Small Business Association of Michigan

What Small Business Association of Michigan does

Small Business Association of Michigan (SBAM) is a Lansing, Michigan-based membership trade association founded in 1969 that aggregates and negotiates benefits and services on behalf of 33,000+ Michigan small business owners. The organization operates a five-tier membership model (Free Starter, Basic, Premium, VIP, Elite) with annual subscription dues as the primary revenue stream, supplemented by ancillary fee-based services including COBRA administration ($35+/month), HR Toolkit template sales ($125-$500), Energy Solutions facilitation, and small business certification programs.

SBAM's core product surface is built as a partner-aggregated benefits stack rather than proprietary technology. The platform layers health/dental/vision insurance (Blue Cross Blue Shield of Michigan, Blue Care Network), life and disability coverage (OneAmerica Financial), a Pooled Employer Retirement Plan (Transamerica/TAG Resources), workers' compensation (Accident Fund), legal services (Mavacy), PEO services (Engage/Axios HR), cybersecurity (RiskAware, SensCy), recruitment (Stunio, Axios), and energy solutions (Consumers Energy, DTE Energy). Supporting infrastructure includes SBAM Academy for training, FOCUS on Small Business magazine, regional Owner2Owner networking events, and the SBAM Foundation for grant programs. The organization has 11-50 employees and is privately held with no venture or PE backing.

The go-to-market motion combines direct membership sales via the sbam.org/join-now funnel, event-driven community building through O2O meetups and the weekly Small Business Briefing, and community-led referrals from the existing 33,000+ member base. Distribution is primarily direct-to-consumer with inside sales support from a Member Care Team; insurance products flow through a licensed agent network. SBAM maintains an active advocacy presence in Lansing and operates a Small Biz PAC, with the 2026 Michigan Senate passage of small business health care pool legislation representing a recent policy win. Revenue mechanics are predominantly subscription-recurring with limited one-time license and affiliate referral components.

Name

Small Business Association of Michigan

Legal name

Small Business Association of Michigan

Website

https://sbam.org

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

SBAM is a 1969-founded Michigan trade association serving 33,000+ small business owners through a five-tier membership model, aggregating insurance, HR, legal, retirement, cybersecurity, and energy benefits via 25+ strategic partners and providing active Lansing-based legislative advocacy.

Ownership category

akta.pro rank

Headquarters

HQ city

Lansing

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Membership Dues: SBAM generates primary revenue through membership subscriptions at five levels (Free Starter, Basic, Premium, VIP, Elite). Each tier provides escalating benefits including insurance products, HR services, legal services, education discounts, and advocacy access. The membership model creates recurring annual revenue with tiered pricing to serve businesses at different growth stages.
2. COBRA Administration Services: SBAM provides COBRA continuation administration for employers with 20+ full-time employees. Services include notification letters, premium collection, and carrier claims support at $35 per month base rate.
3. HR Toolkit Sales: SBAM sells customizable HR template packages (employee handbooks, onboarding checklists, job descriptions, performance reviews) with tiered pricing from $125 (Elite) to $500 (Free Starter).
4. Energy Solutions Program: SBAM facilitates energy management assistance for members through partnerships with Consumers Energy and DTE Energy. Revenue is generated through negotiated member discounts and program facilitation fees from energy partners.
5. Business Certification Services: SBAM offers small business, women business enterprise, and service-disabled/veteran-owned business certifications. These certifications provide access to procurement opportunities and may generate administrative fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels13 records

Core offering

SBAM is a membership-based trade association serving Michigan small business owners through tiered annual memberships (Free Starter, Basic, Premium, VIP, Elite). The association aggregates and distributes a broad portfolio of benefits on behalf of its 33,000+ members, including group health/dental/vision insurance, life and disability insurance, a pooled 401(k) retirement plan, workers' compensation, HR compliance tools, legal services, recruitment solutions, cybersecurity services, energy programs, shipping discounts, and business certifications. SBAM also delivers advocacy and legislative consulting in Lansing on behalf of its members.

Product overview

The Small Business Association of Michigan (SBAM) is a membership-based trade association—not a software product company—that serves as an aggregator and negotiator of benefits and services for Michigan's small business community. Its portfolio consists of three interconnected layers: (1) core insurance and financial benefits including Health/Dental/Vision Insurance, Life & Disability Insurance, and a Pooled Employer Retirement Plan; (2) HR and operational services including an HR Toolkit, Workers' Compensation, Legal Services, COBRA Administration, and recruitment solutions via Stunio and Axios; and (3) savings and protection programs including SensCy Cybersecurity, RiskAware scanning, UPS shipping discounts, and Energy Solutions. Supporting infrastructure includes SBAM Academy for professional development, FOCUS on Small Business Magazine, Owner2Owner networking events, MainStreet Legislative Consulting for policy advocacy, a Small Biz PAC, and the SBAM Foundation offering grants and specialized fellowships. SBAM connects members to insurance carriers (Blue Cross Blue Shield of Michigan, OneAmerica Financial), retirement administrators (Transamerica, TAG Resources), and other service partners, while providing its own advocacy, certification, and educational programs. The organization has 33,000+ members and has operated since 1969.

Differentiator

Problem solved

Functional benefit

Brands

• SBAM Academy: Practical training platform for Michigan small business owners offering leadership, HR, and operational skills courses
• MainStreet Legislative Consulting Services
• FOCUS on Small Business
• Small Business Support Hub (SBSH) Program
• SBAM Foundation

Products and services

• SBAM Academy A centralized on-demand and live learning hub providing practical training to Michigan small business owners and their teams, covering leadership, HR, AI, sales training, and operational skills.
• Health, Dental & Vision Insurance Small group health, dental, and vision coverage distributed to SBAM members through partnerships with Blue Cross Blue Shield of Michigan and Blue Care Network, with composite rating options for simplified premium management.
• Life & Disability Insurance Life, AD&D, short-term disability, long-term disability, voluntary life/AD&D, and employee assistance program coverage delivered through OneAmerica Financial for SBAM members.
• Pooled Employer Retirement Plan (PEP) A 401(k) pooled employer plan that enables small businesses to offer retirement benefits with reduced fiduciary risk, administered through TAG Resources and Transamerica with Graystone Consulting fiduciary services.
• Owner2Owner (O2O) Networking Sales-free, curated regional networking events across Michigan connecting small business owners for peer support, education, and relationship building, including local business visits.
• Workers' Compensation Workers' compensation coverage through Accident Fund, including group programs with 5% upfront premium savings, annual dividend payments, AccuPremium pay-as-you-go billing, and loss control services.
• Legal Services Retainer and a la carte legal services through Mavacy for Premium, VIP, and Elite members, covering outside general counsel, LLC formation, employment law, intellectual property, privacy, cybersecurity, estate planning, and trademark filing.
• HR Toolkit Customizable templates, guides, and checklists covering the full employee lifecycle from hiring through performance reviews and policy management, with tiered pricing from $125 to $500 based on membership level.
• UPS Shipping Services Exclusive UPS shipping discounts for SBAM members, including up to 65% off domestic next-day delivery and up to 75% off LTL freight services.
• RiskAware Cyber Scanning Tool Cybersecurity scanning service that measures the total value of sensitive data across devices and networks, helping determine appropriate cyber insurance coverage, with 10% SBAM member discount.
• SensCy Cybersecurity Solutions Annual cybersecurity subscription including external vulnerability scanning, dark web monitoring, personalized cyberhealth assessments, and a NIST framework-based SensCy Score at $999/year for SBAM members.
• Stunio Hiring Services Hiring platform connecting small businesses with pre-vetted students and recent graduates for gig work, micro-internships, and permanent positions, with member discounts from 10% to 35% by tier.
• Axios Recruitment Solutions Professional recruitment services placing direct-hire and contract-to-hire talent for SBAM members, with a worry-free 90-day replacement guarantee and a 5% member discount off standard fees.
• COBRA Administration Full COBRA continuation coverage administration including required notifications, premium collection, and claims assistance, starting at $35 per month for enrolled SBAM members.
• Small Business Certification Programs Certification pathways including Small Business Certification, Women Business Enterprise (WBE) Certification, and Service-Disabled and Veteran-Owned Business (SDVOB) Certification, granting access to procurement opportunities with partner organizations.
• MainStreet Legislative Consulting Services Three-tiered advocacy consulting packages (Access, Engage, Influence) helping small businesses track Michigan legislation, conduct strategy calls, engage in grassroots activity, and reach out directly to policymakers, with complimentary one-hour strategy consultations for VIP and Elite members.
• SBAM Small Biz PAC Political action committee providing election information, candidate endorsements, and resources to support small business-friendly policymakers in Michigan.
• SBAM Foundation Nonprofit foundation supporting small businesses through the Women's Entrepreneurial Fellowship, Child Care Business Essentials, the Michigan Entrepreneurship Score Card, and the Small Business Support Hub COVID-19 recovery program.
• FOCUS on Small Business Magazine Michigan's premier small business magazine published bimonthly with hands-on advice for entrepreneurs, included with paid SBAM membership and offering advertising access to 32,000+ small business owners.
• SBAM Energy Solutions Energy management assistance helping SBAM members navigate rebates, grants, and efficiency programs through partnerships with Consumers Energy and DTE Energy, with rebates up to 35% on energy efficiency products.
• Collection Services Debt collection services through CBM Services with a 24-hour response time, retail, commercial, governmental, higher education, and medical collection capabilities, and a negotiated SBAM member discount.
• Education & Training Partnerships Tuition discounts through Davenport University (20% off undergraduate, graduate, and professional development programs) and training courses through the American Society of Employers for Premium, VIP, and Elite SBAM members.
• Small Business Support Hub (SBSH) Program COVID-19 recovery program administered by the SBAM Foundation, providing free programming, courses, events, and support to qualifying small businesses.
• Professional Employer Organization (PEO) Services PEO services combining Engage's national scale with Axios HR's Michigan operations to provide payroll, tax compliance, employee benefits, risk management, HR consulting through licensed attorneys, with waived implementation fees and exclusive Blue Care Network plans for SBAM members.
• ERISA-ACA Compliance Packages ERISA-ACA compliance packages including a DIY Workbook ($1,000 first year, $300 thereafter) and Full Package with Consulting ($2,500 first year, $1,500 thereafter), plus IRS Form 550 and Measurement/Administrative/Stability Period services.

Quantifiable outcome

• Workers compensation dividend program paid over $100,000 back to members last year
• +2 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

33 partnerships are on record, tiered core, secondary and minor.

• Blue Cross Blue Shield of MichigancoreStrategic or Co-development PartnerPrimary health insurance partner providing small group health, dental, and vision coverage for SBAM members. BCBSM provides plan options while SBAM Member Care Team handles consolidated billing, enrollment services, and COBRA administration. Blue Cross also sponsors O2O networking events and provides employee engagement toolkits.
• Blue Care NetworkcoreStrategic or Co-development PartnerHMO health insurance partner offering exclusive plan options for SBAM members through Engage PEO partnership. Works with SBAM Member Care for consolidated billing and enrollment.
• OneAmerica FinancialcoreStrategic or Co-development PartnerLife and disability insurance partner providing Basic Life/AD&D, Short-Term Disability, Long-Term Disability, Voluntary Life/AD&D, and Employee Assistance Program for SBAM members. SBAM Member Care provides service support including quoting, enrollment, and claims assistance.
• TransamericacoreStrategic or Co-development PartnerRetirement solutions partner powering SBAM's Pooled Employer Plan (PEP). Provides tools, resources, and professional support for retirement plan administration. Partners with TAG Resources and Graystone Consulting for comprehensive PEP solution.
• TAG ResourcescoreImplementation/ SI/ Consulting PartnerPooled Employer Retirement Plan Administrator and Named Fiduciary for SBAM's PEP solution. Performs all functions necessary for plan compliance and day-to-day operations. Largest end-to-end retirement plan provider in the US.
• Graystone Consulting (Morgan Stanley)secondaryStrategic or Co-development PartnerFiduciary services provider for SBAM Pooled Employer Retirement Plan. Delivers fiduciary services and wealth transfer planning integration for small business members. Located in Farmington Hills, MI.
• Engage PEO (partnered with Axios HR)coreStrategic or Co-development PartnerPEO partnership combining Engage's national scale with Axios HR's Michigan roots. Provides payroll, tax compliance, employee benefits, risk management, HR consulting through licensed attorneys. Implementation fee waived for SBAM members. Exclusive Blue Care Network plans available.
• American Society of Employers (ASE)coreStrategic or Co-development PartnerHR solutions partner providing employee training, certification programs, pre-employment screening, workplace posters, and employee handbook services. HRCI and SHRM recertification provider. Offers 'This Month In Charts' and 'Conversations' webinars for SBAM members.
• Davenport UniversitysecondaryStrategic or Co-development PartnerEducation partner offering 20% tuition discount on undergraduate, graduate, and professional development programs for SBAM Premium, VIP, and Elite members and their employees/spouses/dependents. No application fee for SBAM members.
• MavacycoreImplementation/ SI/ Consulting PartnerLegal services partner providing retainer and a la carte legal solutions for SBAM Premium, VIP, and Elite members. Services include Outside General Counsel, LLC formation, employment law, intellectual property, privacy, cybersecurity, estate planning, and trademark filing. Free consultation available.
• Accident FundcoreStrategic or Co-development PartnerWorkers compensation insurance partner offering Group Programs with 5% upfront premium savings and annual dividend payments based on group loss performance. Last year returned over $100,000 in dividends to SBAM members. Provides AccuPremium pay-as-you-go billing and loss control services.
• RiskAssure (RiskAware)coreTechnology or IntegrationCybersecurity scanning partner offering RiskAware tool that measures sensitive data value and calculates appropriate cyber insurance coverage. Plans range from free (semi-annual scans) to $39.99/device/year (real-time scanning). SBAM members receive 10% discount.
• SensCycoreTechnology or IntegrationCybersecurity solutions partner offering SensCy Score assessment, external vulnerability scanning, dark web monitoring, and Cybersecurity Concierge services. $999 annual subscription for SBAM members. 5% discount on concierge services. NIST framework-based assessment.
• Kushner & CompanysecondaryImplementation/ SI/ Consulting PartnerCOBRA administration, Premium Only Plan (POP), Flexible Spending Account (FSA), Health Reimbursement Arrangement (HRA), and Health Savings Account (HSA) administration partner. Provides ERISA and ACA compliance packages with DIY Workbook and Full Consulting options.
• CBM ServicesminorChannel Partner/ Reseller/ DistributorCollection services partner headquartered in Midland, MI. Offers 100+ years of experience in retail, commercial, governmental, higher education, and medical collections. Begins collection efforts within 24 hours. SBAM-negotiated discount available.
• StuniosecondaryChannel Partner/ Reseller/ DistributorHiring services partner providing pre-vetted student and recent graduate talent for small businesses. Offers flexible hiring for events, restaurants, hospitality, warehousing, manufacturing, and caregiving. SBAM member discounts: 10% (Basic), 20% (Premium/VIP), 35% (Elite).
• Axios Professional RecruitmentsecondaryChannel Partner/ Reseller/ DistributorRecruitment services partner placing candidates for direct-hire and contract-to-hire positions. 23% of first-year salary fee for SBAM members (5% discount off standard). Worry-Free Guarantee: free replacement within 90 days if not satisfied.
• Consumers EnergycoreStrategic or Co-development PartnerEnergy solutions partner providing rebates up to 35% on energy efficiency products for SBAM members. SBAM Energy Solutions program helps members navigate energy management, financing, rebates, grants, and contractor locations. Program available regardless of utility provider.
• DTE EnergycoreStrategic or Co-development PartnerEnergy solutions partner offering energy-saving tips and strategies for SBAM members. Supports SBAM Energy Solutions program for efficiency improvements and cost reduction. Available regardless of customer's primary utility provider.
• Lake Trust Credit UnionminorGTM or Marketing PartnerO2O event sponsor providing support for Owner2Owner networking events. Financial services partner with local Michigan roots.
• Consumers Credit UnionminorGTM or Marketing PartnerO2O event sponsor for Owner2Owner networking events. Michigan-based credit union supporting small business community.
• UTEC IT, LLCminorGTM or Marketing PartnerO2O event sponsor supporting Owner2Owner networking events. IT services provider.
• 3Sixty InteractiveminorGTM or Marketing PartnerO2O event sponsor for Owner2Owner networking events. Digital marketing services provider.
• Chase CreativeminorGTM or Marketing PartnerO2O event sponsor for Owner2Owner networking events. Creative services provider.
• Comcast BusinessminorGTM or Marketing PartnerO2O event sponsor for Owner2Owner networking events. Business telecommunications provider.
• Michigan Department of Technology, Management & Budget (DTMB)secondaryStrategic or Co-development PartnerState procurement partner providing Vendor Opportunity Dashboard access for SBAM-certified small businesses. Dashboard shows active and planned state procurement projects. Vendors can register through SIGMA VSS system.
• Kinexus GroupminorStrategic or Co-development PartnerBenton Harbor-based economic development organization encouraging small, minority-owned, women-owned, veteran-owned, and LGBTQ-owned businesses to respond to RFPs. Bidders list available through their website.
• Washtenaw Community CollegeminorStrategic or Co-development PartnerEducational institution procurement partner seeking vendors for annual enrollment of 18,000+ credit students. Purchasing department serves students, faculty, staff, and community through fair procurement processes.
• Wayne State UniversityminorStrategic or Co-development PartnerHigher education procurement partner with efficient, ethical, value-driven procurement practices. New supplier/vendor request process and advertised bids available. Emphasizes opportunities for local and Michigan-based businesses.
• Alpena Community CollegeminorStrategic or Co-development PartnerEducational institution procurement partner focused on workforce development. Purchasing aligned with State of Michigan requirements and applicable regulations.
• EnbridgeminorStrategic or Co-development PartnerEnergy infrastructure partner committed to utilizing Michigan small businesses for Great Lakes Tunnel project procurement. Building list of local businesses for contractor support including lodging, meals, portable facilities, and other services.
• Better Business Bureau Education FoundationsecondaryStrategic or Co-development PartnerBBB Education Foundation provides free business resources including online business profiles, reputation management, business content, education & networking. Offers free speaker programs on small business scams, trust building, and reputation management.
• MainStreet Legislative Consulting ServicescoreImplementation/ SI/ Consulting PartnerLegislative consulting partnership providing public policy voice for small businesses in Michigan. Offers three advocacy packages (Access, Engage, Influence) with bill tracking, strategy calls, grassroots engagement, and direct policymaker outreach. VIP and Elite members receive complimentary one-hour strategy consultation.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• NFIB (National Federation of Independent Business): Largest U.S. small business membership association, providing advocacy, benefits, and member services to SMB owners. Directly comparable to SBAM in mission (small business advocacy + member benefits) and operating model (membership dues, benefits aggregation), but operating at national scale rather than state-level.
• SCORE: Nonprofit small business mentoring and education network (501(c)(3)) providing free business mentoring, training, and resources to entrepreneurs and SMBs. Comparable to SBAM as a member-supported SMB services organization with similar mission; differs in being primarily mentoring/education rather than benefits/advocacy.
• National Small Business Association (NSBA): National small business advocacy association providing policy representation, education, and resources to small business owners. Direct peer to SBAM in mission and member benefits structure, but operates at national level rather than a single U.S. state.
• Small Business & Entrepreneurship Council (SBE Council): Advocacy and education organization promoting pro-small-business public policy and entrepreneurship. Comparable to SBAM in advocacy-centric mission and member-supported structure, particularly around legislative influence and policy positions.
• Main Street Alliance: Small business owner-led advocacy organization mobilizing independent business owners around state and federal policy. Direct peer to SBAM's advocacy-centric mission, particularly around state-level legislative engagement; differs in being politically aligned rather than bipartisan.

Broad incumbents

• U.S. Chamber of Commerce: Largest U.S. business federation representing a broad membership including small businesses through advocacy and benefits. Overlaps SBAM in advocacy and member benefits but covers all business sizes and industries, not solely small businesses; much larger scale and broader portfolio.

Regional players

• American Society of Employers (ASE): Michigan-based HR solutions partner of SBAM providing employee training, certification, pre-employment screening, and HR consulting. Serves overlapping Michigan employers with HR/compliance services; functions as a strategic partner rather than direct competitor on association model.
• Michigan Small Business Development Center (SBDC): Michigan's statewide network of Small Business Development Centers providing free business consulting, training, and resources to Michigan small businesses and entrepreneurs. Comparable Michigan-only SMB services mission to SBAM; funded publicly rather than via membership dues.
• Greater Lansing Chamber of Commerce: Regional chamber of commerce operating in the Lansing region (SBAM's HQ city), providing networking events, advocacy, and member benefits to local businesses. Geographic overlap with SBAM and similar member-services/chamber-of-commerce model, but smaller geographic scope.

Others

• Better Business Bureau (BBB) serving Michigan: Regional BBB Education Foundation operating in Michigan, partnered with SBAM to provide free business resources, reputation management, and educational programming. Adjacent SMB services organization with overlapping audience but distinct value proposition around trust/reputation versus benefits aggregation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/SBAM
• YouTubeyoutube.com/channel/UC8RW696tHH-di8-6Y5qrLmQ?view_as=subscriber
• Facebookfacebook.com/SmallBusinessAssociationofMichigan
• LinkedInlinkedin.com/company/sbam
• Instagraminstagram.com/smallbusinessassocofmichigan
• TikToktiktok.com/@smallbusinessassocmi

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Small Business Association of Michigan