truMarket Platform Review - Trufla Technology's New Insurance Broker Platform Launches Amid IP Lawsuit

Trufla Technology Ltd., a Calgary-based insurtech firm, launched truMarket on October 22, 2025, positioning it as a revolutionary end-to-end platform for insurance brokers. Described as "beyond the BMS" (broker management system), truMarket integrates CRM, real-time quoting, lead management, and AI-driven automation to streamline the customer lifecycle from lead generation to renewal. Key features include auto-populated house details for faster home and auto quotes, omni-channel communication, and data-driven insights to reduce quoting time from 45 minutes to mere seconds. Trufla, serving over 300 brokerages across North America, markets truMarket as a growth engine that empowers brokers with intelligent tools, self-service options, and seamless integrations.

The platform's launch, announced via insPRESS and highlighted at events like IBAO 2025, emphasizes operational efficiency for small to multi-branch brokerages. Sherif Gemayel, Trufla's CEO, noted in the release that it addresses legacy system frustrations, freeing brokers to focus on client relationships. Enhancements like the App Store for integrations (e.g., Salesforce) and features such as Grid Calculator further customize workflows. Tanya Coburn, VP of Marketing, described it as connecting marketing, sales, servicing, and renewals in one ecosystem. Wassim Salib, Chief Technology Officer, underscored its transformative potential for the insurance sector.

TruMarket builds on Trufla's ecosystem, including truLeads for lead tracking and truWeb for custom websites, aiming to modernize P&C insurance distribution. Early demos at Booth #227 during IBAO showcase its real-time rating and autofill capabilities, with bulk customer uploads for smooth migrations from existing BMS. The launch aligns with Trufla's 2025 innovations, such as partnerships with Clementine for AI automation and Vertafore for management platforms.

Yet, the rollout coincides with an ongoing IP lawsuit that questions aspects of Trufla's technological foundation. Filed in 2020 by Dave Vass Consulting Inc. (DVCI) and related plaintiffs against Trufla and Gemstar Holdings Ltd., the amended claim (May 28, 2025, Court File No. 2001-11303) alleges infringement on DVCI's "ClickHook" leads management platform, developed in 2013. The filing claims ClickHook was integrated post-2018 amalgamation and rebranded as "truLeads" for a 2019 Lockton deal, generating $3–5 million initially and $1–2 million annually (Paras. 34–46). Plaintiffs assert misrepresented ownership, unauthorized use after 2019 revocation, and copyright violation (Reg. No. 1164752), seeking $5 million+ in damages, profits accounting, and injunctions.

Trufla has defended since inception without public comment on the amendment. The full claim is here. As truMarket's CRM core relies on lead functionalities, the dispute highlights IP challenges in insurtech growth.