Canadian Benefits Investment & Insurance Group

What Canadian Benefits Investment & Insurance Group does

Canadian Benefits Investment & Insurance Group Inc. (CBIG) is a privately held Canadian financial services firm founded in 1994 by Pete (current CEO) and headquartered in Surrey, British Columbia. The company operates as a fully integrated advisory broker delivering wealth management, group benefits, group retirement, individual insurance, and mortgage brokerage services to individuals, families, and businesses across Canada. Its stated client base spans businesses ranging from 3 employees to organizations of 3,000+ employees, alongside high-net-worth individuals, business owners, and professionals seeking comprehensive financial planning. Since 2021, CBIG has operated as the strategic advisory and consulting arm of the GroupHEALTH Family of Companies while maintaining independent operations through seven physical offices across British Columbia (Surrey, Prince George x2, Terrace, Vernon), Ontario (London), and Yukon (Whitehorse).

CBIG's core product portfolio comprises five interconnected service lines: Group Benefits (customized employee health, dental, and disability packages for businesses), Group Retirement (Group RRSPs, Deferred Profit Sharing Plans, and pension plans), Wealth Management (investment management, legacy, and estate planning delivered through a partnership with Aligned Capital Partners Inc.), Individual Insurance (life, disability, critical illness, and travel coverage), and a Mortgage Division (brokerage services in BC and Alberta under the PG Mortgage Broker Team). The firm does not operate a proprietary technology platform; service delivery relies on advisor-led consultations, manual financial planning processes, and an online instant-approval life insurance application integrated through third-party partner Ollie. Administrative platform access for group benefits is provided via the GroupHEALTH Benefit Solutions platform within the GroupHEALTH ecosystem.

CBIG's business model is commission- and fee-based, generating revenue from insurance carrier commissions, wealth management advisory fees routed through Aligned Capital Partners, group benefits administration fees, group retirement structuring fees, and mortgage brokerage transaction fees. Go-to-market is advisor-led direct sales supported by a formal referral network, content marketing through the 'Insider Financial Intelligence' resource hub, and active social media presence on Facebook, Instagram, and LinkedIn. Pricing is quote-based following confidential strategy calls rather than standardized tiers, with 11–50 employees, no disclosed institutional investment, no funding rounds, and no public listing.

Name

Canadian Benefits Investment & Insurance Group

Legal name

Canadian Benefits Investment & Insurance Group Inc.

Website

https://cbiggroup.ca

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

CBIG is a privately held Canadian financial services firm providing integrated wealth management, group benefits, retirement, insurance, and mortgage brokerage services to individuals, families, and businesses across Canada through seven offices and advisor-led consultations.

Ownership category

akta.pro rank

Headquarters

HQ city

Prince George

HQ country

Canada

HQ region

North America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Advisory & Commissions: Earns commissions from insurance products including life, disability, critical illness, and travel insurance. Advisors provide personalized insurance solutions and earn commissions from carrier relationships.
2. Wealth Management Fees: Financial advisory fees for investment management, estate planning, and portfolio optimization services provided through Aligned Capital Partners Inc.
3. Group Benefits Administration: Fees for designing and administering customized employee benefit packages for businesses including health, dental, disability, and flexible plans.
4. Group Retirement Planning: Revenue from structuring group RRSPs, Deferred Profit Sharing Plans (DPSPs), and pension plans for employers.
5. Mortgage Broker Services: Mortgage brokerage fees for refinancing, renewals, first-time home buyer services, and investment property financing across BC and Alberta.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

CBIG is an integrated Canadian financial services firm that designs, sells, and administers group benefits (health, dental, disability), group retirement plans (Group RRSPs, DPSPs, pensions), individual insurance (life, disability, critical illness, travel), wealth management/investment advisory, and mortgage brokerage services. The firm serves both businesses (employer group plans for 3 to 3,000+ employees) and individual consumers (HNW wealth planning, personal insurance, mortgages) primarily in Western and Northern Canada.

Product overview

Canadian Benefits Investment & Insurance Group (CBIG) is a fully integrated national financial services firm offering a comprehensive suite of interconnected products and services. The core portfolio comprises five main offerings: Group Benefits (customized employee benefit packages for businesses), Group Retirement (employer-sponsored retirement plans including RRSPs, DPSPs, and pensions), Wealth Management (investment planning and estate structuring through Aligned Capital Partners), Individual Insurance (life, disability, critical illness, and travel coverage), and the CBIG Mortgage Division (mortgage brokerage services across BC and Alberta). These core products are supported by specialized modules including Executive Benefits Plans, Succession Planning, Mortgage and Estate Solutions, and access to the GroupHEALTH Benefit Solutions platform. The company also provides supplementary resources through its Insider Financial Intelligence hub, offering market insights and educational content for clients. Operating as a human-first advisory firm with seven locations across Canada, CBIG positions itself as an alternative to algorithm-driven financial services, emphasizing personalized relationships and custom strategies over automation.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Benefits Customized employee benefit packages for Canadian businesses, including health, dental, disability, mental health, and flexible plans, designed to attract and retain talent across companies ranging from 3 to 3,000+ employees.
• Group Retirement Employer-sponsored retirement plans including Group RRSPs, Deferred Profit Sharing Plans (DPSPs), and Pension Plans with payroll integration and employee education services for Canadian businesses.
• Wealth Management Comprehensive financial planning for high-net-worth individuals and families, including investment management, legacy and estate planning, risk mitigation, and business wealth strategies, delivered through the Aligned Capital Partners Inc. partnership.
• Individual Insurance Personal insurance solutions covering life, disability, critical illness, and travel insurance, customized to individual needs and life stages, including an online instant-approval life insurance application option.
• CBIG Mortgage Division Mortgage brokerage services for first-time home buyers, refinancing, renewals, investment property financing, and vacation home mortgages across British Columbia and Alberta, provided by the PG Mortgage Broker Team.

Quantifiable outcome

• 34% of Canadian employees cite benefits as top reason they stay in their role
• +4 more outcomes

Named customers10 records

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

Three partnerships are on record, tiered core.

• GroupHEALTH Family of CompaniescoreStrategic or Co-development Partner · 1 January 2021In 2021, CBIG became part of the GroupHEALTH Family of Companies, acting as a strategic advisory and consulting arm. GroupHEALTH Northern Partners serves as CBIG's group benefits and group retirement division. This partnership provides direct access to GroupHEALTH Benefit Solutions platform, streamlining operations and reducing industry bottlenecks for faster client service.
• GroupHEALTH Benefit SolutionscoreTechnology or IntegrationCBIG has direct access to the GroupHEALTH Benefit Solutions platform, which enables efficient administration and access to competitive carrier rates for group benefits and retirement plans.
• Aligned Capital Partners Inc.coreChannel Partner/ Reseller/ DistributorCBIG works with Aligned Capital Partners Inc. (ACPI), a full-service investment dealer and CIRO/CIPF member, to provide clients with the best range of financial products. ACPI provides securities services including mutual funds, pooled funds, stocks, and bonds. Sandy Ramsay, Cybelle Stevens, and Caitlin Nelson are registered through both organizations for securities advice and life insurance products.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Richardson GMP: Canadian wealth management firm providing investment advisory, estate planning, and financial planning services to affluent families and business owners. Comparable to CBIG's HNW-focused wealth management offering.
• Assante Wealth Management: Canadian wealth management and financial planning firm serving HNW individuals and business owners through a network of advisors. Comparable to CBIG's wealth management arm via Aligned Capital Partners and integrated personal/business planning approach.
• Hub International: North American insurance brokerage offering commercial and personal insurance, employee benefits, and wealth management through regional offices. Comparable to CBIG's group benefits, individual insurance, and multi-office distribution model.
• Primerica: Multi-line financial services firm distributing term life insurance, mutual funds, and investment products through a large independent sales force across North America. Highly comparable to CBIG's advisor-led, multi-product Canadian distribution model.
• Edward Jones: Advisor-led financial services firm with a large Canadian branch network offering investments, insurance, and retirement planning to individuals and small businesses. Closely mirrors CBIG's relationship-first, local-office distribution model.

Regional players

• BlueShore Financial: BC-based credit union offering wealth management, insurance, and mortgage services to affluent clients in British Columbia. Comparable regional peer given CBIG's strong BC footprint and similar affluent-client focus.

Broad incumbents

• Manulife: Major Canadian life insurer and wealth/asset manager with group benefits, retirement, and individual insurance products. A broad incumbent competing with CBIG for the same group benefits and individual insurance customers.
• Canada Life (Great-West Lifeco): Large Canadian insurance and wealth management company offering group benefits, retirement plans, and individual insurance. A broad incumbent that competes with CBIG across multiple product lines, especially in group benefits.
• IG Wealth Management (IGM Financial): Canadian wealth management firm serving affluent Canadians through financial advisors with a broad product shelf. Comparable to CBIG's wealth management arm but at much larger scale and as a manufacturer-distributor.
• Sun Life Financial: One of Canada's largest life insurance and group benefits carriers with a wealth management arm. Overlaps with CBIG's group benefits, group retirement, and individual insurance offerings but at vastly larger scale and as a carrier rather than a broker.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CBIGINC
• LinkedInlinkedin.com/company/cbig---canadian-benefits-investment-and-insurance-group-inc.
• Instagraminstagram.com/cbiginc

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Canadian Benefits Investment & Insurance Group