Will Marshall Insurance Broker’s

What Will Marshall Insurance Broker’s does

Will Marshall Insurance Broker's is an independent insurance brokerage founded in 1989 and headquartered in Barrie, Ontario, Canada. The firm operates as a for-profit private company with 11-50 employees and is led by founder and president Colin Marshall, who has run the business since inception. Its product mix spans personal lines — auto, RV, and property insurance — alongside commercial and rural lines including farm and business insurance, indicating a diversified multi-line broker targeting both households and small businesses in the central Ontario region.

The business model follows the standard Canadian independent brokerage structure: the firm places client coverage with carrier partners in exchange for commission, generating revenue on a per-policy basis on both new business and renewals. No pricing model, fee structure, or commission schedules are publicly disclosed on the firm's website (wmib.ca), and no carrier partnership roster, customer counts, or revenue figures are available in the source material. The website content provided consists primarily of a loading/verification page with limited substantive product or operational detail.

Source data is materially thin: no funding rounds, acquisitions, leadership changes beyond the founder, regulatory actions, app or API offerings, certifications, awards, social profiles, named customers, or technology stack are documented. The available evidence supports a profile of a long-tenured, founder-led, community-embedded independent brokerage with a diversified personal-and-commercial book but limited digital footprint or disclosed growth initiatives.

Name

Will Marshall Insurance Broker’s

Website

https://wmib.ca

Company type

Private

Founded year

1989

Headcount range

11–50 employees

Short description

Will Marshall Insurance Broker's is an independent Canadian insurance brokerage founded in 1989 in Barrie, Ontario, led by founder Colin Marshall, providing auto, RV, property, farm, and business insurance to households and small businesses in the central Ontario region.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industry

Commercial Lines Insurance Brokerage (FSAEADAB)

Keywords

• Insurance brokerage
• Auto insurance
• Property insurance
• Farm insurance
• Commercial insurance

Headquarters

HQ city

Barrie

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Core offering

Will Marshall Insurance Broker's is an independent insurance brokerage founded in 1989 and based in Barrie, Canada. The firm brokers auto, RV, property, farm, and business insurance policies on behalf of individual consumers and small commercial clients, working with multiple Canadian insurance carriers to place coverage.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance
• RV Insurance
• Property Insurance
• Farm Insurance
• Business Insurance

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves2 records

Emerging players

• Onlia Insurance: Canadian direct-to-consumer insurance brand focused on auto and home coverage via digital channels. Comparable as a disruptor targeting the same Ontario retail auto and home customers that Will Marshall serves, but competing through a digital-first model.
• Square One Insurance Services: Canadian online-based insurance provider offering home and tenant coverage with non-standard risk options. Comparable as a digitally delivered alternative in the Ontario retail market, putting pressure on traditional brokers like Will Marshall in personal lines.

Broad incumbents

• Hub International: Large North American insurance brokerage with significant Canadian operations covering personal, commercial, and specialty lines. Comparable as a multi-line brokerage competing for the same client segments as Will Marshall, though with deeper specialty and commercial capabilities.
• Aviva Canada: Major Canadian P&C insurer providing auto, home, and commercial coverage through broker distribution. Comparable as a key carrier partner competing for the same retail broker-served customers that Will Marshall places.
• BrokerLink: One of Canada's largest retail insurance brokerage networks with hundreds of branches across the country. Comparable as a multi-line personal and commercial insurance broker serving Canadian households and small businesses, though at substantially greater scale than Will Marshall.
• Intact Financial Corporation: Canada's largest P&C insurer distributing through broker and direct channels. Comparable as the dominant carrier-side counterparty for retail brokerages like Will Marshall and a competitor for the same household and small-business insurance dollars.
• Western Financial Group: Canadian insurance brokerage and financial services firm with a wide branch network across Western and Central Canada. Comparable as a multi-line retail broker offering auto, home, farm, and commercial coverage to similar customer segments.
• The Co-operators: Canadian mutual insurer offering home, auto, farm, and commercial insurance distributed through a network of agents and brokers. Comparable because of overlapping farm and personal lines coverage and a similar broker-distribution model in Canadian communities.

Regional players

• CAA Insurance: Ontario-focused insurance provider leveraging CAA club membership for auto and home coverage. Comparable as a regional retail competitor targeting Ontario households, overlapping with Will Marshall's Barrie-area customer base.
• Desjardins Insurance: Quebec-rooted cooperative insurer with growing Ontario presence offering auto, home, and commercial coverage via agents and direct channels. Comparable multi-line offering overlapping with Will Marshall's product mix and serving Canadian retail customers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights4 records

Customer concentration

• Xx.com/wminsurance

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 Will Marshall Insurance Broker’s