Elevating Brokers through technology

Born out of the independent insurance brokerage sector, we are champions of the distribution channel. We are true believers that brokers and agents are the future of insurance. 


We provide data-driven software that looks at the entire insurance ecosystem, from lead generation and lead management, to customer service. We know it’s more important than ever to provide fast, frictionless service to your customers while also giving your brokers the tools they need to do their work efficiently and effectively.  


We’re not your average insurtech provider, because we were once brokers working with customers, using tools that simply did not match consumer and employee needs. We had two choices, work with the antiquated software available to us, or super-charge our growth by creating tools that work for us, not against us. We chartered a new course to build the digital solutions to scale, grow, and become more profitable.  


  • 2009 – Sherif Gemayel Founded Sharp Insurance  
  • 2013 – Sharp became the fastest growing brokerage in Western Canada 
  • 2014 – SharpMobile was founded: Customer Self-service app and portal 
  • 2015 – Sharp brokers serviced $2 million premium per broker using SharpMobile 
  • 2016 – Sharp Insurance acquired E-Method Digital Agency (SEO & Website Design) 
  • 2018 – Trufla Technology founded, combining SharpMobile and Emethod 
  • 2019 – Began expanding head development quarters in Cairo, Egypt 
  • 2020 – Trufla grew rapidly, with broker clients in Canada and the UK 
  • 2021 – Sherif Gemayel sold Sharp Insurance to focus on Trufla, elevating the broker channel 
  • 2022 – Rapid growth from 60 employees to over 130, becoming the number one customer self-service app in Canada 


Dave Duncan

Chief Information Officer

Nicole Alsalibi

VP, Human Resources

Wassim Salib

Chief Technology Officer

Tanya Hage Coburn

VP, Communications and Marketing


Sherif Gemayel

Chief Executive Officer

Nermeen Wanis

VP, Finance


Our values are more than words, it’s who we are

At the core of everything we do, we put the customer first in order to achieve our mission of digitalizing the distribution channel by providing the data, tools, and coaching needed to increase broker value offerings to policyholders and insurers alike.  

Service Driven

We are committed to the success of our people and our clients. We will go above and beyond to deliver WOW service at every level, both internally and externally.

Humility First

We are constantly striving to be better, to listen more, to educate ourselves, and to act in the best interests of our people and our clients.

Creative Solutionistas

We use our diverse backgrounds to think outside the box, to see problems at different angles, and to solve some of the insurance industry’s biggest issues. We are never satisfied with the status quo.

Passionate Experts

We were born from both insurance and technology, and we love what we do. Our knowledge and expertise allow us to deliver the highest-quality products and experiences.