Aitken & Ormond Insurance

What Aitken & Ormond Insurance does

Aitken & Ormond Insurance, Inc. is an independent insurance agency founded in 1948 and headquartered in Chesterfield, Michigan, operating across three Michigan offices (Chesterfield/New Baltimore, St. Clair, and Grosse Pointe). The agency functions as an intermediary rather than an underwriter, representing more than eight insurance carriers and earning commissions on personal and commercial policies written and renewed. It serves both individual households seeking personal lines coverage (auto, home, life, umbrella, recreational, specialty dwelling) and small-to-mid-size businesses requiring commercial lines (general liability, workers compensation, commercial auto, cyber liability, professional liability, industry-specific packages). The agency's technology stack is conventional for the sector: a website-based online quote request platform that routes inbound leads to licensed agents, and a proprietary mobile application supporting digital ID cards, a mobile claims kit, home inventory, document requests, and policy notifications. The mobile app is published under the agency's own branding on iOS and Android.

The business model is commission-based and recurring: Aitken & Ormond is compensated by carriers on policies placed and renewed, with no direct charge to customers for the comparison-brokerage service. Go-to-market combines in-person service at three physical locations, online quote capture, a referral program, and lender partnerships with mortgage professionals seeking insurance placement for borrowers. Pricing for end customers is set by underlying carriers rather than by the agency; the agency competes on carrier choice, service quality, and bundled-policy convenience rather than on premium pricing. The agency is family-owned and led by the Aitken family, with Dan Aitken as President and second-generation family members serving as Vice Presidents. There is no disclosed external investment, parent company, or PE ownership.

Name

Aitken & Ormond Insurance

Legal name

Aitken & Ormond Insurance, Inc.

Website

https://aitken-ormond.com

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

11–50 employees

Short description

Aitken & Ormond Insurance is a family-owned independent insurance agency founded in 1948, operating three Michigan offices and representing over eight insurance carriers to provide personal and commercial insurance products to individuals, families, and small-to-mid-size businesses in the Detroit metro area.

Ownership category

akta.pro rank

Headquarters

HQ city

Sterling Heights

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Insurance Commissions: Agency earns commissions from multiple insurance carriers they represent. As an independent agency, they are compensated directly by insurance carriers when policies are written and renewed.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Aitken & Ormond Insurance is an independent insurance agency that brokers personal and commercial insurance products on behalf of customers by shopping across more than eight insurance carriers. The agency provides personalized consultation, policy management, claims advocacy, and a proprietary mobile application for policyholders, operating from three Michigan office locations.

Product overview

Aitken & Ormond Insurance is an independent insurance agency offering a comprehensive portfolio of personal and commercial insurance products through multiple carrier relationships. The agency operates as a full-service insurance intermediary rather than a direct insurer, providing personalized consultation and policy management. Personal insurance offerings include auto, homeowners, life, motorcycle, ATV/powersports, boat, collector car, condo, disability, flood, recreational vehicle, renters, specialty dwelling, travel, and umbrella insurance. Commercial insurance products encompass general liability, workers compensation, commercial auto, commercial property, cyber liability, professional liability, directors and officers, EPLI, restaurant, church, contractors, builders risk, farm and crop, group benefits, bonds, and commercial umbrella. The agency also provides a quote request system and proprietary mobile application for claims reporting, home inventory management, and client communications.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Insurance Comprehensive personal lines coverage bundling auto, homeowners, life, motorcycle, ATV/powersports, boat, collector car, condo, disability, flood, recreational vehicle, renters, specialty dwelling, travel, and umbrella insurance for individuals and families.
• Commercial Insurance Business insurance products including commercial property, commercial auto, general liability, workers compensation, commercial umbrella, cyber liability, professional liability, directors and officers, EPLI, bonds, builders risk, restaurant, church, contractors, farm and crop, and group benefits for small to mid-size businesses.
• Auto Insurance Vehicle coverage including collision, comprehensive, property damage, bodily injury liability, and uninsured/under-insured motorist coverage for standard and collector vehicles.
• Homeowners Insurance Coverage protecting against fire, theft, vandalism, and other covered events including dwelling, other structures, personal property, loss of use, medical expenses, and personal liability protection.
• Life Insurance Term life and whole life insurance products to protect financially dependent family members and cover final expenses, debts, estate taxes, and charitable donations.
• Umbrella Insurance Stand-alone liability policy providing additional coverage limits above underlying homeowners and auto policies, typically ranging from $1 million to $5 million in coverage.
• Travel Insurance Coverage for trip cancellations due to weather, evacuation orders, strike-related service cessation, travel supplier bankruptcy, terrorist attacks, and employment termination.
• Flood Insurance Stand-alone flood coverage protecting against property loss from flooding, available through NFIP/FEMA and private insurers, with coverage limits up to $250K for building and $100K for contents.
• Disability Insurance Income protection coverage including short-term and long-term disability policies with options for non-cancelable, guaranteed renewable, additional purchase options, COLA, and residual disability riders.
• Boat and Watercraft Insurance Coverage for boats and personal watercraft including liability, medical payments, physical damage, uninsured/underinsured watercraft bodily injury, fuel spill liability, wreckage removal, personal effects, and emergency assistance.
• Motorcycle Insurance Insurance coverage for street cycles, Harley Davidsons, trike conversions, cruisers, classic bikes, touring bikes, dirt bikes, and ATVs.
• Recreational Vehicle Insurance Coverage for motorhomes, travel trailers, campers, and horse trailers with liability, comprehensive, collision options, stated value, agreed value, replacement cost, vacation liability, personal effects, and roadside assistance.
• Collector Car Insurance Specialized classic and collector car insurance with provisions, conditions, and coverages appropriate for classic vehicles, distinct from standard auto policies.
• ATV and Powersports Insurance Insurance coverage for all-terrain vehicles including three, four, and six-wheeled buggies used off-road.
• Condo Insurance H0-6 policy covering condo unit interiors including floors, walls, cabinets and fixtures not covered by association insurance.
• Renters Insurance Coverage for personal property against theft or damage with optional full value replacement cost, bodily injury and property damage liability, and medical payments coverage.
• Specialty Dwelling Insurance Insurance for rental properties, vacant homes, seasonal/vacation homes, older/lower value homes, credit-challenged properties, and homes under construction that standard homeowners policies exclude.
• General Liability Insurance Commercial coverage protecting against financial loss from bodily injury, property damage, medical expenses, libel, slander, and defending lawsuits.
• Workers Compensation Insurance Coverage for work-related injuries and illnesses protecting both employers and employees.
• Cyber Liability Insurance Business coverage protecting against computer-related crimes including malware, phishing attacks, and data breaches involving misplaced laptops.
• Professional Liability Insurance Coverage protecting businesses against financial loss from malpractice, errors, and negligence in professional services.
• Commercial Auto Insurance Vehicle coverage for business-owned automobiles, trucks, and fleets.
• Commercial Property Insurance Coverage protecting business property and physical assets against loss from fire, smoke, wind, hail, civil disobedience, and vandalism.
• Directors and Officers Insurance Coverage for corporate directors and officers against claims arising from governance decisions and management actions.
• EPLI Insurance Employment Practices Liability Insurance covering businesses against employee lawsuits for sexual harassment, discrimination, wrongful termination, breach of contract, and negligent evaluation.
• Restaurant Insurance Specialized coverage for restaurants including liability, property, and business interruption protections.
• Church Insurance Coverage tailored for churches and religious organizations including liability and property protections.
• Contractors Insurance Coverage for contractors including liability, property, and specialized protections for construction trades.
• Builders Risk Insurance Coverage for buildings under construction against damage from covered perils during the building process.
• Farm and Crop Insurance Insurance coverage for agricultural operations including farms, crops, and related assets.
• Group Insurance Benefits Employee benefit programs including group health insurance and related coverage options.
• Bonds Surety and fidelity bonds for commercial clients including contract bonds, license and permit bonds, and judicial bonds.
• Commercial Umbrella Insurance Additional liability coverage above commercial general liability and auto liability limits for businesses.
• Quote Request System Online quote request system allowing customers to obtain quotes for auto, home, condo, renters, rental property, term life, individual and family health, employee group health, business owners package, work comp, motorcycle, boat and jet ski, and umbrella insurance.
• Agency Mobile App Mobile application providing claims reporting with mobile ID cards and claims kit, home inventory management, document request functionality, and client notifications for policies, billing and claims.

Quantifiable outcome

• 47% lower rates vs. Allstate, 26% lower vs. State Farm, 32% lower vs. Geico, 41% lower vs. Liberty Mutual

Named customers2 records

Segments3 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

One partnership is on record.

• Insurance Carriers (Multiple)coreOthersAgency represents multiple insurance carriers, currently over eight different companies. This allows them to shop the marketplace and match customers with optimal coverage and pricing. Carriers provide commission to agency for policies written.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Hub International: Large North American insurance brokerage offering personal, commercial, and specialty lines through a network of offices. Comparable as a multi-line independent brokerage serving SMB and consumer markets, though at vastly larger scale.
• Brown & Brown, Inc. Large national insurance brokerage built primarily through acquisition of independent agencies. Comparable as a roll-up consolidator in the same multi-line independent brokerage segment where Aitken & Ormond operates.
• AssuredPartners: National insurance brokerage formed by acquiring independent agencies across the U.S. Comparable as a roll-up of regional independent agencies targeting personal and commercial lines — the same niche Aitken & Ormond occupies.
• Marsh & McLennan Agency: Middle-market focused brokerage arm of Marsh McLennan, serving businesses with commercial property, casualty, and employee benefits coverage. Comparable as a multi-line brokerage serving the same SMB and mid-market commercial customers Aitken & Ormond targets.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm with deep personal and commercial line offerings. Comparable as a multi-line independent brokerage whose SMB and consumer-facing products overlap with Aitken & Ormond's book of business.

Direct peers

• Acrisure: Founded in 2005 as a small Michigan insurance agency, Acrisure grew into one of the largest insurance brokerages in the world via acquisition. It is the most direct aspirational comparable to Aitken & Ormond — same starting point (small MI agency), same business model (multi-carrier brokerage), and demonstrates the regional roll-up trajectory available to Aitken & Ormond.

Regional players

• Auto-Owners Insurance: Michigan-headquartered property and casualty insurer that sells exclusively through independent agents. Comparable because it both shares the Michigan operating base and represents the type of carrier partner Aitken & Ormond represents to its customers.
• Frankenmuth Insurance: Michigan-based mutual insurance carrier that distributes heavily through independent agents. Highly comparable given shared Michigan footprint, independent agency distribution model, and focus on personal and commercial lines relevant to Aitken & Ormond's product mix.
• Hastings Mutual Insurance Company: Michigan-headquartered regional P&C carrier distributing through independent agents in the Midwest. Comparable as a fellow Michigan-based player with overlapping personal and commercial lines and a focus on independent agency distribution.
• Meadowbrook Insurance Group: Michigan-headquartered insurance organization with both agency and specialty program operations. Comparable as a fellow Michigan-based insurance intermediary with overlapping personal and commercial line focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pg/aitkenormond/reviews
• LinkedInlinkedin.com/company/aitken-ormond-insurance-agency

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Aitken & Ormond Insurance