HUB International has rebranded its Canadian digital consumer insurance platform from HUB SmartCoverage to VIU by HUB Canada, aligning its digital insurance identity across North America and positioning the platform for expanded embedded insurance partnerships.
The platform has operated nationally in Canada since 2001, offering consumers comparative quotes from multiple carriers, end-to-end online purchasing and access to licensed brokers. Products, coverage, pricing and service are unchanged.
"This refresh reflects what we've built in Canada over many years and signals clearly where we're going," said Tina Osen, president of HUB International Canada. "The VIU by HUB brand gives us a stronger platform to pursue the embedded partnerships we know are available in this market, while our customers get everything they've always valued from us, plus a more seamless digital experience."
VIU by HUB operates as a distinct platform in the US and HUB said the shared brand identity across both countries is designed to support conversations with partners whose customer bases span the border.
The rebrand also positions the Canadian operation for additional partnerships with auto manufacturers, financial institutions, fintechs and other organizations looking to integrate insurance into their customer journeys.
The timing also reflects a broader shift in insurance distribution. The embedded insurance market is projected to grow from $156 billion in gross written premium in 2024 to more than $700 billion by 2029, a compound annual growth rate of 35%, according to Forrester, with some analysts suggesting the figure could reach $1.1 trillion by 2033.
The auto dealership channel is a particular area of focus. Research from Polly's Q2 2025 Quarterly Embedded Auto Insurance Report found that dealers who introduced insurance quotes into the sales process saw an average 20% lift in finance and insurance gross profit, rising to 31%, or $501, more per transaction.
VIU by HUB has already embedded its platform within auto dealer management software in the US, and the Canadian rebrand extends that strategy into a market where HUB has operated digital insurance infrastructure for more than two decades.
For insurers distributing through the platform, the rebrand signals a more deliberate push into partnership-led distribution at a time when consumer appetite for insurance embedded within non-insurance purchasing journeys is growing. The unified North American brand identity also simplifies the commercial conversation for partners operating across the border - a practical consideration in sectors such as auto manufacturing and financial services where cross-border operations are the norm.
Existing customers will see an updated brand name, website and client-facing communications. The rebrand does not introduce new products or expand into new lines of coverage, the company said.
