What Premier Insurance Agency does

Premier Insurance Agency is an independent, privately held insurance agency headquartered in West Bloomfield, Michigan, operating more than 11 branch locations across the state including Detroit, Centerline, Pontiac, and Monroe. Founded around 2000 and employing between 101 and 250 people, the agency distributes personal and commercial insurance products — auto, home, commercial, boat/watercraft, motorcycle, RV, motor home, renters, and recreational business coverage — to Michigan residents and small businesses. The company earns commission revenue from placements with at least nine carriers, including Progressive, ASI, Bristol West, Foremost, Grand General, MAIPF (Michigan Automobile Insurance Placement Facility), Michigan Basic, National General, and NSD (Nation Safe Drivers).

The business model is sales-led and distribution-driven. Quotes and policy servicing are delivered through a combination of physical branch offices, a toll-free phone line (866-680-7283), and a website built on the EZLynx agency management platform. There is no proprietary technology stack, no mobile app, no API surface, and no disclosed AI/ML capability. Marketing is conducted via the company website, blog content, phone outreach, and email contact, with agents and customer service representatives handling policy selection and renewals.

Growth is being pursued through a franchise model rather than capital raise or acquisition. The company advertises low initial investment, co-op advertising, site selection assistance, training, and access to multiple carriers to prospective franchisees, and lists "existing businesses available for sale" — indicating both greenfield and tuck-in acquisition as expansion vectors. The agency has no parent company, no institutional funding, no disclosed M&A activity, no patents or trademarks, and no regulatory actions on record. Premier Insurance Agency's strategic identity is fundamentally that of a traditional, multi-carrier independent agency scaling through brick-and-mortar replication and franchise-based distribution in a single U.S. state.

Name

Premier Insurance Agency

Legal name

Premier Insurance Agency

Website

https://premierinsuranceagency.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Premier Insurance Agency is an independent Michigan-based insurance agency operating 11+ branch locations, distributing personal and commercial insurance products through agents on commission from multiple carriers including Progressive and MAIPF.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

General Liability Insurance (FSAJAMAE)

akta.pro secondary industries

Umbrella Insurance (FSAJAMAK), Commercial Umbrella Insurance (FSAJANAB)

Keywords

• Personal auto insurance
• Independent insurance agency
• Homeowners insurance
• Commercial insurance
• Insurance brokerage

Headquarters

HQ city

West Bloomfield

HQ country

United States

HQ region

North America

Offices5 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, Premier Insurance Agency earns commissions from insurance carriers (Progressive, ASI, Bristol West, Foremost, Grand General, MAIPF, Michigan Basic, National General, NSD) for policies sold to customers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Premier Insurance Agency is an independent insurance agency that sells personal and commercial insurance policies on behalf of multiple carriers including Progressive, ASI, Bristol West, Foremost, Grand General, MAIPF, Michigan Basic, National General, and NSD. The agency offers nine product lines covering auto, home, commercial, boat/watercraft, motorcycle, RV, motor home, renters, and recreational insurance, distributed through 11 branch locations across Michigan and supported by phone and online quoting channels. Revenue is generated through carrier commissions on bound policies.

Product overview

Premier Insurance Agency is an independent insurance agency offering a portfolio of personal and commercial insurance products. The company provides nine distinct insurance offerings: Auto Insurance, Home Insurance, Commercial Insurance, Boat/Watercraft Insurance, Motorcycle Insurance, RV Insurance, Motor Home Insurance, Renters Insurance, and Recreational Insurance. These products are distributed through 11 locations across Michigan, with the agency representing multiple insurance carriers including Progressive, ASI, Bristol West, Foremost, Grand General, MAIPF, Michigan Basic, National General, and NSD to provide diversified coverage options to clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Vehicle insurance coverage protecting Michigan drivers against accidents, liability, property damage, and comprehensive risks, sourced from multiple carriers including Progressive and the Michigan Automobile Insurance Placement Facility.
• Home Insurance Property insurance covering Michigan homeowners against damage, natural disasters, liability, and personal property loss.
• Commercial Insurance Business insurance coverage protecting Michigan companies against property damage, liability, workers compensation, inventory loss, and other commercial risks.
• Boat/Watercraft Insurance Insurance coverage for boats, watercraft, jet skis, and personal watercraft against accidents, liability, and water-related damage.
• Motorcycle Insurance Specialized insurance for motorcycles, mopeds, and choppers covering accidents, theft, liability, and collision damage.
• RV Insurance Insurance for recreational vehicles including campers and RVs covering collision, liability, and comprehensive protection.
• Motor Home Insurance Insurance for motor homes including Class A motorhomes, covering liability, comprehensive, contents, and specialized RV coverage.
• Renters Insurance Insurance for renters covering personal belongings, liability claims, temporary housing, and personal property protection.
• Recreational Insurance Insurance for recreational businesses covering liability, property, and umbrella coverage for sports, leisure, and recreation industries.

Segments8 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core.

• ProgressivecoreOthersInsurance carrier partner providing auto insurance products to Premier Insurance Agency customers.
• ASIcoreOthersInsurance carrier partner offering insurance products through Premier Insurance Agency.
• Bristol WestcoreOthersInsurance carrier partner providing auto insurance products to Premier Insurance Agency customers.
• ForemostcoreOthersInsurance carrier partner offering coverage through Premier Insurance Agency.
• Grand GeneralcoreOthersInsurance carrier partner providing products through Premier Insurance Agency.
• MAIPFcoreOthersInsurance carrier partner (Michigan Automobile Insurance Placement Facility) providing coverage through Premier Insurance Agency.
• Michigan BasiccoreOthersInsurance carrier partner providing auto insurance products in Michigan through Premier Insurance Agency.
• National GeneralcoreOthersInsurance carrier partner offering various insurance products through Premier Insurance Agency.
• NSD (Nation Safe Drivers)coreOthersInsurance carrier partner (Nation Safe Drivers) providing coverage through Premier Insurance Agency.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Auto-Owners Insurance: Midwest-based mutual insurer with a strong independent agency distribution network across Michigan offering personal and commercial lines. Comparable as a Michigan-market P&C writer whose products flow through local agencies like Premier, though Auto-Owners is also an underwriter.
• Brown & Brown, Inc. Large national insurance brokerage operating through a network of agency branches across multiple states. Comparable to Premier as a multi-carrier agency brokerage with diversified personal and commercial book, though at substantially greater scale.
• Erie Insurance: Mid-Atlantic and Midwest regional P&C carrier that distributes exclusively through independent agents, similar to Premier's agency model. Comparable as a regional carrier with an appointed-agent book across personal and commercial lines.
• The Hanover Insurance Group: National P&C insurer with independent agency distribution across personal and commercial lines. Comparable as a carrier that partners with agencies similar to Premier for placement of diversified personal and commercial risks.

Direct peers

• Farm Bureau Insurance of Michigan: Michigan-domiciled P&C and life writer that operates through an exclusive/captive agent distribution model across the state. Comparable to Premier as a Michigan-focused multi-line insurance distributor competing for the same personal and commercial customers.
• Hub International: Large independent insurance brokerage with multi-state presence offering personal and commercial lines through agency locations. Comparable to Premier as a multi-carrier broker with branch-based distribution and a similar commission revenue model.
• AAA Michigan (Auto Club Insurance Association): Michigan-rooted club-affiliated insurer and agency selling auto, home, and recreational vehicle insurance through physical branch locations. Comparable to Premier as a Michigan-based multi-line insurance distributor with a strong state brand and physical retail footprint.

Regional players

• Frankenmuth Insurance: Michigan-headquartered property & casualty insurance group with a captive agency distribution model offering personal and commercial lines. Compares to Premier Insurance Agency as a Michigan-rooted regional carrier/agency franchise system, though Frankenmuth also underwrites its own policies.
• Acclaim Agency: Michigan-based independent insurance agency offering personal and commercial lines through multiple branch locations. Direct overlap with Premier's geographic footprint, product mix, and multi-carrier agency brokerage model.

Others

• Citizens Insurance (a Hanover Insurance Group subsidiary): Michigan-domiciled personal lines carrier distributed through independent agents in the state. Comparable to Premier as a Michigan-only personal lines writer whose policies flow through agencies like Premier for placement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/premier-insurance-agency

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 Premier Insurance Agency