Most Ontarians spend more time choosing a Netflix subscription than choosing an insurance broker. That's understandable — insurance feels complicated and boring, and everyone assumes their broker is basically the same as any other broker.
They're not. The broker you choose determines which insurers you have access to, how thoroughly your coverage is reviewed, how quickly you get help at claim time, and whether you're paying a fair price or getting quietly overcharged. These differences compound over years and can amount to thousands of dollars and coverage gaps at the worst possible moments.
Here are seven questions that separate a good broker from one who is just collecting a commission.
Question 1: Are You RIBO Licensed, and Can I Verify That?
This is the starting point. Every legitimate insurance broker in Ontario must be registered with RIBO — the Registered Insurance Brokers of Ontario. RIBO licensing requires professional education, ongoing training, errors and omissions insurance, and subjects the broker to professional standards and discipline.
An unlicensed "broker" has none of these obligations. Ask for their RIBO number and verify it at ribo.com. If they can't provide one or it doesn't appear in the RIBO directory, walk away immediately — this is a significant fraud risk.
For reference: my RIBO licence number is 63495. Verify me anytime.
Question 2: How Many Insurance Companies Do You Represent?
This question reveals whether you're talking to a true independent broker or a captive agent.
A captive agent works for a single insurer — State Farm, Allstate, Desjardins, etc. They can only offer you that company's products. They may be perfectly competent and ethical, but they are structurally unable to shop the market on your behalf. Their job is to sell their company's products.
An independent broker represents multiple insurers — typically 10, 15, or more — and has access to each of those companies' products. When you go to an independent broker, they can compare options across the market and find the insurer whose risk model best fits your profile. For most consumers, this results in meaningfully better rates and coverage fit than going to a single insurer directly.
The honest follow-up question is: which specific insurers do you have access to? A broker who works with Intact, Aviva, Economical, RSA, Wawanesa, CAA, Zenith, and several others has real breadth. One who works with only two or three companies has limited ability to find your best option.
Question 3: Do You Charge Any Fees on Top of the Premium?
In Ontario, RIBO regulations strictly govern what brokers can charge clients. For most standard placements, brokers are compensated through commissions paid by the insurer — not by you. Charging clients a separate "broker fee," "placement fee," or "processing fee" on top of the premium is either prohibited or requires specific disclosure and consent depending on the situation.
Fraudulent operators and some aggressive but technically-licensed brokers charge fees that inflate your cost without adding value. If a broker charges you a significant upfront fee before you've seen a policy, ask for a detailed explanation of what it covers and whether it complies with RIBO's rules. A legitimate broker will be able to explain this clearly. If they can't, or if the fee seems large and unexplained, it's a red flag.
Question 4: Will You Explain My Policy in Plain Language Before I Sign?
An insurance policy is a legal contract. Most people sign it without reading it — which is understandable, because policies are long, dense, and written for lawyers. But the gaps in your coverage only become apparent when you need to make a claim, and by then it's too late to change it.
A good broker proactively explains: what's covered, what's excluded, what your deductibles are, what the claims process looks like, and whether there are coverage gaps worth addressing. They flag things you might not have thought about — like what happens if your basement floods (not always covered by default), whether your home-based business is covered under your home policy (usually not), or whether your leased car requires specific coverage your policy doesn't include.
If a broker seems impatient with your questions, rushes you to sign, or can't explain a policy term in plain language — that's a problem.
Question 5: Who Will I Deal With When I Have a Claim?
This is the question most people forget to ask, and the one that matters most when something goes wrong.
Some brokerages route claims support through a central 1-800 number, a different team member than the one who sold you the policy, or — increasingly — a chatbot. Others have you deal directly with the insurer's claims department with no broker involvement at all.
The value of having a good broker shine brightest at claim time. An engaged broker advocates for you with the insurer, helps you navigate the claims process, and makes sure the settlement reflects your actual loss rather than the insurer's first offer. Ask specifically whether your broker stays involved during a claim, or whether you're on your own once the policy is sold.
Question 6: Will You Review My Coverage at Every Renewal — Or Just Re-Quote the Same Policy?
Your life changes. You renovate your home. You change jobs and drive less. You buy a new car. You get married, have children, or retire. Each of these changes can affect both what coverage you need and what discounts you're eligible for.
A passive broker auto-renews your policy every year and sends you a bill. An active broker contacts you before renewal, asks about changes in your life, reviews whether your current coverage still makes sense, and shops the market to confirm you're still on the best available rate. These are not the same thing.
The Ontario insurance market moves. Insurers change their pricing models, enter and exit certain risk segments, and offer new products regularly. The company that gave you the best rate in 2023 may not be the best in 2026. A broker who shops at every renewal is delivering real, ongoing value.
Question 7: Are You Independent, or Do You Have Preferred Volume Relationships That Affect What You Recommend?
This is a more sophisticated question, but worth asking. Some brokerages have volume commitments or profit-sharing arrangements with specific insurers — meaning they earn more if they place more business with that company. This is legal and disclosed in their RIBO filings, but it creates a potential conflict of interest: the broker may be more inclined to recommend a specific insurer not because it's your best option, but because placing you there benefits their brokerage financially.
Truly independent brokers work on level-commission structures without preferred insurer arrangements. Ask directly whether any of their insurer relationships create incentives to recommend one company over another.
Common Pitfalls to Avoid When Choosing a Broker
Choosing based on price alone. The cheapest quote isn't always the best option. Coverage quality, claim service reputation, and the policy's exclusions matter as much as the premium. A policy that's $200/year cheaper but excludes something important is not a good deal.
Assuming your current broker is still competitive. Loyalty is valuable in personal relationships. In insurance, it's expensive. Insurers regularly adjust pricing, and your long-term provider may have drifted away from being your best option without you noticing. Shopping at renewal costs you nothing when you use a broker — and can save you hundreds.
Not disclosing relevant information to your broker. If you misrepresent your driving history, your vehicle's use, or your home's characteristics to get a lower quote, you create grounds for the insurer to void your policy at claim time. A good broker helps you present your risk profile accurately — because the goal is coverage that actually works when you need it, not a lower number that collapses under scrutiny.
Ignoring the claims service rating of your insurer. The insurer's customer satisfaction score in the claims process is publicly available — J.D. Power Canada publishes annual ratings. Some insurers are significantly better than others at handling claims fairly and quickly. I factor this into what I recommend, not just the premium.
What a Good Broker Relationship Looks Like
At its best, a broker relationship is a long-term professional partnership. Your broker knows your situation, anticipates your needs as your life changes, advocates for you with the insurer, and gives you honest advice even when it means recommending less coverage than you might emotionally want to buy.
That's the standard I hold myself to. If you want to experience what that looks like in practice — no obligation, no pressure, just a real conversation about your coverage — reach out anytime.