Feb. 25, 2026 — The Insurance Brokers Association of New Brunswick has launched a province-wide recruitment campaign aimed at attracting students, young professionals and career changers to the insurance broker channel, as member firms continue to face challenges replacing retiring brokers and expanding frontline capacity.

The campaign, dubbed ‘Real People – Real Careers,’ features New Brunswick brokers sharing their career stories and day-to-day work, with messaging focused on accessibility, career stability and long-term growth opportunities within the industry.

“For too long, insurance has been misunderstood by young people,” IBANB executive director Becci Taylor said.

“This campaign is about showing the reality — real people, real opportunities and real careers that offer growth, stability and purpose right here in New Brunswick. You don’t need a specialized degree to succeed, just curiosity, commitment and the right support.”

The campaign is tapping a mix of physical and digital channels, including transit advertising in Fredericton, Saint John and Moncton, airport digital displays, along with a co-ordinated social and digital media push running through spring 2026.

The initiative also directs prospective candidates to a dedicated recruitment website outlining education pathways and career options.

Ms. Taylor told Thompson’s that the campaign was developed after feedback from member brokerages struggling to recruit new entrants, with hiring activity in recent years driven more by movement between firms or return-to-industry hires than by net new entrants.

“In reality, we were seeing a decline in new people coming into the industry,” she said.

The new campaign builds on the IBANB’s existing work with post-secondary institutions and workforce re-entry programs, including partnerships with New Brunswick Community College, Collège communautaire du Nouveau- Brunswick and other employment organizations.

The association is aiming to expand its reach through a provincewide marketing strategy developed with Fredericton-based Ginger Agency.

Ms. Taylor said early results have been encouraging, with strong engagement during the current career fair season and increased awareness among younger audiences.

“We wanted something that was relatable,” she said.

“It’s about showing real people working in every community in New Brunswick. People who went to college, university or started working right after high school and built a career over time.”

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