PROLINK Broker Network

What PROLINK Broker Network does

PROLINK Broker Network (PBNet) is a Toronto-based Canadian insurance brokerage network founded in 2007 that operates across Canada. The network enables aspiring insurance professionals to establish and operate their own independent insurance brokerages by providing access to multiple top-rated Canadian insurance markets, branding and marketing autonomy, and ongoing operational support. Member brokerages maintain full ownership of their brand, marketing, and office culture while leveraging PBNet's insurer relationships and support infrastructure. The company does not offer a proprietary technology platform; its value proposition is the network itself — multi-carrier market access combined with operational guidance for entrepreneur-brokers.

PBNet operates a network/franchise business model rather than a software or technology model. Per its disclosure statement, the network holds a minority interest in each member brokerage, with the network and its shareholders potentially seeking financing from Canadian Banks, Trust, and Insurance Companies to support member expansion. Member brokerages earn commissions from insurance carriers based on policies placed — ranging from 5% to 15% (or a $370 flat fee) on personal automobile insurance, 7% to 25% on liability and property insurance, and additional contingent profit commissions of approximately 1% to 2% of premium. Optional risk management and consulting services are billed at $150 to $250 per hour. PBNet itself is a lean operation with 1 to 10 employees based at a single Toronto headquarters (150 King Street West, Suite 2401), and revenue is not disclosed publicly.

The network's insurer relationships span six core partners (Intact, Aviva, Economical, Definity, SGI Canada, Wawanesa) and a broader contingent-commission panel of additional carriers (Chubb, Zurich, Royal and Sun Alliance, Berkley, Northbridge, Trisura, Echelon, Max, PAFCO, Pembridge, Perth, Sovereign, Unica, Victor, Coachman). PBNet explicitly positions itself around supporting woman-owned and first-generation Canadian-owned brokerages in a traditionally male-dominated industry. Member broker partners documented in source material include Cane & Co. Insurance (partner since 2016), Wells Insurance Services (since 2015), Novinger Insurance Corp (since 2023), Lincoln Ridge Insurance (since 2022), Insure Your Way (founded 2008), and Fletcher Insurance Group (founded 2024) — illustrating steady organic recruitment of new independent brokerages into the network across Ontario and Alberta over nearly a decade.

Name

PROLINK Broker Network

Legal name

PROLINK Broker Network Inc.

Website

https://www.pbnet.ca

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

PROLINK Broker Network (PBNet) is a Toronto-based Canadian insurance brokerage network founded in 2007 that enables independent insurance brokers to establish their own brokerages. It provides multi-carrier market access, branding autonomy, and operational support to entrepreneur-brokers across Canada.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Medicare Plan Distribution & Brokerage (Captive, Independent, FMOs) (FSAIAGAH)

Keywords

• Insurance brokerage network
• Independent insurance brokers
• Insurance market access
• Broker partnership program
• Commercial insurance distribution

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Broker Commissions: PROLINK Broker Network operates as an independent insurance brokerage network. Individual member brokerages earn commission revenue from insurance companies based on policies placed. Commission structures include personal automobile insurance (5% to 15% of premium or flat fee of $370), liability and property insurance (7% to 25%), and contingent profit commissions (approximately 1% to 2% of premium). Professional services such as Risk Management and Consulting are billed at $150 to $250 per hour.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

PROLINK Broker Network (PBNet) is a Canadian insurance brokerage network that recruits and supports independent insurance brokers who want to own their own brokerage. Member brokers gain immediate access to multiple top-rated Canadian insurance companies (Intact, Aviva, Economical, Definity, SGI Canada, Wawanesa), branding guidance, marketing tools, and ongoing operational support while retaining full autonomy over their business.

Product overview

PROLINK Broker Network (PBNet) is a Canadian insurance brokerage network that enables independent brokers to establish and operate their own insurance brokerages. The platform provides access to multiple insurance markets (including Intact, Aviva, Economical, Definity, SGI Canada, and Wawanesa) through a network model. The company does not appear to offer a distinct software product or platform, but rather serves as a network/support organization for independent brokerages. The primary value proposition is providing brokers with access to multiple insurance markets, branding support, marketing resources, and operational guidance.

Differentiator

Problem solved

Functional benefit

Products and services

• PROLINK Broker Network Membership Membership affiliation for aspiring independent insurance brokers that provides immediate access to multiple top-rated Canadian insurance companies (Intact, Aviva, Economical, Definity, SGI Canada, Wawanesa), branding guidance, marketing tools, and ongoing operational support. Available to individuals seeking to establish their own independent insurance brokerage in Canada.
• Risk Management and Consulting Services Professional services offered by member brokerages to their clients, billed at $150 to $250 per hour. Available to insurance customers of PBNet-affiliated brokerages.

Quantifiable outcome

• Access to multiple insurance markets from the first day of partnership

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered core and minor.

• Intact InsurancecoreChannel Partner/ Reseller/ DistributorMajor Canadian insurance company providing personal and commercial insurance products. PBNet brokers gain access to Intact Insurance markets as part of their network membership.
• Aviva InsurancecoreChannel Partner/ Reseller/ DistributorLeading Canadian insurer. PBNet brokers access Aviva products through the network. Listed as receiving contingent profit commissions from Aviva Canada.
• Economical InsurancecoreChannel Partner/ Reseller/ DistributorTop-rated Canadian insurance company. One of the insurer partners providing market access to PBNet member brokerages.
• Definity Financial CorporationcoreChannel Partner/ Reseller/ DistributorCanadian insurance provider. PBNet brokers access Definity products. Listed as provider of contingent profit commissions to the network.
• SGI Canada InsurancecoreChannel Partner/ Reseller/ DistributorSGI Canada is an insurer partner of PBNet, providing market access for member brokerages.
• Wawanesa InsurancecoreChannel Partner/ Reseller/ DistributorMutual insurance company providing products through the broker channel. PBNet brokers access Wawanesa markets. Listed as provider of contingent profit commissions.
• BerkleyminorChannel Partner/ Reseller/ DistributorInsurance company from which PBNet may receive contingent profit commissions.
• ChubbminorChannel Partner/ Reseller/ DistributorGlobal insurance company providing products through PBNet broker network. Listed as provider of contingent profit commissions.
• Coachman Insurance CompanyminorChannel Partner/ Reseller/ DistributorInsurance company partner providing contingent profit commissions to PBNet.
• EchelonminorChannel Partner/ Reseller/ DistributorInsurance company partner listed as provider of contingent profit commissions.
• Max InsuranceminorChannel Partner/ Reseller/ DistributorInsurance company partner listed as provider of contingent profit commissions.
• Northbridge InsuranceminorChannel Partner/ Reseller/ DistributorCanadian insurance company partner providing contingent profit commissions.
• PAFCOminorChannel Partner/ Reseller/ DistributorInsurance company partner listed as provider of contingent profit commissions.
• PembridgeminorChannel Partner/ Reseller/ DistributorInsurance company partner providing contingent profit commissions.
• PerthminorChannel Partner/ Reseller/ DistributorInsurance company partner listed as provider of contingent profit commissions.
• Royal and Sun AllianceminorChannel Partner/ Reseller/ DistributorMajor Canadian insurer (RSA) partner providing contingent profit commissions.
• SovereignminorChannel Partner/ Reseller/ DistributorInsurance company partner listed as provider of contingent profit commissions.
• TrisuraminorChannel Partner/ Reseller/ DistributorSpecialty insurance company partner providing contingent profit commissions.
• UnicaminorChannel Partner/ Reseller/ DistributorInsurance company partner listed as provider of contingent profit commissions.
• Victor InsuranceminorChannel Partner/ Reseller/ DistributorInsurance company partner providing contingent profit commissions.
• ZURICH CanadaminorChannel Partner/ Reseller/ DistributorGlobal insurance company partner providing contingent profit commissions to PBNet.

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Hub International: Hub International is a large Canadian-headquartered insurance brokerage that operates a network of offices across North America, providing multi-carrier market access to brokers and clients. Like PBNet, it is structured around aggregating independent broker operations under a common umbrella with carrier relationships, though at significantly greater scale.
• BrokerLink: BrokerLink is one of Canada's largest insurance broker chains, operating hundreds of retail brokerage locations across the country. It shares PBNet's core model of independent brokerages accessing multiple insurers, but is a much larger and more mature direct competitor in the Canadian retail brokerage space.
• Westland Insurance Group: Westland Insurance Group is a Western Canada-focused insurance brokerage network with a multi-province footprint and similar carrier partnerships. It directly competes with PBNet for independent broker recruitment and is comparable in offering brokers multi-market access while preserving local autonomy.
• CapriCMW Insurance Services: CapriCMW is a Canadian insurance brokerage with multiple branch locations, providing brokers with access to multiple insurance markets and centralized support. Its structural model of distributed independent brokerages under a parent brand aligns directly with PBNet's network/franchise approach.
• Rogers Insurance: Rogers Insurance is a Canadian insurance brokerage group operating multiple branches, providing multi-carrier market access to brokers across Western and Central Canada. It competes in the same independent brokerage network category as PBNet, though with greater scale and geographic spread.

Broad incumbents

• Arthur J. Gallagher & Co. Arthur J. Gallagher & Co. is a global insurance brokerage and risk management firm with significant Canadian operations. It competes in the same insurance distribution space as PBNet but operates at vastly greater scale with a much broader product, employee benefits, and consulting portfolio.
• Marsh: Marsh is one of the world's largest insurance brokers and a subsidiary of Marsh & McLennan Companies, operating in Canada with corporate, commercial, and specialty insurance brokerage services. It competes with PBNet for large commercial accounts but is far broader and more enterprise-focused.
• Aon: Aon is a global professional services firm with a substantial Canadian insurance brokerage practice covering risk, reinsurance, and commercial lines. While it competes with PBNet in the broker distribution channel, Aon's portfolio is much broader and its Canadian retail brokerage footprint is much larger.
• Acrisure: Acrisure is a large global insurance brokerage built largely through partner-network acquisitions of independent agencies. Its partner-led growth model is conceptually analogous to PBNet's network of independent brokerages, though Acrisure operates globally and at vastly greater scale.
• NFP Corp. NFP is a US-based insurance broker and consultant with a partner-network model aggregating independent agencies. While primarily US-focused, its structural approach of empowering independent brokers with carrier access and support parallels PBNet's Canadian model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/prolink

Compliance1 record

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 PROLINK Broker Network