A nearly century-old brokerage based in Salaberry-de-Valleyfield has become the 21st independent broker to join Synex Performance d’Affaires. The firm, BMB Assurances, previously operated under the AssurExperts banner. 

BMB was owned by brothers Luc and Guy Bourassa, along with their associate Jacques Bisaillon. All three have been property and casualty insurance brokers for several decades. 

The Bourassa brothers are the third generation of the family that founded the business in 1930. A fourth-generation member, Laurence Bourassa—Guy’s daughter—is also a broker at the firm. 

All three owners, along with the entire team, will remain in place, according to Jean-Sébastien Larivière, president of Synex Assurance. “It’s very important to us that the whole team stays. We’re here to help them grow. The three owners are deeply involved in the local business community,” he told Insurance Portal. 

Just a day before the interview, Larivière and Yan Charbonneau, president of Synex, visited the brokerage’s downtown Salaberry-de-Valleyfield office. “They wanted to keep their independence while being part of an independent network—that was important to them,” Charbonneau noted. 

“They also appreciate the expertise we bring in commercial insurance,” Larivière added. “For us, it’s a strategic move—we didn’t have a presence in this region before.” 

The transaction involves only the property and casualty portfolio, Charbonneau confirmed. BMB also offers life and health insurance products, according to its website, but for now, its affiliation with AssurExperts remains unchanged. 

Larivière declined to disclose the brokerage’s premium volume but noted that it employs about a dozen people. “We’re here to grow that volume,” he said, adding that the firm’s business is currently split roughly evenly between personal and commercial lines. 

From left to right: Guy Bourassa, Yan Charbonneau, Luc Bourassa, Jacques Bisaillon and Jean-Sébastien Larivière

Expansion continues 

Larivière hinted at more announcements to come, as Synex continues its push to establish independent brokerages in every region of Quebec. “We’re targeting areas where we don’t have a presence yet, and we want to have a physical location to help entrepreneurs grow,” he said. 

He also suggested that Synex’s regional expansion could involve supporting brokers in launching their own firms, similar to its approach in Abitibi-Témiscamingue in 2023 and Saguenay–Lac-Saint-Jean in 2021. 

“Our goal is to give independent entrepreneurs control again, combining local presence with the strength of a national network. We’re doing this for clients—we believe they’re better served by brokers from their own communities.” 

This marks Synex’s second announcement of 2025, following a quiet 2024 in terms of mergers and acquisitions. “We get a lot of offers, but we want to make the right (choices). There are plenty of opportunities in the market, and we aim to pursue those that are the most strategic and help us grow,” Charbonneau said. 

Synex is also seeking a new investor to replace BBH Capital Partners, which had announced its involvement in March 2022. “We’re looking for a new investment fund. That was a big focus for us in 2024,” Charbonneau added. 

Another announcement 

On the same day as Insurance Portal’s conversation with Charbonneau and Larivière, another Synex-affiliated brokerage, Calgary-based Sharp Insurance, announced a referral agreement with Greatway Financial. 

Roger Marcelo, who became Synex Assurance’s vice-president of marketing in October 2024, explained that Greatway Financial was founded in 1990. The managing general agency (MGA) distributes insurance products, segregated funds, and investment solutions, with a network of 4,200 financial advisors serving approximately 400,000 clients. 

Marcelo had previously collaborated with Greatway in his role as vice-president of business development at Allianz, where Greatway’s advisors referred clients to him for travel insurance needs. 

Following his move to Synex, Marcelo’s contacts at Greatway noted that their clients also required personal lines (home and auto) and commercial insurance. “We have brokers across Canada, just like they do, and they wanted to refer their clients to a trusted source for P&C insurance,” he explained. 

Through this partnership, both new and existing Greatway clients will have access to insurance solutions via a direct referral to a Sharp Insurance broker or another Synex network brokerage that can best serve their needs. Greatway employees will also benefit from a discount program on their own P&C insurance premiums. 

“This partnership enables Greatway advisors to address all their clients’ needs in a single conversation,” Marcelo emphasized.