Adam Mitchell is President of Mitchell & Whale Insurance Brokers in Whitby. He is the 3rd generation of Mitchells to run the family brokerage, but has injected the business with his own unique spirit of adventure, innovation and fun, to make it one of the fastest-growing businesses in the country.

When Adam took over in 2009, this small brokerage had 2 staff and $2.5 million in GWP, with very few customers outside the GTA and virtually no web presence. Since then, he has grown the business organically over 1200%, turning it into a digital marketing powerhouse and attracting customers from every part of Ontario. In the five years leading up to 2019, the brokerage grew by 392%, and continues to grow rapidly, reaching $33 million in GWP in 2020, in the midst of the global pandemic.

As a former adventure guide, Adam is forward thinking, ambitious and fearless, willing to take risks that traditional brokers might not. Adam moves leaps and bounds ahead where technology is concerned, embracing new technologies to enhance his team’s ability to…



Steve holds dual roles as Presidents of Bauld Insurance, which is a 70+ year old traditional independent brokerage, and WebBroker Canada Inc., a completely digital brokerage model that launched its first customer facing brand, Cheep Insurance in June of 2016.

After attending Mount Allison University, Steve began his insurance career as a Claims Adjuster with The Citadel Assurance in Toronto in 1995. In 2008, Steve and his wife Sara purchased her father’s insurance brokerage where he had been Business Development Manager for 10 years.

Steve has served as Chair of Nova Scotia’s Young Brokers Network and his local Business Association. Currently Steve sits on both the Technology Committee of the Insurance Brokers Association of Canada, Canadian Broker Network (CBN) and is on the Board of Directors for the Centre for the Study of Insurance Operations (CSIO).



Tom has spent more than a quarter of a century in a variety of leadership positions in the Canadian P & C industry. His background includes software development, finance, underwriting, business development, digital marketing, running a large brokerage as well as a stint as the president of a startup digital technology firm.

Tom also spent a decade volunteering with high performance athletes, including 4 years as President of Ski Jumping Canada which was capped off with the honour of being the Canadian team leader for ski jumping at the 2018 Winter Olympics.



As a leader and coach Jeff is fueled by 3 things – technology, people and big ideas. He also believes that the key to innovation as an entrepreneur is best measured by the number of times you’ve tried something new – and your takeaways when things don’t go as planned.

What gives Jeff and his Excalibur team their edge? His peers believe it’s his refusal to wait for someone else to make a difference. In 2016 Roy and his team won the Aviva Canada’s first Broker’s Hackathon; a contest designed to encourage groundbreaking ideas on how technology can enhance the insurance industry (their winning idea became the Aviva Ally product). In 2018 Excalibur was recognized as the first ever Safeco Agent of the Future and was the marketing agency of the month in Rough Notes Magazine (only the 3 rd brokerage in Canada in 142yrs to earn the publication’s cover story.

Jeff currently sits on the IBAO, IBAC, CSIO, CBN technology committees – and has spoken to over 5000 agents and brokers across Canada and the USA to share his company’s journey and best practices.