Bruce Rabik is the COO of Acera Insurance, a Canadian independent insurance brokerage with a network of over sixty offices across the country. He served in the same role for Rogers Insurance for over two decades until a 2022 merger created Acera. In 2002, Rabik created the Canadian Brokers Network, beginning with seven members including Rogers. The CBN is now Canada’s largest network of independent brokers, representing over 100 offices and 2,000 employees. Through his role with CBN and as an executive leader, Rabik has become a leading advocate for the continued independence of Canadian insurance brokers.
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Q: Can you share some insights you’ve gained as a long-time leader in the Canadian insurance industry?
BRUCE RABIK: As COO for Rogers Insurance, and now for Acera, I’ve always cared about operational excellence. I have a master’s degree in Human Resources, and I’ve prioritized the installation of a strong, supportive internal infrastructure that values the contributions of our employees and continues to offer them avenues of improvement. We instill a philosophy of efficient risk management through personal service to our clients. We’re on the ground in their communities when they need us the most, and we want them to know from the first consultation that we’re going to make sure they’re covered for any situation.
Q: Tell us about forming the Canadian Brokers Network. What spurred you to create it?
BRUCE RABIK: The network was founded back in 2002 when I and other Canadian brokers saw that many of us were starting to sell to international companies in order to “de-risk”. It is a true challenge to remain independent. So we wanted to create a network of support for those brokers who did have the desire to maintain that independence. We formed an alliance of employee-owned brokers who all had high standards for operational performance and excellence, to have a supportive network that would encourage growth and innovation in the industry, as well as support each other’s success. I firmly believe in the importance of maintaining a strong ecosystem of independent Canadian insurance brokers. While American companies buying in is just a reality, we have to remind ourselves of the huge value offered by Canadian-owned brokers, with our unique insights and expertise in serving the needs of our people. So through the CBN, we advocate for policies that support the autonomy and competitiveness of Canadian brokers.
Q: How does Acera work to preserve this kind of independence within the industry?
BRUCE RABIK: When we’re looking to partner with or acquire local brokerages, we focus most on cultural fit. We understand that most of our competitors for these partnerships are American, usually within a private equity model that’s focused on accumulating premiums. We’re focused on people, not premiums. We want to build and strengthen our network of independent Canadian brokers so that together we can advocate for policies that safeguard their independence and autonomy.
Q: What advice would you give aspiring insurance professionals hoping to thrive in the industry?
BRUCE RABIK: I’d say to be aware of the constant shifts in the industry. The challenge is to adapt and evolve, whether due to advancements in Insurtech or regulatory shifts. It’s important to continue to build your skills in different areas and to maintain strong relationships with both clients and colleagues. It’s an industry where a lot of brokers can coast, and that leads to stagnation and ultimately a struggle to succeed. So be wary of coasting, and always look for ways to improve on your delivery of services.
Q: Tell us about your acquisition of Rushton Agencies in Central Alberta last year. How is that an example of creating an ideal partnership?
BRUCE RABIK: We spent a lot of time meeting with the staff before making any decision, and we determined that for us, it was an ideal cultural fit. The staff clearly loved the firm and cared about the services they provided to their community. That’s what we’re looking for. They’ve been operating for over 100 years in the same town, and they just wanted to ensure that their clients would be offered the best options and opportunities available to them. We’re happy to be able to provide access to those.
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