Updated August 2026. The data below was captured in 2024 and is kept as a record of that moment. Where our current monthly measurement supersedes it, we say so inline rather than quietly overwriting it. The live equivalent is the Insurance Visibility Index.
Toronto is the largest insurance search market in Canada and one of the ten metros we now measure every month.
What we measure in Toronto today
Twelve near-me insurance searches, run in the Toronto metro, recording who holds the local map pack and who ranks beneath it. The live Toronto board carries the current figures and is updated monthly.
Three things are worth knowing before reading it.
Toronto has one of the most contested map packs in Canada. The leading business holds a smaller share of the available slots than leaders in most US metros, which means the field is genuinely open rather than locked up by one operator.
Multi-metro operators exist here too. Westland Insurance holds 10.1% of all Canadian map slots from three metros, and Aviva Canada 4.5%. The top two hold 14.6% between them, against 14.0% for the top two in the United States. The concentration is the same; the operators differ. American map packs are led by non-standard auto storefronts, Canadian ones by full-service brokerages.
Toronto itself is not one of the metros Westland holds, so a Toronto brokerage is competing against other Toronto businesses rather than a national rollup. That is a fact about Toronto, not about Canada.
The rating bar is lower than in the US. 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 Canadian median and behind three quarters of the American field.
The organic layer
Near-me searches in Toronto return a local pack essentially every time and an AI Overview almost never. That makes Toronto local search one of the few parts of insurance search the answer layer has not touched.
The organic results beneath the map are a separate contest, and in Canadian metros comparison platforms are stronger there than in equivalent US markets.
Where the current data lives
- Toronto local board, updated monthly
- Ontario provincial boards for car and business insurance
- Canada overview, comparing Canadian and US search
Method
Twelve near-me insurance searches geo-targeted to the Toronto metro, captured August 2026, alongside 108 other metros across the United States and Canada. August 2026 is a single capture; three-capture medians with a published spread begin in September.