Action Group

What Action Group does

Action Group, Inc. is a privately held, independent insurance and travel agency headquartered at 191 North Avenue, Mt. Clemens, Michigan. It operates three wholly-owned subsidiaries — Action Group Insurance, Action Life & Health, and Action Vacations — and represents multiple insurance carriers across personal lines (auto, home, condo/renters, recreational vehicles, boats), commercial lines (property, general liability, workers' compensation, commercial auto, bonds), life and health (term, whole, universal, indexed universal life, long-term care, annuities, medical, dental, vision, disability, Medicare, and group employee benefits), and pet insurance through a Figo channel partnership. Distribution is local and consultative: phone, in-office consultations, a website quote request form, and a Facebook page, with no proprietary technology platform, app, or API. The agency is led by President John Kashinsky and Vice President Denise McAtee, supported by a staff of approximately 12-15 people including licensed producers, certified personal/commercial lines account managers, customer service, and accounting.

The business model is commission-based across both insurance and travel. Revenue is earned as affiliate/referral commissions from multiple insurance carriers on policies written, plus transaction fees and booking commissions from travel providers via Action Vacations for cruises, tours, packages, resorts, airline tickets, hotels, and car rentals. Customer concentration is broad and largely consumer/SMB by design, with no named enterprise logos disclosed. The agency segments its market horizontally across personal and commercial insurance buyers plus individual and group travelers, and claims over 40 years of operating history in Michigan. Pricing on insurance is quote-based and not publicly disclosed; the only specific price signal is Figo pet insurance at approximately $1.25 per day with a 5% agency discount.

Strategically, the company has limited recent movement: no funding events, no M&A, and minimal documented product expansion beyond the addition of pet insurance and continued multi-carrier representation. With no proprietary technology, no AI capabilities, and a small staff operating from a single office, Action Group is best understood as a stable, owner-operated, multi-line independent agency serving the Mt. Clemens and broader Michigan market with a complementary leisure travel arm.

Name

Action Group

Legal name

Action Group, Inc.

Website

https://actiongroup.net

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Action Group, Inc. is a privately held independent insurance and travel agency in Mt. Clemens, Michigan, offering auto, home, business, life, health, pet, and travel products through three subsidiaries — Action Group Insurance, Action Life & Health, and Action Vacations — serving individuals, families, and small businesses in the local Michigan market.

Ownership category

akta.pro rank

Product category

Insurance Brokerage & Travel Agency Services

NAICS

Insurance Agencies and Brokerages (52421), Travel Agencies (561510)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Group Term Life Insurance (FSAIAAAJ)

akta.pro secondary industries

Small Group Health Insurance (2–50/100) (FSAIAFAD), Group Leisure Retail Travel Agencies (THAKABAJ)

Keywords

• Independent insurance agency
• Personal lines insurance
• Commercial insurance brokerage
• Life and health insurance
• Travel agency services

Headquarters

HQ city

Mt. Clemens

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, Others

Revenue model

1. Insurance Commissions: Earn commissions from multiple insurance carriers including auto, home, business, life, health, and pet insurance products. Acts as independent agent/broker representing various insurance companies.
2. Travel Agency Services: Action Vacations, Inc. provides travel agency services including booking cruises, tours, packages, resorts, and travel resources. Revenue generated from booking fees and commissions from travel providers.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Action Group is an independent insurance agency and travel agency providing auto, home, business, life, health, travel, and pet insurance products by representing multiple carriers and tailoring packages to client needs. It operates as a holding company for Action Group Insurance, Action Life & Health, and Action Vacations, Inc., delivering services through phone, office, and online quote-request channels. The company is paid via carrier commissions on insurance placements and booking fees/commissions on travel arrangements.

Product overview

Action Group is an independent insurance and travel agency operating as a holding company for three sub-brands: Action Group Insurance (auto, home, boat, commercial, specialty vehicle insurance, and bonds), Action Life & Health (medical, dental, life, vision, disability, long-term care, annuities, and employee benefits), and Action Vacations (travel agency for cruises, tours, packages, resorts, and destinations). The company represents multiple insurance carriers and offers over 40 years of industry experience across personal, commercial, and travel service lines.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Vehicle insurance coverage including collision, comprehensive, liability, uninsured/under-insured motorist, road trouble service, and additional expense coverage; also covers motorcycles, ATVs, snowmobiles, jet-skis, and boats. For individuals and families across Michigan via Action Group Insurance.
• Home Insurance Homeowners, condo owners, and renters insurance covering the home, other structures, personal property, additional expenses due to covered losses, and personal legal liability; includes review of sewer/drain backup, emergency medical coverage, and umbrella adequacy. For homeowners, condo owners, and renters in Michigan.
• Business Insurance Commercial insurance including property, commercial general liability, workers compensation, commercial auto, and bonds, with packages tailored for restaurants, dealerships, and other verticals. For small to medium businesses.
• Life Insurance Life insurance products including Level Renewable Term, Whole Life, Universal Life, and Indexed Universal Life, plus annuities. For individuals and families seeking family financial protection.
• Long Term Care Insurance Coverage for nursing home costs and home health care to protect assets for spouses or family members. For individuals planning for long-term care needs.
• Employee Benefits Customized employee benefit packages designed to help businesses retain and attract employees. For small to medium businesses.
• Health Insurance Health coverage including medical, dental, vision plans, disability, and individual and group benefits, distributed through Action Group's carrier affiliates (Blue Cross Blue Shield of Michigan, Blue Care Network, HAP, Humana, Assurant, Golden Rule, UnitedHealthcare, Priority Health, HealthPlus). For individuals, families, and employer groups.
• Pet Insurance (Figo) Pet health insurance through Figo that reimburses for dog and cat medical bills; includes any-licensed-vet access, Figo Pet Cloud mobile app, GPS lost pet technology, and a 5% Action Group agency discount. For pet owners.
• Travel Services (Action Vacations) Full-service travel agency providing cruise vacations and packages to U.S., Mexico, Caribbean, and other destinations, plus airline tickets, hotel stays, and car rentals for individuals, families, and groups.

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Blue Care NetworkcoreChannel Partner/ Reseller/ DistributorInsurance carrier affiliate offering health insurance products through Action Life & Health.
• Blue Cross Blue Shield of MichigancoreChannel Partner/ Reseller/ DistributorMajor health insurance carrier affiliate providing medical insurance products.
• HAP (Health Alliance Plan)coreChannel Partner/ Reseller/ DistributorHealth insurance carrier affiliate offering medical coverage options.
• HumanacoreChannel Partner/ Reseller/ DistributorHealth insurance carrier affiliate providing Medicare and health insurance products.
• AssurantcoreChannel Partner/ Reseller/ DistributorInsurance carrier affiliate for health and employee benefits products.
• Golden RulecoreChannel Partner/ Reseller/ DistributorHealth insurance carrier affiliate specializing in individual and family health coverage.
• UnitedHealthcarecoreChannel Partner/ Reseller/ DistributorMajor national health insurance carrier affiliate.
• Priority HealthcoreChannel Partner/ Reseller/ DistributorRegional health insurance carrier affiliate serving Michigan market.
• HealthPluscoreChannel Partner/ Reseller/ DistributorHealth insurance carrier affiliate offering coverage options.
• Figo Pet InsurancecoreChannel Partner/ Reseller/ DistributorPet insurance provider offering reimbursement-based coverage for dogs and cats. Action Group offers 5% agency discount. Figo provides Pet Cloud mobile app for claims submission and pet records management.
• Auto-Owners InsuranceminorChannel Partner/ Reseller/ DistributorReferenced as affiliate carrier in pet insurance marketing materials (affiliate link used).

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Emerging players

• Acrisure: Acrisure is a rapidly scaling, tech-enabled insurance brokerage that has built its national footprint by acquiring independent agencies like Action Group. It represents the most likely strategic-acquirer archetype and a comparable independent-brokerage model.
• Lemonade: Lemonade is a digital-first, direct-to-consumer insurance carrier competing for personal-lines customers (home, pet, auto) that Action Group also serves. It is an emerging competitor that pressures traditional independent-agency economics in shared customer segments.

Broad incumbents

• Hub International: Hub International is a large North American insurance brokerage owned by private equity that actively rolls up independent agencies across P&C, life, and benefits. It competes for the same carrier relationships and SMB clients and represents a typical exit pathway for agencies of Action Group's size.
• Brown & Brown, Inc. Brown & Brown is a national insurance brokerage that acquires small and mid-sized independent agencies to expand its geographic and product footprint. It is directly comparable as both a competitor for carrier appointments and a strategic acquirer of multi-line independents.
• Arthur J. Gallagher & Co. Arthur J. Gallagher is a global insurance brokerage and risk-management firm that regularly acquires regional independents to scale its retail brokerage. It competes for the same SMB and middle-market clients Action Group serves and is a comparable consolidator.
• Direct Travel: Direct Travel is a large corporate and leisure travel management company that books cruises, tours, hotels, and air through a multi-supplier model similar to Action Vacations. It is the closest scaled analog to Action Group's travel agency segment.
• American Express Global Business Travel: Amex GBT is a large-scale travel agency and meetings-management firm operating in the same booking-commission model as Action Vacations, though serving enterprise rather than local SMB clients. It is a useful scale benchmark for the travel segment.

Regional players

• Frankenmuth Insurance: Frankenmuth Insurance is a Michigan-based mutual insurance company and agency network that sells personal and commercial lines through independent agents in the same state Action Group serves. It is directly comparable as a Michigan-domiciled distribution and carrier competitor.
• MEEMIC Insurance Company: MEEMIC is a Michigan-based insurance carrier that distributes personal and commercial coverage through a network of independent agents across the state. It overlaps Action Group on territory, target customer (Michigan households and SMBs), and the independent-agent distribution model.

Direct peers

• Cruise Planners: Cruise Planners is a home-based travel agency franchise specializing in cruises, tours, and vacation packages for individuals, families, and groups — directly mirroring Action Vacations' leisure and group-booking focus with a similar commission-based revenue model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/action-financial-planning-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 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 Action Group