2025 Underwriters of the Year | Sarah Keddy, Personal Lines Underwriter II, Heartland Mutual Insurance

With a Bachelor of Science (Honours) in Psychology from Acadia University and a Graduate Diploma in Business Administration from Queen’s University, Keddy brings a unique perspective to underwriting — one grounded in behavioural insight and business acumen.

Now in her second year as a Personal Lines Underwriter II at Heartland, she’s actively working toward her CIP designation and proving herself as a rising talent in the P&C industry.

Based in the Annapolis Valley, N.S., Keddy loves spending time with her spouse and young daughter and enjoys visits to the Bay of Fundy.

“I didn’t expect to receive this award, but I’m so honoured by the recognition,” Keddy says of her nomination by MacLeod Lorway Insurance, a member of the Canadian Broker Network, Canada’s largest network of independent brokers.

Q: What’s key to a great working relationship between underwriter and broker, and why is this more important than ever?


“Responsiveness is key — timely, effective, and friendly communication really sets the tone for a strong relationship. Given the ongoing trend of broker consolidation, great underwriter-broker relationships are more important than ever. Providing quality service plays a huge role in retaining existing business and attracting new opportunities.”

Q: Why did you become an underwriter, and what do you love most about your role?


“My first role in administration and support sparked my interest in underwriting. Throughout that role, and my time as an underwriting assistant, I had a chance to learn from great colleagues. With support from my team and manager, I gained the skills and knowledge I needed to step into underwriting. I love analyzing and evaluating risk factors to help guide decisions on approvals and pricing while also working with brokers to find creative solutions that benefit everyone involved.”

Q: What’s the biggest challenge for underwriters today, and how can they overcome it?


“Underinsurance, especially in property. With inflation and ongoing supply chain issues, the cost of materials keeps rising, making it harder to accurately determine property values. Underwriters need to work closely with brokers to ensure property valuations are accurate.”

Q: What’s one opportunity underwriters should focus more on?


“We have more access than ever to data and analytics tools. We should leverage them.”

Q: Given that talent shortages remain a challenge, what would you say to encourage more people to join the insurance industry?


“Insurance is far from boring! If you enjoy solving problems and putting puzzle pieces together, this could be a great fit. Go for it!”

Q: How do you see AI and technology impacting underwriting?


“Technology has allowed underwriters to spend more time focusing on risk management and broker relationships, instead of repetitive tasks and manual data entry.”

Q: What skills are needed for underwriting leadership?


“You need to be adaptable to change, have a strong grasp of risk management, and be able to identify and solve problems efficiently. It’s also important to foster effective broker relationships — they create more opportunities and open the door to valuable feedback.”

Q: Canada continues to suffer pressures like natural catastrophes, auto theft, fraud, and tariff impacts. How can brokers and underwriters better collaborate to help Canadian consumers manage risk?

“Underwriters and brokers should work together to ensure there’s mutual understanding of the challenges we’re all facing, and how that affects premiums or risk tolerance. That way, brokers are better prepared to have open, honest conversations with clients, even when it comes to tough topics like premium increases or policy changes.”

The Canadian Broker Network Underwriter of the Year awards is a flagship program that CBN has been running on behalf of its members for over a decade. The program is exclusive to CBN in partnership with Canadian Underwriter magazine. The categories allow for each of our member firms, at their option, to select one commercial lines underwriter winner and one personal lines underwriter winner from a primary market, as well as a commercial underwriter from an MGA. The criteria includes underwriting excellence and risk knowledge; prompt and effective responsiveness back to CBN members; writing business that satisfies clients’ needs while creating a win-win for the broker and the insurer; a positive, helpful attitude; and investing time to develop trusting relationships with brokers.

Full list of 2025 Underwriter of the Year Award Recipients