Shopping for insurance online can feel quick and convenient. Fill out a form, get a quote, and click to buy. But is that really the best way to protect your home, car, or business?
When you work with a licensed insurance broker, you get more than just a price. You get expert guidance, access to multiple insurers, personalized coverage recommendations, and someone in your corner in the event it's time to file a claim. Online tools can't ask the right questions, spot coverage gaps, or advocate for you during stressful situations.
If you're wondering whether it's worth talking to a broker, this article explains exactly what brokers do, how they save you time and money, and why the human factor matters more than you might think.
At Morison Insurance, we're RIBO-licensed brokers who compare quotes, explain your options, and help Ontario residents and businesses get the right coverage at the right price.
Many people don't fully understand what an insurance broker does or how brokers differ from direct insurers or online quoting tools. Here's what you need to know:
Working with a broker offers several key advantages over buying insurance online or through a single insurer. Here's what you gain:
Online quoting tools rely on algorithms and standardized questions. They can't ask follow-up questions or dig deeper into your specific situation. Brokers, on the other hand, take time to understand your unique needs.
They conduct a thorough risk assessment by asking about your lifestyle, driving habits, home features, and financial goals. Based on this information, they recommend appropriate coverage limits, deductibles, and optional coverages that actually make sense for you.
Common coverage gaps that online tools miss include:
Insurance brokers in Ontario are licensed and regulated by the Registered Insurance Brokers of Ontario (RIBO). This means they've completed professional training and continuing education requirements to stay current on industry changes, policy updates, and best practices.
Unlike automated systems, brokers can explain coverage in plain language. They break down complex policy terms, help you understand what's included and excluded, and answer questions you didn't even know to ask.
This expertise is especially valuable when you're dealing with unique situations, like insuring a heritage home, covering a teen driver, or protecting a home-based business.
Brokers know which home insurance discounts and car insurance discounts are available across multiple insurers and automatically apply them to your policy. This includes:
Online quoting tools may not identify all the discounts you qualify for, which means you could be overpaying without realizing it.
One of the biggest frustrations with online quoting tools is surprise price changes. You get an initial estimate, start the application, and then discover the actual premium is higher. Sometimes significantly.
This happens because online tools rely on the information you provide, which may be incomplete or misunderstood. Brokers validate your information upfront by asking clarifying questions, reviewing documents, and ensuring accuracy.
They also conduct accurate replacement cost assessments for your home, avoiding situations where you're underinsured and face out-of-pocket costs after a claim.
By getting it right from the start, brokers prevent coverage gaps, billing issues, and claim denials down the road.
Buying the cheapest insurance policy you can find might save you money upfront, but it can cost you thousands if something goes wrong.
Here are some common claim denial situations caused by inadequate coverage:
A broker helps you avoid these situations by ensuring your policy matches your actual risk exposure and financial capacity.
| Cheap Insurance | Correct Insurance |
| Minimal coverage limits | Appropriate coverage limits based on your needs |
| Common exclusions not explained | Clear explanation of what's covered and excluded |
| Risk of claim denials and coverage gaps | Proper protection tailored to your situation |
| No support when filing claims | Broker advocacy and claims support |
Brokers don't just sell coverage, they optimize it. Their goal is to find the right balance between protection and affordability.
Here's how they do it:
Morison Insurance acts as your long-term advisor, not a call center. We review your policies regularly, recommend adjustments as your life changes, and ensure you're always getting the best value.
Insurance isn't just a transaction. It's a safety net for the unexpected. When something goes wrong, you want a real person in your corner who understands your situation and can guide you through it.
Here's where the human factor makes a difference:
Insurance involves both emotional and financial decisions. Having a trusted advisor who knows your history and priorities makes all the difference.
Ready to make sense of your insurance options? Speak with a friendly, RIBO-licensed Morison Insurance broker. We compare quotes, explain your coverage, and help you choose the right protection at the right price.
Yes. Brokers provide expert advice, compare multiple insurers, and help you avoid coverage gaps that could cost thousands. They also support you through the claims process and ensure you get all eligible discounts.
No. Insurance brokers are paid commissions by insurers, not by clients. You get expert guidance and quotes at no additional cost to you.
Often, yes. Brokers have access to multiple insurers and can identify discounts and coverage combinations that online tools miss. Their ability to compare options helps ensure competitive pricing.
Yes. Brokers work for clients, not insurers. Their job is to find the best coverage for your needs and budget across multiple providers, not to push a single company's products.
Direct insurers sell only their own policies, while brokers represent multiple insurance companies. Brokers compare options to find you the best fit, whereas direct insurers can only offer what they have.
Yes. Brokers guide you through the claims process, help you prepare documentation, communicate with insurers on your behalf, and advocate for fair treatment.
Not necessarily, but it has limitations. Online tools can't ask clarifying questions, identify coverage gaps, or provide personalized recommendations. They work best for simple, straightforward situations but often lead to inadequate coverage.
This content is written by our Morison Insurance team. It is provided for general information only. Insurance needs differ from person to person, and this article is therefore not a substitute for professional advice about your individual insurance needs which can be obtained by speaking to one of our brokers.
