The Insurance Brokers Association of Canada (IBAC) has announced that Wynward Insurance Group will continue its support of the Broker Identity Program (BIP) at the full partner level.
The sponsorship backs IBAC's national advertising campaign, which highlighted the value insurance brokers bring to clients through choice, advice and advocacy. Wynward's investment also supports IBAC initiatives in technology leadership, professional development and federal advocacy aimed at maintaining the separation of banking and insurance, a framework that protects consumers and fosters a fair, competitive marketplace.
Ken Bolt, president and CEO of Wynward Insurance Group, said brokers play a critical role in helping policyholders manage evolving risks, including climate-driven catastrophes, emerging liability exposures, and the increasing complexity of insurance products in the commercial sector.
He added that supporting IBAC and the Broker Identity Program reinforces Wynward’s confidence in brokers as trusted advisors and advocates, particularly as Canadian commercial insurance buyers navigate a more complex and competitive market.
Meanwhile, Peter Braid, CEO of IBAC, noted that Wynward’s ongoing partnership demonstrates a shared commitment to a resilient and dynamic marketplace, where brokers remain professional, trusted advisors. He emphasized that the sponsorship reflects Wynward’s deep understanding of the broker channel and its crucial role in serving Canadians across all lines of insurance, from property and casualty to specialty and commercial coverage.
Wynward Insurance was also a full partner last year. That support helped IBAC's national advertising campaign highlight the value brokers provide, including offering clients choice, expert advice and advocacy.
Beyond marketing, the funding bolstered other IBAC initiatives, such as advancing technological leadership in brokerage operations, supporting professional development for the broker workforce, and backing federal advocacy efforts to maintain the separation of banking and insurance.
The continued partnership underscores a broader trend in the Canadian insurance industry. Insurers increasingly recognize the importance of strong broker networks to reach clients effectively, manage risk, and provide guidance amid rising regulatory and economic pressures.
Wynward’s support also aligns with efforts to strengthen the broker channel, ensuring that clients have access to knowledgeable professionals who can navigate complex policies, tailor coverage, and advocate on their behalf in claims or risk management scenarios.
