Insurdinary

What Insurdinary does

Insurdinary is a privately held Canadian financial product comparison and lead-generation platform founded in 2015 and headquartered in Vaughan, Ontario. The company operates an aggregator marketplace that connects Canadian consumers and small businesses with insurance, mortgage, credit card, and loan products through a network of 50+ broker and lender partners, reporting 140,000+ monthly website users. A US-facing presence is maintained via insurdinary.com, though Canada remains the primary market. Co-founder George Solomonov leads the company, which operates as a free consumer-facing service.

Name

Insurdinary

Legal name

Insurdinary

Website

https://insurdinary.ca

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Insurdinary is a Canadian financial product comparison platform that connects individual consumers and small businesses with insurance, mortgage, credit card, and loan providers through a network of 50+ broker and lender partners.

Ownership category

akta.pro rank

Headquarters

HQ city

Vaughan

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Affiliate Commissions and Lead Generation Fees: Insurdinary generates revenue through affiliate partnerships with insurance providers, lenders, and financial product companies. The platform receives compensation (fees) when users click on certain links or complete applications with partner companies. This is a commission-based model where the company acts as an intermediary connecting consumers with financial product providers.
2. Advertising Revenue: The platform displays advertisements from affiliates and may receive compensation for certain promotional placements on the platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Insurdinary runs a free Canadian online comparison marketplace that lets consumers compare insurance (health, dental, life, auto, home, travel, pet, and specialty lines), mortgage rates, credit cards, and personal, auto, business, and debt-relief loans from 50+ broker and lender partners. The platform uses an algorithm-based matching system that considers location, income, and credit profile to recommend optimal products, with quotes delivered in 1–5 minutes. Insurance products are fulfilled through Alliance Income Services Corp. (AIS Corp.) across most Canadian provinces.

Product overview

Insurdinary is a Canadian financial technology platform offering an integrated comparison marketplace for insurance, mortgages, credit cards, and loans. The core platform operates as a rate comparison aggregator connecting users with over 50 broker and lender partners, supplemented by financial calculator tools (mortgage affordability, payment, and closing cost calculators), a free credit score monitoring service, and a mobile app for expense tracking. The product portfolio includes Insurance Comparison (health, dental, life, auto, home, travel, pet, disability, critical illness, and specialty products like funeral, mortgage, no-medical, condo, renters, and snowbird travel), Mortgage tools with rate comparisons, Credit Card comparison featuring major Canadian issuers (Neo, Tangerine, KOHO, National Bank), and multiple loan products (personal, car, business, debt relief). The platform's revenue model is affiliate-based, earning commissions from referred customers to insurance providers and lenders.

Differentiator

Problem solved

Functional benefit

Products and services

• Insurance Comparison Platform A technology-geared insurance information and comparison platform that lets Canadians compare and apply for health, dental, life, auto, home, condo, renters, travel, snowbird, super visa, pet, disability, critical illness, no-medical, and funeral insurance through a network of 50+ broker partners, with quotes delivered in 1–5 minutes.
• Mortgage Comparison Tools Mortgage rate comparison service accompanied by financial calculators (affordability, closing cost, and payment) to help Canadian homebuyers and homeowners identify competitive mortgage rates.
• Credit Card Comparison Platform Comparison platform for Canadian credit cards from major issuers including Neo Financial, Tangerine, KOHO, National Bank, Capital One Canada, and Home Trust, featuring cashback cards, travel rewards, low-interest cards, secured credit-building cards, and balance transfer options.
• Personal Loans Comparison Comparison and application service connecting Canadian borrowers with personal loan providers for loans typically up to $50,000 for large purchases, debt consolidation, and financial emergencies, distributed through partner aggregators such as Loans Canada and LoanConnect.
• Car Loans Comparison Auto financing comparison service that matches applicants with car loan lenders across Canada based on income, credit score, location, and vehicle type to find optimal financing terms.
• Business Loans Comparison Business financing comparison service for business owners looking to expand or fund operations, typically requiring multiple years in business to qualify, distributed through partner lenders.
• Debt Relief Comparison Debt consolidation comparison service connecting consumers with lenders that negotiate with creditors to potentially lower total debt owed and create more manageable repayment terms.
• Bank Account Comparison Comparison platform for Canadian bank accounts, including offerings such as EQ Bank, helping users find accounts with competitive interest rates and desired features.
• Insurdinary Mobile App Insurdinary Financial Offers mobile application available on iOS and Android, providing on-the-go access to comparison quotes, financial offers, and expense tracking functionality under the 'It All Adds Up' branding.

Quantifiable outcome

• Save money on insurance and financial products through competitive rate comparisons
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Alliance Income Services Corp. (AIS Corp.)coreStrategic or Co-development PartnerInsurance products and services are provided by Alliance Income Services Corp. (AIS Corp.) in all provinces excluding Quebec and Newfoundland. AIS Corp. is contracted with most insurance providers in Canada excluding General Lines Insurance products. This is the primary operational partner for insurance product distribution.
• Loans CanadacoreChannel Partner/ Reseller/ DistributorLoans Canada is a loan search platform partnering with Insurdinary to provide Canadians with access to debt consolidation loans, personal loans, car loans, and more. They offer interest rates ranging from 5.9% to 46.96% APR with terms from 6 months to 5 years.
• LoanConnectcoreChannel Partner/ Reseller/ DistributorLoanConnect is Canada's #1 search engine for personal loans, partnering with Insurdinary to offer pre-approval within 5 minutes, loans between $500 to $50,000, rates as low as 4.6% APR, and fund deposits in as little as 12 hours.
• Neo FinancialminorChannel Partner/ Reseller/ DistributorNeo Card and Neo Secured card featured on Insurdinary's credit card comparison platform. Neo offers cashback rewards with over 7000 partnered retailers, averaging 5% cashback.
• Tangerine BankminorChannel Partner/ Reseller/ DistributorTangerine Money-Back Credit Card featured on the platform. Offers 2% cash back on select categories with unlimited earning potential and no annual fee.
• KOHOminorChannel Partner/ Reseller/ DistributorKOHO Premium Prepaid Mastercard and KOHO Prepaid Mastercard featured for credit building and cashback opportunities. Partnered with People's Trust for CDIC insurance coverage.
• National Bank of CanadaminorChannel Partner/ Reseller/ DistributorNational Bank credit cards including Platinum Mastercard, MC1 Mastercard, mycredit Mastercard, Syncro Mastercard, and Allure Mastercard featured for comparison.
• ManulifeminorChannel Partner/ Reseller/ DistributorManulife Health & Dental and Travel Insurance products featured as recommended options on the platform.
• GreenShieldminorChannel Partner/ Reseller/ DistributorGreenShield Health & Dental Plan featured as a recommended insurance option on the platform.
• Capital One CanadaminorChannel Partner/ Reseller/ DistributorCapital One Guaranteed Secured Mastercard mentioned as one of the easiest cards to get approved for in Canada for those with bad credit.
• Home TrustminorChannel Partner/ Reseller/ DistributorHome Trust Secured Visa mentioned as a secured credit card option with choice of low interest or no annual fee versions.

Scale indicators4 records

Recent moves5 records

Direct peers

• Square One Insurance Services: Direct-to-consumer Canadian home and tenant insurer with a strong digital distribution model. Competes for online home/tenant insurance shoppers that Insurdinary routes to its broker network.
• Surex Direct: Canadian online insurance brokerage offering home, auto, life, and commercial coverage across multiple provinces. Comparable broker-led, multi-carrier model with a national digital footprint.
• Ratehub.ca: Canada's largest financial product comparison marketplace across insurance, mortgages, credit cards, and deposits. Direct head-to-head competitor for the same SMB and consumer audience and the same affiliate revenue model.
• Kanetix Ltd. Long-standing Canadian insurance and financial comparison site, owned by Jellyfish. Directly comparable in aggregator model, line of products (auto, home, life, travel), and target customer.
• Loans Canada: Canadian loan search and comparison platform and an existing channel partner of Insurdinary. Competes for the same loan-seeker traffic and represents both a partner and a direct competitor in the lending vertical.
• LowestRates.ca: Toronto-based comparison platform for insurance, mortgages, loans, and credit cards. Closely mirrors Insurdinary's product breadth and value proposition, competing for the same Canadian consumer traffic and affiliate payouts.
• Insurance Hotline: Canadian insurance comparison platform that connects consumers with multiple insurers across auto, home, and life. Directly comparable aggregator model and target customer.

Emerging players

• Hardbacon: Canadian personal finance comparison app and content site focused on credit cards, loans, and banking products. Overlaps with Insurdinary's credit card and loan verticals and competes for the same SEO-led consumer traffic.
• PolicyAdvisor: Canadian digital life and health insurance brokerage that combines self-serve quote tools with licensed advisors. Comparable on the health and life insurance distribution side, with overlap on digital onboarding experience.

Broad incumbents

• NerdWallet Canada: US-headquartered personal finance comparison platform with a Canadian presence. Competes in credit card and loan comparison content and represents a much larger, well-capitalized incumbent adjacent to Insurdinary's core verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Insurdinary
• YouTubeyoutube.com/channel/UCNTAVFYU5MCPFFadWKufL3w
• Facebookfacebook.com/insurdinary
• LinkedInlinkedin.com/company/insurdinary
• Instagraminstagram.com/insurdinary.ca
• Pinterestpinterest.com/insurdinary

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 Insurdinary