(Toronto, ON) The Insurance Brokers Association of Ontario (IBAO) is formally suspending its sponsorship partnership with Aviva Canada. Aviva will no longer be invited to participate in the IBAO’s Sponsorship Program for the foreseeable future.

“Aviva continues to prove that they are not a true partner to the collective broker channel in Ontario,” says IBAO CEO Colin Simpson. Aviva continues to leverage the Aviva brand for broker-distributed products and direct‐to‐consumer products, with an inconsistency around product availability and pricing – a strategy the IBAO believes promotes confusion for consumers.

“It’s confusing to consumers and it’s damaging to IBAO member businesses,” says Simpson. “Consumer awareness of the Aviva brand has been built in partnership with the broker channel over many years. The IBAO cannot continue to promote Aviva as a supporter of broker distribution in Ontario while it continues to leverage that brand against us.”

As an association serving the interests of over 12,000 independent property & casualty insurance brokers in Ontario, the IBAO must represent the views of its membership. The association received overwhelming support to take affirmative action following the latest direct‐to‐consumer offering leveraging the Aviva brand – their partnership with Maple Leaf Sports & Entertainment.

“We want to ensure IBAO members’ concerns are clearly articulated,” says Simpson. “We are committed to keeping an open dialogue with Aviva to resolve the issue of product availability and pricing under the Aviva brand.”

The IBAO looks forward to focusing on its partnerships with current sponsors and business partners. Says Simpson: “As an association, we must focus on those companies that have a clear and unequivocal desire to see brokers succeed.”