Big I Michigan

What Big I Michigan does

Big I Michigan is a nonprofit trade association founded in 1898 and headquartered in Lansing, Michigan, that operates as the largest industry body representing independent insurance agents in the state. Its core function is to advance and support the independent agency system through three integrated lines of activity: advocacy before Michigan's legislature and regulators (including direct political engagement via AgentPAC), professional development through National Alliance designation programs (CIC, CISR, TQA), and market access to 80+ insurance carriers through the tiered Big I Alliance program (Blue, Gold, Blue Plus) and exclusive E&O and cyber insurance placement through MAIA Insurance Services using Swiss Re and Beazley products.

The organization's product surface is structurally diversified. Member-facing insurance placement covers errors and omissions and cyber liability, with the cyber line increasingly augmented by Coalition's automated risk assessment tooling. Education programs span pre-licensing (via Michigan School of Insurance), the multi-course CIC and nine-module CISR designations, the six-session TQA agency designation launched in 1997 (with 100+ agencies having achieved the designation), and free Ethics and E&O continuing education for members. Operational services include staffing and hiring resources (WAHVE, Ideal Traits, Big I Hires), payments and premium financing (ePayPolicy, Premco), risk management reference tools (E&O Guardian), and consumer-facing marketing support via the Trusted Choice brand. Flagship events (Annual Convention and Trade Show, Sales and Leadership Conference, Great Lakes Automation Day, NextGen Leaders programming, and regional golf outings) drive both revenue and member engagement.

Underlying technology is a HigherLogic-powered member portal (michagent.org) with integrated learning management, event registration, member forums, and authenticated member-only areas. Revenue is generated through four primary streams: recurring membership dues, paid professional development programs, event and sponsorship fees (e.g., Bay Area Golf Outing pricing from $300 cart sponsor to $900 birdie sponsor plus foursome), and referral/commission revenue from E&O and cyber insurance placement via MAIA Insurance Services. Distribution is primarily self-serve through the website, augmented by carrier partner referrals and on-site enrollment at flagship events.

Name

Big I Michigan

Legal name

Big I Michigan

Website

https://michagent.org

Company type

Private

Founded year

1898

Operating status

Operating

Headcount range

11–50 employees

Short description

Big I Michigan is a nonprofit trade association founded in 1898 that represents independent insurance agents in Michigan through advocacy, professional designation programs (CIC, CISR, TQA), market access, E&O and cyber insurance placement, and flagship industry events.

Ownership category

akta.pro rank

Product category

Insurance Trade Association Services

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Insurance Program Administration & MGA/MGU Services (FSAEADAK)

Keywords

• Insurance trade association
• Professional insurance education
• Insurance market access
• E&O insurance placement
• Independent agent advocacy

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

Revenue model

1. Membership Dues: Annual membership dues from independent insurance agencies and agents in Michigan. Membership provides access to benefits including advocacy, education, market access, and member resources.
2. Professional Development Programs: Revenue from education programs including CIC (Certified Insurance Counselor) courses at $450 per class, CISR (Certified Insurance Service Representative) at $195 per module, and TQA (Total Quality Agency) program at $3,500 for first registrant.
3. Event Registrations: Registration fees for flagship events including Convention & Trade Show, Sales & Leadership Conference, and various golf outings. Golf events range from $300 (cart sponsor) to $900 (birdie sponsor with foursome).
4. E&O and Cyber Insurance Placement: Association facilitates placement of Errors & Omissions insurance and Cyber insurance for member agencies through MAIA Insurance Services, generating referral/commission revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Big I Michigan is a trade association representing independent insurance agents in Michigan. It offers membership-based services including E&O and cyber insurance placement, market access to 80+ carriers through Big I Alliance, professional development designations (CIC, CISR, TQA), political advocacy via AgentPAC, and operational tools such as Coalition cyber assessments, staffing resources, and Trusted Choice marketing support.

Product overview

Big I Michigan is a trade association representing independent insurance agents in Michigan, offering a portfolio of insurance products and member services rather than a unified software platform. The core product suite includes E&O Insurance and Cyber Insurance placed through MAIA Insurance Services, employee benefits (health, dental, vision) through major carriers, and Big I Alliance Market Access providing tiered market access solutions. Supporting services encompass Agency Operations (including Coalition cyber assessments, ePayPolicy payments, and Premco premium financing), Technology Solutions for workflow modernization, Staffing & Hiring resources (WAHVE, Big I Hires, Ideal Traits), and Sales & Marketing Resources through Trusted Choice. Education offerings include CIC and CISR professional designations, Total Quality Agency (TQA) designation, Pre-Licensing School, and various CE programs (E&O, Ethics, e-Learning). Flagship events include the Annual Convention & Trade Show, Sales & Leadership Conference, Great Lakes Automation Day (GLAD), and NextGen Leaders programming. The organization also manages AgentPAC for political advocacy.

Differentiator

Problem solved

Functional benefit

Brands

• AgentPAC: State-level Political Action Committee for Big I Michigan members to support political campaigns and legislative fundraising.
• Big I Alliance
• Total Quality Agency (TQA)

Products and services

• E&O Insurance

Quantifiable outcome

• More than 100 agencies have achieved TQA designation
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core, major and minor.

• Trusted Choice (Big 'I' National)coreGTM or Marketing PartnerBig I Michigan membership includes membership in the national Big 'I' association. Trusted Choice is the national marketing brand for Big 'I' members, providing consumer awareness, local marketing support, and national advertising resources.
• National Alliance for Insurance Education & ResearchcoreStrategic or Co-development PartnerBig I Michigan is the sole provider of National Alliance in-class programming in Michigan, offering CIC, CISR, and other designation programs. The association coordinates course delivery, exams, and continuing education credits.
• Michigan School of InsurancecoreStrategic or Co-development PartnerPreferred provider for pre-licensing classes (Property/Casualty and Life/Health). Offers in-person, live-online, and self-study options. Big I Michigan provides exclusive member discount codes.
• MAIA Insurance ServicescoreStrategic or Co-development PartnerExclusive provider of E&O insurance and cyber insurance placement for member agencies. Offers Swiss Re E&O product specifically designed for insurance agencies and Beazley Breach Response cyber coverage.
• CoalitionmajorTechnology or IntegrationPartnership through Big I Markets for cyber and technology E&O insurance. Includes automated risk assessment during quoting and ongoing monitoring for policyholders. Coalition provides online chat support through sales and underwriting process.
• Small Business Association of Michigan (SBAM)minorGTM or Marketing PartnerFree SBAM membership automatically included with Big I Michigan membership. Provides additional resources and networking for member agencies.
• WAHVE (Work At Home Vintage Experts)minorStrategic or Co-development PartnerRemote staffing solution providing contract insurance professionals for member agencies. WAHVE matches experienced vintage insurance professionals with agencies needing staffing. Special member rates available.
• Ideal TraitsminorStrategic or Co-development PartnerComplete hiring solution for independent agents offering job posting exposure, candidate tracking, assessments, and one-way interviewing tools.
• Big I HiresminorStrategic or Co-development PartnerNational association tool allowing members to post jobs to multiple boards, receive resumes, send assessments, and hire. Created by Big 'I' national association.
• Selective InsuranceminorChannel Partner/ Reseller/ DistributorFlood insurance coverage through Selective Insurance, endorsed flood carrier by IIABA. Provides personalized service, dedicated underwriting teams, and state-of-the-art tools.
• RLIminorChannel Partner/ Reseller/ DistributorPersonal umbrella and home business insurance coverage. RLI PUP allows clients to maintain existing auto/home coverage while adding umbrella protection. Special pricing through Arlington/Roe.
• Anderson & MurisonminorChannel Partner/ Reseller/ DistributorAlternative market umbrella liability insurance up to $10 million. Ideal for risks with multiple violations, high-profile individuals, and complex exposures.
• PremcominorChannel Partner/ Reseller/ DistributorPremium financing services for insureds. No credit checks, simple application process, enhances cash flow without tapping existing credit. Super Platinum Partner status.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Independent Insurance Agents of Texas (IIAT): Texas state affiliate of the Big I national federation. Directly comparable as a state-level trade association for independent insurance agents offering advocacy, professional development, carrier market access, and E&O programs.
• Big I New York (IIABNY): New York state affiliate of the Big I national federation. Directly comparable as a state-level trade association for independent insurance agents delivering education, advocacy, and member benefits within a single U.S. state.
• Professional Insurance Agents (PIA): National trade association serving independent insurance agents with advocacy, education, E&O coverage, and carrier market access. Directly comparable to Big I Michigan as a competing association model, though PIA operates a national network of state and regional affiliates.

Others

• Trusted Choice: National consumer marketing brand for Big I member agencies. Comparable as a member benefit and branding program Big I Michigan extends to its members, though administered nationally rather than at the state level.
• National Association of Mutual Insurance Companies (NAMIC): Trade association representing mutual insurance companies. Comparable as an industry trade association in the insurance ecosystem providing advocacy and education, though NAMIC represents carriers rather than independent agents.
• National Alliance for Insurance Education & Research: Provider of CIC, CISR, and other insurance designations that Big I Michigan delivers in Michigan. Comparable as the underlying educational content authority and a key partnership dependency, though it operates nationally rather than at a state level.

Broad incumbents

• Independent Insurance Agents & Brokers of America (Big I National / IIABA): National federation of independent insurance agents and the parent organization of Big I Michigan. Comparable as the umbrella trade association delivering advocacy, education, and Trusted Choice branding, but operating nationally across all U.S. states rather than at a state level.
• Council of Insurance Agents & Brokers (CIAB): Trade association representing commercial insurance agents and brokers. Comparable as an advocacy and education-focused trade body for the insurance intermediary channel, though CIAB's primary focus is larger commercial brokers rather than small independent agents.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Big I Michigan