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Xavier Freeman

YouSet is revolutionizing the insurance industry by combining technology, data and human expertise. We’re on a mission to build the most efficient and most loved insurance platform in Canada.

In less than 4 minutes, our powerful technology screens the market to help you save 29% on average on your home and car insurance and get you covered instantly online.

To date, we’ve helped over 75,000 users shop for their insurance with an average of 4.9 stars in online reviews.

Tell us about yourself?

I’m the Co-Founder and CEO at YouSet, a fast-growing company on a mission to build the most efficient and most loved insurance platform in Canada. Our team is growing, and we have several positions to fill. You can look at our different openings here.

Prior to founding YouSet, I was the Head of Partnerships and Marketing at a financial technology startup, where I led partnership initiatives with companies such as Intuit, IBM, Paypal, WeWork, Blakes and National Bank. Before that, I began my career at Scotiabank where I held 3 different positions with increased responsibilities. In my last role, I headed the credit cards strategy for 345 branches across Quebec & Ontario, supporting over 6,000 financial advisors and customer service representatives.

I graduated in Finance from Concordia University, and I had the chance to go on student exchange at the City University of Hong Kong and the Technical University of Munich. I have a strong passion for travelling, having been to over 60 countries to date!

If you could go back in time a year or two, what piece of advice would you give yourself?

Trust the process and be patient with the results. Take the time to appreciate every single moment as you’re growing the business.

What problem does your business solve?

Today, buying insurance online is painful. Pricing varies from one insurance company to the other for the same customer. Completing quotes on different insurance websites is time-consuming. Comparing and understanding what you need is complex.

What is the inspiration behind your business?

The business was inspired by my co-founder and I living the problem as a customer. We understand that your busy schedule does not allow you to spend hours online to find the best coverage possible. We have experienced this situation ourselves and decided to create YouSet to solve this problem: a solution for people like us, like you!

What is your magic sauce?

Our smart technology manages thousands of different algorithms for you, and most importantly, to our team of insurance experts who are available to answer your questions if needed.

What is the plan for the next 5 years? What do you want to achieve?

Grow into new markets and launch new product lines. We have a huge opportunity to digitize an industry that has been around for hundreds of years and impacts millions of people.

What is the biggest challenge you’ve faced so far?

The insurance industry is a highly regulated field for obvious reasons. In every new province that we enter and new product that we launch, we need to make sure we do it the right way.

How can people get involved?

Discover more at!