2024 Awards of Excellence Small Brokerage Winner

Small Brokerage | Jones Insurance

Founded in 1984 in Thunder Bay, Jones Insurance is the largest independently owned brokerage in Northwestern Ontario. Led by second-generation owners Jeff Jones and Jenn Lawr, the firm celebrated 40 years in 2024 with a brand refresh and over $40,000 in community giving. 

Leadership Team 

Jeff Jones—Partner/President 
Jennifer Lawr—Partner/Personal Lines Manager 
Megan Elsey—Operations Manager 
Fabiola Leyva-Martinez—Accounting Manager 

What Sets Them Apart 

Strong relationships with market partners, modern systems and a culture of collaboration. “Equally important, we keep advice local. When clients call, they reach a knowledgeable team member who can listen, explain options plainly and make the process as straightforward as possible 24/7.” 

Fast Facts   

They manage 50+ Power BI dashboards. “Data drives our decisions, combining small-town service with big-business discipline.” 

Every team member has a personalized growth plan. “We invest in training that goes beyond insurance expertise, building skills that help both our people and our business grow.” 

Helping our people grow, learn and succeed is what drives me every day. Investing in our staff makes our business stronger and gives our clients the best possible support.

How They’re Tackling Their Biggest Challenges 

• Real-time data combined with boots-on-the-ground insight 

• A recruitment model that values core skills, learning agility and attitude  

• Operational efficiency through automated renewal communications and RPA to reduce low value work 

Best Advice

Be curious, ask great questions, talk less and listen more. “It leads to better advice, stronger credibility and lasting relationships.”

What They're Most Proud Of

“The client experience we deliver and our commitment to community. Our people work together to support each other and our clients—we take pride in volunteering, partnering and investing in initiatives that help Northern Ontario thrive.”

What Winning Means

“It’s a testament to the dedication of our staff and the culture they’ve built. And recognition that a client and community first approach can compete with anyone, while staying true to northern roots.”