Midwest Select Insurance Group

What Midwest Select Insurance Group does

Midwest Select Insurance Group (MSIG) is a Wisconsin-based independent insurance agency founded in 2012, operating from three offices in Eau Claire, Kronenwetter, and Pewaukee. The agency is not captive to any single carrier; instead it represents 20+ insurance companies across personal, commercial, and group-benefits lines, which it markets as the 'power of choice' for clients. Its leadership comprises five owners covering distinct profit centers (Commercial, Personal Lines, Employee Benefits, Individual Life & Health, Finance), led by President Chris Dooley, with the bench developed through an in-house training program in which new agents are trained by owners and internal progression is documented (e.g., Brendan Dooley, VP Commercial Lines, 2018 intern cohort).

The product portfolio spans three lines: (1) Business Insurance, including Business Owner's Policies, Workers' Compensation, Professional Liability / E&O, General Liability, Commercial Auto, Commercial Property, Commercial Umbrella, Cyber Liability, and specialty products for daycare, welding, and event operations; (2) Employee Benefits, including Group Health Insurance (fully insured, level-funded, self-funded, and ICHRA structures), Disability, Hospital Indemnity, Group Accident, HSAs, FSAs, HRAs, Group Dental, Group Vision, and EAPs, supported by third-party HR technology; and (3) Individual / Family Insurance, including auto, home, home-and-auto bundles, renters, individual health, Medicare supplements, individual dental, long-term care, and life. Customer mix is dominated by Wisconsin small and mid-sized businesses (welding/fabrication, hospitality and tourism, real estate / HOA, healthcare/social services, retail) and individuals/families in Wisconsin, with selective cross-state placements in Minnesota and elsewhere.

MSIG makes money through carrier-paid commissions on policies placed and renewed, which is recurring by nature. Distribution blends direct in-person sales at three Wisconsin offices, inside sales via phone and email (715-309-5495), online self-serve quoting, referral programs via the Client Center, and channel partnerships including Eau Claire and Menomonie Chamber of Commerce Member Benefits Programs, Trusted Choice network membership, and lead-exchange partnerships with peer independents such as Parker Insurance. The agency also markets an 'Infrastructure Support' offering to Wisconsin and Minnesota independents—providing carrier access, back-office, technical upgrades, and succession support—which functions as a structured acquisition and consolidation pipeline alongside organic growth.

Name

Midwest Select Insurance Group

Legal name

Midwest Select Insurance Group

Website

https://ms-ig.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Midwest Select Insurance Group is a Wisconsin-based independent insurance agency operating three offices (Eau Claire, Kronenwetter, Pewaukee), representing 20+ carriers and serving Wisconsin small and mid-sized businesses, employer benefits clients, and individuals with business, employee benefits, and personal insurance lines.

Ownership category

akta.pro rank

Product category

Independent Insurance Agency

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Association & PEO Group Health Plans (AHP/PEO-Sponsored) (FSAIAFAH)

akta.pro secondary industries

Small Group Health Insurance (2–50/100) (FSAIAFAD), Group/Employer-Sponsored Critical Illness & Hospital Indemnity (FSAIAKAD)

Keywords

• Independent insurance agency
• Commercial business insurance
• Employee benefits administration
• Personal lines insurance
• Commercial property coverage

Headquarters

HQ city

Mosinee

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commissions: As an independent insurance agency, MSIG earns revenue through commissions paid by insurance carriers for policies sold. They represent dozens of insurance companies, providing choice to customers while earning commissions on each policy placement and renewal.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Midwest Select Insurance Group is an independent insurance agency that places commercial, personal, and employee benefits coverage with more than 20 carrier partners on behalf of Wisconsin businesses and individuals. The agency sells business insurance (BOPs, workers' comp, general and professional liability, commercial auto, cyber, and umbrella), employer-sponsored group benefits (health, dental, vision, disability, life, HSAs/FSAs/HRAs), and personal lines (auto, home, renters, life, Medicare, and long-term care). Agents earn commissions from carriers on each policy placed or renewed.

Product overview

Midwest Select Insurance Group (MSIG) is a Wisconsin-based independent insurance agency offering a comprehensive portfolio of insurance products and employee benefits solutions. The company operates as a single-agency model with three Wisconsin locations (Eau Claire, Kronenwetter, Pewaukee) serving both individual/family clients and business clients. The product portfolio spans three core lines: (1) Business Insurance including Business Owner's Policies, Workers' Compensation, Professional Liability (E&O), General Liability, Commercial Auto, Commercial Property, Commercial Umbrella, Cyber Liability, and specialty coverages for daycares and welders; (2) Employee Benefits including Group Health Insurance (available in fully insured, level-funded, self-funded, and ICHRA structures), Disability Insurance, Hospital Indemnity, Group Accident Insurance, HSAs, FSAs, HRAs, Group Dental, Group Vision, and EAP programs; and (3) Individual/Family Insurance including Car, Homeowners, Renters, Health, Medicare, Dental, Long-Term Care, Life Insurance, and various specialty lines. The agency leverages HR technology and 1-on-1 support to deliver personalized insurance solutions across all lines.

Differentiator

Problem solved

Functional benefit

Products and services

• Business Owner's Insurance Policy (BOP) A bundled policy combining commercial property insurance and commercial liability insurance to protect business assets, income continuation, employees, and owners from property damage, bodily injury, and operational risks. Targeted at Wisconsin small businesses.
• Workers' Compensation Insurance Employer-mandated coverage providing benefits to employees for work-related injuries or illnesses, covering medical bills, ongoing care, lost wages, and funeral costs. Targeted at Wisconsin employers.
• Professional Liability Insurance (Errors & Omissions) Errors and omissions insurance protecting businesses from lawsuits arising from professional services or advice, covering legal defense and judgments for claims of negligence or mistakes. Targeted at Wisconsin professional services firms.
• General Liability Insurance Coverage for claims of bodily injury and physical damage caused to others or their property, including legal defense costs and court-ordered payouts. Targeted at Wisconsin businesses.
• Commercial Auto Insurance Coverage for vehicles used in business operations, including owned, leased, rented, and non-owned autos, covering physical damage, liability, medical payments, and uninsured/underinsured motorist protection. Targeted at Wisconsin businesses with vehicle fleets.
• Commercial Property Insurance Coverage for repair or replacement of business physical assets including equipment, furniture, inventory, and buildings against covered perils. Targeted at Wisconsin business property owners.
• Cyber Liability Insurance Coverage protecting businesses from cyber threats including unauthorized data access, virus spreading, computer theft, extortion, and employee errors affecting electronic data or software. Targeted at Wisconsin businesses handling sensitive data.
• Commercial Umbrella Insurance High-limit liability coverage (typically $2M-$10M) extending over general liability, workers' compensation, business auto, and D&O policies for catastrophic losses. Targeted at Wisconsin businesses needing excess liability.
• Daycare Insurance Specialized coverage for daycare operations protecting against liability, property damage, and business interruption risks specific to childcare facilities. Targeted at Wisconsin daycare operators.
• Welders Insurance Specialized coverage for welding and fabrication businesses addressing unique risks including fire, equipment damage, and liability from skilled trades operations. Targeted at Wisconsin welding and fabrication businesses.
• Event Insurance Coverage for planned events protecting against cancellation, liability, property damage, and unforeseen circumstances affecting event operations. Targeted at Wisconsin event organizers and hosts.
• Group Health Insurance Employer-sponsored healthcare plans available in fully insured, level-funded, self-funded, and ICHRA structures covering medical expenses for employees and dependents. Targeted at Wisconsin employers of all sizes.
• Disability Insurance (Group) Employer-sponsored coverage providing income replacement (typically 60% of salary) for employees unable to work due to illness or injury, available as short-term or long-term policies. Targeted at Wisconsin employers.
• Group Dental Insurance Employer-sponsored dental coverage providing diagnostic, preventative, corrective, and emergency dental services including cleanings, exams, x-rays, fillings, root canals, and orthodontia. Targeted at Wisconsin employers.
• Group Vision Insurance Coverage for routine eye exams, prescription eyewear, and discounts on vision care services to support employee eye health and early detection of medical conditions. Targeted at Wisconsin employers.
• Hospital Indemnity Insurance (Group) Supplemental coverage providing lump sum or reimbursement payments for hospital-related costs including inpatient stays, ambulance rides, emergency room visits, ICU care, and surgeries. Targeted at Wisconsin employers offering supplemental benefits.
• Group Accident Insurance Supplemental coverage paying lump sum amounts when employees experience qualifying accidents, covering medical expenses, childcare, transportation, and other needs not addressed by health insurance. Targeted at Wisconsin employers.
• Employee Assistance Program (EAP) Workplace support services providing confidential resources for personal and professional challenges including mental health, legal assistance, and financial counseling. Targeted at Wisconsin employers.
• Car Insurance Personal auto coverage including liability, collision, comprehensive, personal injury protection (PIP), and uninsured/underinsured motorist coverage tailored to Wisconsin driving requirements. Targeted at Wisconsin individual drivers.
• Homeowners Insurance Coverage protecting homes and personal belongings from risks including fire, property damage, theft, personal liability, medical expenses, and additional living expenses during repairs. Targeted at Wisconsin homeowners.
• Home and Auto Bundle Combined homeowners and auto insurance policy offering multi-policy discounts (10-25%) with streamlined policy management through a single provider. Targeted at Wisconsin households.
• Renters Insurance Coverage protecting tenant personal belongings from theft, lightning, wind/hail damage, and providing liability protection, additional living expense coverage, and premises liability. Targeted at Wisconsin renters.
• Individual Health Insurance Individual and family health coverage for those without employer-sponsored plans, offering various deductible, copayment, and coverage options with preventative care benefits. Targeted at Wisconsin individuals and families.
• Medicare Supplement Plans (Medigap) and Medicare Parts A-D Medigap policies supplementing Original Medicare (Parts A and B) to cover out-of-pocket costs including copayments, coinsurance, deductibles, and international emergency care, plus guidance on Medicare Advantage (Part C) and Part D prescription drug coverage. Targeted at Wisconsin Medicare-eligible individuals.
• Individual Dental Insurance Individual dental coverage for routine and major dental care including cleanings, exams, x-rays, fillings, root canals, orthodontia, and emergency travel care. Targeted at Wisconsin individuals.
• Long-Term Care Insurance Coverage helping pay for extended care services including in-home care, assisted living, skilled nursing, memory care, adult day care, rehabilitation, and hospice when traditional health insurance is insufficient. Targeted at Wisconsin individuals planning for extended care needs.
• Life Insurance (Individual) Individual life coverage providing financial protection for families, including term life, whole life, and group life policies with dependent benefits and tax-deductible premiums. Targeted at Wisconsin individuals and families.
• Health Savings Accounts (HSAs) Tax-advantaged savings accounts allowing employees to set aside pre-tax funds for qualified medical expenses, often paired with high-deductible health plans. Targeted at Wisconsin employers offering consumer-directed health plans.
• Flexible Spending Accounts (FSAs) Employer-established benefit programs allowing employees to allocate pre-tax wages to cover qualified medical or dependent care expenses. Targeted at Wisconsin employers.
• Health Reimbursement Account (HRA) Employer-funded arrangements reimbursing employees for individually purchased health insurance and qualified medical expenses, providing defined budgets with employee flexibility. Targeted at Wisconsin employers.

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Parker InsurancecoreStrategic or Co-development PartnerMSIG formed a strategic partnership with Parker Insurance in Eau Claire, WI. This is described as their most recent partnership, with a one-year success story documented on their blog.
• Eau Claire Chamber of CommercecoreGTM or Marketing PartnerMSIG partners with the Eau Claire Chamber of Commerce for the Investor Member Benefits Program, offering affordable benefits solutions for small businesses that are chamber members.
• Menomonie Chamber of CommercecoreGTM or Marketing PartnerMSIG partners with the Menomonie Chamber of Commerce for the Member Benefits Program, providing small business health insurance solutions through the chamber network.
• Trusted ChoiceminorChannel Partner/ Reseller/ DistributorMSIG is a member of Trusted Choice, an independent insurance agency network providing access to additional resources and carrier relationships.
• Insurance Carrier Network (20+ companies)coreChannel Partner/ Reseller/ DistributorMSIG represents over 20 trusted insurance companies, giving them access to a broad network of carriers to provide optimal coverage options for clients.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• M3 Insurance: Wisconsin-based independent insurance agency offering commercial, personal, and employee benefits through multiple carriers — directly comparable to MSIG in geography, independent model, and multi-line scope.
• Hausmann-Johnson Insurance: Wisconsin independent insurance agency providing commercial, personal, and benefits solutions through carrier partnerships; same regional footprint and independent agency model as MSIG.
• Robertson Ryan & Associates: Wisconsin-headquartered independent agency serving commercial and personal clients with multi-carrier access; directly comparable mid-size regional independent agency.
• R&R Insurance Services: Wisconsin independent insurance agency offering commercial, personal, and group benefits — comparable size, geography, and multi-carrier independent agency structure to MSIG.
• TrueNorth Companies: Cedar Rapids, IA-based independent agency and benefits brokerage serving commercial and individual clients across the Midwest — comparable independent multi-line agency with adjacent geography.
• Assurance: Midwest-headquartered independent insurance brokerage providing commercial, employee benefits, and personal lines to SMBs — comparable in target customer, multi-line scope, and benefits-heavy mix.

Broad incumbents

• Leavitt Group: National network of independent insurance agencies offering commercial, personal, and benefits products through carrier partnerships — broader incumbent operating similar independent agency model across more states.
• Hub International: Large North American insurance brokerage offering commercial P&C, benefits, and personal lines — broader incumbent that competes in the same SMB and mid-market segments MSIG serves.
• Cottingham & Butler: Midwest-based regional insurance brokerage with commercial, benefits, and specialty practices — broader incumbent competing in similar commercial and employee benefits segments.

Emerging players

• Next Insurance: InsurTech carrier targeting small businesses with digitally distributed commercial policies (general liability, workers' comp, commercial auto) — emerging direct competitor to MSIG's small commercial book.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/midwestselectinsurance
• LinkedInlinkedin.com/company/midwest-select-insurance
• Instagraminstagram.com/midwestselectinsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Midwest Select Insurance Group