Gendron assurance
Gendron Assurance is a third-generation, family-owned Quebec property and casualty insurance brokerage distributing auto, home, and business policies from 30+ carrier partners (76% via Intact) to individual and commercial clients across the province.
- Company typePrivate
- Founded1973
- HeadquartersBrossard, Canada
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Gendron assurance does
Gendron Assurance is a privately held, third-generation family-owned property and casualty insurance brokerage headquartered in Brossard, Quebec, operating under the legal name GENDRON ASSURANCE. Founded in 1973 by Alcide Gendron in Saint-Hyacinthe, the firm has grown into a multi-office regional brokerage serving individual and commercial clients across Quebec, with concentration in the greater Montreal area. Under the ownership of André Gendron since 2015, the company modernized its brand and relocated its headquarters to Quartier Dix30 in 2023.
The company's core product portfolio spans three lines — Auto Insurance (including specialized variants for classic, luxury, and electric vehicles), Home Insurance (covering owners, condo owners, tenants, secondary residences, and non-owner-occupied properties), and Business Insurance (including commercial liability, property, and industry-specific coverage). It also offers Sub-Standard Insurance for non-qualifying risks. Underlying technology is standard brokerage tooling: a web-based quote platform (soumission.gendron.services) with electronic contract signing, a Square-based payment gateway, and carrier-provided claims hotlines. No proprietary technology platforms, APIs, or AI/ML systems are described.
The business model is commission-based brokerage: Gendron earns carrier commissions by distributing policies from a network of 30+ partner insurers, with Intact Insurance accounting for 76% of policies placed and other major relationships spanning Unique, Northbridge, Economical, Promutuel, Aviva, Wawanesa, and specialty providers. Distribution is hybrid: in-person and phone consultations with certified brokers combined with a 100% digital self-serve quote channel, supported by content marketing (40+ blog articles), SEO, social media, Google reviews, and a ClicAssure comparison partnership. The company employs specialized departments for personal lines, commercial, substandard risks, and claims, with no disclosed headcount or revenue figures.
Gendron assurance firmographics
Firmographics- Name
- Gendron assurance
- Legal name
- GENDRON ASSURANCE
- Website
- https://gendronassurance.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Gendron Assurance is a third-generation, family-owned Quebec property and casualty insurance brokerage distributing auto, home, and business policies from 30+ carrier partners (76% via Intact) to individual and commercial clients across the province.
- Ownership category
- akta.pro rank
Where Gendron assurance is headquartered
LocationHeadquarters
- HQ city
- Brossard
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Gendron assurance business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Insurance Brokerage Commissions: As an insurance brokerage firm, Gendron Assurance earns commissions from insurance companies for placing policies. The company works with multiple insurers including Intact (their primary partner where 76% of policies are placed), Unique, Northbridge, Economical, Promutuel, and approximately 30 other insurance providers.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Gendron assurance product offering
Product offeringCore offering
Gendron Assurance is an independent property and casualty insurance brokerage that compares and places personal and commercial insurance policies on behalf of clients with 30+ Canadian insurers. Its core offer spans three product lines — auto, home, and business insurance — supplemented by specialized variants (classic, luxury, and electric vehicles; tenant, condo, secondary residence, and non-occupying-owner property; sub-standard and cyber coverage) and supported by a 100% digital quote-to-bind process at soumission.gendron.services combined with in-person and phone broker advisory.
Product overview
Gendron Assurance is an established Quebec-based property and casualty insurance brokerage operating since 1973. The company offers a portfolio of three core insurance products: Auto Insurance, Home Insurance, and Business Insurance. These are supplemented by specialized sub-products including Classic Car Insurance, Luxury Car Insurance, Electric Car Insurance, Tenant Insurance, Non-Occupying Owner Insurance, Business Property Insurance, and Sub-Standard Insurance. The company positions itself as a broker comparing multiple insurance providers to offer tailored coverage, and supplements its insurance offerings with digital services including online quote submission, claims processing, and policy payment systems. The business model centers on human advisory services combined with a 100% digital quote process.
Differentiator
Problem solved
Functional benefit
Products and services
- Auto Insurance
Companies that use Gendron assurance
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles2 records
Gendron assurance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Gendron assurance partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, major and minor.
- Intact InsurancecorePrimary insurance partner where Gendron Assurance places 76% of their policies. Intact is Canada's largest property and casualty insurance company. The company acknowledges financial ties with Intact. Intact provides 24/7 claims support at 1-866-464-2424.
- L'Unique Assurances GénéralescoreQuebec-based insurance company founded in 1978, part of the Beneva group since 2004. Offers competitive premiums and personalized business coverage through Gendron's broker network.
- Northbridge InsurancemajorCanadian insurance company specializing in business insurance for SMEs. Offers FCEI partnership benefits including 10% discount on business insurance and 50% discount on optional cyber insurance.
- Economical InsurancemajorCanadian insurance company founded in 1871, offering property and business insurance. Known for technology solutions like VyneMC for quick broker service.
- Promutuel AssurancemajorMutual insurance company founded 170 years ago with annual revenue of $869 million. Operates 16 mutual societies with nearly 100 service points across Quebec.
- April CanadamajorPart of the April Group, an international insurance broker founded in 1988. Specializes in complex and specific risk coverage for businesses.
- CHES Solutions SpécialiséesmajorInsurance program provider founded in 2018 offering 300+ insurance products for specialized industries including construction, jewelers, pawnshops, tattoo parlors, and cargo insurance.
- Southwestern Insurance GroupmajorCanadian wholesale insurance provider founded in 1961, specializing in commercial and specialty insurance. Known for covering non-standard risks.
- Morin Elliott AssociésmajorInsurance management company founded in 1988, specializing in non-standard home and commercial insurance. Acquired by One80 Intermediaries in 2020.
- CFC (CFC Underwriting)minorSpecialized insurance provider leading in cyber insurance and emerging risks. Offers quick service with over 90% of new requests answered within 24 hours.
- Lloyd's of LondonminorGlobal insurance market providing coverage for complex and specific risks. Present in 200+ countries with robust financial security structure.
- Wawanesa InsuranceminorCanadian mutual insurance company offering property and casualty insurance products through independent brokers.
- Aviva CanadaminorPart of Aviva plc, one of the world's largest insurance groups, offering personal and commercial insurance in Canada.
- Optimum InsuranceminorCanadian insurance company offering various property and casualty insurance products.
- MarkelminorSpecialty insurance company known for covering niche and hard-to-place risks for businesses.
- ClicAssureminorOnline insurance comparison platform where Gendron Assurance is listed as a proud partner, providing additional lead generation and visibility.
Scale indicators3 records
Recent moves10 records
Expansion highlights6 records
Gendron assurance competitors and assessment
Company assessmentBroad incumbents
- Marsh Canada: Global insurance broker with substantial Canadian operations including Quebec. Overlaps with Gendron's commercial insurance offering for larger SMEs and complex risks, but operates at meaningfully larger scale with broader enterprise and specialty capabilities.
- Arthur J. Gallagher & Co. (Canada): Major global insurance brokerage with Canadian operations covering Quebec. Comparable commercial and personal lines intermediation but at much larger scale and broader portfolio of services including risk management and consulting.
Direct peers
- BrokerLink: One of Canada's largest retail insurance brokerages with multi-province coverage including Quebec. Directly comparable to Gendron as a multi-carrier personal and commercial P&C brokerage serving consumers and SMEs with both digital and human advisory channels.
- Westland Insurance Group: Canadian Western-based insurance broker that has expanded eastward. Similar retail brokerage model with personal and commercial lines distributed across multiple carrier partners, with growing Quebec/Ontario footprint.
- CAA-Quebec Insurance: Quebec-based insurance arm of CAA-Quebec offering auto and home coverage to members. Competes for the same Quebec retail insurance customer base, though anchored by a membership model rather than pure multi-carrier brokerage.
- Hub International: Large Canadian insurance brokerage with significant Quebec presence. Comparable multi-carrier retail and commercial brokerage model with similar advisor-driven distribution and carrier partnership structure.
Peers
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Gendron assurance social profiles
Digital presenceGendron assurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gendron assurance leadership team
Management profileNumber of profiles
Profiles4 records
Gendron assurance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gendron assurance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gendron assurance
What does Gendron assurance do?
Gendron Assurance is an independent property and casualty insurance brokerage that compares and places personal and commercial insurance policies on behalf of clients with 30+ Canadian insurers. Its core offer spans three product lines — auto, home, and business insurance — supplemented by specialized variants (classic, luxury, and electric vehicles; tenant, condo, secondary residence, and non-occupying-owner property; sub-standard and cyber coverage) and supported by a 100% digital quote-to-bind process at soumission.gendron.services combined with in-person and phone broker advisory.
Is Gendron assurance a public or private company?
Gendron assurance is a private company. It is classified as family owned and is currently operating.
When was Gendron assurance founded?
Gendron assurance was founded in 1973. It employs 51 to 100 people.
Where is Gendron assurance based?
Gendron assurance is headquartered in Brossard, Canada, in the North America region.
How does Gendron assurance make money?
One revenue line is on record: insurance Brokerage Commissions.
Who are Gendron assurance's main competitors?
Broad incumbents on record are Marsh Canada and Arthur J. Gallagher & Co. (Canada). Direct peers are BrokerLink, Westland Insurance Group, CAA-Quebec Insurance and Hub International. Sonnet Insurance is listed as a peer.
Does Gendron assurance have an API?
No public API is recorded for Gendron assurance.