Customers First Insurance Group
Customers First Insurance Group is an independent multi-carrier insurance brokerage founded in 2020 and headquartered in Chesterfield, Michigan. It serves Michigan families and business owners by comparing personal and commercial coverage options across multiple top-rated carriers, licensed in five states.
- Company typePrivate
- Founded2020
- HeadquartersNew Baltimore, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Customers First Insurance Group does
Customers First Insurance Group is a privately-held independent insurance agency founded in 2020 by Michael Vereecke (CLCS) and headquartered in Chesterfield, Michigan. The firm operates as a multi-carrier broker, comparing coverage from multiple top-rated insurance carriers rather than representing any single captive carrier. It serves two primary customer segments: Michigan families and individuals seeking personal insurance (auto, home, dwelling fire, farm, flood, personal umbrella, RV, boat/ATV/snowmobile, life, health, pet), and Michigan business owners seeking commercial coverage (commercial package, general liability, commercial property, commercial auto, workers compensation, professional liability/E&O, liquor liability, cyber liability, D&O, bonds, specialty lines). The agency is licensed across five states — Michigan, Ohio, Indiana, Nevada, and Florida — with the Michigan market as its operational core.
The business model is commission-based brokerage: the agency earns commissions from carriers on policies sold and renewed, with the ability to move clients between carriers when rates change to retain business. Revenue mechanics are quote-based with no publicly disclosed pricing tiers; premiums vary by individual risk, coverage selection, and carrier. Go-to-market is relationship-driven and referral-led, supplemented by an extensive content marketing footprint built around the "Insurance Dork" YouTube channel, an insurance blog, and active social media presence on Facebook, Instagram, TikTok, and Google. Distribution flows through licensed sales agents providing phone, email, and in-person consultation, with a free online quote tool as the bottom-of-funnel conversion mechanism. There is no proprietary technology platform; the agency's competitive differentiation rests on human advisory expertise (notably the CLCS designation in commercial lines), carrier optionality, and educational content.
Operationally the agency is small (1-10 employees), bootstrapped with no disclosed institutional funding, and currently in an active hiring phase for Licensed Insurance Sales Agents. There are no acquisitions, subsidiaries, patents, awards, or regulatory actions on record. Corporate structural moves are limited to the 2021 relocation from Mount Clemens to Chesterfield, MI, alongside the multi-state licensing build-out and the gradual expansion of its product portfolio to approximately twenty insurance lines.
Customers First Insurance Group firmographics
Firmographics- Name
- Customers First Insurance Group
- Legal name
- Customers First Insurance Group
- Website
- https://customersfirstig.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Customers First Insurance Group is an independent multi-carrier insurance brokerage founded in 2020 and headquartered in Chesterfield, Michigan. It serves Michigan families and business owners by comparing personal and commercial coverage options across multiple top-rated carriers, licensed in five states.
- Ownership category
- akta.pro rank
Customers First Insurance Group industry classification
Industry- Product category
- Independent Insurance Agency / Insurance Brokerage
- NAICS
- Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Retail (Personal Lines) Insurance Brokerage (FSAEADAA)
- akta.pro secondary industries
- Mid-Market Commercial Package (Package Policies) (FSAJAFAB), Basic Group Term Life (Employer-Paid) (FSAIADAA)
Keywords
Where Customers First Insurance Group is headquartered
LocationHeadquarters
- HQ city
- New Baltimore
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Customers First Insurance Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Insurance Commission Revenue: The agency operates as an independent insurance agency, earning commissions from multiple insurance carriers for policies sold. They can move clients between carriers when rates change, helping retain customers while earning renewal commissions. The agency also offers base pay plus commission plus renewal commission opportunities for their sales staff.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Individual insurance quotes - pricing varies by carrier and coverage selection |
Distribution channels2 records
Marketing channels5 records
Customers First Insurance Group product offering
Product offeringCore offering
Customers First Insurance Group is an independent insurance agency that serves as a multi-carrier broker, comparing coverage options from multiple top-rated carriers to help Michigan families and businesses find the right insurance protection at the right price. The agency places and services personal lines (auto, home, flood, umbrella, RV, etc.) and commercial lines (general liability, commercial property, workers comp, professional liability, cyber, D&O, etc.) through licensed sales agents providing consultative reviews of policy language, limits, and exclusions. It also offers ancillary products such as life, health/disability, pet insurance, and surety bonds, supported by content marketing through the Insurance Dork YouTube channel and blog.
Product overview
Customers First Insurance Group is an independent insurance agency that serves as a multi-carrier broker, offering a comprehensive portfolio of personal and commercial insurance products. The agency's offering spans personal lines (auto, home, dwelling fire, farm, flood, personal umbrella, RV, boat/ATV/snowmobile), commercial lines (commercial package, general liability, commercial property, commercial auto, workers compensation, professional liability/E&O, liquor liability, cyber liability, D&O, utility services), and other products (life, health/disability, pet insurance through Nationwide, surety bonds, classic car insurance). As an independent agency, it compares options from multiple insurance carriers rather than offering a single company's products, enabling it to match clients with coverage that fits their specific needs.
Differentiator
Problem solved
Functional benefit
Brands
- Insurance Dork: Educational YouTube channel by Michael Vereecke that helps Michigan families and business owners understand insurance topics including auto, home, business insurance, liability coverage, and Michigan-specific insurance questions.
Products and services
- Auto Insurance Coverage that protects Michigan drivers for liability, physical damage, medical payments, and uninsured/underinsured motorist exposure when driving vehicles for personal use.
- Home Insurance
- Dwelling Fire Insurance
- Farm Insurance
- Flood Insurance
- Personal Umbrella Insurance
- RV Insurance
- Boat/ATV/Snowmobile Insurance
- Commercial Package Insurance
- General Liability Insurance
- Commercial Property Insurance
- Commercial Auto Insurance
- Workers Compensation Insurance
- Professional Liability Insurance (E&O)
- Liquor Liability (Dram Shop) Insurance
- Directors & Officers (D&O) Insurance
- Utility Services Coverage
- Life Insurance
- Health & Disability Insurance
- Nationwide Pet Insurance
- Surety and Performance Bonds
- Classic Car Insurance
- Cyber Liability Insurance
Companies that use Customers First Insurance Group
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles3 records
Customers First Insurance Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Customers First Insurance Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Multiple Insurance CarrierscoreThe agency works with multiple top-rated insurance carriers to provide coverage options for personal and commercial insurance needs. As an independent agency, they compare options from these carriers to help clients find coverage that fits their needs.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Customers First Insurance Group competitors and assessment
Company assessmentDirect peers
- Brightway Insurance: Franchise-model independent insurance agency offering personal and commercial lines through multi-carrier relationships; comparable in independent brokerage mechanics and SMB/prosumer target market.
- Goosehead Insurance: Independent personal lines insurance agency using a multi-carrier comparison model and heavy content marketing, with a growing franchise/producer network - directly comparable in independent agency structure and customer acquisition philosophy.
Broad incumbents
- Acrisure: Top-tier global insurance brokerage providing personal, commercial, and specialty lines; represents the scaled incumbent model against which independent agencies compete for talent and carrier appointments.
- Brown & Brown: National insurance brokerage with significant personal and commercial lines operations; comparable in offering multi-line brokerage but at vastly greater scale and geographic breadth.
- Integrity Marketing Group: Large acquirer of independent insurance agencies distributing life, health, and annuity products; relevant as a potential aggregator and as an example of how scaled independent agencies compete via carrier access and producer networks.
- Hilb Group: Mid-market insurance brokerage operating across personal, commercial, and benefits lines via roll-up acquisitions; comparable in independent-agency commercial focus but with deeper resources and broader geographic footprint.
Regional players
- Frankenmuth Insurance: Michigan-based mutual insurance company and agency network with strong Michigan brand recognition; a regional incumbent Customers First directly competes with for Michigan families and small businesses.
- Auto-Owners Insurance: Michigan-headquartered insurer with strong Midwest agency network; represents the carrier-side counterpart whose agents compete with Customers First's independent model in the same geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Customers First Insurance Group social profiles
Digital presenceCustomers First Insurance Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Customers First Insurance Group leadership team
Management profileNumber of profiles
Profiles1 record
Customers First Insurance Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Customers First Insurance Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Customers First Insurance Group
What does Customers First Insurance Group do?
Customers First Insurance Group is an independent insurance agency that serves as a multi-carrier broker, comparing coverage options from multiple top-rated carriers to help Michigan families and businesses find the right insurance protection at the right price. The agency places and services personal lines (auto, home, flood, umbrella, RV, etc.) and commercial lines (general liability, commercial property, workers comp, professional liability, cyber, D&O, etc.) through licensed sales agents providing consultative reviews of policy language, limits, and exclusions. It also offers ancillary products such as life, health/disability, pet insurance, and surety bonds, supported by content marketing through the Insurance Dork YouTube channel and blog.
Is Customers First Insurance Group a public or private company?
Customers First Insurance Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Customers First Insurance Group founded?
Customers First Insurance Group was founded in 2020. It employs 1 to 10 people.
Where is Customers First Insurance Group based?
Customers First Insurance Group is headquartered in New Baltimore, United States, in the North America region.
How does Customers First Insurance Group make money?
One revenue line is on record: insurance Commission Revenue.
Who are Customers First Insurance Group's main competitors?
Direct peers on record are Brightway Insurance and Goosehead Insurance. Broad incumbents are Acrisure, Brown & Brown, Integrity Marketing Group and Hilb Group. Regional players are Frankenmuth Insurance and Auto-Owners Insurance.
Does Customers First Insurance Group have an API?
No public API is recorded for Customers First Insurance Group.
What industry is Customers First Insurance Group in?
Customers First Insurance Group's product category is Independent Insurance Agency / Insurance Brokerage. Its primary akta.pro industry code is FSAEADAA, Retail (Personal Lines) Insurance Brokerage, with a secondary code of FSAJAFAB, Mid-Market Commercial Package (Package Policies). Its NAICS code is 524210 and its SIC code is 6411.