When Insurance Business Canada revealed its Top Insurance Brokers 2026 winners list, five of the honourees came from one personal lines team at Morison Insurance, a family-owned independent brokerage. The brokerage employs about 100 people and serves clients across Ontario.
Morison’s personal lines service team counts 28 brokers with assigned clients, so nearly one in five earned the recognition. Behind the result is a development model that trains every personal lines broker to one service standard and gives each room to bring their own strengths to it.
“Five Top Insurance Broker winners in one year isn’t luck – it’s what happens when you hire people who genuinely care about clients and then invest in helping them grow,” said Jenn Bardossy, director of human resources at Morison.
All of Morison’s personal lines brokers work as account managers. Each serves their own book of clients and acts as the main point of contact for home, auto, and other personal lines coverages.
Morison deliberately develops its own brokers. Its personal lines training program develops new brokers from their first day at the brokerage, including those who join with no insurance experience. Four of Morison’s 28 personal lines brokers joined with no insurance experience and now service their own books of business. Owner Fred Morison’s commitment to investing in people guides that path, and the personal lines training team works with new brokers.
Three specialist teams back up the account managers:
“Our clients feel the difference when their broker knows them, fights for them, and has the backing of a team that’s committed to doing things right. Go Beyond isn’t a slogan here; it’s the standard we train our account managers to live by and the one each of our award recipients live every day,” said Kelly Feteira, personal lines director at Morison.
Strong relationships come first, starting with understanding each client’s unique needs. “Listening is the foundation of exceptional service, and I make sure every client feels heard, valued, and supported,” said one Morison award winner.
“My clients know me by name because I care about more than just their policy. I want to hear about the new babies, the vacations, and the hard times, too. I treat every call like we’re sitting at my kitchen table, not like I’m talking to a stranger,” said another award honouree.
Another award recipient uses policy reviews to make sure clients understand their coverage, as well as their premium. Those reviews have turned up gaps that clients were unaware of, including missing sewer backup or overland water coverage and liability limits set too low. “Asking the right questions meant we could fix it before a loss happened, not after,” she said.
Same-day responses are a priority, since clients often reach out during stressful moments, said another Morison award winner. When an answer takes time, she tells clients a bit of time may be required and lets them know when they will hear back. “Clear communication builds trust. Many of this winner’s clients have stayed with her for many years, and she knows their families and their goals.”
Treating clients with friendliness and compassion and taking time to get to know them personally is important to another of the Morison top brokers. “That trust matters when they need me most,” she said. When a client’s classic truck was declined coverage because of its age, this broker advocated for the client and had the application escalated for review. The client secured approval and the right coverage.
The winners credit Morison’s support and ongoing training for keeping their advice current.
“At Morison, the support from management, team leads, and my colleagues means learning is encouraged every day, and I’ve always felt supported in growing my skills,” said one top broker.
“The industry is always changing, and Morison’s commitment to training means I can adapt with confidence and keep giving my clients the best advice,” said another.
“These awards recognize five individual brokers, but they reflect what our whole personal lines team delivers for clients, and I couldn’t be prouder of them,” said Feteira.
For Morison clients, the result is award-recognized brokers who advocate for them personally, backed by an independent insurance brokerage. For brokers, five winners from one brokerage show the model works, with room for each broker to grow at Morison along the career path that best suits their strengths.
“What these five show is how far a broker can go when our service standard becomes their foundation, and they bring their own strengths to every client relationship,” Bardossy said.
