Clients aren’t just buying insurance - they’re buying trust. And increasingly, they’re turning to independent brokers who still pick up the phone when it rings.
But that trust is being tested. Independent brokerages are navigating one of the most competitive eras in insurance history, as digital-first platforms and AI-driven insurtechs rapidly reshape the landscape. The global insurtech market is projected to reach $152.43 billion by 2030, growing at a staggering 52.7% compound annual rate, according to Grand View Research. That explosive growth is intensifying the pressure on traditional brokers to either adapt - or differentiate.
For Carrie Bernardo (pictured), managing director at We Talk Insurance and On Parle Assurance, the answer isn’t to chase disruption. It’s to lean into what independents have always done best: offering trust, expertise, and personalization.
“We're taking the standpoint of rather than competing directly with these insurtechs and AI-focused companies, we're more concentrating on dealing with customers that have specialized needs,” Bernardo said. “We're focusing on handling risk with complex coverage needs - high net worth individuals, those requiring specialty insurance.”
That pivot away from commoditized personal lines and toward high-value, tailored coverage is intentional. The brokerage’s strength doesn’t lie in adopting every new tool - it lies in delivering the kind of subject-matter expertise and one-on-one service that larger players often overlook.
“We find we’re differentiating ourselves in areas where automation may not provide the same level of service,” she said. “We had clients that have come back to us. They went online and then realized, ‘I’m not covered,’ or the coverage isn’t correct.”
It’s a common pain point in the era of algorithmic quotes, where a few clicks can result in policies that offer convenience but not necessarily protection. “We prioritize building long-term relationships with our clients,” Bernardo said. “We do regular check-ins throughout the year to make sure there haven’t been any changes to their operations or coverages required.”
The job itself has evolved alongside the market. “We're definitely not just being salespeople anymore - we’re advocates and advisors 100%,” Bernardo said. That includes walking clients through policy nuances, using social media to promote insurance literacy, and staying ahead of emerging risks - from cyber to equipment breakdown.
Some of that growth is being driven by increasing demand for specialty coverage, especially among clients with unique business models or high-value assets. “We specifically advertise our specialty products - jewelry stores, cargo, high-value homes, builders’ risks,” she said. “When I started in insurance, a million dollars was considered a high-value home. That’s not the case anymore.”
And as risks evolve, so do consumer expectations. Many now expect both digital convenience and human support. But without expert guidance, even the best tech can fall short. “Clients don't tend to read policy wordings then they have a claim, and they come back to us,” she said. “They thought they had the coverage, but they didn’t.”
Technology, in her view, is a complement - not a replacement. “Brokers can use tech to educate clients, give them access to documents, let them request changes,” she said. “But they still need experts to guide them. We automate the admin stuff [like] data entry [and] uploading but that frees up our time to build relationships.”
That blend of efficiency and connection is why some clients are leaving large firms for smaller brokerages. “Clients still want to be able to talk to someone. There’s still that expectation,” she said.
“We're not hiding behind a computer screen. We’ve had a lot of people move away from larger brokerages because they want customer service. They want someone to pick up the phone and actually answer their questions.”
Even with a service-first model, independent brokerages still face mounting compliance expectations. “Continued education and training are essential,” Bernardo said.
Her team partners with organizations like the RCCAQ in Quebec and IBAO in Ontario for ongoing learning and has implemented firm documentation policies to meet rising regulatory standards.
“If it’s not documented, it didn’t happen,” she said. That mindset extends to internal processes too, from regular spot checks to scripting updates for legislative changes. “With the reform coming in 2026 in Ontario, we’re going to be ready.”
What hasn’t changed is the philosophy at the heart of Bernardo’s approach. While others scale up, she doubles down on what’s already working. “I say it to my team all the time: You’re trusted advisors,” she said. “And we do need to leverage technology, but we also need to keep that personal touch.”
That commitment earned We Talk Insurance the Small Brokerage of the Year award from Insurance Business Canada. And as the industry continues to evolve, Bernardo isn’t interested in following the crowd.
“Our approach seems to be working,” she said. “So, we’re going to keep doing what works.”
