Job Description

Sonnet is part of Definity, which includes some of Canada's most long-standing and innovative insurance brands, including Economical Insurance, Sonnet Insurance, Family Insurance Solutions, and Petline Insurance. Our ambition is to be one of Canada's leading and most innovative property and casualty insurers. We can't do that without our people, so we embrace and encourage a culture that's collaborative, ambitious, rewarding, and empowering.
We offer a flexible, hybrid work experience where employees work from the office and virtually depending on the type of work they are doing and who they are working with. Bring your true self and be a part of our journey. It's better here.



As an Insurance Advisor, Sales, you play a key role in driving Sonnet's growth by converting new business opportunities and delivering tailored home and auto insurance solutions that protect clients when they need it most. This role emphasizes consultative, needs-based selling, ensuring every recommendation aligns with client priorities to achieve both revenue growth and exceptional customer satisfaction.


Beyond new sales, you'll strengthen relationships with existing customers by identifying multi-line and up-sell opportunities. You are a high-performing, customer-focused professional who demonstrates empathy, transparency, and strict adherence to regulatory guidelines to ensure adherence to the regulatory principle of "fair treatment of customer" expected of licensed Insurance Agents.


Operating within Sonnet's Digital Contact Centre, you'll thrive in a collaborative, innovative environment that values both team and individual success. Reporting to the Team Leader, Sales, you'll also partner cross-functionally to address risk, compliance, and process improvement initiatives--helping shape a seamless, customer-first experience.

What You'll Do:

Handle inbound and outbound inquiries across digital channels, delivering expert advice on Auto, Home, and other personal lines insurance. Inspire customer confidence by building relationships that uncover customer needs, identify profiles, and recommend tailored coverage solutions. Apply consultative sales techniques, assess risk, understand customer financial goals, and provide the best-fit insurance options. Drive growth by proactively cross-selling, upselling, and conducting policy reviews for existing customers to keep coverage competitive. Own your performance by meeting KPIs like conversion rates, policy units, premium targets, productivity, and customer satisfaction. Collaborate with your Team Leader to implement coaching, overcome challenges, and optimize your development. Simplify complex insurance terms into clear, transparent language that empowers customers to make informed decisions with confidence. Ensure compliance with regulatory and underwriting guidelines and refer customer accounts to Team Leads and Underwriting support when needed. Partner with service, underwriting, and billing teams to resolve issues and strengthen customer loyalty. Leverage technology like our CRM, telephony, quoting tools, and contact center AI to deliver seamless experiences and achieve first-contact resolution. Educate customers on self-service options through Sonnet.ca and our mobile app. Share insights about customer trends and experiences to help improve processes and workflows.

What You Bring:

Expertise in customer experience-based sales strategies, including advanced win-back techniques. Deep knowledge of Canadian personal lines insurance Home and Auto coverages, endorsements, and industry best practices. Proven consultative approach to sales that builds trust and drives long-term customer success. Exceptional communication skills, with mastery in objection handling and closing techniques. Tech-savvy proficiency with CRMs and contact center platforms (e.g., Salesforce, Guidewire, Five9, Medallia). Solid understanding of provincial insurance regulations, licensing, and compliance requirements. Experience interpreting your performance metrics and applying required behaviors to achieve KPIs. Digital fluency and adaptability to evolving technologies and retention processes. Adaptable, resilient, and able to excel in a fast-paced, high-volume contact center that champions innovation and continuous improvement. Education: College diploma or university degree in business, insurance, or a related field. Experience: 2-4 years in property and casualty insurance, with prior experience in sales or retention. Contact center or digital sales experience is a strong asset. Licensing: + Active General Insurance Agent/Broker License is required (e.g., OTL or R.I.B.O. in Ontario).
Preferred Certifications: CIP (Chartered Insurance Professional) in progress or completed.
Salary Range: $50,200 - $92,500

Interested in this role, but don't meet every requirement?

We encourage you to apply! We know from experience that a candidate doesn't need 100% of the qualifications listed to bring incredible value to our team. We're actively seeking diverse backgrounds and perspectives to help us make insurance better. At Definity, inclusion, diversity, and equity aren't just "nice to have" -- they're essential to our success.

What's in it for you?

Hybrid work schedule for most roles Company share ownership program Pension and savings programs, with company-matched RRSP contributions Paid volunteer days and company matching on charitable donations Educational resources, tuition assistance, and paid time off to study for exams Focus on inclusion with employee groups, support for gender affirmation surgery, access to BIPOC counsellors, access to programs for working parents Wellness and recognition programs Discounts on products and services
Actual salary for the role may vary depending on work location of the successful candidate and other factors including but not limited to, skills, education, experience, working conditions and the local labour market. In addition to base pay, eligible employees may participate in various incentive plans which are paid out at the discretion of the company and subject to individual and company performance.

Go ahead and expect a lot -- you deserve it.

It's better here -- but don't take our word for it. Definity was named by Great Place to Work as one of the Best Workplaces(TM) in Canada for women, for youth, and for inclusion.


Our inclusive work environment welcomes diversity and supports accessibility. If you require accommodation at any time during the recruitment process, please let us know by contacting accessibility@definity.com .

Background checks

This role requires successful clearance of background checks (including criminal checks and leadership references).


#LI-Hybrid


#IND1