BrokerLink

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.

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

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

• Insurance brokerage services
• Property and casualty insurance
• Commercial insurance brokerage
• Personal lines insurance
• Business insurance coverage

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices6 records

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: 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Three partnerships are on record, tiered minor and core.

• William C. Aitken Insurance LimitedminorStrategic or Co-development Partner · 1 June 2024William 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.
• AssuraprocoreChannel Partner/ Reseller/ DistributorAssurapro 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+)coreStrategic or Co-development PartnerBrokerLink 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

Broad 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

• Xtwitter.com/brokerlink
• Facebookfacebook.com/brokerlink
• LinkedInlinkedin.com/company/aitken-wm-c-insurance-ltd
• Instagraminstagram.com/brokerlink

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 BrokerLink