Mitch Insurance

Media contact

Shawn Despres
Head of Communications
sdespres@nullmitchinsurance.ca
1-800-731-2228 x 5229

Media coverage

July 28, 2022 | Helping consumers understand the true language of insurance – Insurance Business Canada

July 15, 2022 | How can insurance be lovable? – Mitch CMO reveals all – Insurance Business Canada

July 15, 2022 | Mitchell & Whale officially rebrands as Mitch – Insurance Business Canada

March 8, 2022 | Voices of P&C Women, Amanda Ketelaars, Mitchell & Whale – Canadian Underwriter

February 16, 2022 | Expanding brokerage announces rebrand, new approach to insurance – Canadian Underwriter

February 14, 2022 | Mitchell & Whale changes brand name to Mitch – Insurance Business Canada

January 4, 2022 | Executive Outlook 2022: Adam Mitchell, Mitchell & Whale Insurance Brokers – Canadian Underwriter

November 16, 2021 | Mitchell & Whale Insurance Brokers makes two key leadership appointments – Insurance Business Canada

September 27, 2021 | Mitchell & Whale earns recognition as one of Canada’s top growing companies – Insurance Business Canada

September 17, 2021 | Mitchell & Whale’s full-year results have “never been stronger” – Insurance Business Canada

June 28, 2021 | Getting good at the new game – The Ontario Broker Magazine

May 26, 2021 | Mitchell & Whale names new chief marketing officer – Insurance Business Canada

May 12, 2021 | Mitchell & Whale’s bold new plan to become a Top 20 brokerage by 2030 – Canadian Underwriter

May 11, 2021 | Mitchell & Whale Insurance Brokers reveals multi-year transformation strategy – Insurance Business Canada

April 12, 2021 | Mitchell & Whale launches online quote tool for M1 motorcycle insurance – Canada Moto Guide

Press Releases

Whitby, ON, July 15, 2022: Mitchell & Whale Insurance Brokers has rebranded its company under the new name Mitch. The rebrand officially launches today and includes a fresh visual identity, a new value proposition of lovable insurance and a completely redesigned website inspired by leading consumer retail sites, mitchinsurance.com.

Headquartered in Whitby, Ontario, last year Mitchell & Whale announced an ambitious strategy to grow into a top-20 national brokerage with $1 billion in gross written premiums by 2030. Since then, the company has made several leadership appointments, expanded its workforce by more than 40 per cent and created new departments focused on operational excellence, customer experience, marketing and innovation.

Rebranding as Mitch is the next major step in the foundational work being completed as the company continues to modernize and scale all aspects of its business.

“With the rapid pace of consolidation throughout our industry, insurance is increasingly all looking the same,” said Igor Bubic, Chief Marketing Officer at Mitch. “This brokerage has always coloured outside the lines and our new brand will play a crucial role in further differentiating ourselves in a marketplace where one brand is indistinguishable from the next.”

Embedded in Mitch’s new brand is its lovable insurance value proposition that will guide everything the brokerage does from operations and culture to customer relations, community work, partnerships and more.

Mitch is working to drastically reduce call wait times and deliver industry-leading experiences to its rapidly expanding client base. The organization has also begun implementing robotic process automation to allow its brokers to spend more time helping customers.

“How we deliver lovable insurance and make it meaningful will be a journey,” added Bubic. “In the coming months, we’ll be spending significant time examining and replacing pain points in the customer journey with the wow experiences that Canadians deserve.”

“We’re looking to influence and ultimately change the narrative around insurance,” said Mitch CEO, Adam Mitchell. “By believing in what’s possible and daring to imagine where things can go, we know we can create an experience that people will truly love and a new service benchmark for this industry. Our rebrand is the foundation for many exciting things to come.”

Last fall, Mitch was named one of Canada’s Top Growing Companies by The Globe and Mail’s Report on Business magazine, and since the start of its fiscal year in August 2021, the brokerage has experienced over 36 per cent growth.

Wanting to expand its footprint outside of Ontario, Mitch plans to soon start considering M&A opportunities in other provinces, beginning with Alberta.

Visit Mitch’s new website: https://mitchinsurance.com/
Watch Mitch’s “Introducing lovable insurance” video here: https://youtu.be/2ayzQ1IVbIw

About Mitch:
Mitch is a leading digital insurance brokerage on a mission to make insurance lovable through exceptional experiences. A family-owned business since 1948, the company is a marketplace for more than 70 of Canada’s top insurance companies. An unwavering supporter for consumer and public good, Mitch believes that everyone deserves fair and transparent insurance. Mitch was voted Brokerage of the Year by the Insurance Brokers Association of Ontario (IBAO) in 2018 and was named one of Canada’s Top Growing Companies by The Globe and Mail’s Report on Business magazine in 2021. Learn more at mitchinsurance.com.

Media Contact:
Shawn Despres, Head of Communications 1-800-731-2228 ext. 5229
sdespres@nullmitchinsurance.com

Whitby, ON, February 14, 2022: Mitchell & Whale Insurance Brokers is celebrating Valentine’s Day by announcing it will soon be rebranding its company under the new name Mitch. The rebrand will officially launch in late March and will be accompanied by a new value proposition of lovable insurance and a redesigned website. Until then, the brokerage will continue to operate as Mitchell & Whale.

“We’re purposefully setting out to challenge the industry status quo,” said Igor Bubic, Chief Marketing Officer at Mitchell & Whale. “What you’ll see next month is the first phase of a radically different approach to our website’s design and user experience that’s heavily influenced by the best retail consumer sites out there.”

More than just a tagline, lovable insurance will guide the brokerage’s culture and operations, and will include dramatically reduced call wait times, industry-leading customer experiences and powerful technology that’s been developed in-house.

The company is looking to shift the public’s perception of insurance and break stereotypes the industry has inadvertently and collectively reinforced through engagements that are often embedded with fear, confusion and inherent negativity.

“We know the lovable insurance approach will take time to achieve in a meaningful way, but we feel it’s already authentically ingrained in our company’s DNA and culture,” said Mitchell & Whale CEO, Adam Mitchell. “We have Net Promoter Scores (NPS) consistently above 80 and a 4.8 Google star rating with nearly 1,300 reviews. We’re going to continually improve on the things we already do well by analyzing our rich pool of data and implementing new and innovative solutions.”

Mitchell & Whale’s upcoming rebrand as Mitch is foundational to its strategic plan to grow into a top-20 national brokerage with $1 billion in gross written premiums by 2030. Over the past several months, the brokerage has made a number of key changes including leadership appointments and an organizational restructure that has created new departments focused on operational excellence and customer experience, marketing and innovation.

About Mitchell & Whale:
Mitchell & Whale Insurance Brokers is a family-run business operating since 1948. An insurance brokerage based in Whitby, the company serves tens of thousands of customers across Ontario. Mitchell & Whale was voted the #1 insurance brokerage in the province by the Insurance Brokers Association of Ontario (IBAO) in 2018 and in 2021 was named one of Canada’s Top Growing Companies by The Globe and Mail’s Report on Business magazine. Learn more at mitchellwhale.com.

Media Contact:
Shawn Despres, Head of Communications 1-800-731-2228 ext. 229
sdespres@nullmitchellwhale.com

Whitby, ON, November 15, 2021: To remain competitive in a fast-changing and increasingly consolidated market, earlier this year Mitchell & Whale Insurance Brokers unveiled a multi-year plan to grow into a top-20 national brokerage with $1 billion in gross written premiums by 2030.

As it prepares to begin scaling its operations in a massive way in 2022, the company has announced that Amanda Ketelaars has been appointed Chief Process Officer and Scott Logan has been promoted to Director of Personal Lines.

Ketelaars and Logan have been a part of Mitchell & Whale since 2015 and have played key roles in helping to establish the organization as one of Ontario’s leading digital brokerages.

Ketelaars most recently held the position of Vice President of Operations at Mitchell & Whale. She brings over 25 years of industry experience and has held past roles at CSIO, Keal Technology (now Vertafore Canada) and several other insurance brokerages. Logan has more than 30 years’ industry experience and was previously Mitchell & Whale’s Personal Lines Sales Manager. He has also held management positions at several other brokerages.

“Amanda and Scott are both proven leaders and their new roles are critical as we equip underlying operations, sales and service to support improvements to our customer journey,” said Mitchell & Whale CEO, Adam Mitchell. “The successful alignment of our people, systems and data will create more efficient, cohesive, and timely services and information for our clients.”

“I’m thrilled to take on this new challenge,” said Ketelaars. “Operational excellence will be fundamental to our journey going forward as we strive to meet our ambitious growth targets while continuing to innovate and improve all aspects of our business through best-in-class process efficiencies and resulting productivity.”

“This is definitely an exciting time as we work to take Mitchell & Whale to the next level,” added Logan. “We’re strengthening our Sales and Service teams and early next year will be launching a new brand and value proposition and reshaping the customer journey to create compelling client experiences.”

About Mitchell & Whale:
Mitchell & Whale Insurance Brokers is a family-run business operating since 1948. An insurance brokerage based in Whitby, the company serves tens of thousands of customers across Ontario. Mitchell & Whale was voted the #1 insurance brokerage in the province by the Insurance Brokers Association of Ontario (IBAO) in 2018 and in 2021 was named one of Canada’s Top Growing Companies by The Globe and Mail’s Report on Business magazine. Learn more at mitchellwhale.com.

For further information: MEDIA CONTACT – Shawn Despres, Head of Communications, 1-800-731-2228 ext. 229, sdespres@nullmitchellwhale.com

Whitby, ON, September 24, 2021: Mitchell & Whale Insurance Brokers, a leading insurance brokerage in Ontario, is proud to announce it has been recognized as one of Canada’s Top Growing Companies by The Globe and Mail’s Report on Business magazine.

Launched in 2019, Canada’s Top Growing Companies aims to celebrate entrepreneurial achievement by identifying and amplifying the success of growth-minded, independent businesses across the country. Organizations are ranked based on their three-year growth and this year’s list features 448 companies. Mitchell & Whale placed No. 436 and earned its spot with three-year revenue growth of 55%.

“To be recognized alongside the most successful and boldest innovators in Canada is where we’ve always aspired to be,” said Adam Mitchell, CEO of Mitchell & Whale. “Our success has been driven by the unique talents that we have on our team and their passion and dedication for finding creative solutions that meet our customers’ evolving needs. Thinking differently and venturing beyond the established boundaries of our industry is how we differentiate ourselves.”

Over the last decade, Mitchell & Whale has grown from $2.5 million in gross written premiums to over $51 million. Its accomplishments have earned a number of awards including Brokerage of the Year from the Insurance Brokers Association of Ontario in 2018 and being named to Canadian Business Magazine’s Growth 500 list of Canada’s fastest-growing companies in 2019.

This past May, Mitchell & Whale announced plans to grow into a top-20 national brokerage with $1 billion in gross written premiums by 2030. As part of this large-scale transformation, the company will be investing more than ever before in talent, technology, data and brand while continuing to create industry-leading customer experiences for its increasing client base.
“Any business leader seeking inspiration should look no further than the 448 businesses on this year’s Report on Business ranking of Canada’s Top Growing Companies,” says Phillip Crawley, Publisher and CEO of The Globe and Mail. “Their growth helps to make Canada a better place, and we are proud to bring their stories to our readers.”

“As we look toward the future, Canada’s Top Growing Companies offer both inspiration and practical insights for other firms facing similar challenges,” says James Cowan, Editor of Report on Business magazine. “The entrepreneurs behind these companies are smart, tenacious and unwavering in their commitment to their goals.”

About The Globe and Mail
The Globe and Mail is Canada’s foremost news media company, leading the national discussion and causing policy change through brave and independent journalism since 1844. With award-winning coverage of business, politics and national affairs, The Globe and Mail newspaper reaches 6.4 million readers every week in print or digital formats, and Report on Business magazine reaches 2 million readers in print and digital every issue. The Globe and Mail’s investment in innovative data science means that as the world continues to change, so does The Globe. The Globe and Mail is owned by Woodbridge, the investment arm of the Thomson family.

About Mitchell & Whale:
Mitchell & Whale Insurance Brokers is a family-run business operating since 1948. An insurance brokerage based in Whitby, the company serves tens of thousands of customers across Ontario. Mitchell & Whale was voted the #1 insurance brokerage in the province by the Insurance Brokers Association of Ontario (IBAO) in 2018 and named one of the country’s fastest growing companies by Canadian Business Magazine in 2019. Learn more at mitchellwhale.com.

For further information: MEDIA CONTACT – Shawn Despres, Head of Communications, 1-800-731-2228 ext. 229, sdespres@nullmitchellwhale.com

Whitby, ON, September 16, 2021: Mitchell & Whale Insurance Brokers has announced financial results for its fiscal year ended July 31, 2021.
The Whitby, Ontario-based brokerage is reporting another strong year with revenue growth of 33% with gross written premiums of $51 million. The organization previously saw nearly 30% revenue growth for its fiscal year ended July 31, 2020.

In May, Mitchell & Whale revealed a bold plan to grow into a top-20 national brokerage with $1 billion in gross written premiums by 2030. The company officially launched its new strategy on August 1 and its fiscal year-end results positions the organization well as it embarks on this multi-year transformation journey.

“We’ve never been stronger or more confident, making this the right time to take these ambitious steps to massively scale our business,” said Mitchell & Whale CEO, Adam Mitchell.

“Our plan for the year ahead is based on 38% growth, and we know we need to rev up the engine a little more to get there. We’re committed to taking all steps necessary to execute our strategy while continuing to provide our clients with the high level of service and support they expect.”

The company is making significant investments in talent, technology and marketing to help build momentum and set itself up for success. Since May, Mitchell & Whale has added almost 30 new employees and will expand its workforce by an additional 15% over the next four months. The brokerage will be announcing new executive appointments in the coming weeks. It will also be unveiling an entirely new brand and purpose this fall to better stand out in a crowded marketplace.

“This is just the start of the journey, and we’re continuing to innovate and improve all areas of our business,” said Mitchell. “This isn’t going to be easy. Yesterday’s winning playbook isn’t tomorrow’s, and all members of our team need to be willing to change and adapt as we grow. But everyone believes in the vision, and we’re excited to see where we can take things.”

About Mitchell & Whale:
Mitchell & Whale Insurance Brokers is a family-run business operating since 1948. An insurance brokerage based in Whitby, the company serves tens of thousands of customers across Ontario. Mitchell & Whale was voted the #1 insurance brokerage in the province by the Insurance Brokers Association of Ontario (IBAO) in 2018 and named one of the country’s fastest growing companies by Canadian Business Magazine in 2019. Learn more at mitchellwhale.com.

For further information: MEDIA CONTACT – Shawn Despres, Head of Communications, 1-800-731-2228 ext. 229, sdespres@nullmitchellwhale.com

Whitby, ON, May 25, 2021: On the heels of a recent announcement to launch a bold new strategy to grow into a top-20 national brokerage with $1 billion in gross written premiums by 2030, Mitchell & Whale Insurance Brokers has shared that Igor Bubic has joined the company as Chief Marketing Officer. In this newly created role, Bubic will serve as a key member of the brokerage’s senior leadership team and will report to Mitchell & Whale President, Adam Mitchell.

Bubic is widely recognized as a creative leader and has nearly two decades worth of experience developing and executing innovative, fully integrated marketing strategies and campaigns. He most recently held the role of Head of Brand and Purpose at Gore Mutual Insurance Company. Bubic played a pivotal role in modernizing Gore Mutual’s brand and launched a number of strategic initiatives that elevated the company’s stature in the industry including its landmark Fast Forward events.

At Mitchell & Whale, Bubic’s immediate priorities include the development and expansion of its marketing department and capabilities along with new strategic brand and customer value propositions for all existing and emerging verticals of the business.

“I feel like we’re at a watershed moment in the history of our company,” said Mitchell. “Igor is a game-changing talent and one of a few key puzzle pieces we’re putting in place to transform Mitchell & Whale. He was responsible for re-positioning Gore Mutual as one of the most exciting challenger brands in the Canadian property and casualty insurance market. We’re looking to him to help us build momentum on our multi-year transformation journey where we’ll massively scale our business, redefine our brand and value proposition and deliver industry-leading customer experiences that currently don’t exist in the market.”

“Mitchell & Whale is one of the most exciting companies in insurance today,” said Bubic. “Adam is a visionary and dreamer who has built a team of like-minded innovators and revolutionists with an agenda to transform not only his business, but also the industry. I’m proud to join an organization with such an amazing culture and strong values – that’s where all great brands begin.”

About Mitchell & Whale:
Mitchell & Whale Insurance Brokers is a family-run business operating since 1948. An insurance brokerage based in Whitby, the company serves tens of thousands of customers across Ontario. Mitchell & Whale was voted the #1 insurance brokerage in the province by the Insurance Brokers Association of Ontario (IBAO) in 2018 and named one of the country’s fastest growing companies by Canadian Business Magazine in 2019. Learn more at mitchellwhale.com.

For further information: MEDIA CONTACT – Shawn Despres, Head of Communications, 1-800-731-2228 ext. 229, sdespres@nullmitchellwhale.com

Whitby, ON, May 11, 2021: Broker distribution continues to adapt and evolve in response to industry consolidation, customer expectations, technology, digitalization and more. To remain competitive in this fast-changing environment, Mitchell & Whale Insurance Brokers has announced a bold new strategy to grow into a top-20 national brokerage with $1 billion in gross written premiums by 2030.

Since 2009, the Whitby, Ontario-based brokerage has grown from $2.5 million in gross written premiums to over $41 million and is now regularly seeing 30% year-over-year growth. Mitchell & Whale has never been stronger as an organization, making this the right time to take ambitious steps to scale the business.

As part of its multi-year transformation strategy, Mitchell & Whale will make significant investments in technology, data and marketing while working to build innovative, new platforms and improving workflows and processes to create industry-leading customer experiences.

“By 2025, customer experience will overtake price as a key brand differentiator,” said Adam Mitchell, president of Mitchell & Whale. “While competitive intensity rises through mergers and acquisitions, our ambitious growth strategy is based on improving our overall marketing and service sophistication, technology, analytics and data-driven insights to deliver the experience our customers want.”

The company will also be investing more than ever before in its leadership and talent. Mitchell & Whale will expand its workforce by more than 30% in 2021. Over the next decade, the company will grow its workforce to 1200 employees and become one of Canada’s Top 100 Employers.
Mitchell & Whale will officially launch its new strategy with the start of its fiscal year on August 1. In preparation, the organization will soon be announcing new executive appointments, strategic partnerships and a brand redesign.

“We’re implementing a talent strategy to drive growth,” said Mitchell. “We’re seeking the best in the industry to join our talented team as we take huge and transformative steps to lead the market through the development of disruptive innovation and an exciting new brand and value proposition.”

About Mitchell & Whale:
Mitchell & Whale Insurance Brokers is a family-run business operating since 1948. An insurance brokerage based in Whitby, the company serves tens of thousands of customers across Ontario. Mitchell & Whale was voted the #1 insurance brokerage in the province by the Insurance Brokers Association of Ontario (IBAO) in 2018 and named one of the country’s fastest growing companies by Canadian Business Magazine in 2019. Learn more at mitchellwhale.com.

For further information: MEDIA CONTACT – Shawn Despres, Head of Communications, 1-800-731-2228 ext. 229, sdespres@nullmitchellwhale.com

Whitby, ON, April 7, 2021: Just in time for motorcycle season, Mitchell & Whale Insurance Brokers has launched Ontario’s first-ever M1 insurance quoter. New riders with their M1 can now get quick, accurate quotes, and buy their insurance, all online. The quoter will help new riders who want to start riding right away, but may be facing delays booking rider training and M2 testing.

New riders have always had trouble getting insurance, and COVID-19 has made the problem worse by delaying rider training courses and M2 tests. What this means for many new riders is that only one insurance company will insure them, Facility Association. The new quoter is the fastest way to get accurate Facility quotes and get insured the same day, without having to call around. It will also help riders with super sport bikes who are similarly limited to Facility Association.

“M1 riders face a lot of obstacles to getting on the road. Now there’s one less,” says Adam Mitchell, president of M&W. “They can get a quote in 5 minutes and get their insurance the same day. No calling around, no hassles. We love motorcycles and motorcycle riders and we want to help get new riders on the road this spring, not next year.”

Ontario has a very competitive motorcycle insurance market for experienced riders. Traditionally, new riders have been able to book their rider training and M2 tests right away, and get access to the competitive market that way. Because of the pandemic, new riders who want to get on the road this year will likely have to ride with their M1 license, and get insurance with Facility Association for the first year. The M&W M1 quoter makes this process simpler.

“Riding with your M1 license can be expensive,” adds Mitchell. “When riders buy with our new M1 quoter, we’ll reach out to them next spring, and if they’ve gotten their rider training and M2 license by then, we’ll be able to offer them more options at that time, and hopefully a cheaper rate.”

About Mitchell & Whale:
Mitchell & Whale Insurance Brokers is a family-run business operating since 1948. An insurance brokerage based in Whitby, the company serves tens of thousands of customers across Ontario. Mitchell & Whale was voted the #1 insurance brokerage in the province by the Insurance Brokers Association of Ontario (IBAO) in 2018 and named one of the country’s fastest growing companies by Canadian Business Magazine in 2019. Learn more at mitchellwhale.com.

About Mitch

Mitch is a leading digital insurance brokerage on a mission to make insurance lovable through exceptional experiences. A family-owned company since 1948, the business is a marketplace for more than 70 of Canada’s top insurance companies. An unwavering supporter for consumer and public good, Mitch believes that everyone deserves fair and transparent insurance. Mitch was voted Brokerage of the Year by the Insurance Brokers Association of Ontario (IBAO) in 2018 and was named one of Canada’s Top Growing Companies by The Globe and Mail’s Report on Business magazine in 2021.

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