group force benefits
Group Force Benefits is a Canadian group benefits and retirement advisory firm founded in 2011 that provides back-office administrative and consulting support to insurance advisors and brokers across Canada, operating as a subsidiary of NFP Canada Corp. (an Aon company).
- Company typePrivate
- Founded2011
- HeadquartersToronto, Canada
- Headcount—
- GTM typeB2B
- OfferingServices
What group force benefits does
Group Force Benefits Inc. is a Canadian group benefits advisory firm founded in 2011 that operates as a back-office support service for insurance advisors and brokers. The firm functions as a Group Advisory Service (GAF), handling benefits analysis, marketing plans, presentations, account maintenance, plan administration, in-force service, renewal negotiations, and gap-coverage advisory work while client-facing advisors retain official agent status and 100% of requested commissions. Teams are based in Ontario (Toronto headquarters at 100 King Street West and a Mississauga office) and Quebec, with licensing across all US states to support cross-border services for Canadian employers with US-based employees.
The firm's product portfolio spans Health and Wellness offerings (Employee Assistance Programs, virtual care, telemedicine, virtual second opinions, often delivered through partners such as CloudMD), core group insurance (Critical Illness via Allstate, Group and Dependent Life, Accidental Death and Dismemberment, Short-term Disability, Extended Healthcare, Dental, Healthcare Spending Accounts, Special Risk coverage), and Retirement Plans (exclusive Group RRSP, RRSP/DPSP Combo, Voluntary TFSA). An exclusive Group RRSP arrangement is currently Ontario-only. Distribution is channel-driven: Group Force does not sell direct to consumers, instead delivering exclusively through its network of insurance advisors and brokers.
Group Force Benefits Inc. operates as a subsidiary of NFP Canada Corp., an Aon-owned company, and is compensated primarily through contingency amounts paid by insurance carriers based on growth, volume, and retention across more than 20 carrier partnerships including Canada Life, Sun Life, Manulife, Desjardins, Blue Cross, RBC Insurance, Industrial Alliance, Empire Life, Equitable Life, and Co-operators. No public revenue, headcount, or equity-injection figures are disclosed in the source materials.
group force benefits firmographics
Firmographics- Name
- group force benefits
- Legal name
- GROUP FORCE BENEFITS INC.
- Website
- https://groupeforce.ca
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Short description
- Group Force Benefits is a Canadian group benefits and retirement advisory firm founded in 2011 that provides back-office administrative and consulting support to insurance advisors and brokers across Canada, operating as a subsidiary of NFP Canada Corp. (an Aon company).
- Ownership category
- akta.pro rank
group force benefits industry classification
Industry- Product category
- Group Insurance Advisory Services
- NAICS
- Insurance and Employee Benefit Funds (5251), Health and Welfare Funds (525120)
- SIC
- Insurance Agents, Brokers & Service (6411), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Benefits Administration & Enrollment Support (BPAAAIAB)
- akta.pro secondary industries
- Large Group Health Insurance (Mid-Market & National Accounts) (FSAIAFAE), Group Disability Income Insurance (Employer-Sponsored) (FSAIAIAB), Group Whole Life (Limited/Continuous Pay) (FSAIADAE), Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK)
Keywords
Where group force benefits is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
group force benefits business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Insurance Intermediary Compensation: As an intermediary, Group Force is compensated through contingency amounts paid by insurance companies and in some cases other third parties. Contingent income depends on a combination of growth, volume, and retention with insurance carriers. Individual employees involved in placing or servicing insurance are not compensated directly for any contingent income received.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
group force benefits product offering
Product offeringCore offering
Group Force Benefits operates as a Group Advisory Service that delivers back-office administrative and advisory support to insurance advisors across Canada. The company enables advisors to source, place, and service group benefits and retirement plans by negotiating preferred pricing with major Canadian carriers, performing benefits analysis, building marketing plans, managing account administration, and conducting renewal negotiations. Its product offerings span health and wellness (EAP, virtual care, telemedicine, second opinions), core group insurance (life, dependent life, AD&D, short-term disability, extended healthcare, dental, health spending accounts, critical illness, special risk), retirement plans (Group RRSP, RRSP/DPSP combo, voluntary TFSA), and global/cross-border benefits.
Product overview
Group Force Benefits is a group benefits advisory service that operates as a strategic back-office support provider for insurance advisors across Canada. Founded in 2011, the company offers a comprehensive suite of products centered around group insurance and retirement planning solutions. The product portfolio includes Health and Wellness offerings (Employee Assistance Programs, Virtual Care, Telemedicine Services, and Virtual Second Opinions), core insurance products (Critical Illness, Group Life, Dependent Life, Accidental Death and Dismemberment, Short-term Disability, Extended Healthcare, Dental Care, Healthcare Spending Accounts, and Special Risk coverage), and Retirement Plans (Exclusive Group RRSP, RRSP/DPSP Combo, and Voluntary TFSA). Additional offerings include Global Medical Health Insurance and Cross-Border Services for Canadian employers with US operations. The company also provides supporting services including Benefits Analysis, Marketing Plans and Presentations, Account Maintenance and Administration, and Renewal Negotiations. Group Force leverages partnerships with Canada's largest insurance carriers to secure exclusive product offerings and competitive pricing for advisors and their clients.
Differentiator
Problem solved
Functional benefit
Products and services
- Employee Assistance Programs (EAP)
- Virtual Care
- Telemedicine Services
- Virtual Second Opinions
- Critical Illness Coverage
- Group Life Insurance
- Dependent Life Insurance
- Accidental Death and Dismemberment Insurance coverage providing benefits in the event of accidental death or dismemberment.
- Short-term Disability Insurance Insurance coverage providing income replacement for employees unable to work due to temporary disability.
- Extended Healthcare Extended health insurance coverage including prescription drugs, medical equipment, and other health-related services beyond basic provincial coverage.
- Dental Care Dental insurance coverage for employees under a group benefits plan.
- Healthcare Spending Accounts Employer-funded accounts allowing employees to pay for eligible healthcare expenses with pre-tax dollars.
- Special Risk Segment Specialized insurance coverage for unique or high-risk situations not covered under standard group benefits.
- Exclusive Group RRSP Exclusive group registered retirement savings plan with preferred pricing negotiated through the company's carrier network, currently only available in Ontario.
- RRSP/DPSP Combo Combined registered retirement savings plan and deferred profit sharing plan for employer and employee contributions toward retirement.
- Voluntary TFSA Voluntary tax-free savings account offering employees flexible savings options outside of registered plans.
- Global Medical Health Insurance International health insurance coverage for employees traveling or working abroad.
- Cross-Border Services Advisory services for Canadian employers with US operations, providing guidance on health benefits, HR, and retirement programs for American employees, with licensing in all US states.
- Benefits Analysis Back-office analysis of current group benefits coverage to identify gaps and recommend improvements for advisors and their clients.
- Marketing Plans and Presentations Marketing support including presentations with rate and plan comparisons to help advisors win and retain clients.
- Account Maintenance and Administration Ongoing administrative support including plan administration, in-force service, and day-to-day management of group benefit plans on behalf of advisors.
- Renewal Negotiations Negotiation of policy renewals with insurance carriers to secure competitive pricing and favorable terms for clients.
Companies that use group force benefits
Customer profileSegments3 records
Ideal customer profiles2 records
group force benefits technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
group force benefits partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core, major, strategic and supporting.
- NFP Canada Corp. (Aon company)coreGroup Force Benefits Inc. is affiliated with NFP Canada Corp., an Aon owned company. Through this connection, Group Force cultivates systems and cultures that empower stakeholders internally and externally to succeed.
- Canada LifemajorOne of the largest insurance carriers in Canada partnered with Group Force for group benefits distribution.
- Sun Life FinancialmajorMajor Canadian insurance carrier offering group benefits products through Group Force distribution.
- Manulife FinancialmajorMajor Canadian insurance carrier partnered with Group Force for group benefits distribution.
- DesjardinsmajorMajor Quebec-based insurance cooperative partnered with Group Force for group benefits.
- Blue CrossmajorMajor health insurance provider partnered with Group Force including Blue Cross AB and Blue Cross Pacific.
- Empire LifemajorRegional Canadian insurer partnered with Group Force for group benefits distribution.
- RBC InsurancemajorRoyal Bank of Canada insurance subsidiary partnered with Group Force.
- Industrial AlliancemajorMajor Canadian insurance company partnered with Group Force.
- Equitable LifemajorRegional Canadian insurer partnered with Group Force for group benefits.
- Co-operatorsmajorCanadian cooperative insurance provider partnered with Group Force.
- AllstatestrategicWorld leader in critical illness insurance partnered with Group Force for exclusive critical illness coverage offerings.
- CloudMDsupportingHealthcare technology provider offering virtual care and telemedicine solutions through Group Force network.
- Group SourcesupportingGroup benefits provider partnered with Group Force for product distribution.
- Green ShieldsupportingHealth and dental benefits provider partnered with Group Force.
- BenecaidsupportingDigital health benefits platform partnered with Group Force.
- Simply BenefitssupportingBenefits management platform partnered with Group Force.
- SSQ InsurancesupportingCanadian insurance provider partnered with Group Force.
- Humania AssurancesupportingCanadian insurance provider partnered with Group Force.
- Wawanesa LifesupportingRegional Canadian life insurer partnered with Group Force.
Scale indicators3 records
Recent moves3 records
Expansion highlights5 records
group force benefits competitors and assessment
Company assessmentDirect peers
- Benefits Alliance: Benefits Alliance is a Canadian member-owned group benefits advisory network that supports independent insurance advisors with back-office services, preferred carrier pricing, and product access. Highly comparable to Group Force's advisor-support model across the Canadian market.
- GroupHEALTH Benefit Solutions: GroupHEALTH is a Canadian group benefits cooperative owned by policyholders that distributes through advisor channels and negotiates carrier pricing for member groups. Operates a closely analogous group benefits intermediary/cooperative model to Group Force.
- People Corporation: People Corporation is a Canadian provider of group benefits, retirement, and HR consulting services to employers and advisors. Comparable in product breadth (group health, disability, retirement) and Canadian market focus.
Broad incumbents
- Hub International: Hub International is a large North American insurance brokerage offering group benefits, commercial, and personal lines across Canada and the US. Competes with Group Force for Canadian advisor talent and employer clients but at much greater scale and broader product scope.
- Aon Canada (NFP Canada parent): Aon is Group Force's ultimate parent and one of the world's largest insurance brokerage and consulting firms. Operates across all Canadian group benefits lines but at enterprise scale, providing both direct competition and corporate support for Group Force.
- Willis Towers Watson (WTW): WTW is a global advisory, broking, and consulting firm with significant Canadian group benefits and retirement consulting operations. Competes with Group Force on advisor-supported group benefits and retirement plan services.
- LifeWorks (formerly Morneau Shepell): LifeWorks is a Canadian-founded global provider of benefits administration, EAP, and wellbeing services — overlapping directly with Group Force's wellness, EAP, and virtual care offerings, though at much larger scale.
Regional players
- Cowan Insurance Group: Cowan is a Canadian employee-owned insurance brokerage offering group benefits and retirement services across Canada. Comparable in mid-market group benefits focus but operates its own broker-advisor model rather than a back-office support model.
- BFL Canada: BFL Canada is one of Canada's largest employee-owned insurance brokerages with group benefits capabilities. Comparable in Canadian group benefits advisory scope but with direct broker-client relationships rather than advisor back-office support.
Others
- GroupSource (GSC): GroupSource is a Canadian group benefits administrator and pooled purchasing organization that partners with advisors and brokers. Listed as a Group Force distribution partner, making it an adjacent ecosystem participant rather than a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
group force benefits social profiles
Digital presencegroup force benefits financial estimates
Financial estimateRevenue estimate
Valuation estimate
group force benefits leadership team
Management profileNumber of profiles
Profiles3 records
group force benefits funding detail
Funding detailFunding overview
Funding rounds
Investors
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group force benefits 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 group force benefits
What does group force benefits do?
Group Force Benefits operates as a Group Advisory Service that delivers back-office administrative and advisory support to insurance advisors across Canada. The company enables advisors to source, place, and service group benefits and retirement plans by negotiating preferred pricing with major Canadian carriers, performing benefits analysis, building marketing plans, managing account administration, and conducting renewal negotiations. Its product offerings span health and wellness (EAP, virtual care, telemedicine, second opinions), core group insurance (life, dependent life, AD&D, short-term disability, extended healthcare, dental, health spending accounts, critical illness, special risk), retirement plans (Group RRSP, RRSP/DPSP combo, voluntary TFSA), and global/cross-border benefits.
Is group force benefits a public or private company?
group force benefits is a private company. It is classified as corporate owned and is currently operating.
When was group force benefits founded?
group force benefits was founded in 2011.
Where is group force benefits based?
group force benefits is headquartered in Toronto, Canada, in the North America region.
How does group force benefits make money?
One revenue line is on record: insurance Intermediary Compensation.
Who are group force benefits's main competitors?
Direct peers on record are Benefits Alliance, GroupHEALTH Benefit Solutions and People Corporation. Broad incumbents are Hub International, Aon Canada (NFP Canada parent), Willis Towers Watson (WTW) and LifeWorks (formerly Morneau Shepell). Regional players are Cowan Insurance Group and BFL Canada. GroupSource (GSC) is listed as an others.
Does group force benefits have an API?
No public API is recorded for group force benefits.
What industry is group force benefits in?
group force benefits's product category is Group Insurance Advisory Services. Its primary akta.pro industry code is BPAAAIAB, Benefits Administration & Enrollment Support, with a secondary code of FSAIAFAE, Large Group Health Insurance (Mid-Market & National Accounts). Its NAICS code is 5251 and its SIC code is 6411.