If you’re considering an independent insurance agent for your personal or business needs, you need to read this. In Canada, consolidation seems to be the name of the game. Industries across the board are merging, and insurance is no exception. The insurance brokerage landscape is shifting rapidly, with high levels of mergers and acquisitions (M&A) activity driven by private equity firms and insurance companies. 

In 2022 alone, Ontario saw a record 48 brokerage transactions—an increase of 60% over the previous year—mostly led by consolidator activity. This trend is creating large regional brokerages that, while they may look independent, are often financially backed by the very insurance companies they should be unbiased about. For consumers, it’s increasingly difficult to know who’s really advocating for their best interests.

There’s a lot of noise out there suggesting that independence in the insurance industry doesn’t matter. But the truth is, it matters more now than ever. Local, family-owned brokerages aren’t just surviving; they’re thriving by providing something that many large corporations can’t: genuine, community-focused service.

Independence Equals Unbiased Advocacy

One of the biggest advantages of working with an independent broker is transparency. When you partner with a family-owned, independent brokerage you can be sure that your broker is acting in your best interest—not working behind the scenes to prioritize certain carriers. 

The goal isn’t just to hit sales targets or appease investors; it’s to find you the right coverage at the best price. Independent brokers have access to multiple carriers—sometimes upwards of 15 or more—allowing them to bring you true choice, whereas larger brokerages may have hidden priorities that sway their recommendations.

The importance of independence becomes even more critical when you consider conflicts of interest. When an insurance company owns a brokerage, there is always the question of whose interest comes first. Is it the clients or the insurance companies?

Imagine a scenario where your broker needs to advocate for you in a claims dispute against the very insurer that owns them. It’s not hard to see why this creates a problematic dynamic. 

Independent brokers, on the other hand, don’t have these inherent conflicts. They’re free to stand by your side and work for you.

The Community-First Difference

While private equity firms have one main goal—to generate a return on investment—independent brokerages like Roughley are rooted in the communities they serve. We’re family-owned and operated since 1945, meaning our connection to our community spans generations. Unlike brokerages swallowed by M&A activity, we’re not beholden to shareholders; we’re accountable to our clients.

This local focus means we don’t cut corners to improve our bottom line. When a brokerage is acquired, they often need to recoup their investment, leading to cutbacks in staff and service. Unfortunately, that means clients are more likely to find themselves in a frustrating loop of call centers—much like the telecom industry, where personalized service is a rarity. 

According to industry reports, nearly 83% of customers prefer interacting with a human agent rather than navigating automated systems. At Roughley, we keep our experienced staff in-house, ensuring that the person you speak with is knowledgeable, empathetic, and, more importantly, dedicated to your needs. You’re not just another policy number—you’re a valued member of our community.

A Relationship You Can Rely On

There’s something to be said about the difference in service when you can pick up the phone and talk to the owner of a brokerage, or when your broker remembers your unique situation. It’s that level of familiarity and care that sets family-run independent brokerages apart.

Independent brokerages often also offer the same products at the same price—or sometimes even better—as the larger competitors, but with a level of service they can’t match. With access to all the major markets, you don’t sacrifice choice or quality by choosing an independent brokerage. On the contrary, you gain a team dedicated to ensuring you have the right coverage for the right price.

Independent brokerages are often more patient with their investments. Owner-managed brokerages tend to invest in things that matter to their customers, whether it’s more training for their staff, better technology to improve the client experience, or simply spending the time needed to understand a client’s needs.

The Choice Is Yours

Choosing an independent insurance broker is about more than just buying a policy—it’s about investing in your community and in a relationship built on trust. When you choose Roughley Insurance, you choose a partner who will be there for you when it matters most, offering you personalized service that puts your needs first.

Independence still matters, and it always will. The personalized service, unbiased advice, and genuine community connection you receive from an independent brokerage is something that no large, consolidated entity can replicate. In an era of accelerating mergers and acquisitions, staying independent isn’t just about business—it’s about doing what’s right for our clients, our community, and our future.