Trufla Technology Launches truMarket but Doesn't Deal With Ongoing IP Lawsuit

Trufla Technology Ltd., a Canadian insurtech company based in Alberta, has unveiled truMarket, an innovative platform designed to streamline operations for insurance brokers. Announced on October 22, 2025, truMarket combines CRM, quoting, and lead management tools into a single system, aiming to reduce quoting time and enhance client engagement. According to Trufla, the platform auto-populates house details, offers real-time quotes, and is fully configurable for brokerages, addressing key pain points in the insurance industry.

The launch positions Trufla as a leader in broker tech, building on its existing offerings like CRM and AI-driven tools that serve over 300 brokerages. truMarket is marketed as "beyond the BMS" (broker management system), providing an end-to-end solution for insurance professionals. Early previews and webinars, such as one led by founder and CEO Sherif Gemayel in December 2024, highlighted its potential to revolutionize how brokers handle leads and policies. Recent enhancements, including updates in April and September 2025, have focused on improving quote screens and user workflows.

However, the truMarket rollout occurs amid an ongoing intellectual property (IP) dispute. In a six-year lawsuit filed in 2020, Dave Vass Consulting Inc. (DVCI) and related plaintiffs allege that Trufla infringed on DVCI's "ClickHook" leads management platform. According to the amended statement of claim dated May 28, 2025 (Court File Number 2001-11303), ClickHook was developed in 2013 and later rebranded as "truLeads" for Trufla's 2019 deal with global brokerage Lockton Companies. The plaintiffs claim misrepresented ownership, unauthorized use post-2019, and copyright infringement (Registration Number 1164752), generating estimated revenues of $3 to $5 million initially, with ongoing annual payments exceeding $1 to $2 million.

DVCI seeks at least $5 million in damages, profit accounting, injunctions, and material destruction, citing breaches of agreements and fiduciary duties. The full claim is available here. Trufla has defended the claim since inception but has not publicly commented on the recent amendment.

As Trufla expands with truMarket, targeting insurance brokers, the unresolved IP lawsuit raises questions about the company's technology origins. Neither party has indicated progress toward resolution, leaving the matter before Alberta's Court of King's Bench.