Michigan Planners
Michigan Planners is a third-generation, family-owned independent insurance brokerage founded in 1962, serving Michigan employers of all sizes and individuals with employee benefits, Medicare, retirement, life, and individual insurance through consultative sales and recurring carrier commissions.
- Company typePrivate
- Founded1962
- HeadquartersClinton Township, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Michigan Planners does
Michigan Planners is a third-generation, family-owned independent insurance brokerage headquartered in Washington Township, Michigan, with a second office in Traverse City. Founded in 1962 and led by the DiLorenzo family (CEO Michael DiLorenzo and President John DiLorenzo), the firm serves employers of all sizes (11-49, 50-300, and 301+ employees) as well as individuals and Medicare beneficiaries across the state of Michigan. Its core product portfolio spans five advisory lines: employee benefits (group medical, dental, vision, life, disability, voluntary), Medicare advisory, retirement plan consulting (401(k), 403(b), 457, defined benefit), life insurance, and individual insurance. Supporting services include compliance guidance (ACA, ERISA, COBRA, HIPAA), claims advocacy, open enrollment support, and SHRM-credit educational webinars.
The firm operates without proprietary technology, relying instead on third-party platforms: Zywave for client portal and authentication, Employee Navigator for digital benefits administration and enrollment, Sunfire Matrix for Medicare plan comparison, and the ALEX Benefits Helper for employee education. Its revenue model is standard insurance brokerage: commissions paid by carriers for placed group and individual policies, plus potential advisory fees and vendor referral arrangements in retirement plan services. Go-to-market is consultative and sales-led, combining direct website lead capture, phone-based inside sales, in-person consultations at the two Michigan offices, and referral-driven growth from long-tenured client relationships. Marketing emphasizes thought leadership through an active blog, an event and webinar series, and a presence on LinkedIn, Instagram, Facebook, and YouTube. No external funding, acquisitions, or institutional ownership have been disclosed; the company remains privately held by the DiLorenzo family.
Michigan Planners firmographics
Firmographics- Name
- Michigan Planners
- Legal name
- MICHIGAN PLANNERS, INC.
- Website
- https://miplanners.com
- Company type
- Private
- Founded year
- 1962
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Michigan Planners is a third-generation, family-owned independent insurance brokerage founded in 1962, serving Michigan employers of all sizes and individuals with employee benefits, Medicare, retirement, life, and individual insurance through consultative sales and recurring carrier commissions.
- Ownership category
- akta.pro rank
Michigan Planners industry classification
Industry- Product category
- Insurance Brokerage
- NAICS
- Insurance Agencies and Brokerages (52421)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Medicare Plan Distribution & Brokerage (Captive, Independent, FMOs) (FSAIAGAH)
- akta.pro secondary industries
- Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE), Benefits, Insurance & Long-Term Care Planning Navigation (Medicare/Medicaid/LTC) (HLADALAI), Retirement Benefits & Social Security/Medicare Planning (FSAEABAI)
Keywords
Where Michigan Planners is headquartered
LocationHeadquarters
- HQ city
- Clinton Township
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Michigan Planners business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Brokerage Commissions: Michigan Planners generates revenue through commissions paid by insurance carriers for placing employer group health, dental, vision, life, disability, and voluntary benefit policies. As an independent broker, they represent multiple insurance companies and receive compensation when clients purchase or renew coverage through their agency. This is a standard insurance brokerage model where carriers pay commissions based on premium volume placed.
- Medicare and Individual Insurance Sales: Revenue generated from Medicare Advantage, Medicare Supplement, and individual health insurance product sales. Compensation comes from insurance carriers in the form of commissions or enrollment-based fees for helping individuals navigate and enroll in Medicare and individual coverage options.
- Retirement Plan Services: Services related to retirement plan consulting including 401(k), 403(b), 457, and other retirement arrangements. Revenue may include ongoing advisory fees, vendor referral arrangements, or commissions from retirement plan insurance products.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Michigan Planners product offering
Product offeringCore offering
Michigan Planners is a third-generation, family-owned independent insurance brokerage that places employer group benefits (medical, dental, vision, life, disability, voluntary), Medicare Advantage/Supplement and individual health plans, retirement plans (401(k), 403(b), 457), and life insurance with multiple carriers. The firm delivers year-round account management, compliance guidance, claims advocacy, and open enrollment support through licensed advisors in Michigan.
Product overview
Michigan Planners is a third-generation, family-owned independent insurance brokerage offering a comprehensive suite of advisory services. The core offerings consist of five main products: Employee Benefits (group health, dental, vision, life, disability, voluntary), Medicare (Parts A-D, Supplement, Advantage), Retirement Plans (401k, 403b, 457, defined benefit), Life Insurance (term, permanent, business planning), and Individual Insurance. The portfolio is organized by employer size segments (11-49, 50-300, 301+ employees) with supporting service modules including Compliance Support, Claims Advocacy, and Open Enrollment Assistance. The company positions itself as an alternative to national firms, offering national-level capabilities with personal, relationship-driven service.
Differentiator
Problem solved
Functional benefit
Products and services
- Employee Benefits Comprehensive employee benefits consulting and brokerage services including strategic planning, plan design, carrier marketing, compliance support, and year-round service for medical, dental, vision, life, disability, and voluntary benefits, serving Michigan employers.
- Medicare Advisory Medicare advisory services helping individuals navigate Parts A, B, C, and D, including Medicare Supplement and Medicare Advantage plan comparisons, prescription drug coverage guidance, and enrollment support for those turning 65 or retiring.
- Retirement Plans Retirement plan consulting covering 401(k), 403(b), 457, profit-sharing, and defined benefit plans, including plan strategy, employee engagement, cost benchmarking, and fiduciary oversight services for employers and individuals.
- Life Insurance Life insurance guidance for individuals and businesses including term and permanent coverage, business succession planning, key employee protection, and legacy planning with access to multiple carriers.
- Individual Insurance Individual and family health insurance plans for people aging out of employer coverage, losing job-based insurance, or navigating major life transitions, including marketplace and private plan options.
Companies that use Michigan Planners
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles5 records
Michigan Planners technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature2 records
Michigan Planners partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered supporting and core.
- ZywavesupportingZywave provides client portal and authentication services for Michigan Planners. Clients access Zywave for resource login and benefit information management. This integration enables secure client access to documents and tools.
- Employee NavigatorcoreEmployee Navigator is the digital enrollment and benefits administration platform used by Michigan Planners for client employers. Supports multi-location enrollment coordination and digital benefits administration for employer groups. Michigan Planners promotes Employee Navigator access to clients for enrollment and benefit management.
- Sunfire MatrixsupportingSunfire Matrix provides Medicare plan comparison and enrollment technology tools. Michigan Planners offers this platform as a self-service option for Medicare clients wanting to explore plan options independently, complementing their one-on-one Medicare consultation services.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Michigan Planners competitors and assessment
Company assessmentDirect peers
- USI Insurance Services: Major insurance brokerage focused on middle-market and large employer benefits, property/casualty, and personal lines. Directly comparable in employer-benefits brokerage model with national scale and multi-carrier independence.
- Brown & Brown: Diversified insurance brokerage with deep employee benefits practice serving mid-market and large employers. Closely comparable business model — independent broker representing multiple carriers, commission-based revenue, segment-organized sales teams.
- Hub International: Large North American insurance brokerage that places group benefits, commercial, and personal lines across multiple carriers. Directly comparable as a multi-line broker competing for SMB and mid-market employer accounts, though operating at much greater scale.
- NFP (Aon): Specialty insurance brokerage and consulting firm with strong employee benefits practice. Comparable as a multi-carrier benefits broker serving mid-market employers, with overlapping capabilities in retirement, executive benefits, and individual coverage.
- OneDigital: Employee benefits-focused insurance brokerage and consulting firm. Closest direct peer by product focus — group health, retirement, voluntary benefits, and benefits technology — competing in the same SMB/mid-market employer segments Michigan Planners targets.
Emerging players
- GoHealth: Digital Medicare-focused insurance broker with significant telesales infrastructure for Medicare Advantage and Supplement distribution. Comparable as a Medicare broker competing for the same beneficiaries Michigan Planners serves via its individual/Medicare unit, but operates digitally at national scale rather than locally.
- Chapter: Digital Medicare advisory platform that helps consumers compare Medicare Advantage, Supplement, and Part D plans. Comparable as a Medicare distribution competitor to Michigan Planners' Medicare unit, representing the digital-native threat to local brokers.
- eHealth: Online health insurance marketplace focused on Medicare and individual/family coverage. Comparable as a Medicare and individual-insurance distribution channel that competes for the same Michigan beneficiaries via a digital, lower-touch model.
Regional players
- Hylant: Regional insurance brokerage headquartered in the Midwest with strong employer benefits and risk management practices. Highly comparable as a Midwestern independent broker with similar employer-segment focus and relationship-driven service model, though operating across multiple Midwest states.
Broad incumbents
- Arthur J. Gallagher: Global insurance brokerage and risk management firm with substantial employer-benefits consulting arm. Comparable core offerings — group health, retirement, voluntary benefits, compliance — but operates at vastly greater scale across all 50 states.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Michigan Planners social profiles
Digital presenceMichigan Planners financial estimates
Financial estimateRevenue estimate
Valuation estimate
Michigan Planners leadership team
Management profileNumber of profiles
Profiles9 records
Michigan Planners funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Michigan Planners M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Michigan Planners
What does Michigan Planners do?
Michigan Planners is a third-generation, family-owned independent insurance brokerage that places employer group benefits (medical, dental, vision, life, disability, voluntary), Medicare Advantage/Supplement and individual health plans, retirement plans (401(k), 403(b), 457), and life insurance with multiple carriers. The firm delivers year-round account management, compliance guidance, claims advocacy, and open enrollment support through licensed advisors in Michigan.
Is Michigan Planners a public or private company?
Michigan Planners is a private company. It is classified as family owned and is currently operating.
When was Michigan Planners founded?
Michigan Planners was founded in 1962. It employs 11 to 50 people.
Where is Michigan Planners based?
Michigan Planners is headquartered in Clinton Township, United States, in the North America region.
How does Michigan Planners make money?
Three revenue lines are on record. Insurance Brokerage Commissions are the primary driver. The others are medicare and Individual Insurance Sales and retirement Plan Services.
Who are Michigan Planners's main competitors?
Direct peers on record are USI Insurance Services, Brown & Brown, Hub International, NFP (Aon) and OneDigital. Emerging players are GoHealth, Chapter and eHealth. Hylant is listed as a regional player. Arthur J. Gallagher is listed as a broad incumbent.
Does Michigan Planners have an API?
No public API is recorded for Michigan Planners.
What industry is Michigan Planners in?
Michigan Planners's product category is Insurance Brokerage. Its primary akta.pro industry code is FSAIAGAH, Medicare Plan Distribution & Brokerage (Captive, Independent, FMOs), with a secondary code of FSAEABAE, Employer Retirement Plan Advisory (401(k)/Pension). Its NAICS code is 52421 and its SIC code is 6411.