Mitch Insurance is redefining the way people think about insurance. The Whitby-based insurance brokerage is on a mission to make insurance lovable through exceptional experiences.

Family-owned since 1948, Mitch Insurance is a marketplace for more than 70 of Canada’s top insurance companies. An unwavering supporter of consumer and public good, Mitch Insurance believes that everyone deserves fair and transparent insurance.

Founded by Harold Mitchell, Mitch Insurance (formerly Mitchell & Whale) is overseen today by Mitchell’s grandson and Whitby native, Adam Mitchell. When Adam’s father was diagnosed with terminal cancer in 2008, Adam chose to move back to Whitby and take over the family business. Prior to this, Adam had been living and adventuring in North Carolina, enjoying hobbies such as kiteboarding. When Adam assumed the position of CEO, the company was still a relatively small business, with only a handful of employees.

Fast-forward 14 years and Mitch Insurance is now one of Ontario’s fastest growing insurance brokerages. The business has over 100 team members and has won numerous awards including Brokerage of the Year and Innovator of the Year. It was also named one of Canada’s Top Growing Companies by The Globe and Mail’s Report on Business magazine in 2021 and 2022.

Much of the organization’s recent success can be attributed to Adam’s competitive spirit and a company-wide desire to think differently and venture beyond the established boundaries of the insurance industry.  

We’re looking to influence and ultimately change the narrative around insurance. By believing in what’s possible and daring to imagine where things can go, we know we can create an experience that people will truly love and a new service benchmark for this industry.

Adam Mitchell, CEO Mitch Insurance

Adam expects Mitch Insurance to see continued growth and success; Whitby is growing, which increases the pool of possible clientele and new businesses to insure. The brokerage also has plans to expand its footprint outside of Ontario, and last year announced a bold strategy to grow into a top-20 national brokerage with $1 billion in annual sales by 2030.

The culture at Mitchell & Whale was built around the idea that insurance does not have to be a negative experience. Their old mission statement was “To make insurance not suck,” but it has evolved in 2022. Now rebranded as Mitch Insurance, the brokerage is focused on “Loveable Insurance” – making sure the things you love are safe and giving you an exceptional experience while doing so.  

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