage Disability Insurance Pays up to $3,500 of monthly mortgage payment if the insured is suddenly unable to work due to illness or injury, for a maximum of 24 months. Includes 100% coverage for each applicant.
- Home & Property Insurance Insurance designed to protect homeowners from damage to their home, personal property, or financial harm. Includes personal liability coverage ($1,000,000), customized coverage options (water damage, sewer lines, identity theft), and loss of use coverage. Placed with carriers including Aviva, Intact, RSA, Premier, Cansure, Peel Mutual, Pafco, Economical, and Pembridge. Not available in SK, MB, and NWT.
- Auto Insurance Personal automobile insurance available through Simplinsur's network of insurance carriers. Includes safe driver program discounts (up to 25%), accident forgiveness, 24/7 emergency claims response, roadside assistance, and rental car coverage. Placed through carriers including Intact, Aviva, Jevco, RSA, Economical, and Pembridge. Not available in BC, SK, MB.
Companies that use Simplinsur
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Simplinsur technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Simplinsur partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and strategic.
- Canada Life Assurance CompanycoreSimplinsur's Mortgage Protection Insurance is underwritten by Canada Life. Coverage includes mortgage life insurance, critical illness, and disability protection. Canada Life provides claims processing and adjudication for mortgage protection products.
- ManulifecoreFor British Columbia customers, Simplinsur's Mortgage Protection is provided by Manulife's Mortgage Protection Plan, underwritten by Manulife instead of Canada Life.
- INVIScoreOne of five major mortgage brokerage brands within M3 Financial Group that distributes Simplinsur insurance products to homeowners across Canada.
- Mortgage IntelligencecoreOne of five major mortgage brokerage brands within M3 Financial Group that distributes Simplinsur insurance products.
- VericocoreOne of five major mortgage brokerage brands within M3 Financial Group that distributes Simplinsur insurance products.
- Mortgage AlliancecoreOne of five major mortgage brokerage brands within M3 Financial Group that distributes Simplinsur insurance products.
- Multi-Prets (MPH)coreOne of five major mortgage brokerage brands within M3 Financial Group that distributes Simplinsur insurance products.
- Aviva CanadastrategicInsurance carrier partner for Simplinsur Home & Auto products. Commissions: 12.5% automobile, 20% property.
- Intact InsurancestrategicInsurance carrier partner for Simplinsur Home & Auto products. Commissions: 12.5% automobile, 20% property.
- Economical InsurancestrategicInsurance carrier partner for Simplinsur Home & Auto products.
- M3 Financial GroupcoreSimplinsur is fully owned and operated by M3 Financial Group, Canada's undisputed #1 non-bank mortgage originator. Simplinsur operates through M3's five mortgage brokerage brands.
- Unitas Insurance Services LimitedcoreDuly licensed broker authorized to use Simplinsur trademark and trade name. Principal place of business at 200, 2005 Sheppard ave. E, Toronto, Ontario, M2J 5B4. Underwrites insurance coverages with approved insurers.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Simplinsur competitors and assessment
Company assessmentDirect peers
- Kanetix: Canadian online insurance comparison platform that aggregates quotes from multiple carriers for home and auto. Comparable in the multi-carrier aggregation and distribution model, though with a direct-to-consumer digital interface rather than a broker network.
- Westland Insurance Group: Canadian insurance brokerage offering home, auto, and specialty insurance through a multi-branch broker network, with multi-carrier panel access. Comparable in product mix, multi-carrier aggregation, and broker-led distribution.
- BrokerLink: One of Canada's largest retail insurance brokerages, distributing home, auto, and life insurance products across multiple provinces through a network of brokers. Closest direct comparable to Simplinsur's multi-line brokerage model in the Canadian market.
- CAA Insurance: Canadian insurance provider offering home and auto products through the CAA membership network. Comparable in distribution via an affiliated trusted-advisor channel and consumer-facing insurance product mix.
Broad incumbents
- Hub International: One of the largest North American insurance brokerages, offering personal and commercial lines including home, auto, and life. Overlapping product set and broker-led distribution, but at much larger scale and broader geographic footprint.
- TD Insurance: Bank-affiliated insurance distributor in Canada offering home, auto, and life products to TD customers. Competes in the same product categories as Simplinsur; competitor customer testimonial explicitly references beating TD's price.
- RBC Insurance: Bank-affiliated insurance distributor in Canada offering home, auto, and life products through RBC's customer base. Overlapping products and mortgage-anchored distribution context, though distributed through a deposit-customer channel rather than an external broker network.
Emerging players
- Sonnet Insurance: Digital-first Canadian home and auto insurer (Intact-owned). Represents the emerging direct-to-consumer model that competes with broker-led distribution on price and convenience — a structural threat to traditional brokerages including Simplinsur.
Others
- Intact Financial Corporation: Canada's largest P&C insurance carrier and a key underwriting partner for Simplinsur's home and auto products (12.5% auto / 20% property commission). Relevant as a primary counterparty whose strategic moves directly affect Simplinsur's product availability and economics.
- Canada Life: Major Canadian life and health insurer that underwrites Simplinsur's mortgage protection products (life, critical illness, disability) across Canada outside BC. A core counterparty without which Simplinsur's flagship product line would not exist.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Simplinsur social profiles
Digital presenceSimplinsur financial estimates
Financial estimateRevenue estimate
Valuation estimate
Simplinsur leadership team
Management profileNumber of profiles
Profiles13 records
Simplinsur subsidiaries and ownership
Company hierarchySubsidiaries2 records
Simplinsur funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Simplinsur M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Simplinsur
What does Simplinsur do?
Simplinsur is a Canadian insurance brokerage that distributes mortgage protection, home, and auto insurance products through a captive network of 9,500+ mortgage brokers and licensed insurance broker subsidiaries. Products are placed with underwriters such as Canada Life, Manulife (British Columbia), Aviva, Intact, Jevco, RSA, and Economical, and the brokerage earns commissions on new and renewal business across 10 provinces.
Is Simplinsur a public or private company?
Simplinsur is a private company. It is classified as corporate owned and is currently operating.
When was Simplinsur founded?
Simplinsur was founded in 2018. It employs 101 to 250 people.
Where is Simplinsur based?
Simplinsur is headquartered in Montréal, Canada, in the North America region.
How does Simplinsur make money?
One revenue line is on record: insurance Brokerage Commissions.
Who are Simplinsur's main competitors?
Direct peers on record are Kanetix, Westland Insurance Group, BrokerLink and CAA Insurance. Broad incumbents are Hub International, TD Insurance and RBC Insurance. Sonnet Insurance is listed as an emerging player. Others are Intact Financial Corporation and Canada Life.
Does Simplinsur have an API?
No public API is recorded for Simplinsur.