It is with immense pride and gratitude that we present the first InsureLine Annual Report for 2024. This past year has been one of significant growth and transformation for our company as we continue our journey from a startup to an established business.
Year In Review
MESSAGE FROM THE CEO
01
It is with immense pride and gratitude that we present the first InsureLine Annual Report for 2024. This past year has been one of significant growth and transformation for our company as we continue our journey from a startup to an established business.
In 2024, we experienced remarkable increases in the number of individual brokers and total written premium, outpacing industry norms by a substantial margin. This growth is a testament to the strategic vision and the unwavering commitment of our leadership team. We have also strengthened our organization by adding new talent and expertise at the Head Office level. Recent leadership role changes have been made to support our business as we embark on this exciting new phase of growth.
None of this would be possible without the hard work, dedication, and commitment of our Franchise Owners and each individual broker, who are all deeply passionate about serving their clients. We are incredibly grateful for your contributions and the trust you place in us every day.
Aly Kanji CEO, InsureLine
02 LOOKING BACK
Our Major 2024 Goals and Milestones.
ORGANIZATIONAL EFFICIENCY FOCUS AND CLEARING BOTTLENECKS
New structure announced Jan 2, 2025. We have been working toward this change throughout 2024. As a start-up we have had individuals wearing multiple hats. As we continue to add new people in new positions, we are developing better organizational focus and expertise. We will continue to build out departments and areas of focus as we continue to grow.
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BRAND BUILDING INDUSTRY AND CUSTOMER-FACING
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Industry facing theme: “Consolidation is killing our industry. We’re fighting back.” Position InsureLine in a space that only we own: InsureLine is the only one helping to start and create independent insurance brokerages and create new brokerage owners. LinkedIn campaigns, advertising and sponsorship with provincial broker associations.
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First ever mass consumer facing campaign: “Fanatical Insurance”
04
Campaign was intended to be fresh and get attention from the bold, creative and unique approach. Content was tested online first and then expanded to traditional media such as bus shelters and billboards. Plan is to continue with this campaign into 2025 with increased spend.
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06
Toolkits for franchisees to individually promote the same messaging.
07
COMMERCIAL GROWTH FOUNDATIONAL SHIFT
Added two new positions: VP Commercial Insurance (Dawn Ladds) and VP Specialty Insurance (Barb Street) Initiated monthly Commercial Lines calls
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02
Commercial Boot Camp in Calgary in October 2024
03
Expanding capacity within InsureLine Solutions and open for program opportunities
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03
OUR BIG HAIRY AUDACIOUS GOAL (BHAG)
InsureLine is proudly serving 150 profitable brokerages & 2,000 licensed brokers.
We have refined our long-term goal to be more focused and specific. Providing top tier service to our brokerages is at the foundation of why InsureLine exists. Our focus is to support the operations and growth of our franchises. It is important for us to ensure that each brokerage is profitable both from a gross margin perspective and also by writing high quality business that delivers profitable results for our insurer partners. We aspire to grow our network to reach this goal!
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2024 TOP 10 WINS
04
IPFS Premium Financing Agreement and Integration in Epic Launched Passionate Producer Program Managed Services & Security Act-On Email Marketing Vendor Selected and Purchased CSIO Mailbox Consolidation
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Commercial Dream Team: Dawn and Barb Hired! New Franchises: Enterprise, Pearl, Reliable and Blue CPCs Marketing: B2B and B2C Conference in Cancun & Inaugural InsureLine Achievement Awards
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02 01
04 2024 TOP 10 INITIATIVES MET
Insurance Policies: (E&O, Cyber, Fidelity Bond)
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Playbook Launched
09
New Learning Management Platform
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Training (PL, CL, New Employee)
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Producer Websites
06
Email Marketing Consistency InsureLine Solutions Support Expansion of Market Capacity Commercial Strategy New Dashboards for Franchisees
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one way to keep momentum going is to have constantly greater goals michael korda Author | Hero
05 NEW HEAD OFFICE HIRES
Barb Street VP Specialty Insurance
Mehdi Delfi Accounting
May Phyo Lin Accounting
Dawn Ladds, VP Commercial Insurance
Alecia Thomas Accounting
Victor Ragil IT Support
With new leadership changes recently announced, we have effectively restructured how we can aid our franchisees with their growth efforts in all facets of their businesses: Business Growth, HR, Legal, Training, Accounting, Sales, Marketing, and IT support. See how much we have grown!
06 EXECUTIVE
Aly Kanji CEO Former lawyer, resident DJ, and diehard Edmonton Oilers Fan.
Kelly Walker President Technology strategist turned operations expert, bringing energy, fun, and team-driven success.
Kristy Kayat CFO Fortune maker and ball breaker, with an affinity for greasing the wheels that makes InsureLine tick .
a good leader sustains momentum, while a great leader increases it john c. maxwell Author | The Thinker’s Edge
07 OPERATIONS
Taj Phagura Senior Vice President Insurer whisperer and football pool newbie savant, slashing waves with every move.
Manjit Biring VP Personal Insurance Efficiency hunter and straight-shooting truth teller, keeping it real and pushing everyone to get it done.
Leading commercial lines with stamina, strategy, and a whole lot of speed. Dawn Ladds VP Commercial Insurance
Erina Warkus Operations Specialist Operations expert and artistic visionary, helping the team fly high.
Seema Kanji General Counsel The boss’ boss, and our internal ethics commissioner.
Wendy Fravel Operations Coordinator Relationship builder, supporting franchises one at a time.
MARKETING 08
Thomas Galang Graphic Designer
Junita Thakorlal Sr. Marketing Exec. The Marketing Maven with an eagle eye for polishing to perfection.
Big Ideas? Thomas juggles it all with flair and finesse, making us look good all the time.
TECH 09
Chris Reed Infrastructure & Security Analyst
Daniel Osho Help Desk Support Analyst Our front-line defender and tech problem solver – he is the Data to our Enterprise.
Wheels spinning, systems running — Chris Knows How to ride.
Jacqueline Smith Systems Manager
Victor Ragil IT Support Analyst delivering tech magic through hardware and software solutions.
Designing and controlling the backbone that powers The InsureLine matrix
10 FINANCE
Lucas Kayat Bookeeper
Shelley Beausoleil Accounting Assistant With her finger on the pulse, she runs our accounting department at lightning speed, always keeping us out of the red zone.
Alecia Thomas Bookeeper
From Taming Numbers to Creating Stylish Spaces, Alecia Brings Balance to our Accounting Team.
With a Passion for Checks and Balances, Lucas Keeps the Mutual Aid and IL Solutions Books on Track.
Mehdi Delfi Bookeeper
May Phyo Lin Bookeeper
Piloting BC and Alberta daily accounts for seamless back-end operations.
Dancing circles around CRA with her attention to detail in our daily accounting operations.
11 IL SOLUTIONS
Jomana Mahmud Underwriter
Barb Street, VP Specialty Insurance
Where underwriting expertise meets storybook magic, charming everyone along the way!
Underwriting one Street-smart solution at a time.
12 BUSINESS DEVELOPMENT
Walter Schultz Executive Vice President Business wizard with fabulous locks, weaving successful franchises across BC.
Cory B. Good VP Bus Dev | Alberta & Prairies Driving innovation and growth with a national franchise model, propelling the independent broker channel to new heights.
Ron Burns VP Bus Dev | Ontario Insurance veteran that is Passionate about growing our Ontario footprint, one step at a time.
Teamwork is the engine for a high-performance work culture. rick conlow
13 UPDATES | OPERATIONS
40 LOCATIONS
31 FRANCHISEES
BC AB MB ON 13 11 1 6
NEW FRANCHISEES
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We welcomed 4 new franchisees in 2024.
ENTERPRISE
PIckering, ON
PEARL
Brampton, ON
Edmonton, AB
Blue
Brampton, ON
VIEW ENTERPRISE GRAND OPENING VIDEO VIEW PEARL GRAND OPENING VIDEO
15 UPDATES | COMMUNICATIONS
7,065
ATTENDED WEEKLY NETWORK CALLS
5,400 IMPRRESSIONS OF MONTHLY NEWSLETTERS DELIVERED.
+
INSURELINE PULSE
UPDATES | TRAINING
16
LEARNING + DEVELOPMENT 1,500 150+
AUDITS COMPLETED AUDIT & COMPLIANCE 15
840 132
17 INSURELINE EVENTS 2024
Strategy Session
Passionate Producer Program (virtual) JANUARY
InsureLine Leadership Conference, Mexico FEBRUARY
JUNE Ontario Regional Event, Concord Alberta Regional Event, Calgary
Stampede Event, Calgary JULY
BC Regional Event, Vancouver SEPTEMBER
OCTOBER Commercial Boot Camp, Calgary IBAO Franchisee Social, Toronto
18 INDUSTRY EVENTS ATTENDED 2024
Strategy Session
FEBRUARY Aviva Key Partner Event, Buenos Aires, Argentina WICC Valentines Lunch Lunar New Year Celebrations
JUNE IBABC Leadership Conference, Vancouver IBAO Young Brokers Conference, Niagara Falls Pembridge Top Tier Conference, London, UK CUISA Conference, RIchmond BC
Vickerstaff Event CCRPA Event MARCH
APRIL SGI Convention, Saskatoon IBAM Convention, Winnipeg IB Broker Summit, Toronto
IBAA Convention, Banff MAY
Stampede Event, Calgary JULY
NOVEMBER Lloyds Market Visit, London, UK Insurance Business Awards, Toronto
IBABC Tradeshow and Convention, Vancouver AppliedNet, Nashville, USA Amplify Broker Tech Fest, Calgary National Insurance Conference, Vancouver WICC Golf Tournament SEPTEMBER
WICC Breakfast, Toronto
WICC Casino Royale, Vancouver
OCTOBER RIMS Canada Conference, Vancouver IBAS Convention, Regina InsureTech Connect, Las Vegas, USA IBAO Convention, Toronto Salute, Vancouver
19 TRAVEL HIGHLIGHTS
Taj Phagura Senior Vice President
Kelly Walker President
Aly Kanji CEO
On the road 92 days 36 flights
on the road 76 days 52 flights
on the road 124 days 60 flights Over 90,000 miles flown (enough to fly around the world 3 times!)
Over 37,000 miles flown
Over 40,000 miles flown
Nothing behind me, everything ahead of me, as is ever so on the road jack kerouac
20 MARKETING | UPDATES
FANATICAL PROTECTION CAMPAIGN (DIGITAL)
1.2+ M 31,000 9,500 4,600
impressions online unique viewers clicks LinkedIn impressions + +
Insurance that lasts (longer than you).
Get Long-Lasting Protection
230 million viewer impressions on outdoor ad campaign 1 in 7 Vancouver residents recalled seeing the ads and 68% took action FANATICAL PROTECTION CAMPAIGN (BILLBOARD)
Insurance making you sweat? Get No-Sweat Insurance
LASTS ALL YEAR
8760 HOURS long-lasting fanatical
20 MARKETING | UPDATES
ASSOCIATION SPONSORSHIPS & EVENTS
IBABC LANYARD SPONSOR SALUTE BC GALA SPONSOR WELCOME LETTER AND ATTENDEE GIFT
BC SK ON
IBAO FLASH MOB
PRINT Broker magazine advertisements run in BC, AB, SK and MB Editorial article written by Aly in ON magazine
BC SK ON MB
creativity is intelligence having fun albert einstein
20 MARKETING | UPDATES
NEW FRANCHISEE OFFERINGS
Brand refresh with new templated design concept
Brand catalogue of flyers, wall posters, banners
Trade show kits
IL branded in-office TV ad loop
Personalized holiday cards
Google review banners and back-end support
Closing the gap on ticket response and delivery
Consistent internal communications
21 UPDATE | TECH & SYSTEMS
M365
SUPPORT TICKETS
13,028 IN 2023 17,436 IN 2024
34% INCREASE IN SUPPORT TICKET VOLUME 96% RESOLVED WITH POSITIVE RESULTS, 5% NEUTRAL
SECURITY EVENTS ANALYZED
175M EVENTS
ANALYZED
160,500 MALICIOUS EMAILS BLOCKED 2,167 SIGNALS DETECTED 902 SIGNALS INVESTIGATED 158 INCIDENTS REPORTED
21 UPDATE | TECH & SYSTEMS
EPIC EDI 235,200+ EDOCS 128,800+ POLICIES 14,000+ SUSPENSE
DOWNLOADED
DOWNLOADED
ITEMS MANAGED
EPIC ECO SYSTEM USER LICENSE GROWTH : 57 NEW EPIC LICENSES IN 2024 STANDARD TEMPLATE LETTTERS FOR EACH FRANCHISE/BRANCH BRANCH MANAGER STANDARD REPORTING SUITE INTEGRATION WITH IFPS BROWSER LAUNCH 82 % USER ADOPTION APPLIED RATING SERVICES
AUDIT AND CLEAN UP WEBRATER ACCOUNTS AUDIT AND CLEAN UP
LOOKING AHEAD 5
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Strategy Session
MAY IBAA Conference Banff, AB CUISA Conference Richmond, BC
2025 InsureLine Leadership Conference | Victoria BC InsureLine Cedar Annual Appreciation Party | Vancouver JANUARY
4-7
13-15 26
13-15
Travelers Mix & Mingle | All provinces ICBC Training | Surrey, BC ICBC Training | Surrey, BC FEBRUARY
3-7 25 26
Vickerstaff Dinner | Surrey, BC MARCH
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SGI Conference | Saskaton, SK IBAM Conference | Winnipeg, MB IBAC Hill Day | Ottawa, ON APRIL
3-5 23 28-29
JUNE
Applied Net | Las Vegas, NV OCTOBER
IL Stampede Event | Calgary, AB IBABC Gary Dorman Golf Tournament | Surrey, BC JULY Family Fun @ Vancouver Canadians | Vancouver, BC AUGUST BC Regional | Vancouver, BC IBABC Conference | Whistler, BC YBC Conference | Niagara, ON AB Regional | Edmonton, AB ON Regional | Toronto, ON
2 10-11 11-13
5-8
INSURELINE TURNS 10! | Port Coquitlam, BC IBAS Conference | Regina, SK IBAO Conference | Niagara Falls, ON Salute BC | Vancouver, BC
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17 19
16-17
22-24
30
NOVEMBER
9
TIC Brokers Dinner | Toronto, ON Insurance Business Awards | Toronto, ON
SEPTEMBER
NICC | Gatineau, QB IBABC Trade Show | Vancouver, BC
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