Linkfield & Cross

What Linkfield & Cross does

Linkfield & Cross is an independent insurance agency headquartered in Grand Rapids, Michigan, founded in 1928 and operating a second branded office, DeVries of Caledonia Insurance Agency, in Caledonia, MI. The firm places personal and commercial insurance — auto, home, renters, term life, business, motorcycle, commercial auto, watercraft, and Michigan notary surety bonds — through carrier partnerships rather than as a captive agent. Customer testimonials and the firm's positioning emphasize bundled policy consolidation and cross-carrier rate shopping for both individuals and SMB clients.

The agency is staffed by seven named insurance specialists, each with over 20 years of industry experience, led by President Kevin Cross. Underlying technology is described as a "computerized rating system" that compares rates across competing carriers for the same coverage; no other production system, app, or API surface is disclosed. Carrier distribution spans an enumerated list of partners including Progressive, Auto-Owners, Foremost, Hagerty, Citizens/Hanover, Figo Pet, West Bend, American Modern, and others.

Commercially, Linkfield & Cross earns commissions from carriers on premiums placed, with agency-level pricing not publicly disclosed and quotes produced on request through phone, walk-in, or website forms. Lead acquisition combines referrals ("Refer a Friend"), organic social (Facebook, LinkedIn), Google reviews displayed on-site, and local community presence built over nine decades in West Michigan. The firm is privately held with no disclosed external financing, acquisitions, or expansion beyond the two Grand Rapids-metro offices.

Name

Linkfield & Cross

Legal name

Linkfield & Cross

Website

https://linkfieldcross.com

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

1–10 employees

Short description

Linkfield & Cross is a privately held, independent Grand Rapids, Michigan insurance agency founded in 1928 that places personal and commercial insurance (auto, home, life, business, motorcycle, and specialty lines) through multi-carrier partnerships, serving over 4,000 households and 400 businesses via a seven-agent team.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industry

Commercial Lines Insurance Brokerage (FSAEADAB)

Keywords

• Independent insurance agency
• Auto insurance brokerage
• Home insurance coverage
• Commercial business insurance
• Personal lines insurance

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices2 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, Linkfield & Cross earns commissions from insurance carriers for policies placed. They represent dozens of insurance companies and receive commissions based on premiums written through their agency.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Linkfield & Cross is an independent insurance agency placing personal and commercial policies on behalf of individuals, families, and businesses. The agency works with dozens of insurance carriers and uses a computerized rating system to compare rates for equivalent coverage across those carriers, then matches each customer with the right company and price. Core product lines include auto, home, renters, term life, motorcycle, watercraft, commercial auto, business, and notary bond insurance.

Product overview

Linkfield & Cross is an independent insurance agency offering a portfolio of insurance products through multiple carriers. The core offerings include Auto Insurance, Homeowners Insurance, Renters Insurance, Term Life Insurance, Business Insurance, Motorcycle Insurance, Commercial Auto Insurance, Notary Bond, and Watercraft Insurance. The agency serves individuals, families, and businesses in the Grand Rapids metropolitan area, leveraging relationships with multiple insurance companies to match customers with appropriate coverage at competitive rates.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Auto insurance coverage sourced across multiple carriers to protect policyholders against financial loss from accidents, including property, liability, and medical protection for vehicles. Available to individuals and families in the Grand Rapids metropolitan area.
• Homeowners Insurance Homeowners insurance providing financial protection against storms, fire, theft, vandalism, and other disasters, covering the home itself and personal belongings. Designed to carry the right amount of coverage to protect families and their assets.
• Renters Insurance Renters insurance providing financial protection for tenants, covering personal belongings and personal liability for those leasing their residence.
• Term Life Insurance Term life insurance providing protection for a specific period of time and paying a benefit only if the insured dies during the term; designed to meet temporary coverage needs.
• Business Insurance Comprehensive business insurance for small and medium-sized businesses covering property, casualty, health, and safety exposures, with customized risk management programs and detailed claims handling.
• Motorcycle Insurance Motorcycle insurance providing liability, comprehensive, and collision protection for motorcycle riders.
• Commercial Auto Insurance Commercial auto insurance covering business-owned vehicles with liability, comprehensive, collision, and rental or towing protection.
• Watercraft Insurance Watercraft insurance covering boats and other watercraft vessels.
• Notary Bond Michigan notary bond providing the state-required $10,000 surety bond for individuals holding a notary public commission.

Quantifiable outcome

• Serve over 4000 individuals and families and 400+ businesses
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core.

• American ModerncoreChannel Partner/ Reseller/ DistributorInsurance carrier partner providing specialty insurance products. Listed on the Linkfield & Cross carriers page.
• AmwinscoreChannel Partner/ Reseller/ DistributorInsurance carrier partner providing various insurance products. Listed on the Linkfield & Cross carriers page.
• Atlantic CasualtycoreChannel Partner/ Reseller/ DistributorInsurance carrier partner. Listed on the Linkfield & Cross carriers page.
• Auto-OwnerscoreChannel Partner/ Reseller/ DistributorInsurance carrier partner providing auto and related insurance products. Listed on the Linkfield & Cross carriers page.
• Citizens/HanovercoreChannel Partner/ Reseller/ DistributorInsurance carrier partner (Citizens Insurance now part of Hanover). Listed on the Linkfield & Cross carriers page.
• Figo Pet InsurancecoreChannel Partner/ Reseller/ DistributorPet insurance carrier partner. Listed on the Linkfield & Cross carriers page.
• ForemostcoreChannel Partner/ Reseller/ DistributorInsurance carrier partner providing specialty insurance products. Listed on the Linkfield & Cross carriers page.
• Grand River InsurancecoreChannel Partner/ Reseller/ DistributorLocal insurance carrier partner. Listed on the Linkfield & Cross carriers page.
• HagertycoreChannel Partner/ Reseller/ DistributorInsurance carrier partner specializing in classic car insurance. Listed on the Linkfield & Cross carriers page.
• Michigan InsurancecoreChannel Partner/ Reseller/ DistributorMichigan-based insurance carrier partner. Listed on the Linkfield & Cross carriers page.
• ProgressivecoreChannel Partner/ Reseller/ DistributorMajor insurance carrier partner providing auto and other insurance products. Listed on the Linkfield & Cross carriers page.
• West BendcoreChannel Partner/ Reseller/ DistributorInsurance carrier partner (The Silver Lining). Listed on the Linkfield & Cross carriers page.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Auto-Owners Insurance: Midwest-headquartered mutual insurer that exclusively uses independent agents. Both a core carrier partner of Linkfield & Cross and a competitive model for agency-carrier distribution of personal, commercial, and life lines.
• Acrisure: One of the largest insurance brokerages in the world and an aggressive acquirer of independent personal/commercial agencies like Linkfield & Cross. Directly comparable as a roll-up buyer of multi-line independent agency books in the Midwest.
• The Hanover Insurance Group: Personal and commercial property/casualty carrier that distributes via independent agents. Comparable as both a carrier partner (via Citizens/Hanover) of Linkfield & Cross and as a peer in the independent-channel insurance market.
• Hub International: Large North American insurance brokerage that actively acquires mid-market and regional independent agencies. Comparable as both a buyer of agencies like Linkfield & Cross and a peer in the multi-line personal/commercial brokerage space.
• Brown & Brown: National insurance brokerage with a programmatic M&A strategy targeting high-quality independent agencies. Directly comparable as a strategic acquirer of small/mid-sized personal and commercial books.

Regional players

• Frankenmuth Insurance: Michigan-based mutual insurance company that distributes through independent agents across the Midwest. Comparable as a regional carrier partner/competitor with overlapping Michigan distribution footprint and personal/commercial product mix.
• Hastings Mutual Insurance Company: Michigan-based regional mutual carrier distributing through independent agents in the Midwest. Directly comparable as a Michigan-headquartered independent-channel insurance company serving personal and commercial lines.

Direct peers

• Erie Insurance: Regional insurance carrier that exclusively distributes through independent agents across personal, commercial, and life lines. Closely comparable operating model to Linkfield & Cross from the independent-agency side, with a similar multi-line, relationship-led GTM.
• Burns & Wilcox: Specialty insurance brokerage and wholesale distributor serving independent retail agents with complex personal and commercial risks. Comparable as a specialty-channel partner that Linkfield & Cross-type agencies leverage for non-standard placements.
• AssureStart Agency (or comparable West Michigan independent agency): Represents the typical small (5–15 employee) independent personal/commercial agency competing for the same Grand Rapids/West Michigan households and SMBs. Most directly comparable on size, customer mix, and value proposition even though specific firm names vary.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/linkfieldcross
• LinkedInlinkedin.com/company/2017457

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 Linkfield & Cross