TruWeb: Trufla Technology's Custom Website Solution for Insurance Brokers Amid Ongoing IP Dispute

Trufla Technology Ltd., an Alberta-based insurtech company, offers truWeb as a specialized tool for insurance brokers seeking to enhance their online presence. Launched as part of Trufla’s digital suite, truWeb is a custom website design service tailored for brokerages, focusing on lead generation and client conversion in the competitive insurance industry. The platform provides brokers with brand-specific websites that integrate seamlessly with CRM systems, enabling real-time quoting, auto-populated forms, and configurable workflows to streamline operations.

Designed for insurance professionals, truWeb addresses key challenges faced by brokers, such as attracting and retaining clients in a digital-first market. Features include lead-converting product pages, SEO-optimized content, and tools to reduce quoting time, allowing brokers to focus on sales rather than administrative tasks. Trufla markets truWeb as a "digital sales platform" that turns visitors into policyholders, with options for white-labeling and integration with existing broker management systems (BMS). Serving over 300 brokerages across North America, Trufla emphasizes truWeb’s role in modernizing insurance operations, from house details auto-population to enhanced client engagement.

The company, founded in 2018 through amalgamations of predecessor entities, has positioned truWeb as a core offering alongside other products like CRM and AI-driven tools. Recent updates, including those in 2025, have refined the platform’s user interfaces and added horizontal separation for better visual flow in broker websites. Insurance brokers using truWeb report improved efficiency, with the tool supporting everything from personal and casualty (P&C) insurance to commercial lines.

However, Trufla’s expansion occurs against the backdrop of an ongoing intellectual property (IP) dispute. In a lawsuit initiated in 2020, Dave Vass Consulting Inc. (DVCI) and related plaintiffs allege that Trufla infringed on DVCI’s "ClickHook" leads management platform, developed in 2013. The amended statement of claim, filed on May 28, 2025 (Court File Number 2001-11303), claims that ClickHook was integrated into Trufla’s services post-2018 amalgamation and rebranded as "truLeads" for a 2019 deal with global brokerage Lockton Companies.

Plaintiffs assert misrepresented ownership, unauthorized use after consent revocation in 2019, and copyright infringement (Registration Number 1164752), estimating revenues of $3 to $5 million from the arrangement, with ongoing annual payments exceeding $1 to $2 million.

DVCI seeks at least $5 million in damages, profit accounting, and injunctions, citing breached agreements from 2015 transactions. The full claim is available here. Trufla has defended the claim since inception but has not publicly commented on the amendment.

While truWeb itself is not directly implicated in the dispute, the platform’s emphasis on lead management echoes functionalities in truLeads, a CRM-related tool. As Trufla continues to innovate for insurance brokers, the unresolved IP matter remains pending in court, potentially influencing perceptions in the insurtech sector.