What Nulty Insurance does

Nulty Insurance Agency, operating as The Nulty Agency, LLC, is an independent insurance brokerage founded in 1945 in Otsego, Michigan by Greg Nulty and now in its third generation of family ownership, led by CEO & President TG Nulty. Headquartered in Kalamazoo with offices also in Otsego, St. Joseph (partner agency Combined Insurance Agency), and Grand Rapids (remote by appointment), plus an Upper Michigan partner agency in Iron Mountain (Mande Insurance & Investment Solutions), the firm serves individuals, families, small-to-large businesses, and employers across West and Upper Michigan and parts of Wisconsin. Revenue is generated through commissions earned as a percentage of premium placed with dozens of partner carriers, with three core revenue streams: Personal Insurance (auto, home, life, health, Medicare, and specialty lines), Business Insurance (workers' compensation, general liability, commercial property, business auto, cyber liability, umbrella, and industry-specialized coverages for construction, manufacturing, and non-profits), and Employee Benefits (group health, dental, vision, disability, life/AD&D, voluntary benefits, FSA/EAP, and long-term care).

The business model is a traditional licensed-advisor-led sales motion augmented by a digital client center and online quote request forms, with claims and policy servicing through carrier portals and the Zywave client portal. As an independent agency, Nulty represents 24+ named carriers including Auto-Owners, Blue Cross Blue Shield of Michigan, Cincinnati Insurance, Progressive, Travelers, United Healthcare, Liberty Mutual, Mutual of Omaha, and others, enabling cross-carrier comparison. The firm participates in two strategic alliances — Keystone Insurers Group (national independent-agency network) and United Benefit Advisors (top-10 employee benefits network with 140+ firms) — which extend capabilities in complex risk, national benchmarking, HR-compliance tooling, and multi-location employer servicing. The technology stack is standard agency tooling with no disclosed proprietary platform, no AI/ML capabilities, and no published API or SDK; no app has been released. The company remains privately held with no institutional funding, no subsidiaries, no disclosed M&A activity, and no publicly reported revenue figures, operating from a stable multi-office footprint built and maintained over ~80 years of continuous operation.

Name

Nulty Insurance

Legal name

The Nulty Agency, LLC

Website

https://nulty.com

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

51–100 employees

Short description

Nulty Insurance Agency is a third-generation, family-owned independent insurance brokerage founded in 1945 in Michigan, serving individuals, businesses, and employers across West and Upper Michigan with personal, commercial, and employee benefits products placed through 24+ carrier partners.

Ownership category

akta.pro rank

Headquarters

HQ city

Kalamazoo

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, Others

Revenue model

1. Personal Insurance Commissions: Commission-based revenue from personal insurance products including auto, home, renters, life, health, Medicare supplement, and specialty lines. As an independent agency representing multiple carriers, commissions are earned as a percentage of premium volume placed.
2. Business Insurance Commissions: Commission revenue from commercial lines products including workers' compensation, general liability, commercial property, business auto, cyber liability, umbrella, and specialized coverage such as builders risk, liquor liability, and environmental insurance.
3. Employee Benefits Commissions: Commission income from group health insurance, dental, vision, disability, life and AD&D, voluntary benefits, flexible spending accounts, and employee assistance programs for employer clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Nulty Insurance Agency is an independent insurance brokerage that places personal lines (auto, home, life, health, Medicare, umbrella, specialty), commercial lines (workers' compensation, general liability, commercial property, cyber, D&O, E&O, and industry-specific coverages), and employee benefits (group health, dental, vision, disability, life/AD&D, voluntary, FSA/EAP, long-term care) for individuals, families, and employers across West Michigan and Upper Michigan. The agency is compensated via carrier commissions on premium placed across dozens of top-rated national and regional insurance carriers, supported by Keystone Insurers Group and UBA partnerships.

Product overview

Nulty Insurance Agency is an independent insurance agency offering a unified portfolio of personal, business, and employee benefits insurance products. The personal insurance suite includes auto, home, renters, life, health, Medicare, umbrella, condo, secondary home, flood, pet, motorcycle, boat, classic car, wedding, and valuable possessions coverage. Business insurance offerings encompass workers' compensation, general liability, commercial property, business auto, cyber liability, business owners policy (BOP), E&O, D&O, commercial umbrella, EPLI, crime, environmental, systems breakdown, captive insurance, key man life, surety bonds, builders risk, liquor liability, special event, ocean/inland marine, fiduciary liability, and flood coverage. Employee benefits include group health, dental, vision, disability, life/AD&D, flexible spending accounts, employee assistance plans, voluntary benefits, and long-term care insurance. As an independent agency partnered with multiple insurance carriers, they provide choice and personalized solutions across all product lines.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Insurance A multi-line personal insurance brokerage offering covering vehicles, homes, personal property, life, health, Medicare, liability, and specialty items for Michigan individuals and families.
• Business Insurance Commercial insurance and risk management solutions protecting small to large Michigan businesses against liability, property damage, workers' compensation, cyber, and operational risks across construction, manufacturing, non-profit, and general commercial sectors.
• Employee Benefits Group employee benefits programs including health, dental, vision, disability, life/AD&D, voluntary benefits, FSA/EAP, and long-term care insurance designed to help employers attract and retain talent while managing regulatory compliance.
• Auto Insurance Personal auto insurance coverage placed across carrier partners including Progressive, Auto-Owners, Travelers, and others for Michigan individuals and families.
• Home Insurance Homeowners insurance coverage placed across carrier partners including Auto-Owners, Cincinnati, Hanover, Citizens, Frankenmuth, Grange, Hastings, and Wolverine Mutual for Michigan residents.
• Workers' Compensation Insurance Workers' compensation coverage for Michigan businesses protecting against employee injury and illness exposure, placed across commercial carrier partners.
• Cyber Liability Insurance Cyber liability coverage for Michigan businesses protecting against data breach expenses, hacking costs, business interruption, and third-party lawsuits from cyber attacks.
• Group Health Insurance Group medical insurance coverage for employer clients including fully-insured, level-funded, captive, and self-funded structures placed through carrier partners.

Quantifiable outcome

• The average underinsured homeowner pays thousands out of pocket after a major claim; most don't find out they're underinsured until it's too late

Named customers3 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

17 partnerships are on record, tiered core and preferred.

• Keystone Insurers GroupcoreStrategic or Co-development PartnerKeystone Insurers Group is a community of independent insurance agencies focused on providing peace of mind in neighborhoods and communities. Partnership provides Nulty with access to specialized expertise, complex insurance solutions, risk management resources, employee benefits, and financial services capabilities. Nulty benefits from national-level connections with local service, industry knowledge sharing, and agency development support.
• United Benefit Advisors (UBA)coreStrategic or Co-development PartnerUBA is a partner-owned alliance of more than 140 premier independent benefit advisory firms with 200+ offices globally, ranking as a top 10 largest employee benefits network. Partnership provides Nulty with shared wisdom from 2,000+ benefit professionals, national survey data, HR-related web tools, actuarially developed cost management tools, and support for multi-location employer clients.
• Mande Insurance & Investment SolutionscoreChannel Partner/ Reseller/ DistributorPartner agency located in Iron Mountain, MI serving Upper Michigan and Wisconsin. Mande Insurance & Investment Solutions operates as a branded partner location representing Nulty Insurance Agency services in the Iron Mountain area.
• Combined Insurance AgencycoreChannel Partner/ Reseller/ DistributorPartner agency located in St. Joseph, MI serving the surrounding area. Combined Insurance Agency operates as a branded partner location representing Nulty Insurance Agency services at 720 St. Joseph Drive.
• Auto-Owners InsurancepreferredOthersInsurance carrier partner providing personal and commercial insurance products through the agency. Client portal access for claims reporting and bill pay.
• Blue Cross Blue Shield of MichiganpreferredOthersHealth insurance carrier partner providing group and individual health coverage options.
• Cincinnati Insurance CompanypreferredOthersInsurance carrier partner offering commercial and personal insurance products. Claims reporting and bill pay available through carrier portal.
• Citizens Insurance (Hanover)preferredOthersInsurance carrier partner providing personal and commercial coverage. Claims and billing services available through Hanover Insurance Group.
• ProgressivepreferredOthersInsurance carrier partner known for auto insurance, providing coverage options through the agency.
• TravelerspreferredOthersMajor insurance carrier partner offering commercial and personal lines. Claims and bill pay services available.
• United HealthcarepreferredOthersHealth insurance carrier partner providing group and individual health coverage options through the agency.
• Liberty MutualpreferredOthersInsurance carrier partner offering personal and commercial coverage. Claims and billing services available.
• Mutual of OmahapreferredOthersInsurance and financial services carrier partner providing health, life, and supplemental coverage options.
• Continental Western GrouppreferredOthersInsurance carrier partner specializing in commercial insurance products including property and casualty coverage.
• Frankenmuth InsurancepreferredOthersRegional insurance carrier partner offering personal and commercial insurance products.
• Priority HealthpreferredOthersMichigan-based health insurance carrier partner providing health coverage options for individuals and employers.
• Additional Carrier PartnerspreferredOthersAdditional named carrier partners include: EMC Insurance, EyeMed (vision), Grange Insurance, Hanover Insurance Group, Hastings Insurance, Lincoln Financial Group, Michigan Insurance Company, Motorists Insurance Group, Pioneer State Mutual, Wolverine Mutual. Collectively providing access to dozens of top-rated insurance carriers across all product lines.

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Brown & Brown: Public independent insurance brokerage distributing personal, commercial, and employee benefits products via multiple carriers. Directly comparable to Nulty in independent agency structure, multi-line portfolio, and commission-based revenue model.
• Hub International: Large independent insurance brokerage with extensive personal, commercial, and benefits offerings across the U.S. and Canada. Same multi-carrier agency model and commission-driven revenue as Nulty; serves comparable customer segments including small/mid-market business and individuals.
• Acrisure: Acrisure is one of the largest independent insurance brokerages in the U.S., placing personal, commercial, and benefits coverage through multiple carrier partners. Operates the same multi-carrier agency model as Nulty, but at vastly larger scale with a private-equity-backed roll-up strategy.
• USI Insurance Services: Large U.S. insurance brokerage serving commercial, personal, and benefits customers through multi-carrier placement. Operates the same independent broker model as Nulty and competes directly for mid-market commercial and employer-group accounts.
• Leavitt Group: National independent insurance agency network providing personal, commercial, and benefits products through multi-carrier relationships. Operates a regional-agency roll-up model comparable to Nulty, with local-branded offices under a national partnership umbrella.

Others

• Assurex Global: World's largest private commercial insurance, risk management, and benefits brokerage network. Similar to Keystone/UBA in function—an aggregator alliance that supports independent agencies like Nulty with global resources rather than a direct competitor.
• Keystone Insurers Group: Community/aggregator of independent insurance agencies (of which Nulty is a member). Not a competitor but a strategic partner/network that enables scale benefits; relevant as an adjacent ecosystem participant in the same independent agency channel.

Broad incumbents

• Arthur J. Gallagher & Co. Global insurance brokerage and risk management services firm offering broad commercial, personal, and benefits products. Overlaps Nulty's product portfolio but operates as a much larger incumbent with national and international footprint, rather than a regional independent agency.
• Marsh & McLennan: Global professional services firm whose Marsh division is the world's largest insurance broker. Provides the same insurance placement and brokerage services as Nulty but at global enterprise scale, with broader risk consulting and adjacent advisory offerings.

Regional players

• Frankenmuth Insurance: Michigan-based regional insurance carrier serving the Midwest with personal and commercial products. Listed as a Nulty carrier partner; comparable as a Michigan-anchored insurance brand but operates on the carrier side rather than as an agency like Nulty.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NultyInsurance
• LinkedInlinkedin.com/company/nulty-insurance
• Instagraminstagram.com/nultyinsurance
• Xx.com/nultyinsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Nulty Insurance