truLeads, Trufla Technology's Lead Management Software, Has Disputed IP History

TruLeads, a lead management software developed by Trufla Technology Ltd., an Alberta-based insurtech company, has become a focal point in an ongoing intellectual property (IP) dispute. Launched as part of Trufla’s offerings following its 2018 amalgamation, truLeads is designed to streamline lead tracking and client engagement for insurance brokers. The software evolved from the "ClickHook" platform, originally created in 2013 by Dave Vass Consulting Inc. (DVCI), according to a lawsuit filed in Alberta’s Court of King's Bench. This legal battle, initiated in 2020 and amended on May 28, 2025 (Court File Number 2001-11303), alleges that Trufla misused ClickHook, rebranded it as truLeads, and infringed on DVCI’s copyright.

The dispute centers on a 2019 agreement between Trufla and Lockton Companies, a global insurance brokerage. DVCI claims that Trufla misrepresented ownership of ClickHook during negotiations, leading to a deal that generated estimated revenues of $3 to $5 million, with ongoing annual payments exceeding $1 to $2 million. The amended statement of claim asserts that DVCI’s consent to use ClickHook was revoked in 2019, yet Trufla continued its exploitation, violating Canada’s Copyright Act (Registration Number 1164752). DVCI seeks at least $5 million in damages, profit accounting, and injunctions, citing breached agreements and fiduciary duties. The full claim is accessible here.

TruLeads has been integral to Trufla’s growth, serving over 300 brokerages with tools to manage leads efficiently. The platform’s development involved DVCI’s founder, David Vass, who led delivery of the software’s second version in 2015 while employed by Trufla’s predecessor companies. The lawsuit alleges that oral promises of shared ownership and a "Technology Payment" tied to ClickHook’s success were unfulfilled, with Trufla allegedly profiting without compensating DVCI. Trufla has defended the claim since 2020 but has not publicly addressed the recent amendment.

The IP dispute’s shadow extends to Trufla’s latest innovation, truMarket, launched on October 22, 2025. truMarket is a comprehensive platform that integrates CRM (customer relationship management) functionalities, auto-populated house details, and real-time quoting to enhance broker workflows. A core part of truMarket is its CRM system, which relies on lead management capabilities akin to those offered by truLeads. This connection raises questions about the technology’s origins, as truMarket’s success hinges on features potentially linked to the disputed IP.

TruMarket aims to go "beyond the BMS" (broker management system), offering configurable tools for insurance brokers. However, the unresolved lawsuit could impact perceptions of Trufla’s technological foundation, especially as the company expands its market presence. Neither party has indicated progress toward resolution, leaving the matter pending in court. The dispute highlights the complexities of IP in insurtech, where innovation often builds on prior developments, and legal clarity remains essential for stakeholders.