If you've been shopping for health or dental insurance in Canada, you've probably wondered at some point whether you'd save money by going directly to the insurance company instead of using a broker or an online comparison tool like Aeva.
It's a fair question. In most industries, cutting out the middleman does save you money. But insurance works differently. And understanding why can change how you approach the entire decision.
The short answer
No, it does not cost more to use a broker. The premium you pay for a health or dental insurance plan is the same whether you buy through a broker, through an online platform like Aeva, or directly from the insurance company. There is no discount for going direct.
This surprises a lot of people, so let's look at why.
How broker compensation actually works
Insurance companies build broker compensation into the price of every plan they sell. This is true across the industry and has been for a long time. The premium is the premium, regardless of how you purchase the plan.
When you buy through a broker, the insurance company pays the broker a commission out of the premium you're already paying. When you buy directly from the insurance company, that same premium is collected, but the commission portion stays with the insurer instead.
In other words, you're paying for broker services whether you use a broker or not. The only question is whether you want to actually receive that service.
This is fundamentally different from how most other industries work, which is where the confusion comes from.
Why insurance is different from flights and hotels
If you've ever booked a flight on a site like Skyscanner or Expedia, you know the drill. You search, compare options, find the best price, and then sometimes you check the airline's website directly to see if it's cheaper to book without the aggregator. Often, it is. The aggregator adds a markup or booking fee.
Insurance doesn't work this way. There is no markup. There is no booking fee. The price is set by the insurance company and it's the same everywhere.
This isn't a special deal or a promotional offer. It's how the insurance industry works. Insurance companies build broker compensation into the pricing of every plan they sell. The premium is set the same regardless of how it's purchased. Insurers don't offer a lower price for going direct, because doing so would undermine the broker network they rely on to distribute their products. The result is straightforward: you pay the same price either way.
So while the "cut out the middleman" instinct makes sense in most situations, it simply doesn't apply to insurance.
What you actually get by using a broker
Since it costs the same either way, the decision comes down to what you gain by using a broker. Here's what that looks like in practice.
Unbiased advice across the entire market
When you call an insurance company directly, you're speaking with someone whose job is to sell that company's products. They may be knowledgeable and helpful, but they can only tell you about what their company offers. They're not going to tell you that a competitor has a better plan for your situation.
A broker represents multiple insurance companies. That means a broker can compare products across the market and recommend the option that genuinely fits your needs, not the option that happens to be in their employer's product catalogue.
This is especially valuable when you're comparing plans that look similar on the surface. A broker who works with multiple insurers every day can spot the differences that matter, differences that might not be obvious if you're only looking at one company's marketing materials.
Help when you need it most: claims support
Buying insurance is the easy part. The real test comes when you need to use it.
If you run into trouble with a claim, whether it's a denial, a delay, or confusion about what's covered, a broker can step in and communicate with the insurance company on your behalf.
This matters more than most people realize. Brokers know how insurance companies operate internally. They understand the terminology, they know the processes, and they often have direct contacts within the company that general customer service lines don't provide access to. A broker can bridge the gap between what you're trying to communicate and what the insurer needs to hear.
Without a broker, your only option is to call the insurance company's general customer service line and navigate the process on your own. That's not impossible, but it's a very different experience.
A relationship, not a transaction
An insurance company has millions of customers. When you call their customer service line, you're one of many. The person on the other end of the phone doesn't know your history, your situation, or what plan you're on.
A broker relationship is different. Your broker knows your coverage, understands your situation, and has a vested interest in making sure you're happy. A broker's business depends entirely on reputation and referrals. That creates a genuine incentive to provide good service, not just at the point of sale, but for as long as you have your plan.
This matters at renewal time, when your needs change, or when life events like retirement, a job change, or a new family member require you to rethink your coverage. A broker can proactively help you navigate those transitions.
You don't lose anything
One concern people sometimes have is that using a broker will somehow limit their access to the insurance company. It doesn't. You can still contact your insurer directly anytime you want. You can still call their customer service line, submit claims through their app or website, and manage your account however you prefer.
A broker is an additional layer of support, not a replacement. You get everything you'd get by going direct, plus the advisory relationship on top of it.
Common misconceptions about using a broker
Let's address a few of the most common myths directly.
"I'll get a better deal going direct."
You won't. The price is the same. Insurance premiums are set by the insurer and don't change based on the distribution channel.
"Brokers just want to sell me the most expensive plan."
A good broker recommends the plan that fits your situation, not the most expensive one. Brokers earn commissions on all plans, and their business depends on clients who are happy and stay with them long-term. Recommending an overpriced plan that a client cancels in six months is bad for everyone.
"I can do all the research myself online."
You absolutely can, and that's exactly what Aeva is designed for. Aeva lets you compare plans from multiple insurers side by side in minutes, so you don't have to visit each insurance company's website individually and try to piece together a comparison on your own. But Aeva isn't just a comparison tool. Aeva is a licensed brokerage. That means on top of the research, you also have access to licensed advisors who can help you interpret what you're seeing, catch details that might not be obvious, and give you a recommendation based on experience with hundreds of similar situations.
"Brokers are just salespeople."
A broker is a licensed professional who has a legal obligation to act in your interest. In Canada, health insurance brokers must be licensed by their provincial regulator. This isn't a casual sales role. It's a regulated profession with standards and accountability.
"I only need a broker if I have a complicated situation."
Even straightforward situations benefit from a second opinion. You might think your situation is simple, but a broker might identify a plan feature or coverage gap you hadn't considered. And if your situation is truly straightforward, the conversation will be short and you'll have confirmation that you're making the right choice.
The bottom line
Using a broker to buy health or dental insurance in Canada costs you nothing extra. The premium is identical whether you buy direct or through a broker. The only difference is whether you get the advisory support, claims advocacy, and unbiased market comparison that comes with a broker relationship.
You're already paying for it. You might as well use it.
Ready to compare your options?
Aeva.ca lets you compare health and dental insurance plans from Canada's top insurers in minutes. And if you want a second opinion or help choosing, our licensed advisors are a quick call away.