What Strum Insurance does

BrokerLink is a Canadian insurance brokerage operating as a wholly-owned subsidiary of Intact Financial Corporation, founded in 1991 and headquartered in Canada. The company functions as an intermediary between customers and 100+ insurance carriers, earning referral/agency commissions on policies sold across personal and commercial lines. BrokerLink serves 1M+ customers across all 13 Canadian provinces and territories, employing 5,000+ insurance specialists distributed through a nationwide branch network, phone-based sales, and digital channels including an online quoting engine, the BrokerLink Connect self-serve portal, and iOS/Android mobile applications. The company has accumulated over 31,941 Google reviews with a 4.6 average rating and positions itself as a trusted Canadian insurance brand with over 30 years of operating history.

The product portfolio spans vehicle coverage (car, motorcycle, ATV, snowmobile, boat, trailer, RV), property coverage (home, condo, tenant, vacation property), ancillary personal lines (pet, life, travel, health, group, employee benefits, multi-product bundles), and a broad commercial book including commercial auto, property, general liability, cyber, professional liability/E&O, directors and officers, business interruption, equipment breakdown, builder's risk, event liability, crime, trade credit, public liability, and surety bonds. The company has also built out 16 industry-specific vertical programs covering agriculture/farm, contractor, construction, energy/oil and gas, health and wellness, hospitality, manufacturing, marine, non-profit, personal care, professional services, real estate, retail, technology, transportation, and wholesale/warehousing — yielding over 200 business insurance product options.

The revenue model is commission-based, with BrokerLink shopping across carrier panels to provide customers with multiple quote options. Distribution is hybrid: digital self-serve for prospects willing to quote online, phone consultations (quoting under 15 minutes) for personalized sales, and in-person branch advisors for complex personal and commercial accounts. The technology backbone combines the website's quoting engine, the BrokerLink Connect portal (hosted on csr24 infrastructure), and mobile applications, though no AI/ML capabilities are disclosed in the source material. The organization is privately held under Intact Financial Corporation with no public ticker, no disclosed funding rounds, no M&A activity captured, and no recent leadership changes documented in the source data.

Name

Strum Insurance

Legal name

Brokerlink Inc.

Website

https://strums.ca

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

BrokerLink is a Canadian insurance brokerage subsidiary of Intact Financial Corporation, founded in 1991, serving 1M+ personal and business customers across all 13 provinces and territories via 5,000+ advisors and a hybrid digital, phone, and branch distribution model.

Ownership category

akta.pro rank

Product category

Insurance

NAICS

Insurance Agencies and Brokerages (52421)

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
• Personal insurance
• Commercial insurance
• Insurance products
• Insurance advisory

Headquarters

HQ city

Windsor

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

Offering type

Services

Cost components

Others

Revenue model

1. Insurance Brokerage Commissions: BrokerLink acts as an insurance broker earning commissions from multiple insurance providers. The company shops among Canada's leading insurance companies to offer customers a range of options, earning referral/agency commissions on each policy sold.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Strum Insurance is referenced only as a contact entity with a single general phone number (1-866-724-2372). The source content provides no specific description of Strum Insurance's products, services, or operational scope beyond this phone-based contact point.

Product overview

BrokerLink is a Canadian insurance brokerage operating as a single-brand broker platform, offering both personal and business insurance products across 13 provinces and territories. The personal insurance portfolio includes vehicle coverage (Car, Motorcycle, ATV, Snowmobile, Boat, Trailer, RV Insurance), property coverage (Home, Condo, Tenant/Renters, Vacation Property Insurance), and ancillary products (Pet, Life, Health, Travel, Group Insurance, and Employee Benefits). Business insurance offerings span commercial lines (Commercial Auto, Commercial Property, Commercial General Liability, Professional Liability, Cyber, Directors and Officers, Business Interruption, Equipment Breakdown, Course of Construction, Event Liability, Crime Coverage, Trade Credit, Public Liability, and Assured Bond Insurance) as well as 16 industry-specific programs covering Agriculture/Farm, Contractor, Construction, Technology, Marine, Hospitality, Retail, Manufacturing, Professional Services, Real Estate, Transportation, Non-Profit, Health and Wellness, Personal Care and Beauty, Energy/Oil and Gas, and Wholesale and Warehousing sectors. The company also provides a multi-product Insurance Bundle for personal customers and a self-serve BrokerLink Connect portal alongside a mobile app. BrokerLink shops among over 100 insurance carriers to provide customized coverage solutions and has served over 1 million customers across Canada for more than 30 years.

Differentiator

Problem solved

Functional benefit

Brands

• BrokerLink Connect: Self-serve portal enabling customers to access policy documents, report and track insurance claims, and update vehicles, drivers, and coverage details.

Quantifiable outcome

• Quote in under 15 minutes
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Intact Financial CorporationcoreOthersIntact Financial Corporation is the parent/licensor of Brokerlink Inc. The Intact Design and Intact Insurance Design trademarks are licensed to BrokerLink. This appears to be a subsidiary or closely affiliated relationship within the Intact insurance group.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• TD Insurance: Bank-owned Canadian insurance distributor serving millions of TD customers across auto, home, life, and commercial lines via phone, online, and advisor channels. Comparable to BrokerLink in serving personal and small-business customers nationwide with a hybrid digital-plus-advisor model.
• Desjardins Insurance: Insurance arm of the Desjardins Group cooperative, distributing P&C and life coverage across Canada (with strong Quebec market presence) through direct and agent channels. Comparable to BrokerLink in offering a broad personal and commercial product suite to Canadian consumers and businesses.
• Aviva Canada: One of Canada's largest P&C insurers offering personal and commercial coverage through direct, broker, and affinity channels. Comparable to BrokerLink in product breadth and national reach, though Aviva is also a carrier underwriting risk rather than a pure broker.
• Travelers Canada: Canadian arm of Travelers Companies offering commercial P&C coverage distributed primarily through brokers across Canada. Comparable to BrokerLink as a major commercial carrier-counterparty and competitor for mid-market commercial accounts, though operating as a carrier rather than a broker.

Direct peers

• BFL Canada: Leading Canadian specialty insurance brokerage focused on commercial and complex risks across property, casualty, energy, marine, and aviation. Comparable to BrokerLink as a Canadian-headquartered brokerage serving commercial clients via multi-carrier placement, with overlapping specialty commercial capabilities.
• The Co-operators: Large Canadian multi-line P&C insurer and broker with a national footprint, offering both personal and commercial coverage through a hybrid direct-and-advisor model. Comparable to BrokerLink in scale, product breadth, and customer-facing Canadian brokerage operations, including the central role of personal and small-business lines.
• Northbridge Insurance: Canadian commercial P&C insurer (part of the Fairfax group) serving mid-market and enterprise clients through broker distribution. Comparable to BrokerLink on the commercial-lines side, with overlapping specialty and mid-market commercial product offerings placed through Canadian brokers.
• Hub International: Major North American insurance brokerage serving mid-market and commercial clients across P&C, benefits, and specialty lines with a heavy Canadian presence. Comparable to BrokerLink in serving commercial accounts through a multi-carrier broker platform with both personal and business lines.
• Westland Insurance: One of Canada's largest independent insurance brokerages with national branch coverage across personal, commercial, and specialty lines. Directly comparable to BrokerLink in branch-and-advisor distribution, multi-carrier brokerage model, and focus on serving Canadian individuals and SMBs across all provinces.
• CAA Insurance: Affinity-based Canadian insurance provider (part of the CAA club network) distributing auto, home, and travel coverage in select provinces through direct, online, and club-based channels. Comparable to BrokerLink in targeting Canadian personal-lines customers with a strong regional brand and omni-channel presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/struminsurance
• LinkedInlinkedin.com/company/struminsurance

Revenue estimate

Valuation estimate

Number of profiles

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 Strum Insurance