CANADIAN INSURANCE BRANDS LTD.

What CANADIAN INSURANCE BRANDS LTD. does

Canadian Insurance Brands Ltd., operating as Canadian LIC (legal entity Canadian L.I.C. Inc.), is a private Canadian insurance brokerage founded in 2001 and headquartered in Brampton, Ontario, with additional offices in Regina, Winnipeg, Calgary, and Surrey. The firm distributes insurance and investment products from roughly 150 carriers, including 77 life insurers such as Manulife, Allianz, Foresters, Desjardins, GMS, Tugo, and IA Financial Group, and is licensed across Ontario, Saskatchewan, Manitoba, Alberta, and British Columbia. Its flagship product is Super Visa Insurance, which is the mandatory medical coverage required for parents and grandparents of Canadian citizens or permanent residents visiting Canada under the Super Visa program; supplementary offerings include travel, visitor, and international student insurance, term, whole, universal, and money-back life insurance, critical illness, disability, mortgage, and loan protection insurance, plus investment products (RRSP, TFSA, RESP, RRSP loans) and business insurance (key person, group, buy-sell, estate planning). The firm claims CAD $32.25 billion in total coverage quotes processed (of which CAD $15.22 billion is in Super Visa), a 4.95/5 Google rating, and a 100% customer recommendation rate.

The firm's underlying technology is a conventional insurance brokerage platform with proprietary client-facing and advisor-facing portals (a Self-Serve Client Portal, an Advisor CRM Portal, an Advisor Quote Portal, and an online calculator suite) plus a Learning Academy sub-brand for advisor training. APIs and AI/ML capabilities are not disclosed. The business model is commission-based: brokers are paid by carriers rather than by clients, with commission rates reaching up to 20% depending on product type, supplemented by advisory services delivered via phone, email, in-person, and video consultations. Customer segments are overwhelmingly individual consumers — led by parents and grandparents of Canadian residents (Super Visa), followed by visitors, new immigrants, international students, Canadian individuals and families, and Canadian business owners. Multi-channel distribution combines direct advisor-led sales, a self-serve online portal, a five-office physical network, and a referral/chartner advisor program. The company is privately held and founder/owner-operated (Harpreet Puri is identified as a certified Insurance Adviser and MDRT qualifier), with no institutional funding, parent company, subsidiaries, or disclosed M&A activity.

Name

CANADIAN INSURANCE BRANDS LTD.

Legal name

Canadian L.I.C. Inc.

Website

https://canadianlic.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Canadian Insurance Brands Ltd. (Canadian LIC) is a Canadian multi-province insurance brokerage distributing life, travel, Super Visa, and investment products from 150 insurers across Ontario, Saskatchewan, Manitoba, Alberta, and British Columbia.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

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

akta.pro secondary industry

International/Expatriate Individual Health Insurance (FSAIAEAH)

Keywords

• Insurance brokerage services
• Super visa insurance
• Life insurance advisory
• Travel and visitor insurance
• Registered retirement savings plans

Headquarters

HQ city

Brampton

HQ country

Canada

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: Earn commissions from insurance companies on policies sold. Insurance brokers are paid by insurance providers and not by clients directly. Commission rates can be as high as 20% depending on the type of insurance purchased. Multiple product lines including Super Visa, life, travel, and business insurance generate commission revenue.
2. Insurance Advisory Services: Provides expert consultation and guidance on insurance product selection, claims processing, and policy management. Service available through phone, email, in-person, or video consultations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Canadian Insurance Brands Ltd. (operating as Canadian LIC) is an independent insurance brokerage licensed across Canada. The company represents 150+ insurers and 77 life insurers to compare, advise, and place insurance policies for individuals and businesses. Its flagship offering is Super Visa medical insurance for parents and grandparents of Canadian citizens and permanent residents, complemented by travel, visitor, international student, life, critical illness, disability, mortgage, loan protection, business insurance, and registered investment plans (RRSP, TFSA, RESP).

Product overview

Canadian L.I.C. Inc. is a licensed insurance brokerage firm offering a comprehensive portfolio of insurance and investment products. The company operates primarily as an insurance broker and adviser, providing Super Visa Insurance as a flagship product for parents and grandparents of Canadian citizens seeking extended stays, along with personal insurance products (travel, visitor, life, critical illness, disability, mortgage, and loan protection insurance), investment products (RRSP, TFSA, RESP, and RRSP loans), and business insurance solutions (key person, group, buy-sell, and estate planning). The company also provides advisor-facing platforms including quote portals, CRM systems, and a learning academy, as well as a self-serve client portal for policy management. They work with 150 insurers including 77 life insurers to provide competitive quotes and coverage options across Canada.

Differentiator

Problem solved

Functional benefit

Brands

• Learning Academy: Educational platform for insurance advisors providing training materials, seminars, and professional development resources. Accessible at learningacademy.canadianlic.com.

Products and services

• Super Visa Insurance Specialized medical insurance for parents and grandparents of Canadian citizens or permanent residents, required for Super Visa applications. Provides coverage for hospitalization, emergency treatment, and repatriation for up to $100,000 minimum.
• Super Visa Monthly Plans Flexible monthly payment option for Super Visa Insurance allowing applicants to spread premium payments over time rather than paying annually upfront, with the first two months paid in advance per IRCC rules.
• Travel Insurance Insurance coverage for travelers providing protection against unexpected medical emergencies and trip-related expenses while traveling.
• Visitor Insurance Medical insurance coverage for visitors to Canada protecting against healthcare costs during their stay.
• International Student Insurance Health insurance designed for international students studying in Canada.
• Term Life Insurance Life insurance coverage for a specified term or period, providing financial protection for beneficiaries.
• Whole Life Insurance Permanent life insurance with coverage that lasts throughout the insured's lifetime with cash value accumulation.
• Universal Life Insurance Flexible permanent life insurance combining death benefit protection with cash value accumulation tied to market performance.
• Million Dollar Policy High-coverage life insurance policy providing one million dollars in death benefit protection.
• Money Back Life Insurance Life insurance policy that returns premiums paid if the insured survives the policy term.
• Critical Illness Insurance Insurance providing lump-sum payment upon diagnosis of covered critical illnesses such as cancer, heart attack, or stroke.
• Disability Insurance Insurance providing income replacement if the insured becomes unable to work due to disability.
• Mortgage Insurance Insurance protecting mortgage holders by covering outstanding mortgage payments in case of death or disability.
• Loan Protection Insurance Insurance covering outstanding loan payments in case of death, disability, or critical illness.
• Emergency Medical Insurance Coverage for unexpected medical emergencies including hospitalization, physician services, and emergency treatment.
• Key Person Insurance

Quantifiable outcome

• CAD $32.25 billion total coverage quotes processed
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core, major and supporting.

• ManulifecoreChannel Partner/ Reseller/ DistributorMajor Canadian insurance provider whose products are distributed through Canadian LIC's brokerage network
• AllianzcoreChannel Partner/ Reseller/ DistributorGlobal insurance provider available through Canadian LIC for Super Visa and travel insurance coverage
• ForesterscoreChannel Partner/ Reseller/ DistributorInsurance provider whose products are distributed via Canadian LIC's advisor network
• Desjardins InsurancecoreChannel Partner/ Reseller/ DistributorQuebec-based insurance provider available through Canadian LIC's national brokerage network
• IA Financial GroupmajorChannel Partner/ Reseller/ DistributorInsurance provider whose products are distributed through Canadian LIC's advisor network
• GMS (Group Medical Services)majorChannel Partner/ Reseller/ DistributorInsurance provider offering Super Visa Insurance products through Canadian LIC's brokerage platform
• TugomajorChannel Partner/ Reseller/ DistributorTravel insurance provider offering Super Visa Insurance through Canadian LIC's distribution network
• 21st Century Travel Insurance LimitedsupportingChannel Partner/ Reseller/ DistributorTravel insurance provider available through Canadian LIC's brokerage platform

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Morison Insurance Brokers: Ontario-based Canadian insurance brokerage offering personal and commercial lines through multiple carrier relationships. Comparable to Canadian LIC as a multi-line broker with personal advisory focus, with overlap in Ontario market presence and life/commercial product offerings.
• Kanetix Ltd. Canadian online insurance comparison platform aggregating quotes from multiple carriers across auto, home, life, and travel. Comparable to Canadian LIC as a multi-carrier distribution intermediary, though Kanetix operates digital-only and does not provide licensed advisory consultations.
• Square One Insurance Services: Canadian online-direct insurance provider specializing in home, tenant, and contents insurance with a digital-first model. Comparable as a Canadian multi-line distributor leveraging technology for policy placement, though Square One operates as a managing general agent rather than a broker.
• BrokerLink: One of Canada's largest insurance brokerages with multi-province physical presence and multi-line offerings (auto, home, life, business). Directly comparable to Canadian LIC as a multi-line retail broker serving Canadian consumers, though at significantly larger scale.
• InsuranceHotline.com: Canadian insurance quote comparison service connecting consumers with brokers and direct insurers across multiple product lines. Comparable to Canadian LIC in enabling cross-carrier policy comparison, with overlap in life, travel, and visitor insurance categories.

Emerging players

• TuGo: Canadian travel and visitor insurance specialist offering Super Visa, visitor, and student insurance products. Comparable to Canadian LIC as a Canadian specialty travel/visitor insurance provider, with direct product overlap in the Super Visa category where TuGo is also distributed through Canadian LIC's brokerage.

Broad incumbents

• Hub International Limited: Global insurance brokerage with significant Canadian operations offering personal, commercial, and employee benefits solutions. Comparable to Canadian LIC as a multi-line Canadian insurance intermediary, though operating at much larger scale with broader commercial focus.
• CAA Insurance: Insurance arm of the Canadian Automobile Association offering auto, home, and travel insurance across Canada. Comparable as a broad Canadian insurance distributor with significant brand recognition and travel/visitor insurance offerings that overlap with Canadian LIC's product mix.
• Manulife Financial: One of Canada's largest life and health insurers, offering term/whole/universal life, travel insurance, and investment products. Comparable to Canadian LIC as a major Canadian insurance provider whose products are also distributed through Canadian LIC's brokerage network.
• The Co-operators Group: Canadian-owned multi-line insurance carrier and distributor offering home, auto, life, and commercial coverage through exclusive agents. Comparable to Canadian LIC in the Canadian multi-line insurance distribution market, with significant overlap in personal and commercial product categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookcanadianlic.com/facebook-page
• LinkedInlinkedin.com/company/canadianlic

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 CANADIAN INSURANCE BRANDS LTD.