2026-10-27 · Source: Insurance Business Canada
Summary in 3 Points • Brokers are increasingly investing in AI tools to enhance their online presence and compete with direct writers. • Intact Insurance reports that over half of Canada's personal auto business is now written direct, indicating a shift in consumer preferences. • Definity's Sonnet brand leverages technology to provide brokers with real-time capabilities, enhancing their competitive edge. --- Insurance brokers are gaining an advantage over insurers as consumers increasingly turn to AI tools for insurance research. Paul MacDonald from Definity highlighted that large language models favour the content produced by brokers, such as reviews and blogs, over the paid keywords that insurers typically rely on. This shift is evident as over half of Canada's personal auto business is now written direct, with a gradual movement from brokers to direct writers. MacDonald noted that while insurers scramble to adapt their online strategies, brokers are catching up by investing in AI and enhancing their digital presence. Definity's direct brand, Sonnet, exemplifies this trend by providing brokers with technology that offers real-time capabilities. As consumers prefer a human touch at the point of sale, brokers must leverage their expertise to maintain relevance in a rapidly evolving market. Brokers' investment in AI tools to enhance online visibility reflects a shift in consumer behaviour towards direct writers, impacting the competitive landscape.
Brokers' investment in AI tools to enhance online visibility reflects a shift in consumer behaviour towards direct writers, impacting the competitive landscape.