44North

What 44North does

44North, founded in 1996 and headquartered in Cadillac, Michigan, is a private for-profit insurance and employee benefits agency. The firm is operated as a regional business line within Acrisure's Great Lakes regional network, alongside other co-located Acrisure agencies such as Britton Gallagher & Associates and Cobb-Hall Insurance Agencies. Its service mix centers on business and personal insurance solutions, HR consulting, and employee benefits administration, with the firm functioning as a trusted advisor to businesses and families across the Great Lakes region for risk transfer, benefits enrollment, and human capital retention.

The agency's technology footprint is oriented around third-party benefits and HR administration portals rather than proprietary platforms. 44North surfaces three client-facing tools under its segment of the Acrisure Great Lakes site: the Zix Secure Email Portal for secure communications, the MediConnx HRA Employee/Group Portal for health reimbursement arrangement administration, and the Employee Navigator Enrollment Portal for benefits enrollment. The stack relies entirely on third-party SaaS providers — there is no disclosed proprietary technology, mobile application, API surface, or SDK. Licensing, certifications, and patents are absent from public disclosures.

Commercially, 44North operates as an insurance broker and benefits agency, generating revenue through commissions on insurance placements, fees on benefits administration, and consulting engagements (HR, risk management). Go-to-market is relationship-driven and regional in scope. Pricing is not publicly disclosed, and customer segments, named accounts, and revenue mix are not enumerated in available source material. Operating geographies are anchored to the Great Lakes/Michigan footprint, with broader Acrisure services (cybersecurity, payroll/HR, managed IT, reinsurance) available for cross-sell through the parent.

Name

44North

Website

https://44n.com

Company type

Private

Founded year

1996

Headcount range

51–100 employees

Short description

44North is a Cadillac, Michigan-based insurance and employee benefits agency, founded in 1996 and operating as a regional business line within Acrisure's Great Lakes network. It serves Great Lakes businesses and families with business and personal insurance, HR consulting, and employee benefits administration via third-party portals.

Ownership category

akta.pro rank

Product category

Insurance and Employee Benefits Brokerage

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)

SIC

Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321)

akta.pro primary industry

Large Group Health Insurance (Mid-Market & National Accounts) (FSAIAFAE)

akta.pro secondary industries

Supplemental/Voluntary Group Term Life (Employee-Paid) (FSAIADAB), Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG)

Keywords

• Corporate benefits administration
• HR consulting services
• Business insurance brokerage
• Risk management advisory
• Third party administrator solutions

Headquarters

HQ city

Cadillac

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Core offering

44North is an insurance and employee benefits agency serving the Great Lakes region as part of Acrisure's network. It provides business and personal insurance solutions, HR consulting, employee benefit administration through integrated partner portals (Zix, Employee Navigator, MediConnx), and third-party administrator solutions for employers and families seeking risk mitigation, cost management, and asset protection.

Product overview

44North is an insurance and employee benefits agency operating within the Great Lakes region as part of Acrisure's network of agencies. The agency provides business and personal insurance solutions, HR consulting services, employee benefit administration through integrated partner portals (Zix Secure Email Portal, Employee Navigator, and MediConnx HRA Portal), and third-party administrator solutions. Based on the available source data, the specific individual products/modules offered by 44North are not separately enumerated beyond being referenced as part of Acrisure's broader Great Lakes regional operations.

Differentiator

Problem solved

Functional benefit

Products and services

• HR Consulting Advisory and consulting services for employers on human capital, benefits strategy, and HR risk management, delivered through the Acrisure Great Lakes regional network.
• Third Party Administrator (TPA) Solutions Third-party administration of benefits programs (such as self-funded health plans) for employers, accessed via the dedicated Acrisure TPA site.
• 44 North Insurance Services

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• Brown & Brown: Public, multi-segment insurance broker and employee benefits intermediary. Comparable to 44North because both sell commercial P&C and group benefits to mid-market employers, though Brown & Brown operates at national scale and is publicly traded.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm with a large employee benefits and HR consulting practice. Directly comparable to 44North's mix of commercial insurance, group benefits, and HR advisory services, but operates at far larger scale.
• Marsh McLennan: Largest global insurance broker and risk advisor, with a significant Oliver Wyman-adjacent benefits and HR consulting franchise. Comparable to 44North on the employee benefits and risk advisory product mix, though vastly larger and globally diversified.
• Lockton: World's largest independent (private) insurance brokerage, with substantial employee benefits and HR consulting practices serving mid-market and large employers. Comparable product set to 44North, especially the integrated benefits + advisory motion, though Lockton is far larger and global.

Direct peers

• Hub International: Private insurance brokerage built largely through acquisition of regional agencies, with deep employee benefits brokerage capabilities across the U.S. and Canada. Closely mirrors 44North's regional-agency-plus-benefits model, also sitting under a private equity-sponsored parent (Hub International is owned by funds advised by Hellman & Friedman and others).
• USI Insurance Services: Private, PE-backed (Kohlberg & Company) insurance brokerage and employee benefits consulting firm with a strong mid-market employer focus. Closely comparable to 44North in offering integrated commercial insurance, group benefits, and HR consulting to middle-market clients under a consolidated national brand.
• NFP (an Aon company): Middle-market insurance broker and benefits consultant, now a subsidiary of Aon following the 2024 acquisition. Directly comparable to 44North in serving mid-market employers with combined P&C, group benefits, and HR advisory; operates as a regional-agency roll-up under a major insurance carrier parent.
• Leavitt Group: Privately held network of regional insurance agencies offering commercial P&C, personal lines, employee benefits, and HR consulting across multiple U.S. states. Closely comparable to 44North's regional-agency structure and benefits brokerage focus, with similar size and multi-state footprint.
• Acrisure (Great Lakes regional agencies such as Britton Gallagher and Cobb-Hall): Sister agencies operating under the same Acrisure Great Lakes regional banner. Britton Gallagher and Cobb-Hall offer the same insurance and employee benefits services to similar Great Lakes employers, making them the most direct internal peers to 44North within the parent platform.

Others

• Assurex Global (Marsh McLennan): Network of independent commercial insurance and benefits brokers, now part of Marsh McLennan. Adjacent peer to 44North because member agencies sell the same group benefits and HR consulting services to mid-market employers, providing a competing affiliation model.

Market position

Strengths1 record

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/44northmi

Revenue estimate

Valuation estimate

Number of profiles

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 44North