Sonnet launched in 2016 and is headquartered in the technology hub of Waterloo, Ont. It’s a fitting location for a digital-only brand that’s aiming to be Canada's most innovative provider of home and auto insurance.
Insurance that’s straightforward and fast — that’s Sonnet’s motto. It’s also the key to understanding the insurer’s strategy to differentiate itself from the more established players in the marketplace.
Sonnet’s clearly zeroing in on the all-important millennial demographic. Clients can purchase insurance directly through the website: no need to go through a broker. There are three insurance packages to choose from and they’re all fully customizable.
Minimalism and customization are huge trends in retail right now — millennials raised with the internet are increasingly demanding streamlined services — and you’ll find that in Sonnet’s offerings. Policyholders can select and deselect specific features in their policy, which ensures you only pay for the coverage you want and nothing more (or less).
Sonnet offers home and auto insurance in Alberta, Ontario, Quebec, P.E.I., New Brunswick, and Nova Scotia.
For many customers across Canada, Sonnet car insurance policies can be bundled with their home insurance products. However, in B.C., the company only provides home insurance, since drivers in that province are required to purchase car insurance from the provincial government.
Sonnet is owned by Canadian insurance giant Economical Insurance, which was founded in 1871.
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