I’m Brian So, an independent insurance advisor based in British Columbia. I help individuals, families, professionals, self-employed individuals and business owners across British Columbia, Alberta and Ontario make informed decisions about insurance.
My primary areas of focus are life insurance, critical illness insurance and disability insurance, along with specialized solutions such as permanent life insurance, no-medical life insurance and long-term care insurance.
My goal is simple: to make insurance easier to understand and help clients put the right financial protection in place for their circumstances.
Insurance can be complicated. There are different types of policies, insurance companies, underwriting requirements, costs, features and exclusions to consider. My role is to help simplify those choices, compare appropriate options and explain the important differences so you can make a confident decision.
Credentials & Professional Experience
CFP® | CLU | CHS
Professional Designations
Insurance Advice Built Around Your Needs
I don’t believe insurance should start with a product.
It should start with you.
Your family, income, mortgage, debts, business interests, existing coverage and long-term financial goals all affect the type and amount of insurance that may make sense.
As an independent insurance advisor, I can compare relevant solutions from multiple Canadian insurance companies and help you understand the advantages, limitations and costs of the options available to you.
My role is to provide advice and education so that you can make an informed decision about your coverage.
My Areas Of Specialization
Life Insurance
Life insurance can help protect the people who depend on your income and provide financial flexibility when you are no longer there to provide for them.
I help clients explore term life insurance, permanent life insurance, no-medical life insurance and other life insurance solutions based on their needs and circumstances.
Disability Insurance
Your ability to earn an income is one of your most valuable financial assets.
Disability insurance can help replace a portion of your income if an illness or injury prevents you from working. This can be particularly important for professionals, self-employed individuals and business owners who may not have substantial employer-sponsored disability benefits.
Critical Illness Insurance
A serious illness can create financial pressure even when you have good health coverage and disability insurance.
Critical illness insurance can provide a lump-sum benefit following diagnosis of a covered condition, giving you greater financial flexibility during treatment and recovery.
Why I Became An Insurance Advisor
My interest in insurance comes from seeing how many Canadians are underinsured and how difficult it can be for people to know what coverage they actually need.
I take pride in helping individuals and families put appropriate protection in place so they can have greater confidence in their financial future.
One of the biggest challenges I noticed when working with clients was how difficult insurance can be to understand. People often struggle with how different policies work, what their coverage actually provides, and how insurance fits into their broader financial plan.
Part of the problem is that insurance products can be inherently complex, with different policy types, features, exclusions, underwriting requirements and costs to consider.
That’s one of the reasons I place such a strong emphasis on education.
I believe a well-informed consumer is more likely to feel confident about one of the most important financial purchases they can make.
My role isn’t simply to recommend a policy. It’s to explain the options, answer questions and help clients understand why a particular solution may or may not make sense for them.
Why I Built briansoinsurance.com
I built briansoinsurance.com because I couldn’t find enough useful, practical and specific insurance guides online.
There was plenty of general information about insurance, but I felt Canadians needed resources that explained insurance in a straightforward way and addressed the questions people actually have when considering coverage.
The website was created to provide that resource.
I wanted to make insurance information more accessible while giving people a place to learn about their options before, during and after speaking with an advisor.
You’ll find guides covering topics such as life insurance, term versus permanent insurance, underwriting, critical illness insurance, disability insurance and other areas of financial protection.
Who I Help
Insurance needs change depending on where you are in life, your financial responsibilities and the people who depend on you.
I particularly enjoy working with clients who value the guarantees and financial protection that insurance can provide.
Young Families
Parents often have significant financial responsibilities, including mortgages, childcare, education costs and household expenses. Life insurance can help protect those commitments and provide financial stability if something happens to a parent or income earner.
Professionals
Doctors, lawyers, accountants, consultants and other professionals often have substantial incomes and financial obligations to protect. Disability insurance, life insurance and critical illness insurance can form an important part of a broader personal financial plan.
Self-Employed Professionals
When you don't have an employer providing benefits, you are often responsible for creating your own financial safety net. I help self-employed professionals evaluate personal insurance solutions that can protect their income, family and long-term financial plans.
Small Business Owners
Business owners may have additional risks beyond their personal financial obligations. Insurance can help address personal protection, business loans, key-person exposure, business continuity and estate planning needs.
Individuals With More Complex Insurance Needs
Not every insurance application is straightforward. Health history, occupation, travel, lifestyle, business ownership and other factors can affect underwriting. I help clients explore available options and understand how different insurance companies may assess their circumstances.
How I Work With Clients
My approach is designed to make the insurance process straightforward while giving you enough information to make an informed decision.
- Understand Your Situation
We start by discussing your family, income, debts, existing insurance, financial responsibilities and goals.
The objective is to understand what you are trying to protect and why.
- Identify Potential Coverage Gaps
We look at your existing protection and identify areas that may need attention.
Depending on your circumstances, this could include income replacement, mortgage protection, family protection, business obligations, critical illness or disability coverage.
- Compare Appropriate Solutions
I compare relevant insurance solutions from multiple Canadian insurance companies.
The goal isn’t simply to find the cheapest policy. We consider coverage, cost, policy features, underwriting, flexibility and how the policy fits your longer-term needs.
- Explain The Options
Insurance policies can contain complicated terminology and provisions.
I’ll explain the important differences between the options so you understand what you are buying, what it covers and what limitations you should be aware of.
- Help With The Application
Once you decide how you’d like to proceed, I’ll help guide you through the application and underwriting process.
I’ll also keep you informed as the application moves through underwriting.
- Continue To Be Available
My relationship with a client doesn’t end when a policy is issued.
Your financial situation can change. You may buy a home, have children, start a business, change careers or approach retirement.
Those changes can create reasons to review your insurance.
Independent Advice, Backed By A Brokerage
I work with Financial Horizons as an independent insurance advisor.
Rather than representing a single insurance company, I can compare relevant solutions from multiple Canadian insurers.
This gives clients the opportunity to consider different approaches based on their individual circumstances.
When comparing insurance, I look at more than price. Important considerations can include:
- Coverage and policy definitions
- Premiums and affordability
- Underwriting
- Policy features and options
- Guarantees
- Conversion or renewal provisions
- Future flexibility
- Your existing coverage
- Your short- and long-term objectives
I’ll explain the trade-offs so you can decide which option is appropriate for you.
My Approach To Client Service
Serving Clients Across BC, Alberta & Ontario
I am licensed to provide life insurance advice in British Columbia, Alberta and Ontario.
I work with clients throughout these provinces through a combination of virtual appointments and, where practical, in-person meetings.
British Columbia
Licensed insurance advisor serving clients throughout BC, including Vancouver, Surrey, Burnaby, Richmond, Langley and surrounding communities.
Alberta
Helping families, professionals, business owners and self-employed individuals across Alberta with personalized insurance planning.
Ontario
Providing virtual insurance advice to clients throughout Ontario, including the GTA and communities across the province.
A Local Advisor With A Virtual Process
You don’t necessarily need to travel to an insurance office to get professional advice.
Much of my process can be completed virtually, making it easier to meet with me regardless of where you live in BC, Alberta or Ontario.
We can use virtual meetings to discuss your needs, compare options and review applications.
For clients in the Lower Mainland, I can also arrange in-person meetings when appropriate.
The goal is to make the process convenient without sacrificing personal advice.
What Clients Say
Explained Everything In A Simple Manner
A Solution That Gives Us Coverage
Professional, Thorough And Patient
Very Knowledgeable
Highly Professional And Responsive Service
Exceptional Guidance For New Homeowners
Beyond Insurance
Insurance is my profession, but helping people plan for their financial future is ultimately about more than policies and applications.
Living and working in the Lower Mainland has given me a firsthand appreciation of the financial pressures many Canadian families face — from housing costs and mortgages to childcare, education and the challenges of building financial security.
I enjoy spending time with my family, staying active and making the most of the opportunities to explore British Columbia.
These experiences also influence how I approach insurance. Financial planning isn’t about preparing for one specific event. It’s about building protection around the people, income, assets and goals that matter most to you.
Frequently Asked Questions
I am licensed to provide life insurance advice in British Columbia, Alberta and Ontario.
My primary areas of specialization are life insurance, critical illness insurance and disability insurance. I also help clients with permanent life insurance, no-medical life insurance, long-term care insurance and other specialized insurance needs.
Yes. As an independent insurance advisor with Financial Horizons, I can compare relevant insurance solutions from multiple Canadian insurance companies rather than representing only one insurer.
Yes. I work with clients throughout BC, Alberta and Ontario through virtual appointments. For clients in the Lower Mainland, I can also arrange in-person meetings when appropriate.
No. You don’t need to know which policy you need before we speak.
We can start by discussing your family, income, debts, existing coverage and financial goals and then determine what types of protection may be relevant to your situation.
Let's Talk About Your Insurance Needs
Whether you’re starting a family, buying a home, building a business, protecting your income or planning for the next generation, insurance can be an important part of your financial plan.
You don’t need to know exactly what type or amount of insurance you need before we talk.
We’ll start with your situation, identify what you’re trying to protect and work through your options together.