plains insurance

What plains insurance does

Plains Insurance is a family-owned, independent insurance brokerage headquartered in Edmonton, Alberta, that has operated continuously for more than 50 years. The brokerage serves individuals and small businesses across Edmonton and surrounding communities including St. Albert, Sherwood Park, and Spruce Grove, distributing policies from a panel of leading Canadian and international carriers — including Intact Insurance, Peace Hills Insurance, Nordic Insurance, Economical Insurance, SGI Canada, and Guardian Risk. It is currently in its third generation of Leibel family ownership and management, with three Managing Partners (Mike, Jared Leibel, and Adin) at the helm alongside a Brokerage Manager and team of licensed Account Executives.

The brokerage offers six core product categories: Auto Insurance, Home Insurance, Commercial Insurance, Recreational Insurance, Life and Disability Insurance, and Specialty Insurance. Specialty offerings include Hole-in-One policies up to $1,000,000 CAD, host liquor liability, personal umbrella, travel, Errors & Omissions, and Directors & Officers coverage. The firm operates on industry-standard brokerage technology — Power-Broker for policy management and the Applied Rating System for carrier rating — with no proprietary technology stack, no public API surface, and no mobile application.

Plains Insurance generates revenue through recurring commissions earned on policies placed and renewed with its represented carriers. The go-to-market model is sales-led and referral-driven, with acquisition primarily flowing from satisfied existing clients complemented by organic social presence on Facebook, Instagram, and Pinterest. Pricing is quote-based and risk-adjusted with annual billing cadence, and free no-obligation quotations are offered via phone, email, and website contact form. The firm employs roughly 11-12 people and has shown only incremental team growth over the past decade, consistent with a mature regional brokerage rather than a scaling operation.

Name

plains insurance

Legal name

Plains Insurance

Website

https://www.plainsinsurance.ca

Company type

Private

Operating status

Operating

Short description

Plains Insurance is a family-owned independent insurance brokerage in Edmonton, Alberta, serving individuals and small businesses for over 50 years. It offers personal, commercial, recreational, life, and specialty insurance products from multiple Canadian carriers via direct broker sales.

Ownership category

akta.pro rank

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices1 record

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: Plains Insurance operates as an independent insurance brokerage earning commissions from insurance providers when policies are sold and renewed. They represent multiple Canadian insurance companies and earn commission on each policy placed.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Plains Insurance is an independent insurance brokerage that represents multiple leading Canadian and international insurance providers and places personal, commercial, life/disability, recreational, and specialty insurance policies on behalf of clients. The brokerage earns commissions from insurers for each policy sold and renewed, with brokers providing personalized quoting, ongoing policy servicing, and claims support to Edmonton-area individuals and businesses.

Product overview

Plains Insurance is a family-owned independent insurance brokerage representing leading Canadian and international insurance providers. The company offers a comprehensive portfolio of insurance products organized into six core categories: Auto Insurance, Home Insurance, Commercial Insurance, Recreational Insurance, Life and Disability Insurance, and Specialty Insurance. Their products range from personal lines (auto, home, recreational vehicles) to commercial lines (property, auto, liability) and specialty products (hole-in-one, liquor liability, umbrella, travel). The brokerage serves Edmonton and surrounding areas, providing personalized service to match clients with appropriate coverage from their represented insurers.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Personal automobile insurance covering vehicles used for pleasure, commuting, or business. Coverage includes third party liability, collision, comprehensive, fire and theft options, plus support for first-time buyers, adding vehicles, or substituting vehicles on existing policies. Targeted at individual drivers in the Edmonton region.
• Home Insurance Insurance for residential properties including building, contents, and liability coverage. Available to homeowners, condo owners, tenants, landlords, and owners of rented, seasonal, or vacation homes in the Edmonton area.
• Commercial Insurance Business insurance covering commercial property, commercial auto, and commercial liability. Designed to protect business owners' investments, employees, and customers from financial loss across the Edmonton regional market.
• Recreational Insurance Coverage for recreational vehicles and equipment including ATVs, snowmobiles, motorcycles, classic cars, watercraft, motorhomes, and vacation trailers, aimed at Edmonton-area owners of recreational equipment.
• Life and Disability Insurance Life and disability insurance products including term life, permanent life, critical illness, disability coverage, group benefits, and Health Spending Accounts for individuals and families seeking financial protection.
• Specialty Insurance Specialty insurance products including hole-in-one policies (up to $1,000,000 CAD), host liquor liability, personal umbrella, travel insurance, Errors & Omissions, and Directors & Officers coverage for individuals and businesses with unique or event-based risks.

Named customers3 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core.

• Intact InsurancecoreChannel Partner/ Reseller/ DistributorIntact Insurance is one of the insurance providers represented by Plains Insurance. They offer online client services for policy documents, billing, and claims. Plains Insurance routes claims for Nordic Insurance through Intact as well.
• Peace Hills InsurancecoreChannel Partner/ Reseller/ DistributorPeace Hills Insurance is one of the insurance companies represented by Plains Insurance for coverage products.
• Nordic InsurancecoreChannel Partner/ Reseller/ DistributorNordic Insurance is one of the insurance providers represented by Plains Insurance. All losses are reported through Intact Insurance.
• Economical InsurancecoreChannel Partner/ Reseller/ DistributorEconomical Insurance is one of the insurance companies represented by Plains Insurance for coverage products.
• SGI CanadacoreChannel Partner/ Reseller/ DistributorSGI Canada is one of the insurance providers represented by Plains Insurance. They provide automobile and property claims handling for Plains Insurance clients.
• Guardian RiskcoreChannel Partner/ Reseller/ DistributorGuardian Risk is one of the insurance companies represented by Plains Insurance for coverage products. Claims are handled through Plains Insurance during regular office hours.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• BrokerLink: One of Canada's largest independent insurance brokerages offering personal, commercial, and specialty insurance across multiple provinces. Directly comparable to Plains Insurance in product breadth and brokerage model, though at significantly larger scale with a multi-province footprint.
• Westland Insurance: Western Canadian independent insurance brokerage with strong Alberta presence, offering personal, commercial, and specialty coverage. Comparable to Plains Insurance in core product offering and target market, but operates many branches and has grown via acquisition.

Broad incumbents

• Hub International: Major global insurance brokerage with significant Canadian operations including Alberta. Comparable in offering commercial and personal lines, but operates at far greater scale with broader specialty and enterprise capabilities.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm with Canadian operations. Comparable in brokerage and intermediation role, though Gallagher primarily focuses on commercial and specialty lines at enterprise scale.
• Intact Insurance (direct): Largest Canadian property and casualty insurer that also sells direct to consumers. Comparable as a competitive force in the same products Plains Insurance brokers, and is both a carrier partner and a competing direct distribution channel.
• Marsh Canada: Global insurance brokerage and risk advisory firm with substantial Canadian operations. Comparable in intermediation and brokerage role, though primarily serves large commercial and enterprise clients rather than SMBs and individuals.

Regional players

• Duliban Insurance Brokers: Independent insurance brokerage in Alberta offering personal, commercial, and specialty insurance. Comparable to Plains Insurance in product mix and Alberta regional focus, though based in a different part of the province.
• Jones DesLauriers Insurance Management: Canadian independent insurance brokerage with strong presence in Western Canada. Comparable in brokerage model and product offering, though larger and more diversified across commercial lines.
• BFL Canada: Canadian employee-owned insurance brokerage specializing in commercial and specialty risks. Comparable in independent brokerage model, though focused more on commercial and niche specialty lines than Plains Insurance's personal-lines-heavy book.

Emerging players

• Sonnet Insurance: Canadian digital direct-to-consumer insurance provider offering home and auto online. Comparable as a competing distribution channel for the same personal lines Plains Insurance brokers, but operates via a fully digital model without brokers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PlainsInsurance1984Ltd
• Instagraminstagram.com/plainsinsuranceltd
• Pinterestpinterest.ca/PlainsInsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 plains insurance