For years, cybersecurity felt like a distant threat for many rural business owners in Canada. It was often perceived as an issue for tech firms or large urban companies. However, that outdated mindset is rapidly fading.
According to Travis Jones, owner of Thor Insurance & Registries, the digital shift is touching every corner of the business world, including the agricultural and small trade sectors.
“Even offline sectors, not traditionally computer-based, there’s still exposure,” Jones explained. “Online banking, email compromise, some cloud computing – everything’s kind of going online.”
In today’s environment, cyber risk is no longer optional; it’s a reality. And insurance brokers like Jones are stepping up as frontline educators and protectors.
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Cyber Threats Are Becoming Personal for Rural Businesses in Canada
Based in Alberta, Jones serves both commercial and agricultural clients. Over the last few years, he has observed a noticeable change. Previously, most rural businesses treated cyber incidents as rare and unlikely. Now, the sentiment has shifted.
“There’s a large increase in both the number of people affected and the interest in cyber insurance,” Jones said. “It used to be, ‘this will never happen to me.’ Now it’s, ‘I know somebody this has happened to.'”
That shift is deeply rooted in real-world incidents. Industries like farming, which were once considered low risk for cyberattacks, are now common targets. Surprisingly, cybercriminals are drawn to small businesses with minimal security protocols.
“Hackers know that smaller businesses and farmers don’t have proper security protocols in place,” Jones added. “So they’ll target a large swath of people or an industry.”
This growing trend was further backed by a 2023 report from the Canadian Centre for Cyber Security, which highlighted that small and medium-sized businesses (SMBs) bear a disproportionate burden when it comes to cyberattacks. Often, these businesses lack the resources to recover quickly or fully.
The Broker’s Role Has Evolved: From Advisor to Cyber Risk Educator
As digital threats escalate, insurance brokers are taking on a more proactive role. They’re no longer just discussing policies; they’re teaching clients how to stay protected.
“We always recommend mitigation practices first,” said Jones. “Multi-factor authentication, password management, cybersecurity training – these are often low- or no-cost and can help prevent many breaches.”
For many clients, the connection between digital risk and financial exposure isn’t always clear. That’s why brokers need to simplify the message.
“Insurance is confusing to most people. Cyber risk is confusing to most people. So we try to explain both in real-world terms.”
Because of this, Jones and his peers also highlight common policy gaps, especially those related to compliance violations or E&O (errors and omissions) liability. Failing to recognize these gaps can leave a business vulnerable, even if it thinks it’s covered.
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Busting Common Myths About Cyber Risk in Rural Industries
One of the biggest challenges Jones faces is educating traditional clients. Many assume their general liability insurance automatically covers cyber events. Others place too much trust in cloud service providers, believing they’re fully responsible for data protection.
“Many believe that general liability covers cyber risks, or that their cloud storage is inherently secure,” Jones noted. “Clients also assume that cloud providers are fully responsible. That’s not true.”
Additionally, a lot of business owners underestimate the volume of sensitive data they actually store. Some of the sensitive data that business owners store includes payroll information, banking details, and client emails. Even though the exposure is real, cyber insurance adoption remains low in these circles.
Still, Jones remains optimistic. He believes cyber insurance is more accessible and affordable than many small businesses realize. And the first step is simply helping clients understand what’s truly at stake.
Prevention + Partnership = Better Cyber Resilience
With the digital threat landscape growing more complex, brokers are now seen as critical partners in risk management. Their role isn’t just to sell coverage. They are here to guide, explain, and defend.
“You’re taking in two abstract things that most people don’t understand – insurance and cybersecurity – and trying to explain how it affects them,” said Jones. “It’s about education, prevention, and making sure the right coverage is in place.”
This level of support requires constant education. Jones often turns to events like Canitcon, where brokers interact with IT professionals to stay informed about emerging cyber risks. These collaborations give brokers the tools to better serve their clients in an increasingly digital world.
Why Cyber Insurance Is a Must-Have—Even for Traditional Businesses
While tech companies and online retailers are often seen as prime targets, the truth is that no industry is immune to cyber threats. In fact, the less prepared a business is, the more attractive it becomes to attackers.
Even offline businesses use cloud storage, email, or online banking. That means they’re already part of the digital economy. It doesn’t matter if they don’t realize it. Brokers who understand this are playing a key role in bridging the knowledge gap.
They educate their clients on how cybersecurity and insurance go hand in hand. They also help them implement basic yet effective safeguards, which can significantly reduce the risk of an incident.
Related: What Are the Key Things to Look Out For in a Cyber Policy as a Risk Manager
Final Thoughts: Cyber Awareness Starts with the Right Insurance Partner
As the rural economy of Canada becomes more digitized, the threat of cyberattacks grows. Farmers, contractors, and small-town entrepreneurs are finding themselves exposed in ways they never expected. Fortunately, insurance brokers like Travis Jones are helping turn that risk into resilience.
Through a combination of education, preventive measures, and customized cyber insurance solutions, brokers are becoming indispensable allies. And as Jones made clear, the goal isn’t just protection after the fact; it’s prevention through understanding.
In this new era, cybersecurity isn’t just an IT issue but something that also affects rural businesses in Canada. Cybersecurity is a business survival strategy. Whether you run a family farm or a welding shop, now is the time to take digital risk seriously. This is the time to connect with a broker who can guide you every step of the way.
Rural businesses in Canada battling cybersecurity threats should take advantage of cyber insurance to protect themselves.
