Saskatchewan’s Crown-owned P&C insurer has renewed its Magenta Level sponsorship of the Insurance Brokers Association of Canada’s (IBAC) Broker Identity Program (BIP), becoming at least the 13th carrier to back the national broker campaign in 2026.
SGI CANADA joins Pembridge, Intact, Portage Mutual, Trisura, Wawanesa, Economical, HSB Canada, Wynward, Unica, Red River Mutual, Sandbox Mutual and Sovereign in renewing support this year. Where the tier has been reported, all have renewed at Magenta Level.
The BIP is IBAC’s national advertising campaign promoting the value of using a broker - built around the pillars of choice, advice and advocacy. Sponsorship revenue also funds IBAC’s work on broker technology, workforce development and federal lobbying to keep banking and insurance separate.
“Our continuing partnership with IBAC is a commitment to supporting our broker partners,” said Andrew Voroney, executive vice president and chief operating officer of SGI CANADA.
IBAC chief executive Peter Braid said the renewal reflected SGI CANADA’s long-standing commitment to brokers.
SGI CANADA occupies a distinctive position among BIP sponsors. It is the competitive P&C arm of Saskatchewan Government Insurance, owned by the province, and sells home, farm, auto and commercial insurance through independent brokers - both in Saskatchewan and, through its subsidiaries, elsewhere in Canada. Saskatchewan’s compulsory auto insurance sits with the government-owned Saskatchewan Auto Fund; SGI CANADA competes for business in the open market through the broker channel.
That distinction matters in the current climate. Some carriers are building or strengthening direct and captive distribution channels, making broker-committed insurers more visible to brokers deciding where to place their business.
The BIP dates to 1988, when IBAC launched it in response to federal proposals to allow banks to sell insurance. Banks remain barred under the Bank Act from selling most insurance through their branches, and IBAC continues to lobby to maintain that restriction.
The steady stream of renewals - 13 carriers confirmed so far in 2026 - suggests broker-focused insurers now treat BIP sponsorship as a near-standard cost of doing business in the channel. For brokers, the growing roster is a useful indicator of which carriers have committed to independent distribution rather than hedging with alternative channels.
