SGI CANADA has renewed its Magenta Level sponsorship of the Insurance Brokers Association of Canada's (IBAC) Broker Identity Program (BIP), making it at least the 13th carrier to back the national broker campaign this year.
The BIP is IBAC’s national advertising campaign promoting the value of brokers through choice, advice and advocacy. Sponsorship 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.
Voroney said brokers provide a personalized experience for customers and act as experts and advocates in a rapidly changing industry. IBAC chief executive Peter Braid said the renewal reflected SGI CANADA’s long-standing support for brokers.
SGI CANADA is the competitive property and casualty arm of Saskatchewan Government Insurance, owned by the province. It sells home, farm, auto and commercial insurance through independent brokers, both in Saskatchewan and, through its subsidiaries, in other provinces.
That puts it in a different position from most BIP sponsors. Saskatchewan’s compulsory auto insurance is run by the government-owned Saskatchewan Auto Fund, while SGI CANADA competes for business in the open market through the broker channel.
SGI CANADA joins Pembridge, Intact, Portage Mutual, Trisura, Wawanesa, Economical, HSB Canada, Wynward, Unica, Red River Mutual, Sandbox Mutual and Sovereign among carriers renewing support in 2026. Where the tier has been reported, all have renewed at Magenta Level. IBAC has not disclosed how much the sponsorships raise in total.
The campaign dates back to 1988, when IBAC launched it in response to federal proposals to let banks sell insurance. Banks are still barred under the Bank Act from selling most insurance through their branches, and IBAC continues to lobby to keep that restriction in place.
The steady stream of renewals suggests broker-focused carriers see BIP sponsorship as close to a standard cost of doing business in the channel.
For brokers in Saskatchewan and the Prairies, SGI CANADA’s renewal signals that the province’s Crown-owned insurer remains committed to independent distribution for its competitive lines. Some other carriers are building direct and captive channels.
