Insurance Advisors

What Insurance Advisors does

Insurance Advisors is a private regional insurance brokerage and advisory firm headquartered in Commerce Township, Michigan, operating in the Great Lakes region of the United States. Founded in 1979 and employing 11–50 people, the firm markets under the trade name "Great Lakes" and is legally organized as Acrisure, LLC, indicating it functions as a regional office within the broader Acrisure insurance platform. The firm delivers a multi-line portfolio spanning personal insurance, mortgages, business insurance, large business solutions, employee benefit services, payroll and HR, cybersecurity, managed IT, risk management, London wholesale, reinsurance, and industry-specific expertise, serving both individuals/families and commercial clients ranging from small businesses to large enterprises. The value proposition centers on acting as a trusted advisor to help clients protect assets, manage costs, and mitigate risk rather than positioning as a transactional policy seller.

The business operates on a sales-led, direct distribution model through its regional office, with customer acquisition driven by website contact forms, "Explore Solutions" CTAs, content marketing via an insights/blog channel, and an active presence on LinkedIn, Facebook, and Instagram. Revenue is generated primarily through commissions on placed insurance and related financial products across the portfolio; the firm does not publicly disclose pricing, contract structures, or specific revenue figures, and the underlying core technology stack is not disclosed in the source material. No proprietary technology products, AI/ML capabilities, patents, regulatory actions, or named enterprise customer references are evidenced in the available data, leaving the firm's primary differentiation as its regional advisory presence, accumulated decades-long client relationships, and the breadth of services accessible through the parent Acrisure platform.

Name

Insurance Advisors

Legal name

Acrisure, LLC

Website

https://ins-advisors.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

Insurance Advisors is a Great Lakes regional insurance brokerage operating under Acrisure, LLC, offering personal insurance, commercial coverage, employee benefits, and adjacent risk-management services to individuals, families, and businesses of all sizes.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

akta.pro secondary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

Keywords

• Insurance brokerage
• Commercial insurance
• Personal insurance
• Risk management
• Employee benefits

Headquarters

HQ city

Commerce Township

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Insurance brokerage and advisory services: The company generates revenue through insurance brokerage services, acting as a trusted advisor to help clients protect assets, manage costs, and mitigate risk. Revenue is derived from commissions on insurance products across personal and business lines including property and casualty, employee benefits, and specialized coverage.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Insurance Advisors is a regional insurance brokerage and advisory firm that places personal and commercial insurance coverage on behalf of clients across the Great Lakes region. Offerings span personal lines, mortgages, business and large-enterprise insurance, employee benefits, payroll & HR, cybersecurity, managed IT, risk management, London wholesale, reinsurance, and industry-specialized solutions. Services are delivered through direct advisor relationships backed by a multi-line product portfolio.

Product overview

Insurance Advisors operates as a multi-line insurance and financial services provider offering a comprehensive portfolio of insurance and related services. The company provides Personal Insurance, Mortgages, Business Insurance, Large Business Solutions, Employee Benefit Services, Payroll & HR, Cybersecurity, Managed IT, Risk Management, London Wholesale, Reinsurance, and Industry Expertise. Services are delivered through the Acrisure platform, serving businesses, families, and clients across the Great Lakes region as trusted advisors to protect assets, manage costs, and mitigate risk.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Insurance Insurance coverage for individuals and families to protect personal assets, including home, auto, and life insurance products, placed through regional advisors in the Great Lakes region.
• Mortgages Residential mortgage solutions helping clients finance home purchases and refinancing.
• Business Insurance Insurance solutions designed for small businesses to protect assets, manage costs, and mitigate risk.
• Large Business Solutions Comprehensive insurance and risk management services for large commercial enterprises.
• Employee Benefit Services Benefits administration and management solutions for employers, including health, dental, and retirement plans.
• Payroll & HR Payroll processing and human resources management services for businesses.
• Cybersecurity Cybersecurity solutions to protect businesses from digital threats and data breaches.
• Managed IT Managed information technology services providing infrastructure support and IT management.
• Risk Management Strategic risk assessment and management services to help clients identify, evaluate, and mitigate business risks.
• London Wholesale Wholesale insurance products and services distributed through the London market.
• Reinsurance Reinsurance solutions providing risk transfer for insurance carriers.
• Industry Expertise Specialized insurance solutions tailored to specific industry sectors.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights4 records

Direct peers

• Arthur J. Gallagher & Co. Large global insurance brokerage and risk-management firm competing directly across commercial, large-business, employee-benefits, and reinsurance lines; structurally comparable multi-line broker with strong mid-market presence.
• HUB International: North American insurance brokerage built via regional roll-ups of multi-line agencies; directly comparable go-to-market as a regional multi-line broker with cross-border specialty access.
• Brown & Brown: Insurance brokerage and risk-management firm operating through regional offices serving commercial, personal, employee-benefits, and specialty lines; comparable multi-line distribution model.
• USI Insurance Services: National insurance brokerage serving middle-market and large clients across commercial, personal, employee-benefits, and retirement lines; closely comparable integrated advisory approach.
• AssuredPartners: Insurance brokerage assembled through regional acquisitions, offering commercial, personal, employee-benefits, and specialty coverage; directly comparable multi-line regional brokerage model.
• Lockton Companies: Largest independent insurance brokerage globally, with broad commercial, employee-benefits, and risk-management capabilities; comparable in scope of multi-line advisory services.
• Hilb Group: Growth-oriented insurance brokerage serving small to mid-market commercial and personal clients across U.S. regions; comparable regional multi-line distribution model.
• Alliant Insurance Services: Specialty-focused insurance brokerage offering commercial, personal, employee-benefits, and surety solutions to mid-market and large clients; comparable multi-line advisory positioning.

Broad incumbents

• Marsh McLennan: World's largest insurance broker and risk adviser; larger diversified competitor that overlaps with Insurance Advisors across commercial, large-business, employee-benefits, and reinsurance lines through a much broader platform.
• Aon: Global professional services firm with a large insurance brokerage and reinsurance operation; competes in the same commercial, large-account, benefits, and reinsurance markets from a much larger established base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/insadvisors
• LinkedInlinkedin.com/company/ins-advisors
• Instagraminstagram.com/acrisure/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Insurance Advisors