mitchell & whale insurance brokers

What mitchell & whale insurance brokers does

Mitchell & Whale Insurance Brokers, operating under the consumer brand "Mitch" since a 2022 rebrand, is an Ontario-based independent insurance brokerage founded in 1949 and headquartered in Whitby, with a second office in Toronto. The firm holds RIBO licensing and operates a hybrid distribution model combining licensed phone-based brokers with an online self-serve portal through which consumers and small businesses can quote, bind, and service policies. Its product portfolio spans personal lines (auto, home, life, motorcycle, boat, RV, snowmobile, drone, classic car, EV, pet, travel) and commercial lines (commercial auto, property, cyber, business), with newer pay-as-you-go offerings such as CAA MyPace in auto. Revenue is generated through commissions earned from 70+ insurance carrier partners across both personal and commercial lines, with no disclosed subscription or fee-based revenue stream.

The business model is commission-driven brokerage: Mitch places customer risk with carriers across its partner network, retaining a percentage of premium as compensation. Customer segments are split between individual consumers (the historical core) and small-to-medium businesses (formalized through dedicated Commercial Insurance Branch locations in Durham and Kingston). Growth is pursued along three vectors: geographic expansion toward a stated target of becoming a top-20, $1B-revenue national Canadian brokerage; product-line broadening into specialty personal and commercial verticals; and channel diversification via digital self-service alongside the traditional phone-broker relationship. The company carries 75 years of operating history, a 4.8-star Google rating, and third-party recognition as one of Canada's top-ranked brokers, supported by an executive team drawn from carriers and global brokers including Aon, AXA, and April Canada.

Name

mitchell & whale insurance brokers

Legal name

Mitchell & Whale Insurance Brokers Ltd

Website

https://mitchellwhale.com

Company type

Private

Founded year

1949

Operating status

Operating

Short description

Mitchell & Whale Insurance Brokers (Mitch Insurance) is an Ontario-based independent brokerage serving Canadian individuals and small businesses with personal and commercial lines across 70+ carrier partners via a hybrid phone-and-digital broker model.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

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 lines insurance
• Commercial lines insurance
• Multi-carrier insurance quotes
• Ontario insurance broker

Headquarters

HQ city

Whitby

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance brokerage commissions: Mitch Insurance Brokers operates as an independent insurance brokerage earning commissions from insurance companies when they place coverage for customers. The company represents over 70 of Canada's top insurance providers and matches customers with appropriate coverage based on their needs.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Mitchell & Whale Insurance Brokers (operating as Mitch) is an independent insurance brokerage that places personal and commercial insurance coverage with over 70 partner carriers. The brokerage pairs each customer with a dedicated licensed insurance broker who compares coverage and pricing across multiple insurers, supported by online quote tools and a client self-serve portal for policy management.

Product overview

Mitchell & Whale Insurance Brokers (operating as Mitch Insurance) is an insurance brokerage offering a comprehensive portfolio of insurance products across personal and commercial lines. The company serves as an intermediary between customers and over 70 insurance company partners. Core personal products include auto insurance (with specialized sub-products for classic cars, electric vehicles, high-risk drivers, RVs, and rideshare), home insurance (homeowners, condos, cottages, landlords, tenants, Airbnb hosts), life insurance (term, permanent, universal, whole life), motorcycle, boat, pet, travel, and health insurance. Commercial offerings include business insurance, contractor insurance, cyber insurance, commercial auto, and various liability and property coverages. The company provides both phone-based broker services and online quote/self-serve platforms for customer convenience.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance
• Home Insurance
• Motorcycle Insurance
• Business Insurance
• Life Insurance
• Boat Insurance
• Pet Insurance
• Travel Insurance
• Snowmobile Insurance
• Health Insurance
• Drone Insurance
• Cyber Insurance
• Contractor Insurance
• Online Insurance Quotes
• Client Self-Serve Portal

Quantifiable outcome

• Customers can save up to 55% on motorcycle insurance by bundling with auto and home coverage
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• Aviva CanadacoreChannel Partner/ Reseller/ DistributorAviva Canada is one of the insurance company partners in Mitch's network of 70+ insurers. Mitch places customer coverage with Aviva as part of their brokerage services.
• CAA InsurancecoreChannel Partner/ Reseller/ DistributorCAA Insurance is a partner insurer in Mitch's network. Mitch offers CAA products including pay-as-you-go auto insurance (CAA MyPace) and standard auto, home, and bundled coverage options.
• Echelon InsurancecoreChannel Partner/ Reseller/ DistributorEchelon Insurance is among the insurance company partners in Mitch's network of providers.
• Economical InsurancecoreChannel Partner/ Reseller/ DistributorEconomical Insurance is a partner insurer in Mitch's network of 70+ insurance companies.
• Hagerty CanadacoreChannel Partner/ Reseller/ DistributorHagerty Canada specializes in classic car insurance and is a partner insurer in Mitch's network, supporting Mitch's classic vehicle insurance offerings.
• Intact InsurancecoreChannel Partner/ Reseller/ DistributorIntact Insurance is a major partner insurer in Mitch's network, providing coverage options for auto, home, and commercial insurance.
• Travelers CanadacoreChannel Partner/ Reseller/ DistributorTravelers Canada is a partner insurer in Mitch's network, providing commercial and personal insurance options.
• Wawanesa CanadacoreChannel Partner/ Reseller/ DistributorWawanesa Canada is a partner insurer in Mitch's network, offering motorcycle, auto, and home insurance products. Mitch offers Wawanesa bundle discounts for motorcycle and auto/home coverage.
• AIG CanadaminorChannel Partner/ Reseller/ DistributorAIG Canada is listed among the 70+ insurance company partners in Mitch's network.
• Allianz Global AssistanceminorChannel Partner/ Reseller/ DistributorAllianz Global Assistance is a partner insurer in Mitch's network, specializing in travel insurance products.
• Canada LifeminorChannel Partner/ Reseller/ DistributorCanada Life is a partner insurer in Mitch's network, providing life and health insurance products.
• Manulife FinancialminorChannel Partner/ Reseller/ DistributorManulife Financial is a partner insurer in Mitch's network, offering life and health insurance products.
• Sun Life FinancialminorChannel Partner/ Reseller/ DistributorSun Life Financial is a partner insurer in Mitch's network, providing group benefits and insurance products.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Intact Financial Corporation: Canada's largest property and casualty insurer and a key Mitch carrier partner. Comparable as a dominant industry incumbent whose direct-to-consumer and consolidation strategies shape the competitive backdrop for Mitch's brokerage business.
• CAA Insurance: CAA-affiliated insurance provider offering auto, home, and travel products including the MyPace usage-based product carried by Mitch. Comparable as both a carrier partner and direct competitor in the Ontario personal lines market.
• Hub International: Large North American insurance brokerage with significant Canadian operations across personal and commercial lines. Comparable to Mitch as a broader, better-capitalized incumbent competing in the same Canadian brokerage space.

Direct peers

• Square One Insurance Services: Canadian direct-to-consumer insurance provider focused on home and auto. Comparable to Mitch as a Canadian personal lines distributor competing for the same customers, with a fully online purchase model that contrasts with Mitch's phone-bound flow.
• Kanetix: Canadian insurance comparison and quote platform for auto, home, and travel insurance. Comparable to Mitch as a competing acquisition channel for Canadian personal lines customers seeking to compare multiple providers.
• Surex Direct: Canadian online insurance brokerage offering home and auto coverage across multiple provinces. Directly comparable to Mitch as an independent brokerage competing for the same Canadian personal lines customers, with a heavier digital-acquisition tilt.
• BrokerLink: One of Canada's largest independent insurance brokerages, offering personal and commercial lines across multiple provinces. Directly comparable to Mitch as a multi-carrier retail brokerage with similar product breadth and target customer segments.
• Westland Insurance: Canadian insurance brokerage chain with personal, commercial, and specialty lines across Western Canada. Comparable business model to Mitch — independent brokerage, multi-carrier placement, and ongoing national expansion strategy.
• LowestRates.ca: Canadian online insurance comparison platform allowing consumers to compare rates from multiple providers. Comparable to Mitch because it targets the same 'shop the market' consumer behavior in Canadian personal lines, primarily through digital channels.

Others

• Aviva Canada: Major Canadian P&C insurer and core Mitch carrier partner. Relevant peer as a key supply-side counterparty whose product mix, appetite, and direct distribution decisions directly affect Mitch's placement and commission economics.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mitchell-whale-insurance-brokers

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 mitchell & whale insurance brokers