Trufla Unveils truMarket: Beyond the BMS — The Industry’s First End-to-End Broker Platform
Niagara Falls, ON – October 22, 2025 — A shift has arrived in the world of insurance technology. Trufla has officially launched truMarket, a revolutionary end-to-end platform built to take brokers Beyond the BMS and into a new era of connected, intelligent brokerage operations.
Premiering at the Insurance Brokers Association of Ontario (IBAO) Convention, truMarket stands as the most transformative innovation in Trufla’s history—fusing automation, AI, and human insight to redefine how brokerages attract, serve, and retain clients. From first lead to final renewal, truMarket delivers what legacy systems never could: a seamless, data-driven experience that’s as effortless as it is powerful.
“I’ve worked inside those legacy systems,” said Sherif Gemayel, Founder and CEO of Trufla. “I know firsthand how frustrating, clunky, and limiting they can be for brokers trying to do their jobs efficiently. We built truMarket because brokers deserve better. We didn’t want to create another tool that fixes one issue—we wanted to transform the entire experience. truMarket reimagines brokerage technology from the ground up, replacing the inefficiencies of legacy systems with a seamless, intelligent platform that gives brokers back their time and their confidence in technology.” ligent ecosystem that powers the modern brokerage from prospect to policy renewal.”
The results are undeniable. What once took brokers nearly 60 minutes—to quote either personal or commercial lines—now takes under 10. Renewal remarketing times have been slashed by up to 80%, while routine servicing tasks that used to span multiple systems now happen in one seamless flow. The platform turns hours of manual work into minutes of intelligent automation, freeing brokers to focus on what matters most: their clients and their growth.
Built from the ground up to replace legacy broker management systems, truMarket brings together every stage of brokerage operations into one intelligent environment.
Key capabilities include:
- Unified Home & Auto Quoting – Quote, bind, and issue in under ten minutes.
- Smart Commercial Quote Forms– Purpose-built workflows that simplify commercial quoting for both the customer and the broker.
- AI-Driven Automation – Handles renewals, remarketing, and communications automatically.
- Integrated Client Self-Service – Connected through truMobile for 24/7 customer access.
- Marketplace: A one-stop shop where clients can discover and buy complementary coverages—travel, Roadside and more—without leaving the app.
- Smart Communications – Built-in email and SMS tools for timely, relevant engagement.
- Predictive Renewal Retention – AI that anticipates client needs and prevents churn.
“truMarket is designed for the future of brokerage operations,” said Tanya Coburn, VP of Marketing at Trufla. “It’s the only platform that connects marketing, sales, servicing, and renewals in one ecosystem—helping brokerages grow revenue, reduce workload, and elevate the client experience.”
Wassim Salib, Trufla’s Chief Technology Officer, added:
“truMarket takes the chaos out of brokerage operations. All the complexity—data synchronization, workflows, integrations—is handled behind the scenes. Brokers don’t see the moving parts; they just experience something smooth, simple, and fast. That’s the real innovation.”
truMarket was designed with Ontario’s regulatory framework at its core. Every workflow—quoting, binding, document delivery, renewals, and customer communication—aligns with FSRA and RIBO standards, ensuring data accuracy, transparent disclosures, and auditable record-keeping. Built-in compliance prompts guide brokers through every step, while automated logs and approvals maintain full traceability.
Whether it’s consumer consent, e-signatures, or renewal remarketing protocols, truMarket is ready for Ontario brokers on day one—and adaptable to meet evolving provincial and national regulations.
As one of the first brokerages to pilot truMarket, Gillian Van Kampen, President and COO of Best Buy Insurance Brokers, shared her perspective:
“truMarket has completely changed how we quote, communicate, and serve clients. It’s not just technology—it’s freedom from the inefficiencies that have held brokers back for years.”
At IBAO 2025, brokers can experience truMarket firsthand at Booth #227, where the Trufla team will host live demos, and giveaways.
Trufla’s campaign theme, “A Shift is Coming. Beyond Legacy. Future Bound.”, signals a defining moment for the insurance industry—where brokers finally break free from legacy limitations and embrace a future built on intelligence, automation, and speed.
For more information or to book a demo, visit www.trufla.com
About Trufla
Originating in the insurance sector, Trufla merges deep brokerage expertise with advanced technology to modernize how insurance is distributed and managed. Its flagship platform, truMarket, takes brokers Beyond the BMS—streamlining the entire customer lifecycle from lead to renewal with intelligent automation, self-service, and data-driven insights.
With clients spanning across Canada and the US, Trufla empowers distributors to thrive and scale in an increasingly digital world. Its product suite includes the truMobile customer self-service app, comprehensive sales and customer management solutions, and integrated digital marketing and analytics tools that help brokerages work faster, smarter, and more profitably.
Backed by a team of over 100 specialists in insurance, technology, and design, Trufla has become one of Canada’s leading insurtech providers—recognized as the Best InsurTech Provider by Insurance Business Canada in 2022, 2024, and 2025.
For more information, visit www.trufla.com.
Media Contact
Tanya Coburn
VP Marketing and Communications