A Powerful Symbol of Trust, Advocacy, and Unity

For more than 35 years, the Broker Identity Program (BIP) has united insurance brokers across Canada under one recognizable symbol: the Bipper. What began as a response to a major industry threat has evolved into one of the most enduring and effective brand initiatives in Canadian financial services.

The Origins of the Bipper

In 1986, the federal government announced plans to allow banks to sell insurance. Brokers across Canada recognized the serious risks this posed to consumers, competition, and the sustainability of the broker channel.

At the time, it became clear that policymakers had limited understanding of the role property and casualty insurance brokers play—and often confused brokers with other insurance intermediaries. The industry needed a unified voice and a recognizable identity.

In response, the Insurance Brokers Association of Canada (IBAC) launched a national image-building initiative. In 1988, the Broker Identity Program (BIP) was born.

The original BIP logo—a stylized “i” representing insurance—was designed to reflect the human side of the broker role: comfort, care, security, and warmth.

The bold magenta colour was chosen deliberately to stand out from the branding used by major banks. Brokers quickly embraced the logo, affectionately naming it the Bipper, and began displaying it on office signage, stationery, advertising, and lapel pins.

The result was a visible, unifying symbol that connects brokers from coast to coast.

B.C.’s Provincial Broker Identity Program

IBABC’s provincial Broker Identity Program was created to complement and amplify the national BIP by delivering messaging tailored specifically to B.C. consumers. While national campaigns build broad awareness, the provincial program focuses on:

• The advisory relationship
• Trust and independence
• Local expertise and advocacy

The provincial BIP also produces broker career advertising designed to raise awareness of the insurance broker profession as a respected and rewarding career. By promoting insurance brokers as a long-term profession with strong career pathways, the program helps attract new talent and supports the sustainability of B.C.’s broker workforce.

IBABC’s provincial campaigns run across regional television, digital platforms, and social media, ensuring broker-focused messaging remains visible and relevant in the B.C. marketplace.

Funded by Brokers, Built for Brokers

IBABC’s provincial BIP is funded collectively by member brokers through annual association dues — an investment reaffirmed by members every two years.

This shared commitment supports:

• Consumer trust
• Regulatory stability
• Long-term viability of the independent broker system

The concept of collective promotion is deeply rooted in B.C.’s history, dating back to the 1950s and formally taking shape as the provincial BIP in 1996.

Strengthened by Broker Participation

The strength of the BIP depends not just on advertising—but on broker participation.

When brokers consistently display the BIP logo on offices, digital platforms, advertising, and customer touchpoints, they reinforce the unified message behind the brand:

• Independence
• Advocacy
• Choice
• Local expertise

The more the BIP is used, the stronger and more effective it becomes—for individual brokerages and for the profession as a whole.

With continued participation and investment from brokers across B.C. and Canada, the Broker Identity Program will remain a powerful force for years to come.

Access BIP materials

For BIP window clings for your office contact info@ibabc.org.