Headquarters:
Ontario, Canada
Year founded:
2016
Number of employees:
10
Phone:
1800 096 829
Email:
sgugler@3tree.ca
Website:
3tree.ca
LinkedIn:
linkedin.com/company/3tree
“This isn’t just about software integration. It changes the paradigm”
Spokesperson, Cotality
Steve Gugler
Co-Founder and Partner
Michael Porter
Senior Vice President, Sales and Marketing, International Insurance Solutions
Lisa Teggart
Co-Founder and Partner
Leadership
Steve Gugler is one of Canada’s leading authorities on property and casualty insurance technology and data standards. Among the first Canadians to earn the prestigious ACORD Certified Expert (ACE) designation, he has spent more than two decades advancing insurance connectivity and digital transformation. As co-founder and partner of 3Tree, Gugler led the vision behind the Unite Insurance Exchange Platform – Canada’s first live insurance exchange – creating the foundation for real-time connectivity and enabling the next generation of innovation across the Canadian insurance ecosystem.
Co-Founder and Partner
Steve Gugler
Paul Reed is one of Canada’s leading insurance technology architects, with more than two decades of experience designing transformative solutions for the property and casualty industry. A multiple award-winning innovator, he developed Canada’s first automated underwriting portal in 2004, which remains in production today, and pioneered real-time policy change capabilities years before they became an industry priority. As partner at 3Tree, Reed leads the technical architecture of the Unite Insurance Exchange Platform, helping carriers accelerate connectivity, automation, and digital transformation across the Canadian insurance ecosystem.
Partner
Paul Reed
Lisa Teggart is a co-founder and partner of 3Tree, bringing more than 20 years of leadership experience delivering complex transformation initiatives across the insurance and financial services sectors. From the outset, she helped transform the vision for Unite into a thriving business, combining strategic leadership with an unwavering commitment to building solutions that deliver meaningful value to the industry. Teggart leads client delivery, implementation, and organizational transformation, ensuring every initiative achieves measurable results. Her collaborative approach and passion for innovation have been instrumental in establishing 3Tree as a trusted leader in Canadian insurance technology.
Co-Founder and Partner
Lisa Teggart
Paul Reed
Partner
Michael Porter is the senior vice president of international markets at Cotality, where he leads insurance solution operations outside North America. A seasoned insurance technology expert, he specializes in guiding property insurers through complex digitization journeys. Porter frequently collaborates with Europe’s largest insurers to drive transformative initiatives and spearhead the adoption of pioneering, market-first technologies.
Senior Vice President, Sales and Marketing, International Insurance Solutions
Michael Porter
Lucy De Oliveira
Senior Vice President, Marketing, Insurance Division
Lucy De Oliveira is the senior vice president of marketing for Cotality’s insurance division, where she drives growth through strategy, branding, and customer engagement. She joined Cotality in 2019 via the Symbility Solutions acquisition, later advancing through senior roles at CoreLogic before becoming SVP in 2024. With over 20 years of tech and insurance marketing leadership, De Oliveira excels at building high-performing teams and shaping top-tier campaigns. Based in Toronto with her family, she loves big ideas and good conversations.
Senior Vice President, Marketing, Insurance Division
Lucy De Oliveira
3Tree has focused on making real-time connectivity a practical, everyday tool for the insurance industry. Through the Unite Insurance Exchange Platform, the Canadian technology company has built a live insurance exchange that enables carriers and technology vendors to connect through a single, secure integration, allowing them to exchange information with every other participant in the network.
The platform operates as a centralized API gateway. Rather than maintaining a tangle of point-to-point integrations, carriers and vendors connect once to access the entire ecosystem. The major Broker Management Systems are already integrated, additional platforms are joining, and, by the company’s own account, hundreds of thousands of real-time transactions are expected to move through Unite this year.
What sets the achievement apart is how 3Tree reached it. The idea of shared connectivity had already been tested through the industry-led BrokerFlow initiative, which established that connectivity should not be treated as a competitive differentiator but stalled on the harder question of how competing organizations would fund and operate a common platform. Rather than wait for industry consensus, 3Tree chose to solve the problem on its own terms, designing, building and validating the platform while absorbing the financial and operational risk so the wider industry did not have to.
Central to that approach was a deliberate decision to keep the platform open. Carriers are encouraged to reuse the technology and services they have already built, which the company says reduces implementation costs, complexity, and time while protecting existing investments. The platform also supports brokers’ preferred workflow, allowing them to initiate and complete transactions within their own Broker Management System without logging into separate carrier portals.
Adoption is now building on that proven base. 3Tree initially worked with a focused group of cornerstone carriers to establish a reliable implementation model before opening participation more widely and expects to reach roughly 20 Unite Community Members carriers by the end of this year. Transaction volumes are also projected to double year over year. As each new carrier joins, brokers can transact more frequently directly within their BMS, supporting their preferred workflow, reducing administrative effort, and freeing up more time to spend with clients.
For 3Tree, real-time connectivity was always the foundation rather than the final destination. With that groundwork in place, the company is now turning to capabilities the industry could not practically pursue before, including straight-through processing, advanced automated underwriting, real-time policy changes, and enhanced analytics and decision support. It has also developed tools for its carrier community, including dynamic risk-sharing pool management and advanced automated statistical reporting, which are currently available to Unite Community Member carriers.
3Tree sees itself less as a software vendor than as an industry builder, viewing Unite as the open foundation on which the next generation of Canadian insurance solutions will be built. While the company takes pride in what it has accomplished so far, its greater focus is on what brokers, carriers and technology partners will achieve now that a shared, real-time foundation is in place.
“We have created an entire system of educational materials to accompany our clients as their cases advance. Working to minimize the stress and uncertainty caused by litigation allows clients to focus on the hard work of rehab and adaptation”
Brenda Hollingsworth,
Auger Hollingsworth Accident & Injury Lawyers
Peter Lovasz
Senior Vice President, Ecosystem Solutions
Tim Kempe
Chief of Staff, Insurance Solutions
Erin Ellis
Senior Associate
Liane Brown
Partner
Peter Lovasz is senior vice president of ecosystem solutions at Cotality, where he leads go-to-market strategy, revenue growth, and customer success across enterprise and SMB markets. He oversees teams spanning sales, strategic accounts, client enablement, customer engagement, and operations, helping customers maximize business outcomes through technology, data, and workflow solutions. Prior to Cotality, Lovasz spent much of his career at Mitchell International in a variety of leadership roles. He is recognized for leading high-performing teams and delivering growth through a relentless focus on customers, execution, and business outcomes. Lovasz holds a bachelor’s degree in International Business and an MBA in Marketing from San Diego State University.
Senior Vice President, Ecosystem Solutions
Peter Lovasz
Tim Kempe is the chief of staff for Cotality’s insurance solutions business unit, where he aligns the executive team around strategic vision and drives M&A and partnerships into execution. He joined Cotality via the 2021 acquisition of Next Gear Solutions, where he had served as chief of staff since 2015, scaling the company through multiple funding rounds and five acquisitions. Kempe is passionate about property insurance tech, particularly how AI is compressing delivery cycles and enabling faster responses to customers and partners.
Chief of Staff, Insurance Solutions
Tim Kempe
Erin Ellis has over a decade of experience and a proven track record of success advocating for survivors of both recent and historical sexual and physical abuse. She represents plaintiffs from across Canada, demanding acknowledgment and compensation for the harms perpetrated or facilitated by individuals and institutions, including abuse by teachers, coaches, relatives, foster parents, doctors, and clergy.
Ellis has a deep understanding of civil abuse litigation. Her extensive experience allows her to work effectively with her clients to determine the best approach for each individual case. She is passionate about representing survivors and uses compassion, dedication, and strong advocacy skills to assist her clients.
Senior Associate
Erin Ellis
Liane Brown is committed to representing individuals who have suffered serious personal injuries and to families who have suffered the loss of a loved one. Her practice concentrates on personal injury law, including accident benefits, motor vehicle collisions, medical malpractice, occupiers’ liability, product liability and wrongful death cases.
Partner
Liane Brown
SPECIAL REPORT
Home
Bio
Ben Irantalab
Partner
Ben Irantalab enjoys the complexities of personal injury litigation. His practice is exclusively devoted to representing clients with brain injuries, spinal cord injuries, and severe orthopedic injuries. For him, the cases that require special creativity and thinking outside the box are the most gratifying.
Partner
Ben Irantalab
Workspace aggregates all parties into a single ecosystem with a verified source of truth, while logic-based prompting effectively digitizes the knowledge of veteran adjusters so that novice desk adjusters can generate accurate, consistent estimates. As a web-based, zero-download application, it also removes the IT burden of rigid legacy desktop software.
Adoption tells the story Cotality prefers to measure: “We don’t measure our success by sudden spikes or temporary hype. We measure it by steady, trusted adoption.” Its restoration software drives daily workflows for more than 8,700 restoration companies across the United States and Canada, and it partners with the vast majority of the top 25 insurance brands in the country.
Those same instincts shape how Cotality innovates. The company embeds itself with carriers, adjusters, and restoration contractors on the front lines, turning their daily friction points directly into its development pipeline rather than treating technology development as an isolated process. As the company puts it, “We co-create the future with the people who understand firsthand what the future needs.”
Looking ahead, Cotality is anchoring its strategy to four vision pillars: cognitive imagery, interoperability, seamless workflows, and agentic AI – the latter embodied by its intelligent assistant, Aly. The common thread across all four pillars is supporting human operators rather than replacing them. As the company puts it, “Technology alone doesn’t rebuild a community or restore a home. People do.”
Award Winner
3Tree