GMS Insurance

What GMS Insurance does

GMS Insurance is identified in firmographic records as an independent Ontario-based benefit consulting company founded in 1993 in Mississauga. The operational data supplied, however, corresponds to the Oakville office of HUB International Limited, a wholly-owned subsidiary within the HUB International brokerage network and formerly operated as Oakville Insurance Brokers prior to acquisition. The Oakville unit operates as a full-service insurance brokerage rather than a technology platform, distributing personal, commercial, employee benefits, risk services, and specialty program coverage through a team of approximately 150 brokers and support staff serving the Peel and Halton communities.

The product portfolio spans five categories: Business Insurance (Professional Liability, Business Owners Policy, Commercial Property, Cyber, General Liability, Business Interruption, Commercial Auto, Surety Bonds, and emerging lines such as Supply Chain AI Risk Solutions); Employee Benefits (Employee Health and Performance, Strategic Benefits Planning, Benefits Communication); Personal Insurance (Condo, High Net Worth, Personal Umbrella, Car, Home); Risk Services (Claims Management, Fleet Risk Management); and niche Programs (Wedding Planner Insurance, Home Inspection Insurance, Post-Secondary Student Associations coverage). Investment Consulting is offered as an adjacent service. The underlying technology is a conventional brokerage distribution platform with no proprietary AI/ML capabilities, APIs, or SDKs disclosed.

Revenue is generated through insurance brokerage commissions earned from carriers for placing personal, commercial, and benefits business. Pricing is quote-based, determined by individual risk assessment and billed monthly, with no publicly disclosed rate cards. GTM is sales-led: face-to-face and phone-based multilingual advisors (English, Korean, Punjabi, Hindi) drive bottom-of-funnel conversion, supported by top-of-funnel community engagement via the HUB Gives charitable committee, mid-funnel content marketing (blogs, webinars on regulatory topics such as Quebec Law 25/27 and retirement planning), and organic social via HUB International Ontario. Distribution also flows through carrier partnerships with multiple major insurers and vertical Programs & Associations channels.

Name

GMS Insurance

Legal name

HUB International Limited

Website

https://gmsinsurance.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

GMS Insurance is an Ontario-based benefit consulting and insurance brokerage operating as the Oakville office of HUB International, serving personal, SMB, and mid-market commercial clients across Peel and Halton through a 150-person multilingual advisory team.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Motor Vehicle Liability Insurance (FSAJAMAC)

akta.pro secondary industries

Commercial Auto & Fleet Insurance (FSAJAMAB), Personal Auto Insurance (FSAJAMAA), General Liability Insurance (FSAJAMAE), Auto Liability Umbrella / Excess (FSAJANAK)

Keywords

• Insurance brokerage services
• Commercial insurance products
• Personal insurance coverage
• Employee benefits consulting
• Risk management advisory

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices1 record

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: Earns commissions from insurance carriers for placing business. Works with multiple largest insurers to offer competitive coverage options to clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

GMS Insurance is an Ontario-based insurance brokerage that places personal insurance (auto, home, condo, travel, high net worth) and business insurance (commercial property, liability, cyber, commercial auto, surety bonds) with multiple major insurance carriers. The firm also provides employee benefits consulting, risk management services such as claims and fleet risk management, and investment consulting to clients in the Peel and Halton communities. Revenue is generated through carrier commissions on placed coverage, supported by a multilingual team of approximately 150 brokers and support staff.

Product overview

HUB International Oakville is an insurance brokerage offering a comprehensive portfolio of insurance and risk management products organized across five main categories: Business Insurance (including Professional Liability, Business Owners Policy, Commercial Property, Cyber, General Liability, Business Interruption, Commercial Auto, and Surety Bond Insurance), Employee Benefits (Employee Health and Performance, Strategic Benefits Planning, and Benefits Communication), Personal Insurance (Condo, High Net Worth, Personal Umbrella, Car, and Home Insurance), Risk Services (Claims Management, Fleet Risk Management), and specialized Programs (Wedding Planner Insurance, Home Inspection Insurance, PSSA Insurance). The firm also offers Investment Consulting services. This is a multi-line insurance brokerage rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Car Insurance Car insurance policies tailored to meet unique needs as required by Canadian law, for individual drivers in the Oakville area.
• Home Insurance Home insurance coverage to protect what matters most for residents in the Oakville housing market.
• Condo Insurance Custom condo insurance solutions covering updates made to condos by previous owners.
• High Net Worth Insurance High net worth insurance solutions offered through the HUB PCA group for affluent individuals.
• Personal Umbrella Insurance Personal umbrella policies that protect the financial future by providing additional liability coverage beyond standard limits.
• Professional Liability Insurance Professional liability insurance (errors and omissions) providing extra protection not included in general liability policies, for businesses and professionals.
• Business Owners Policy A business owners policy (BOP) designed to meet the needs of small and mid-size businesses by bundling essential coverages.
• Commercial Property Insurance Commercial property insurance supported by HUB's Property Practice, offering property risk management services for businesses.
• Cyber Insurance Cyber insurance providing protection against cyber threats and data breaches for families and businesses.
• General Liability Insurance General liability insurance providing vital business protection from lawsuits, helping identify coverage that fits business needs.
• Business Interruption Insurance Business interruption insurance covering the loss of income a business incurs after a disaster.
• Commercial Auto Insurance Commercial auto insurance policies customized for business needs, focusing on employee safety for businesses that rely on vehicles.
• Surety Bond Insurance Surety bond insurance providing a financial guarantee that the covered party will fulfill their contractual obligations.
• Nonprofit Insurance Nonprofit insurance coverage including general and professional liability protection for nonprofit organizations.
• Real Estate Insurance Real estate insurance planning services for businesses and residents in Oakville, Ontario.
• Strategic Benefits Planning Strategic benefits planning services to create tailored employee benefits solutions for short- and long-term employer goals.
• Employee Health and Performance Employee health and wellness program design services with population health management to achieve workforce health and performance goals.
• Benefits Communication Employee engagement and benefits communication strategy services designed to amplify benefits communication for employers.
• Claims Management Claims management services helping businesses navigate the insurance claims process.
• Fleet Risk Management Fleet risk management services for businesses that operate vehicle fleets.
• Investment Consulting Investment consulting services for clients seeking wealth and retirement planning support.

Named customers1 record

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered community.

• Oakville/Milton Humane SocietycommunityOthersHUB Oakville supports through HUB Gives committee, which actively participates in community charitable efforts including this local animal welfare organization.
• Halton Women's PlacecommunityOthersHUB Gives committee supports this shelter for women and children escaping domestic violence in the Halton region.
• Heart & Stroke Foundation of CanadacommunityOthersHUB Gives committee supports this national health charity working to prevent heart disease and stroke.
• Habitat for Humanity HaltoncommunityOthersHUB Gives committee supports this housing charity that helps families build affordable homes in the Halton region.
• Alzheimer SocietycommunityOthersHUB Gives committee supports this organization providing care and support for those affected by Alzheimer's disease.
• The AIDS Network HamiltoncommunityOthersHUB Gives committee supports this HIV/AIDS service organization serving the Hamilton region.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BFL Canada: A leading Canadian employee benefits and commercial insurance brokerage with national reach, sharing the multi-line brokerage model and competing for the same mid-market and commercial clients in Ontario.
• Westland Insurance Group: A major Canadian Western and Ontario-based retail insurance brokerage offering personal, commercial, and specialty coverages through a multi-branch advisor network — a structurally similar regional brokerage with comparable customers and product mix.
• Lloyd Sadd Insurance Brokers: A Canadian Western-based multi-line retail insurance brokerage serving personal and commercial clients through advisor-led distribution. Closely comparable in operating model to GMS / HUB Oakville, with regional rather than fully overlapping geography.
• BrokerLink: One of Canada's largest retail insurance brokerages, operating across personal and commercial lines with a comparable multi-channel advisor model. Directly competes for the same Ontario personal and small-business insurance buyer that GMS targets.
• HUB International: GMS Insurance operates as the HUB International Oakville office, making HUB's other regional branches functionally identical peers — same broker model, same carrier relationships, same multi-line offering. Comparable on operating model, product breadth, and target customer.

Broad incumbents

• Marsh McLennan: One of the four largest global insurance brokerages, operating in Canada through Marsh Canada. Comparable product set (commercial P&C, employee benefits, risk advisory) but competing more heavily in enterprise and specialty segments than GMS's SME/personal mix.
• Willis Towers Watson: A global insurance brokerage and advisory firm active in Canada, offering commercial P&C and employee benefits consulting. Overlaps with GMS / HUB Oakville in commercial and benefits segments, particularly for larger Canadian accounts.
• Aon: A leading global insurance brokerage and advisory firm with a major Canadian practice. Comparable in offering commercial insurance, benefits consulting, and risk solutions, and competes for some of the same mid-market accounts in Ontario.
• Arthur J. Gallagher & Co. A top-tier global insurance brokerage and risk management firm with extensive Canadian operations. Overlaps in offering commercial P&C, benefits, and risk services to mid-market and enterprise clients, though much larger in scale and breadth than GMS Oakville.

Emerging players

• Sonnet Insurance: A Canadian digital-first direct-to-consumer insurance platform (backed by Economical) selling home and auto insurance online. Competes with GMS on simpler personal lines through a contrasting digital model, representing the emerging disruptive channel in the broker's core segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HUBInternationalOntario
• LinkedInlinkedin.com/company/gms-insurance-inc-

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 GMS Insurance