Anchor Insurance Group
Anchor Insurance Group is a privately held, family-owned independent insurance agency in Muskegon, Michigan, placing personal and commercial insurance (auto, home, life, specialty commercial) for individuals and SMBs via 20+ carrier partnerships.
- Company typePrivate
- Founded2010
- HeadquartersMuskegon, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Anchor Insurance Group does
Anchor Insurance Group, Inc. is a privately held, family-owned independent insurance agency headquartered in Muskegon, Michigan, operating from two office locations (877 Terrace St and 1577 Holton Rd). The firm was established in 2006 when Jim Mines acquired and rebranded the Cloetingh Seaway General agency, building on his career in the industry that began in 1991. The agency places both personal lines (auto, homeowners, condo, renters, short-term rentals, motorcycle, umbrella, powersports, and life insurance) and commercial lines (BOP, commercial auto, general liability, workers compensation, D&O, EPL, professional liability, surety bonds, and over a dozen industry-specific packages) on behalf of clients.
The company's core technology is a standard independent agency platform that aggregates quotes across a network of more than 20 carrier partners — including Progressive, Nationwide, Liberty Mutual, Hartford, Citizens, Safeco, Farmers Mutual, and regional Michigan carriers such as Wolverine Mutual and Fremont Insurance — allowing the agency to comparison-shop coverage without proprietary underwriting technology. Distribution is sales-led: agents work directly with customers via two physical offices, phone, and web quote-request forms, supported by SEO-optimized content marketing, Facebook and LinkedIn presence, and a customer referral program.
Anchor's business model is commission-based: the agency earns a percentage of premium from carriers for policies placed, with no disclosed public pricing and pricing variability driven by individual risk profiles. Customer segments are horizontal — primarily individuals/families and small-to-medium businesses in the Muskegon, Michigan market — served by a team of approximately 11-50 employees including founder/owner Jim Mines, VP Derek Mines, Operations Manager Amanda Merrills, and a mix of commercial and personal lines agents. The agency holds BBB accreditation and is a member of Trusted Choice and the Muskegon Lakeshore Chamber of Commerce.
Anchor Insurance Group firmographics
Firmographics- Name
- Anchor Insurance Group
- Legal name
- Anchor Insurance Group, Inc.
- Website
- https://anchorins.net
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Anchor Insurance Group is a privately held, family-owned independent insurance agency in Muskegon, Michigan, placing personal and commercial insurance (auto, home, life, specialty commercial) for individuals and SMBs via 20+ carrier partnerships.
- Ownership category
- akta.pro rank
Anchor Insurance Group industry classification
Industry- Product category
- Independent Insurance Agency
- NAICS
- Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Retail (Personal Lines) Insurance Brokerage (FSAEADAA)
Keywords
Where Anchor Insurance Group is headquartered
LocationHeadquarters
- HQ city
- Muskegon
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Anchor Insurance Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Insurance Commission Revenue: As an independent insurance agency, Anchor Insurance Group earns commissions from insurance carriers for policies placed. Commissions are typically a percentage of the premium paid by customers. The agency represents multiple insurance companies, allowing them to shop coverage options on behalf of clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Quote-based pricing tailored to individual risk profiles |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Anchor Insurance Group product offering
Product offeringCore offering
Anchor Insurance Group is an independent insurance agency that places personal and commercial insurance policies on behalf of clients by comparing coverage options across multiple insurance carriers. It distributes personal lines such as auto, home, life, umbrella, and specialty coverages, and commercial lines including business owners packages, workers compensation, general and professional liability, commercial auto, surety bonds, and industry-specific packages for restaurants, hotels, manufacturing, and other sectors across Michigan. The agency earns commissions from carriers for policies it places and provides local in-person advisory and claims support.
Product overview
Anchor Insurance Group is an independent insurance agency offering a comprehensive portfolio of personal and commercial insurance products through multiple carrier partnerships. The company provides personal lines including auto, homeowners, condo, renters, short-term rental, motorcycle, umbrella, powersports, and life insurance. For commercial clients, they offer a broad range of coverages including Business Owners Package, business property, commercial auto, umbrella liability, directors & officers, employment practices liability, general liability, professional liability, workers compensation, and industry-specific coverages for sectors such as restaurants, manufacturing, hotels, technology companies, wholesalers, liquor liability, investment properties, home healthcare, and auto repair shops. The agency also provides surety bonds. As an independent agency, they work with multiple insurance carriers including Progressive, Nationwide, Liberty Mutual, Hartford, Farmers Mutual, and others to compare coverage options for clients.
Differentiator
Problem solved
Functional benefit
Products and services
- Personal Auto Insurance Coverage for personal vehicles including collision and comprehensive protection for individual drivers.
- Homeowners Insurance Property and liability coverage for homeowners protecting dwelling, personal property, and personal liability.
- Condo Insurance Coverage specifically designed for condominium unit owners.
- Renters Insurance Protection for tenants covering personal property and personal liability in rented dwellings.
- Short Term Rentals Insurance Specialized coverage for properties listed on home-sharing platforms like Airbnb and VRBO.
- Motorcycle Insurance Coverage for motorcycles including liability and physical damage protection.
- Personal Umbrella Insurance Excess liability coverage that extends beyond primary auto and homeowners policies.
- Powersports Insurance Insurance coverage for recreational vehicles and powersports equipment.
- Life Insurance Financial protection for families providing death benefit coverage to beneficiaries.
- Business Interruption Insurance Coverage compensating businesses for lost income during temporary shutdowns due to covered perils.
- Business Owners Package (BOP) Package policy combining property and liability coverage tailored for small to medium businesses.
- Business Property Insurance Coverage for business furniture, equipment, inventory, and outdoor signs not covered under standard BOP.
- Commercial Auto Insurance Vehicle coverage for business-owned cars, trucks, and fleets including coverage for employees using personal vehicles for work.
- Commercial Umbrella Insurance Additional liability protection in million-dollar increments above primary policy limits for businesses.
- Directors & Officers Liability Insurance Financial protection for company directors and officers sued in conjunction with performance of their duties; a management Errors and Omissions policy.
- Employment Practices Liability Insurance Coverage for businesses against claims from employees regarding workplace issues.
- General Liability Insurance Coverage protecting businesses against liability claims for injuries or property damage to third parties.
- Professional Liability Insurance Protection against claims arising from professional errors, negligence, or omissions in services.
- Workers Compensation Insurance Coverage required by state law providing payments to employees injured in the course of employment.
- Auto Repair & Body Shop Insurance Specialized coverage for automotive repair and body shop businesses.
- Home Healthcare Insurance Coverage for home healthcare service providers and their unique liability exposures.
- Hotel & Motel Hospitality Insurance Insurance coverage designed for hotels and motels in the hospitality industry.
- Investment Property Insurance Coverage for landlords and investors holding rental or commercial investment properties.
- Liquor Liability Insurance Protection for establishments selling alcoholic beverages against liability arising from intoxicated customers.
- Manufacturing Insurance Coverage for manufacturing operations including property, liability, and product-related risks.
- Restaurant Insurance Package coverage for restaurants including property, liability, and industry-specific exposures.
- Surety Bonds Guarantee bonds ensuring contractors fulfill contractual obligations including construction bonds and license/permit bonds.
- Technology Insurance Coverage tailored for technology companies addressing industry-specific risks.
- Wholesalers & Distributors Insurance Insurance coverage for wholesale and distribution businesses.
Quantifiable outcome
- Save thousands of dollars while achieving better coverage
Companies that use Anchor Insurance Group
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles4 records
Anchor Insurance Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Anchor Insurance Group partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered minor.
- Accident Fund Insurance CompanyminorInsurance carrier partner providing coverage options to Anchor Insurance Group clients
- State Auto InsuranceminorInsurance carrier partner providing coverage options to Anchor Insurance Group clients
- Citizens InsuranceminorInsurance carrier partner providing coverage options to Anchor Insurance Group clients
- NationwideminorInsurance carrier partner providing coverage options to Anchor Insurance Group clients
- CNA SuretyminorSurety bond carrier partner for Anchor Insurance Group clients
- Farmers Mutual InsuranceminorInsurance carrier partner providing coverage options to Anchor Insurance Group clients
- Foremost Insurance GroupminorInsurance carrier partner specializing in specialty coverage including manufactured homes and classic cars
- Fremont InsuranceminorRegional Michigan insurance carrier partner providing coverage options
- American Modern Insurance GroupminorInsurance carrier partner providing coverage options to Anchor Insurance Group clients
- ProgressiveminorInsurance carrier partner providing coverage options to Anchor Insurance Group clients
- Safeco InsuranceminorInsurance carrier partner providing coverage options to Anchor Insurance Group clients
- Wolverine Mutual Insurance CompanyminorRegional Michigan mutual insurance carrier partner
- Liberty Mutual InsuranceminorInsurance carrier partner providing coverage options to Anchor Insurance Group clients
- HartfordminorInsurance carrier partner providing coverage options to Anchor Insurance Group clients
- Bristol West Insurance GroupminorInsurance carrier partner providing coverage options to Anchor Insurance Group clients
- Vacant ExpressminorInsurance carrier partner specializing in vacant property coverage
- Hagerty InsuranceminorInsurance carrier partner specializing in classic vehicle coverage
- AegisminorInsurance carrier partner providing coverage options to Anchor Insurance Group clients
- Ohio Casualty Insurance CompanyminorCommercial insurance carrier partner providing coverage options
- American Strategic Insurance (Progressive Home)minorInsurance carrier partner providing home insurance coverage options
- Muskegon Lakeshore Chamber of Commerce (MLCC)minorProud member of the local business community organization
- BBB (Better Business Bureau)minorBBB accredited business demonstrating commitment to ethical practices and customer service standards
- Trusted ChoiceminorMember of Trusted Choice independent insurance agent network
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
Anchor Insurance Group competitors and assessment
Company assessmentDirect peers
- Acuity Insurance: Midwest-based mutual insurer that both underwrites and distributes through independent agents. Highly comparable to Anchor in terms of multi-line product breadth (personal and commercial) and reliance on the independent agency channel.
Broad incumbents
- Hub International: Large North American insurance brokerage operating in personal and commercial lines through a network of local offices. Comparable business model to Anchor at greater scale, with the same independent-broker intermediary role.
- Auto-Owners Insurance: Michigan-headquartered multi-line insurance carrier distributing exclusively through independent agents. Closely comparable carrier relationship pattern to Anchor, serving personal and commercial lines in the same regional market.
- Brown & Brown Insurance: Major U.S. insurance brokerage distributing personal, commercial, and specialty lines through local offices and producers. Directly comparable intermediation model and customer segments to Anchor.
Regional players
- Hastings Mutual Insurance Company: Michigan-based regional mutual carrier selling exclusively through independent agents across the Midwest. Highly comparable distribution model and regional footprint to Anchor's Michigan independent agency operations.
- Meadowbrook Insurance Group: Michigan-based specialty insurance company (now Star Casualty / Star Insurance) historically serving commercial and personal lines in the Midwest. Comparable regional Michigan focus and agency distribution model.
- Frankenmuth Insurance: Michigan-headquartered mutual insurance carrier with a strong independent agent distribution model across the Midwest. Directly comparable to Anchor as a Michigan-based carrier-agency ecosystem serving personal and commercial lines through local agents.
- Consumers Mutual Insurance: Michigan-based regional insurance carrier serving personal and small commercial lines. Comparable in regional focus, target customer (Michigan residents and SMBs), and independent-agent distribution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Anchor Insurance Group social profiles
Digital presenceAnchor Insurance Group compliance and trust
Trust signalCompliance1 record
Anchor Insurance Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Anchor Insurance Group leadership team
Management profileNumber of profiles
Profiles9 records
Anchor Insurance Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Anchor 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 Anchor Insurance Group
What does Anchor Insurance Group do?
Anchor Insurance Group is an independent insurance agency that places personal and commercial insurance policies on behalf of clients by comparing coverage options across multiple insurance carriers. It distributes personal lines such as auto, home, life, umbrella, and specialty coverages, and commercial lines including business owners packages, workers compensation, general and professional liability, commercial auto, surety bonds, and industry-specific packages for restaurants, hotels, manufacturing, and other sectors across Michigan. The agency earns commissions from carriers for policies it places and provides local in-person advisory and claims support.
Is Anchor Insurance Group a public or private company?
Anchor Insurance Group is a private company. It is classified as family owned and is currently operating.
When was Anchor Insurance Group founded?
Anchor Insurance Group was founded in 2010. It employs 11 to 50 people.
Where is Anchor Insurance Group based?
Anchor Insurance Group is headquartered in Muskegon, United States, in the North America region.
How does Anchor Insurance Group make money?
One revenue line is on record: insurance Commission Revenue.
Who are Anchor Insurance Group's main competitors?
Acuity Insurance is listed as a direct peer. Broad incumbents are Hub International, Auto-Owners Insurance and Brown & Brown Insurance. Regional players are Hastings Mutual Insurance Company, Meadowbrook Insurance Group, Frankenmuth Insurance and Consumers Mutual Insurance.
Does Anchor Insurance Group have an API?
No public API is recorded for Anchor Insurance Group.
What industry is Anchor Insurance Group in?
Anchor Insurance Group's product category is Independent Insurance Agency. Its primary akta.pro industry code is FSAEADAA, Retail (Personal Lines) Insurance Brokerage. Its NAICS code is 524210 and its SIC code is 6411.