MyChoice
Insurance comparison and underwriting tools for Canadian consumers and brokerages
Overview
MyChoice is a distribution and underwriting technology platform for P&C personal lines and life insurance, serving Canadian consumers, brokers, and carriers. The company operates two sides of the market: a consumer-facing insurance comparison marketplace at MyChoice.ca and a B2B software suite for brokerages and carriers.
The consumer platform allows Canadians to compare auto, home, condo, tenant, life, business, and travel insurance quotes from multiple carriers and brokerages. On the B2B side, MyChoice provides PrecisionX, an AI-powered pre-risk assessment tool that validates broker submissions before they reach carriers, reducing loss-ratio volatility through automated data reconciliation. Delivery is primarily SaaS and API-based. In April 2026, the company launched Canada's first auto and life insurance shopping application within ChatGPT, built on Model Context Protocol (MCP) architecture.
MyChoice raised seed funding through the Google for Startups Canada Accelerator (2023) and received a strategic investment from Billyard Insurance Group in February 2026. Carrier partners on the comparison platform include Allstate, Aviva, PC Insurance, Progressive, Wawanesa, and Economical Insurance. The company joined the Guidewire Insurtech Vanguards Programme in March 2026.
Products & Services
MyChoice.ca -- Consumer Insurance Comparison Platform
A rate comparison marketplace for Canadian consumers to compare quotes across auto, home, condo, tenant, life, business, and travel insurance from multiple carriers and brokerages. The platform emphasizes fee-free, spam-free comparison with real-time pricing.
Key Features
- Multi-carrier quote comparison across auto, home, and life lines
- Independent broker network -- no additional fees to consumers
- Carrier partners include Allstate, Aviva, PC Insurance, Progressive, Wawanesa, and Economical Insurance
Target Users: Canadian consumers shopping for personal lines and life insurance
PrecisionX -- Underwriting Pre-Risk Assessment Platform
A B2B underwriting platform co-developed with Billyard Insurance Group. PrecisionX validates and standardizes broker submission data in real time before it reaches carriers, identifying underwriting deficiencies and delivering PASS/CAUTION/FAIL assessments with reason codes and confidence indicators.
Key Features
- Real-time submission data validation and standardization
- Evidence intelligence engine reconciling risk data from submissions with external signals
- PASS/CAUTION/FAIL assessments enabling straight-through processing for clean submissions
Target Users: Brokerages and carriers processing personal lines submissions
AI Life Insurance Quoting Agent
A conversational AI tool allowing consumers to obtain real-time life insurance quotes, launched July 2024.
Key Features
- Real-time life insurance quotes via conversational interface
- Consumer-facing AI agent
Target Users: Canadian consumers seeking life insurance quotes
ChatGPT Insurance App
Launched April 30, 2026, this application enables Canadian consumers to compare auto and life insurance within ChatGPT using a conversational interface. Built on Model Context Protocol (MCP) architecture, making it model-agnostic.
Key Features
- Auto and life insurance comparison via ChatGPT
- MCP architecture supports future extension to other AI models
- Home insurance and US life insurance expansion planned
Target Users: Canadian consumers using ChatGPT
At a Glance
- Founded
- 2019
- Headquarters
- Toronto, ON, Canada
- Employees
- 11-50
- Funding
- Seed
Category & Focus
- Category
- Distribution & Sales
- Subcategories
- Insurance comparison/aggregator Underwriting pre-assessment Conversational AI distribution
- Insurance Verticals
- P&C Personal Life & Annuity
- Target Customers
- Consumers, Brokers, Carriers
Customers
- Billyard Insurance Group (BIG) -- strategic partner and co-development client for PrecisionX; 87 branches across four provinces
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Last updated: 2026-06-03