Smith & Eddy Insurance
Smith & Eddy Insurance is an independent insurance agency in West Michigan offering auto, home, business, life, farm, health, and Medicare insurance across four offices (Scottville, Manistee, Hart, Bear Lake), serving individuals, families, farms, and local businesses as a multi-carrier broker.
- Company typePrivate
- Founded1952
- HeadquartersScottville, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Smith & Eddy Insurance does
Smith & Eddy Insurance is a privately held independent insurance agency headquartered in Scottville, Michigan, operating four offices across West Michigan (Scottville, Manistee, Hart, Bear Lake) with a partnership reach into Grand Haven. The firm traces its lineage to the McPhail and Cole Agency founded in 1902 and was formally organized as Smith and Eddy Insurance Agency in 1952. It offers seven core product lines - auto, home, business, life, farm, health, and Medicare insurance - serving individuals, families, small and mid-sized businesses, and farm/agricultural operations across Mason, Manistee, Oceana, and adjacent counties.
The agency earns revenue primarily through commissions paid by over 15 represented insurance carriers (Auto-Owners, Progressive, AAA, Blue Cross Blue Shield of Michigan, Frankenmuth, Hagerty, Fremont, Foremost, Hanover, Pioneer State Mutual, RCIS, and others). As an independent broker it is not tied to any single carrier and can shop coverage across its carrier panel. The go-to-market is relationship-driven and consultative: trained agents provide personalized coverage recommendations via in-person office visits, phone, email, and website quote requests, with no online self-service purchasing. Supporting technology is modest and operational - a Wix-based marketing website, a mobile app for policyholders, e-signature, and direct texting into the customer database - rather than a proprietary platform.
Growth has come primarily through acquisition. Six completed mergers/partnerships since 2010 (Snyder Insurance 2010, Villadsen Agency 2011, Van Dort Insurance 2021, Bear Lake Insurance 2023, Duchon Insurance 2024, Depot Insurance 2024) have expanded both geographic footprint and book of business. The agency employs 11-50 staff, holds Trusted Choice and Keystone Insurers Network affiliations, and has won multiple regional and carrier-level awards including Frankenmuth Life Agency of the Year (2019-2020) and Fremont Agent of the Year (2019). No external equity funding, private equity investment, or institutional capital is evidenced; the firm is partner-led with Scott Smith as President.
Smith & Eddy Insurance firmographics
Firmographics- Name
- Smith & Eddy Insurance
- Legal name
- Smith & Eddy Insurance
- Website
- https://smith-eddy.com
- Company type
- Private
- Founded year
- 1952
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Smith & Eddy Insurance is an independent insurance agency in West Michigan offering auto, home, business, life, farm, health, and Medicare insurance across four offices (Scottville, Manistee, Hart, Bear Lake), serving individuals, families, farms, and local businesses as a multi-carrier broker.
- Ownership category
- akta.pro rank
Where Smith & Eddy Insurance is headquartered
LocationHeadquarters
- HQ city
- Scottville
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Smith & Eddy Insurance business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Commission Revenue: Smith & Eddy Insurance operates as an independent insurance agency earning revenue through commissions paid by insurance carriers for policies sold and serviced. Commissions are typically a percentage of the annual premium and may include renewal commissions. The agency represents over 15 trusted insurance carriers including Auto-Owners, AAA, Progressive, Blue Cross Blue Shield, Frankenmuth, and Hagerty. As an independent agency, they are not tied to a single carrier and can offer a broad range of coverage options, earning commissions across multiple product lines including personal (auto, home, life), commercial, farm, and health/Medicare insurance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Other | Quote-based personalized insurance coverage — no public pricing tiers |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Smith & Eddy Insurance product offering
Product offeringCore offering
Smith & Eddy Insurance is an independent insurance agency that sells personal, commercial, farm, and health insurance products from over 15 carriers. It earns commissions by providing consultative coverage recommendations through licensed agents across four West Michigan offices, covering auto, home, business, farm, life, health, and Medicare insurance lines.
Product overview
Smith & Eddy Insurance is an independent insurance agency offering a portfolio of seven core insurance products: Auto Insurance, Home Insurance, Business Insurance, Life Insurance, Farm Insurance, Health Insurance, and Medicare. The agency acts as an independent agent representing multiple insurance carriers to tailor coverage to customer needs across personal and commercial lines.
Differentiator
Problem solved
Functional benefit
Products and services
- Auto Insurance
Quantifiable outcome
- Over 200 farms insured in Michigan
- +3 more outcomes
Companies that use Smith & Eddy Insurance
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Smith & Eddy Insurance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Smith & Eddy Insurance partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- Keystone (Keystone Insurers Network)coreSmith & Eddy Insurance is a Keystone Partner, part of a network of independent agencies providing access to exclusive knowledge, industry insights, and national-level solutions. The Keystone partnership enables the agency to elevate matters beyond local or regional levels, offering customers resources typically unavailable at smaller agencies. The partnership also brings compliance, employment law, and business support resources to the agency's Benefits Division.
- Auto-Owners InsurancecoreAuto-Owners Insurance is one of over 15 insurance carriers represented by Smith & Eddy. The agency sells and services Auto-Owners policies and maintains regular contact with Auto-Owners representatives to keep rates low and coverage adequate. Auto-Owners is highlighted as a key carrier on the Client Services page.
- Blue Cross Blue Shield of MichigancoreSmith & Eddy offers Blue Cross Blue Shield of Michigan health insurance products through its Health and Benefits Division. BCBSM is highlighted as a key carrier on the Client Services page.
- Progressive InsurancecoreProgressive Insurance is one of over 15 carriers represented by Smith & Eddy for auto and related insurance products. Highlighted on the Client Services page.
- Frankenmuth InsurancecoreFrankenmuth Insurance is a key carrier partner for Smith & Eddy, having awarded the agency its Life Agency of the Year award in 2019 and 2020. They are highlighted on the Client Services page as a major insurance partner.
- Hagerty InsurancecoreHagerty Insurance (specializing in classic and collector vehicles) is one of the carriers represented by Smith & Eddy, highlighted on the Client Services page.
- Fremont InsurancecoreFremont Insurance is a key carrier partner for Smith & Eddy, particularly for farm insurance. Fremont has named Smith & Eddy its Agent of the Year (Best of the Best Award) in 2019. Highlighted on the Client Services page and Farm Insurance page.
- Foremost Insurance GroupminorForemost Insurance Group is one of the carriers represented by Smith & Eddy, highlighted on the Client Services page.
- Hanover Insurance GroupminorHanover Insurance Group is one of the carriers represented by Smith & Eddy, highlighted on the Client Services page.
- Michigan Insurance CompanyminorMichigan Insurance Company is one of the carriers represented by Smith & Eddy, highlighted on the Client Services page.
- Pioneer State MutualminorPioneer State Mutual is one of the carriers represented by Smith & Eddy, particularly highlighted on the Farm Insurance page. Also a carrier partner for auto-owners products.
- RCIS (Rainbow Country Insurance Services)minorRCIS is a crop insurance provider represented by Smith & Eddy for farm insurance, specifically crop insurance products. Mentioned on the Farm Insurance page as a carrier partner available through the Scottville office.
- Trusted ChoiceminorSmith & Eddy displays the Trusted Choice logo on its website, indicating membership in the Trusted Choice independent insurance agent network. Trusted Choice provides marketing resources, branding, and visibility for independent insurance agents.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Smith & Eddy Insurance competitors and assessment
Company assessmentDirect peers
- Farm Bureau Insurance of Michigan: Michigan-focused insurance carrier and captive agency network that distributes P&C, farm, life, and health insurance through local agents. Closely comparable geographic focus and product mix to Smith & Eddy, particularly in the agribusiness and rural Michigan segments where both compete for the same household and farm customers.
- State Farm: Largest U.S. personal lines carrier operating through a captive local-agent distribution model with offices in similar small-town American geographies. Directly comparable in that both compete for the same auto, home, and life insurance customer via a face-to-face agent relationship model.
- Allstate: Major national carrier with a captive agent distribution force competing for the same personal lines customer across the U.S. Comparable agent-led distribution model; both sell auto, home, and life insurance to households and small businesses through local offices.
Others
- Auto-Owners Insurance: Regional multi-line carrier and one of Smith & Eddy's core carrier partners. Relevant as a peer because Auto-Owners' own captive agency model and Midwest regional footprint overlap with Smith & Eddy's territory and customer base — the two are distribution partners but compete for the same end customer via different structures.
- Frankenmuth Insurance: Michigan-based regional carrier and another key Smith & Eddy carrier partner. Comparable as a peer because Frankenmuth operates both independent agency and direct distribution channels in overlapping Michigan geographies, and is a competitor for the same personal and commercial lines book Smith & Eddy services.
- Fremont Insurance: Michigan regional carrier specializing in farm, personal, and commercial lines distributed through independent agents. Directly comparable in farm/agribusiness segment where both serve Michigan farm customers; recognized Smith & Eddy as Agent of the Year in 2019.
- Keystone Insurers Network: National network of independent insurance agencies that Smith & Eddy belongs to. Relevant as a peer because Keystone's member agencies share distribution model, carrier access benefits, and consolidation dynamics that shape Smith & Eddy's competitive position versus non-network independents.
Broad incumbents
- HUB International: Large North American insurance brokerage that has been an aggressive acquirer of regional independent agencies — the same playbook Smith & Eddy is executing at a much smaller scale. Compares as a scaled version of the same independent-agency model with broader geographic and product reach.
- Acrisure: Among the largest U.S. insurance brokerages, built largely through serial acquisitions of regional independent agencies. Highly relevant as the scaled equivalent of Smith & Eddy's roll-up model, with overlap in personal, commercial, and specialty lines distribution.
- Brown & Brown: National insurance brokerage and consolidator of independent agencies. Comparable as a peer in business model (independent agency distribution across P&C and specialty lines) and in growth strategy (acquisition-led expansion), though at far greater scale.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Smith & Eddy Insurance social profiles
Digital presenceSmith & Eddy Insurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smith & Eddy Insurance leadership team
Management profileNumber of profiles
Profiles18 records
Smith & Eddy Insurance subsidiaries and ownership
Company hierarchySubsidiaries6 records
Smith & Eddy Insurance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smith & Eddy Insurance M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Smith & Eddy Insurance
What does Smith & Eddy Insurance do?
Smith & Eddy Insurance is an independent insurance agency that sells personal, commercial, farm, and health insurance products from over 15 carriers. It earns commissions by providing consultative coverage recommendations through licensed agents across four West Michigan offices, covering auto, home, business, farm, life, health, and Medicare insurance lines.
Is Smith & Eddy Insurance a public or private company?
Smith & Eddy Insurance is a private company. It is classified as management employee owned and is currently operating.
When was Smith & Eddy Insurance founded?
Smith & Eddy Insurance was founded in 1952. It employs 11 to 50 people.
Where is Smith & Eddy Insurance based?
Smith & Eddy Insurance is headquartered in Scottville, United States, in the North America region.
How does Smith & Eddy Insurance make money?
One revenue line is on record: insurance Commission Revenue.
Who are Smith & Eddy Insurance's main competitors?
Direct peers on record are Farm Bureau Insurance of Michigan, State Farm and Allstate. Others are Auto-Owners Insurance, Frankenmuth Insurance, Fremont Insurance and Keystone Insurers Network. Broad incumbents are HUB International, Acrisure and Brown & Brown.
Does Smith & Eddy Insurance have an API?
No public API is recorded for Smith & Eddy Insurance.