The Broker Identity Program

Consumers know they can buy with confidence from an insurance broker who displays the symbol of the Broker Identity Program (BIP). Elected officials know that insurance brokers are an integral part of their constituencies when they see the BIP logo in brokerage offices. The recognition of the BIP logo, affectionately known as the Bipper, is high, thanks to a branding campaign that started in the late 1980s and now has nearly 100% participation from member brokers across Canada.

The national BIP is coordinated by the Insurance Brokers Association of Canada. Broker contributions are matched by insurance company partners for a TV campaign that runs on nationally syndicated prime-time shows. The ad uses the imagery of a blanket to illustrate the broker’s role in providing coverage.

The provincial BIP was started in 1996 to raise the profile of the broker distribution channel. The provincial TV ads feature actual brokers in everyday scenes. The ads mainly run on CBC-TV’s Hockey Night In Canada, a Canadian institution that draws some of the largest audiences achievable with TV.

This branding activity means instant recognition and credibility for IBABC’s full-member brokers. Point-of-sale materials available for free or for a small fee help you link your office to these advertising campaigns.

IBABC full members and their branch offices and affiliates who contribute to
the Broker Identity Program can access a range of BIP  display items such as
lapel pins, window/door decals and promotional commodities. More information: click here.

Download BIP logos