BrokerLink
BrokerLink is a Canadian insurance brokerage distributing personal and business insurance products via 235 branches and 5,000+ licensed advisors across all 13 provinces and territories, serving 1 Million+ customers as a subsidiary of Intact Financial Corporation.
- Company typePrivate
- Founded1991
- HeadquartersToronto, Canada
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What BrokerLink does
BrokerLink is a Canadian property and casualty insurance brokerage that distributes personal and commercial insurance products on behalf of 100+ insurance carriers. Founded in 1991 and headquartered in Toronto at 700 University Avenue, BrokerLink is a wholly-owned subsidiary of Intact Financial Corporation (TSX: IFC), Canada's largest P&C insurer. The company operates through 235 branches across all 13 Canadian provinces and territories, staffed by 5,000+ licensed insurance advisors, and serves over 1 Million customers.
The product portfolio centers on three core lines: Auto Insurance (cars, motorcycles, ATVs, snowmobiles, boats, trailers, RVs), Home Insurance (owner, tenant, condo, vacation/cottage), and Business Insurance (commercial property, general liability, cyber, D&O, professional liability, commercial auto, and 15+ industry-specific programs). Adjacent offerings include Group Insurance, Pet Insurance, Travel Insurance, Life Insurance, Health Insurance, and Employee Benefits. Customer acquisition and service operate via a hybrid model combining in-branch advisor consultation, phone-based sales/service (1-866-724-2372), online quote tools, and the BrokerLink Connect self-serve portal, supplemented by the BrokerLink Insurance mobile app available on iOS and Android.
BrokerLink generates revenue primarily through commissions paid by insurance carriers for placing and servicing policies, an inherently recurring revenue model tied to customers' multi-year policy lifecycles and multi-line bundling. Distribution is sales-led for both personal and commercial segments, with Quebec-specific operations delivered through an affiliated channel partner, Assurapro, to comply with provincial licensing requirements. The company does not disclose standalone financial figures but reports a Google rating of 4.6 across 32,305+ reviews, indicating an entrenched consumer reputation in the Canadian market. In June 2024, BrokerLink expanded via the acquisition of William C. Aitken Insurance Limited, a third-generation Ontario brokerage established in 1946.
BrokerLink firmographics
Firmographics- Name
- BrokerLink
- Legal name
- Brokerlink Inc.
- Website
- https://aitkeninsurance.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Short description
- BrokerLink is a Canadian insurance brokerage distributing personal and business insurance products via 235 branches and 5,000+ licensed advisors across all 13 provinces and territories, serving 1 Million+ customers as a subsidiary of Intact Financial Corporation.
- Ownership category
- akta.pro rank
BrokerLink industry classification
Industry- Product category
- Insurance Brokerage Services
- NAICS
- Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210)
- 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), Trade Credit Insurance Brokerage (FSAEADAL)
Keywords
Where BrokerLink is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices6 records
Markets served
BrokerLink business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Brokerage Commissions: BrokerLink earns commissions from insurance companies for placing policies with customers. As an independent brokerage, they work with multiple insurance providers to find optimal coverage for customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Personal Insurance (Auto, Home, etc.) |
| Subscription | Annual | Commercial/Business Insurance |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
BrokerLink product offering
Product offeringCore offering
BrokerLink is an independent Canadian insurance brokerage that places personal and commercial insurance policies on behalf of customers through a network of more than 100 insurance carriers. The brokerage distributes auto, home, life, health, travel, pet, and commercial coverage products through 235 community-based branches staffed by licensed advisors, supported by online quote tools, a self-serve customer portal, and a mobile app. BrokerLink earns commissions from carriers for policies placed, operating as a wholly-owned subsidiary of Intact Financial Corporation (TSX: IFC).
Product overview
BrokerLink is a Canadian insurance brokerage operating as a network of insurance advisors across the country. The company offers a comprehensive portfolio of insurance products centered around three core offerings: Auto Insurance (covering vehicles including cars, motorcycles, ATVs, snowmobiles, boats, trailers, and RVs), Home Insurance (covering dwellings, contents, personal liability, tenant, condo, and vacation properties), and Business Insurance (covering commercial risks including property, liability, cyber, and industry-specific coverages). These core products are supported by additional offerings including Group Insurance, Pet Insurance, Travel Insurance, Life Insurance, Health Insurance, and Employee Benefits. The company operates through 235 branches with over 5,000 employees and is a subsidiary of Intact Financial Corporation (TSX: IFC). BrokerLink provides access to multiple insurance providers and uses technology platforms including a mobile app and online quote tools for customer service.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 235 branches across Canada serving local communities
- +2 more outcomes
Companies that use BrokerLink
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
BrokerLink technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
BrokerLink partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- William C. Aitken Insurance LimitedminorWilliam C. Aitken Insurance Limited, established in 1946, joined BrokerLink on June 1, 2024. The third-generation family business provided personalized service for home, auto, and specialty commercial offerings. The acquisition integrates Aitken's operations into BrokerLink's network.
- AssuraprocoreAssurapro is BrokerLink's affiliated partner for Quebec operations. Quebec-licensed brokers provide service and advice under the Assurapro brand, addressing Quebec's unique regulatory requirements.
- Insurance Companies (100+)coreBrokerLink works with over 100 insurance companies to provide customers with competitive coverage options. Providers include Intact, Wawanesa, Travelers, Economical, Gore Mutual, Aviva, and others offering auto, home, commercial, and specialty insurance products.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
BrokerLink competitors and assessment
Company assessmentBroad incumbents
- Intact Financial Corporation: Intact is BrokerLink's parent company and the largest P&C insurer in Canada. It is comparable as the dominant Canadian insurance entity in which BrokerLink sits and against which BrokerLink is benchmarked for scale and product breadth.
- Hub International: Hub International is a large North American insurance brokerage operating across the U.S. and Canada. Comparable as a multi-branch, multi-carrier brokerage platform serving personal and commercial clients at scale.
- Marsh Canada: Marsh Canada is the Canadian arm of Marsh McLennan, a global insurance brokerage and risk advisory firm. Comparable in commercial-lines brokerage and risk advisory, particularly for mid-market and enterprise clients.
- Aon Canada: Aon is a global insurance brokerage and advisory firm with significant Canadian operations. Comparable in commercial insurance brokerage, risk advisory, and large-account placement capabilities.
- Aviva Canada: Aviva Canada is one of Canada's largest P&C insurers offering personal and commercial coverage through broker and direct channels. Comparable as both a carrier partner to BrokerLink and a competitor for end-customer share of wallet.
Direct peers
- Westland Insurance Group: Westland is one of Canada's largest independent insurance brokerages with a multi-branch network across Western Canada and growing national footprint. Directly comparable as a multi-branch Canadian brokerage offering personal and commercial lines across multiple carrier partners.
- The Co-operators Group: Co-operators is a Canadian multi-line insurance and financial services firm offering personal and commercial coverage through a national agent/brokerage network. Comparable as a Canadian insurance intermediary with national distribution and broad product breadth.
- Wawanesa Insurance: Wawanesa is a major Canadian mutual insurer offering auto, home, and commercial coverage across Canada. Comparable as a multi-channel Canadian P&C competitor that BrokerLink both places business with and competes against in some segments.
Emerging players
- Sonnet Insurance: Sonnet is a Canadian digital-first insurer (backed by Economical/Definity) that sells home and auto insurance online without brokers. Comparable as a direct competitor for the personal-lines customer, representing the insurtech threat to traditional brokerages like BrokerLink.
Others
- BrokerBay: BrokerBay is a Canadian commercial insurance placement platform connecting brokers with markets. Comparable as ecosystem/enabling technology used by Canadian brokerages (including BrokerLink's commercial lines operations) to place specialty and complex risks.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
BrokerLink social profiles
Digital presenceBrokerLink compliance and trust
Trust signalCompliance1 record
BrokerLink financial estimates
Financial estimateRevenue estimate
Valuation estimate
BrokerLink leadership team
Management profileNumber of profiles
BrokerLink subsidiaries and ownership
Company hierarchySubsidiaries1 record
BrokerLink funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BrokerLink 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 BrokerLink
What does BrokerLink do?
BrokerLink is an independent Canadian insurance brokerage that places personal and commercial insurance policies on behalf of customers through a network of more than 100 insurance carriers. The brokerage distributes auto, home, life, health, travel, pet, and commercial coverage products through 235 community-based branches staffed by licensed advisors, supported by online quote tools, a self-serve customer portal, and a mobile app. BrokerLink earns commissions from carriers for policies placed, operating as a wholly-owned subsidiary of Intact Financial Corporation (TSX: IFC).
Is BrokerLink a public or private company?
BrokerLink is a private company. It is classified as corporate owned and is currently operating.
When was BrokerLink founded?
BrokerLink was founded in 1991.
Where is BrokerLink based?
BrokerLink is headquartered in Toronto, Canada, in the North America region.
How does BrokerLink make money?
One revenue line is on record: insurance Brokerage Commissions.
Who are BrokerLink's main competitors?
Broad incumbents on record are Intact Financial Corporation, Hub International, Marsh Canada, Aon Canada and Aviva Canada. Direct peers are Westland Insurance Group, The Co-operators Group and Wawanesa Insurance. Sonnet Insurance is listed as an emerging player. BrokerBay is listed as an others.
Does BrokerLink have an API?
No public API is recorded for BrokerLink.
What industry is BrokerLink in?
BrokerLink's product category is Insurance Brokerage Services. Its primary akta.pro industry code is FSAEADAA, Retail (Personal Lines) Insurance Brokerage, with a secondary code of FSAEADAB, Commercial Lines Insurance Brokerage. Its NAICS code is 52421 and its SIC code is 6411.