TDA Insurance & Financial Agency LLC

What TDA Insurance & Financial Agency LLC does

TDA Insurance & Financial Agency LLC is a family-owned, 100% independent insurance agency headquartered at 246 Liberty St, Walled Lake, Michigan, serving customers across the entire state of Michigan. Founded approximately 25 years ago (source estimates place founding between 1996 and 1999/2000) and operating with an 11–50 person team, the agency brokers coverage across four core pillars: Personal Insurance (home, auto, boat, motorcycle, renters, pet, flood), Commercial Insurance (general liability, commercial property, workers compensation, contractors, restaurant, D&O, cyber, professional liability, EPLI, crime, surety/fidelity bonds, and vertical-specific programs for cannabis, fitness, technology, apartments, and home builders), Health Insurance (individual, group, Medicare and supplements), and Life Insurance (term, whole, universal, and cash-value policies). Leadership is concentrated in the Diederich family, with Mark Diederich as CEO and Sherry, Dan, and Matthew Diederich among the team.

As an independent agency, TDA does not underwrite risk; it represents multiple carriers and compares rates to place policies, positioning itself against captive agents and national direct writers ("800-number" call centers). Its technology stack is operational rather than proprietary: Applied TAM and EPIC agency-management systems handle policy administration, servicing, and accounting, while a website-based multi-step quote tool (/quotes/) and a CSR24 customer portal (portal.csr24.com) support self-serve quoting and policy management. Go-to-market is sales-led and quote-driven — customers submit basic information online and a local advisor follows up to shop carriers and bundle coverage — supplemented by educational blog content, BBB accreditation, Google reviews, and a referral rewards program.

Revenue is generated primarily through commissions earned from insurance carriers on placed policies, a recurring stream tied to premiums and renewals, plus a modest referral-incentive program ($5 Tango gift card per successful client referral). Pricing is quote-based and not publicly disclosed. The customer base is a distributed mix of Michigan individuals/families and SMBs, with a notable vertical program serving Home Builders Association of Michigan members through an exclusive Frankenmuth Insurance arrangement co-negotiated with Kennedy Nemier Insurance Services. Carrier relationships include Frankenmuth, Fremont, Citizens, Safeco (pet), and The Hartford (flood).

Name

TDA Insurance & Financial Agency LLC

Legal name

TDA Insurance & Financial Agency LLC

Website

https://tdanow.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

TDA Insurance & Financial Agency is a family-owned, 100% independent insurance agency in Walled Lake, Michigan, brokering personal, commercial, health, and life insurance across the state for individuals, families, and small-to-mid-sized businesses via multiple carriers.

Ownership category

akta.pro rank

Product category

Independent Insurance Agency

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAIAGAH

Medicare Plan Distribution & Brokerage (Captive, Independent, FMOs)

Financial & Insurance/Insurance — Life & Health/Medicare Advantage & Medicare Supplement (Medigap)

SECONDARYFSAJADAF

Directors & Officers (D&O) Liability

Financial & Insurance/Insurance — Motor, Property & Casualty/General Liability Insurance

SECONDARYHLAEAIAJ

Dental Benefit Administration (DBA) & ASO/TPA for Dental

Healthcare & Life Sciences/Health Insurance & Managed Care/Dental Insurance Plans

Keywords

• Independent insurance agency
• Commercial insurance coverage
• Personal insurance solutions
• Life and health insurance
• Multi-carrier insurance broker

Headquarters

HQ city

Walled Lake

HQ country

United States

HQ region

North America

Offices1 record

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 Carrier Commissions: As a 100% independent insurance agency, TDA earns commissions from multiple insurance carriers for policies placed. Agents represent numerous insurance companies and earn commissions when customers purchase policies through the agency.
2. Referral Rewards Program: The agency offers a referral rewards program where clients receive a $5 Tango gift card for each successful referral of friends or family members to the agency.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

TDA Insurance & Financial Agency is a 100% independent, family-owned insurance agency that shops multiple insurance carriers on behalf of customers to deliver personal, commercial, health, and life insurance coverage. The agency places policies with numerous carriers, earning commissions, and serves the entire state of Michigan through a team of local advisors using online quote tools and a customer service portal.

Product overview

TDA Insurance & Financial Agency LLC is a 100% independent, family-owned insurance agency based in Walled Lake, Michigan, serving the entire state. The company operates as a multi-product independent insurance agency that connects customers with multiple insurance carriers to find the best coverage options. The product portfolio spans four core pillars: Personal Insurance (homeowners, auto, boat, motorcycle, renters, pet health, flood), Commercial Insurance (general liability, commercial property, workers compensation, contractors, restaurant, home healthcare, directors & officers, cyber liability, professional liability, EPLI, fidelity/surety bonds, and industry-specific coverages for cannabis, fitness, technology, apartment buildings, and home builders), Health Insurance (individual, group, Medicare, Medicare Supplements, dental, vision), and Life Insurance (term, whole, universal, and cash value life policies). The company differentiates through technology-driven tools and apps that simplify the insurance shopping process for customers, offering online quote capabilities, a multi-step quote form, and access to a customer service portal. As an independent agency, TDA has access to numerous carrier options and provides personalized comparison shopping across multiple insurance companies.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Insurance Personal lines insurance products including homeowners, auto, boat, motorcycle, renters, and specialty personal coverages shopped across multiple carriers for Michigan individuals and families.
• Commercial Insurance Business insurance solutions covering general liability, commercial property, workers compensation, cyber liability, professional liability, EPLI, D&O, contractors, restaurant, and other industry-specific commercial coverages shopped across multiple carriers for Michigan businesses of all sizes.
• Health Insurance Individual and group health insurance plans including Medicare, Medicare Supplements, dental, and vision options, offered through multiple carriers for Michigan residents and employer groups.
• Life Insurance Life insurance offerings including term life, whole life, universal life, and cash value life policies from multiple carriers to protect families' financial futures.
• Home Builders Association Exclusive Insurance Program Specialty insurance program negotiated jointly with Kennedy Nemier and Frankenmuth Insurance exclusively for HBA of Michigan members, offering 10% commercial insurance savings, 10% workers compensation savings, and 15% home/17% auto savings for member employees.

Quantifiable outcome

• Routinely saves customers hundreds of dollars compared to national carriers advertised on TV
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Frankenmuth InsurancecoreChannel Partner/ Reseller/ DistributorExclusive insurance program partnership for HBA of Michigan members. Frankenmuth is an AM Best A+ rated insurance company with superior claims service. TDA offers an exclusive home builders program through this partnership providing discounts including 10% commercial insurance, 10% workers compensation, and 15% home/17% auto for member employees.
• Kennedy Nemier Insurance ServicescoreStrategic or Co-development PartnerKennedy Nemier and TDA Insurance jointly negotiated an exclusive insurance program for members of the Home Builders Association of Michigan with Frankenmuth Insurance. Kennedy Nemier serves as the primary contact with TDA as the local agency partner.
• Fremont InsuranceminorChannel Partner/ Reseller/ DistributorMichigan-based insurance carrier providing auto and commercial insurance products. Forms available on TDA website for Michigan Choice Bodily Injury and PIP selection through Fremont.
• Citizens InsuranceminorChannel Partner/ Reseller/ DistributorInsurance carrier providing PIP and Bodily Injury election forms available through TDA agency for Michigan auto reform compliance.
• Michigan InsuranceminorChannel Partner/ Reseller/ DistributorInsurance carrier providing PIP Choice and Bodily Injury Liability Coverage Limit election forms for Michigan policyholders.
• Safeco Insurance (Pet Insurance Widget)minorChannel Partner/ Reseller/ DistributorSafeco pet insurance widget integration on TDA website allowing customers to start self-quotes for pet insurance through Safeco's platform.
• The Hartford (Flood Insurance)minorChannel Partner/ Reseller/ DistributorThe Hartford provides flood insurance products. TDA links to The Hartford's flood insurance portal for customers seeking flood coverage quotes.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Brown & Brown: Large U.S. insurance brokerage providing retail and wholesale brokerage, programs, and employee benefits. Comparable to TDA as a multi-line insurance distribution platform but operates at vastly greater scale across geographies.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk-management firm serving commercial and individual clients. Overlaps with TDA across personal, commercial, and benefits lines, but at massive scale relative to TDA's Michigan-only footprint.
• Hub International: Global insurance brokerage and financial services firm offering personal, commercial, life, and benefits products. Comparable to TDA in product breadth and independent broker model, but operates nationally and globally.
• Marsh McLennan: Global professional services firm in insurance brokerage, risk management, and consulting. Tangentially comparable to TDA as a multi-line insurance distributor, though it operates at vastly different scale and segment focus.

Direct peers

• IMA Financial Group: Independent insurance brokerage delivering commercial, personal, life, and employee benefits products to businesses and individuals across multiple regions. Comparable to TDA as an independent, multi-line agency focused on middle-market and individual clients.
• The Horton Group: Independent insurance and risk-management firm offering commercial, personal, life, and benefits solutions, primarily in the Midwest. Directly comparable to TDA in business model — independent agency representing multiple carriers across personal and commercial lines.
• Higginbotham: Independent insurance, employee benefits, and financial services firm serving businesses and individuals across multiple U.S. states. Closely matches TDA's multi-line independent agency structure with personal, commercial, life, and health offerings.
• Leavitt Group: Network of independent insurance agencies operating across multiple U.S. states, partnering with numerous carriers to offer personal, commercial, life, and health coverage. Closely comparable to TDA as a multi-line independent agency aggregator with similar commission-based economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/TDAInsurance

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 TDA Insurance & Financial Agency LLC