Whitley Newman Insurance and Financial Services

What Whitley Newman Insurance and Financial Services does

Whitley Newman Insurance and Financial Services is an independent insurance brokerage headquartered in Belleville, Ontario, serving personal, commercial, and farm customers across Eastern Ontario through seven physical offices in Trenton, Campbellford, Kingston, Belleville, Stirling, Madoc, and Marmora. Founded in 1949, the company distributes insurance products from multiple carriers — including Aviva Canada, Economical Insurance, Intact Insurance, and CAA Insurance — generating revenue primarily through brokerage commissions on new policy placements and recurring renewal commissions across personal lines (auto, home, tenant, condo, life), commercial lines (business, landlord, farm), and specialty partner products (travel insurance via Securiglobe, personal cyber insurance via Boxx Insurance).

The company's technology stack is conventional for the brokerage sector: a Client Connect self-service portal for 24/7 policy management and digital pink slips, native iOS and Android mobile applications built on the Applied Systems Mobile Insured platform, and online quote request forms for auto and property insurance. The brokerage is affiliated with Navacord, a national insurance brokerage network that provides access to broader carrier relationships and infrastructure resources while preserving local brand and operational autonomy. No API, developer platform, or programmatic integration is offered; the Client Connect portal represents the extent of digital self-service tooling.

Go-to-market is hybrid: licensed brokers drive sales through in-person and phone-based consultation, supplemented by direct-to-consumer digital acquisition via website quote forms and content marketing through an educational blog. Pricing is quote-based with monthly billing, tailored to individual risk profiles rather than published tiers. Customer acquisition relies heavily on community presence, referrals, and word-of-mouth accumulated over six decades of local market operation.

Name

Whitley Newman Insurance and Financial Services

Legal name

Whitley Newman Insurance & Financial Services

Website

https://whitleynewman.com

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

51–100 employees

Short description

Whitley Newman Insurance and Financial Services is an independent Ontario insurance brokerage distributing personal, commercial, and farm insurance across Eastern Ontario via seven offices and multiple carrier partnerships under the Navacord network.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industries

Commercial Lines Insurance Brokerage (FSAEADAB), Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

Keywords

• Insurance brokerage services
• Personal property insurance
• Commercial insurance coverage
• Auto insurance products
• Farm insurance solutions

Headquarters

HQ city

Belleville

HQ country

Canada

HQ region

North America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: The company acts as an independent insurance broker/agent earning commissions from insurance companies (such as Aviva, Economical, Intact, CAA, and others) for placing insurance policies. Revenue is generated through commissions on new policy placements and renewal commissions on existing policies.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Whitley Newman Insurance and Financial Services is a multi-carrier insurance brokerage that places personal, commercial, and farm insurance coverage on behalf of clients across eastern Ontario. The firm operates from seven office locations and supplements its in-person brokerage service with a Client Connect Portal and mobile applications for client self-service. It earns revenue through carrier commissions rather than underwriting its own insurance products.

Product overview

Whitley Newman Insurance and Financial Services is a traditional insurance brokerage offering a comprehensive portfolio of insurance products through multiple channels. Their core offerings include Personal Insurance (auto, property, life, investments), Commercial Insurance, and Farm Insurance, along with partner offerings for Travel and Personal Cyber Insurance. The company operates as a broker model, representing multiple insurance providers. Their digital services include a Client Connect Portal for online policy management, mobile apps for iOS and Android, and online quote request capabilities. Claims processing is supported through 24/7 emergency services, downloadable forms, and direct adjuster coordination. The company has been in operation for over 60 years and is a member of the Navacord network.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Insurance

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• NavacordcoreStrategic or Co-development PartnerWhitley Newman Insurance is affiliated with Navacord, a national insurance brokerage network. Navacord provides the company with access to additional resources, carrier relationships, and support services while allowing member brokerages to maintain local autonomy and branding.
• Aviva CanadacoreTechnology or IntegrationAviva Canada is a primary insurance carrier represented by Whitley Newman. The company provides Aviva insurance products including auto and property coverage. Joint content marketing efforts include road safety educational articles.
• Economical InsurancecoreTechnology or IntegrationEconomical Insurance is a major insurance carrier partnership. The company distributes Economical products and collaborates on content marketing including articles on home maintenance, septic systems, and insurance education.
• Intact InsurancecoreTechnology or IntegrationIntact Insurance is represented as an insurance carrier partner offering various insurance products through Whitley Newman. Listed as a 24-hour claims service option for customers.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Marsh Canada: Global insurance brokerage with Canadian operations covering commercial and specialty risks. Comparable broker-of-record intermediation model, though serving larger commercial clients.
• Navacord: National Canadian insurance brokerage network of which Whitley Newman is a member. Comparable because it aggregates independent brokerages across Canada under common carrier relationships, technology, and M&A platform.
• Intact Financial Corporation: Largest Canadian P&C insurer whose products Whitley Newman distributes. Comparable because Intact sets the carrier-side commission economics and competing distribution choices that shape Whitley Newman's economics.

Direct peers

• Hub International: Major North American insurance brokerage with significant Canadian operations including Ontario. Competes in personal, commercial, and specialty lines via broker-led distribution and multi-office regional presence.
• Westland Insurance Group: Canadian insurance brokerage with multi-province office footprint serving personal, commercial, farm, and specialty lines. Comparable regional broker-led model with multi-carrier access.
• Western Financial Group: Canadian multi-line insurance and financial services brokerage with regional office networks and personal/commercial/farm coverage. Comparable product breadth and small-town broker-led distribution model.
• BrokerLink: One of Canada's largest independent insurance brokerages, also operating as a multi-carrier broker across personal and commercial lines. Direct competitor in Ontario with similar GTM (in-person brokers, online quotes, multi-office presence).
• Billyard Insurance Group: Canadian insurance brokerage franchise model offering multi-carrier personal and commercial coverage through independently owned offices. Direct overlap in product mix and broker-led distribution.

Regional players

• CAA Insurance: Insurance carrier distributed through Whitley Newman and other brokers in Ontario. Comparable because it sells the same personal auto/home coverage through similar broker channels, including pay-as-you-go products.

Emerging players

• Sonnet Insurance: Direct-to-consumer digital insurer (subsidiary of Economical) competing in Ontario personal auto and home. Comparable as a digital-first alternative competing for the same end-customers, representing the structural threat to traditional brokers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/whitleynewmaninsurance
• LinkedInlinkedin.com/company/whitleynewman

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 Whitley Newman Insurance and Financial Services