Great Lakes Insurance

What Great Lakes Insurance does

Great Lakes Insurance is a regional business unit of Acrisure, LLC that operates as a full-service insurance brokerage and risk management services provider serving businesses, families, and specialty clients across the Great Lakes region. The entity is not a standalone technology company but a sales-led, multi-product distribution platform that aggregates multiple sub-brands (including Britton Gallagher, Cobb-Hall Insurance, Benchmark Financial Services, Advanced Benefit Solutions, Regency Employee Benefits, Campbell Group Southeast, and 44 North) under a unified regional identity with shared client resources and payment infrastructure.

The company's product portfolio is organized around a core insurance platform covering personal lines, small business, and large enterprise solutions, complemented by employee benefit services and third-party administrator (TPA) solutions. Adjacent service modules extend into HR consulting, payroll and HR, cybersecurity, managed IT, risk management, and mortgages. The regional office also accesses specialty and global capacity through Acrisure's London Wholesale and Reinsurance divisions, and serves niche verticals including tribal nations and bond purchasers. No proprietary technology stack, AI/ML capabilities, or software product is disclosed; the offering is distribution- and advisory-led.

Revenue is generated through insurance premiums and commissions on commercial and personal lines, employee benefits placement, TPA fees, and fees on adjacent services, with pricing being quote-based and not publicly disclosed. The go-to-market motion is sales-led, relying on direct client engagement supported by client portals, self-service payment links, a website contact form, and content marketing through Acrisure's blog platform. Customer segments span small/mid-market/large businesses (primary), families and individuals, organizations requiring employee benefits, and specialty clients with bonds, TPA, or tribal nation needs.

Name

Great Lakes Insurance

Legal name

Acrisure, LLC

Website

https://greatlakesinsurance.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Great Lakes Insurance is a regional insurance brokerage and risk management unit of Acrisure, LLC, serving businesses, families, and specialty clients across the Great Lakes region through multiple sub-brands with personal, commercial, benefits, and specialty insurance products.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421), Direct Health and Medical Insurance Carriers (524114), Other Insurance Related Activities (52429)

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331), Hospital & Medical Service Plans (6324)

akta.pro primary industry

Marine Specialty (Hull/P&I/Cargo) (FSAJAGAJ)

akta.pro secondary industries

Inland Marine Insurance (Transit, Equipment & Installation) (FSAJAHAB), Protection & Indemnity (P&I) / Marine Liability Insurance (FSAJAHAH), Ancillary & Supplemental Health Products (Accident/Critical Illness/Hospital Indemnity) (HLAEABAJ)

Keywords

• Commercial insurance brokerage
• Personal insurance coverage
• Employee benefits administration
• Third party administrator services
• Specialty insurance markets

Headquarters

HQ city

Marine City

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premium Revenue: Great Lakes Insurance generates revenue through insurance premiums from commercial and personal lines coverage, including business insurance, employee benefit services, and risk management solutions across the Great Lakes region.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Great Lakes Insurance is a regional insurance and risk management services provider that operates as a regional office of Acrisure, LLC. The company offers business and personal insurance coverage, employee benefits administration, third-party administrator solutions, and specialty lines including mortgages, London wholesale, and reinsurance, serving clients across the Great Lakes region.

Product overview

Great Lakes Insurance is a regional office of Acrisure, operating as a full-service insurance and financial services agency serving the Great Lakes region. The company offers a multi-product portfolio organized around a core insurance platform supplemented by complementary service modules. The core offerings include Personal Insurance and Business Insurance (both small and large business), which are complemented by Employee Benefit Services and Third Party Administrator Solutions for workforce management. Additional value-added modules include HR Consulting, Payroll & HR, Cybersecurity, Managed IT, Risk Management, and Mortgages. The company also accesses specialty markets through Acrisure's London Wholesale and Reinsurance divisions. Great Lakes functions as an insurance broker/agency model rather than a single software product, distributing multiple insurance and financial products through various carrier partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Business Insurance

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Marsh: World's largest insurance broker, operating across commercial P&C, specialty, reinsurance, and benefits. Comparable through Marsh's London market access, reinsurance intermediation, and broad product portfolio relevant to Great Lakes' specialty offerings.
• Aon: Global professional services firm with major insurance brokerage and reinsurance brokerage operations. Overlaps with Great Lakes on commercial, benefits, reinsurance intermediation, and London market access via Aon Global Specialty.
• Lockton: Largest privately-held insurance brokerage globally, offering commercial, personal, benefits, and specialty lines. Comparable in product mix and customer segments, though Lockton operates at much larger scale.
• Marsh McLennan Agency: Middle-market-focused brokerage arm of Marsh McLennan offering commercial insurance, employee benefits, and risk management. Comparable in targeting mid-market businesses with comprehensive multi-line solutions.
• Arthur J. Gallagher & Co. Large publicly-traded global insurance brokerage and risk management firm serving commercial and personal lines, employee benefits, and specialty risks. Overlaps with Great Lakes across product breadth but operates at substantially greater scale.

Direct peers

• Hub International: Privately-held insurance brokerage operating a regional office model across North America with multi-line commercial, personal, and benefits offerings. Highly comparable in structure, customer mix, and distribution model to the Great Lakes unit.
• AssuredPartners: Privately-held insurance brokerage built through aggressive acquisition of regional agencies across the U.S. Operates a regional-office model with multi-line P&C and benefits offerings, mirroring Acrisure's roll-up strategy applied to the Great Lakes.
• Brown & Brown, Inc. Publicly-traded insurance brokerage with a decentralized regional office structure that aggregates independent agencies. Comparable in retail brokerage model, multi-line offerings, and decentralized operating philosophy.
• Leavitt Group: Privately-held insurance brokerage with a strong regional-office model across the Western and Midwestern U.S. offering commercial, personal, and benefits lines. Comparable in regional trusted-advisor positioning and decentralized agency aggregation.
• USI Insurance Services: Privately-held insurance brokerage and risk management firm serving mid-market and large commercial clients with multi-line offerings including employee benefits and specialty. Closely matches Great Lakes' commercial-bias and product breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/GreatLakesInsuranceMI
• LinkedInlinkedin.com/company/acrisure
• Instagraminstagram.com/acrisure/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

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 Great Lakes Insurance