This page was rebuilt in August 2026. It previously listed keyword volumes captured in 2024. It now reports live monthly measurement of the same market: who ranks, who Google cites in its AI answers, and what those searches actually return. The method is published in full on our methodology page.
We measure Canadian insurance search across six provinces and ten metros using the same searches we run in the United States. That makes the two directly comparable, and they differ in three ways worth knowing.
Canada returns fewer AI answers
| Measure | Canada | United States |
|---|---|---|
| Car insurance, AI Overview rate | 68.4% | 78.6% |
| Car insurance, sources per answer | 7.9 | 6.8 |
| Business insurance, AI Overview rate | 88.2% | 84.1% |
| Business insurance, sources per answer | 7.5 | 7.8 |
Car insurance searches in Canada return a written answer roughly ten points less often than the same searches in the United States, but when Google does answer, it draws on more sources.
Who Google cites in Canada
Car insurance
| # | Carrier | Citations across six provinces |
|---|---|---|
| 1 | Belairdirect | 29 |
| 2 | TD Insurance | 24 |
| 3 | Allstate | 17 |
| 4 | Intact | 17 |
| 5 | Progressive | 10 |
| 6 | RBC Insurance | 9 |
| 7 | AMA | 7 |
| 8 | Sonnet | 7 |
Business insurance
| # | Carrier | Citations across six provinces |
|---|---|---|
| 1 | TD Insurance | 30 |
| 2 | Intact | 29 |
| 3 | Co-operators | 18 |
| 4 | Chubb | 15 |
| 5 | Desjardins | 15 |
| 6 | Aviva Canada | 8 |
| 7 | AMA | 6 |
| 8 | RBC Insurance | 5 |
Belairdirect and TD Insurance lead personal lines. TD Insurance and Intact lead commercial.
Comparison sites are stronger here than in the US
In Alberta, Rates.ca and Ratehub hold the top two organic positions for car insurance, ahead of every insurer. That does not happen in any American state we measure, where a carrier leads the organic results almost everywhere.
Local is a genuinely different market
Across ten Canadian metros, the map is as concentrated as it is in the United States, but a different kind of business holds it.
| Leading operator | Metros held | Share of that country’s map slots | |
|---|---|---|---|
| United States | Acceptance Insurance | 32 of 99 | 8.7% |
| United States | Freeway Insurance | 35 of 99 | 5.3% |
| Canada | Westland Insurance | 3 of 10 | 10.1% |
| Canada | Aviva Canada | 3 of 10 | 4.5% |
The top two operators hold 14.0% of US map slots and 14.6% of Canadian ones. Proportionally these are the same market structure.
What differs is who the operators are. The American leaders are non-standard auto storefront networks: walk-in shops selling minimum-limits policies to drivers who cannot buy elsewhere. The Canadian leaders are full-service brokerages placing personal and commercial lines. Same concentration, different business.
The rating bar is also lower. The median rating among businesses holding a Canadian insurance map slot is 4.6, against 4.9 in the United States. A brokerage at 4.7 sits above the local median in Canada and behind three quarters of the field in the US.
That gap is the clearest opportunity in this dataset for a Canadian brokerage: the same competitive concentration as the US, but a materially lower rating threshold to clear.
Method
Six provinces and ten metros, the same search sets used in the United States, captured August 2026. Provincial figures cover Alberta, British Columbia, Manitoba, Ontario, Quebec and Saskatchewan. Metro figures cover Toronto, Montreal, Vancouver, Calgary, Edmonton, Ottawa, Winnipeg, Mississauga, Hamilton and Saskatoon.
August 2026 is a single capture. Three-capture medians with a published spread begin in September.