Michigan Insurance

What Michigan Insurance does

Michigan Insurance (legal entity: Michigan Insurance Agent Services LLC; operating as iMichigan Insurance and IMICHIGANINSURANCE.COM) is a privately held Michigan-based insurance marketplace and licensed agent referral service founded in 2010. The company connects Michigan residents seeking auto, homeowners, life, renters, business, and workers' compensation insurance with a network of licensed insurance agents across the state, with an additional specialization in quoting policies from the Michigan Basic Property Insurance Association (MBPIA) for homeowners declined by standard carriers. The platform is anchored by its website (imichiganinsurance.com), a primary phone sales line (248-277-4505), and a separate MBPIA customer service line (313-877-7400), with supporting social channels on Facebook and X (Twitter).

The product surface spans seven core lines: Michigan Auto Insurance (No-Fault-mandated coverage), Michigan Homeowners Insurance, Michigan Life Insurance, Michigan Renters Insurance, Michigan Business Insurance, Michigan Workers' Compensation Insurance, and Michigan Basic Property Insurance through MBPIA. The underlying technology is explicitly described as 'Not disclosed' in source material — the company operates as a marketplace/lead-routing service rather than a technology platform, with no proprietary features, no API, no SDK, no mobile app, and no patents or trademarks listed. Educational content (Michigan insurance guides, Detroit home repair resources, workers' comp filing guidance) functions primarily as a top-of-funnel SEO and trust-building mechanism rather than a technology differentiator.

Commercially, Michigan Insurance is a commission-based agency: revenue accrues on insurance policies facilitated through its agent network, with no subscription, premium, or SaaS pricing publicly disclosed. Customer premiums are quote-based, vary by risk factors and coverage, and are billed on a monthly cadence at the carrier level. The customer base is horizontal across Michigan residents and small business owners, with primary segments in auto and homeowners insurance. Distribution is sales-led, combining direct phone outreach, website quote requests, and licensed agent connections, augmented by MBPIA referral access as a structural advantage for hard-to-place homeowner risks.

Name

Michigan Insurance

Legal name

Michigan Insurance Agent Services LLC

Website

https://e-michiganinsurance.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Michigan Insurance (Michigan Insurance Agent Services LLC) is a privately held, Michigan-based insurance marketplace that connects state residents with licensed agents for auto, homeowners, life, renters, business, and workers' compensation coverage, including MBPIA policies for high-risk homeowners.

Ownership category

akta.pro rank

Headquarters

HQ city

Detroit

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: The company operates as an insurance agent/marketplace generating revenue through commissions on insurance policies sold through their agent network. They connect customers with licensed insurance agents across Michigan for auto, home, life, renters, and business insurance products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Michigan Insurance operates an insurance marketplace connecting Michigan residents with a network of licensed, trusted insurance agents across the state. It facilitates quoting and placement for auto, home, life, renters, business, and workers' compensation insurance, and acts as an appointed agent for Michigan Basic Property Insurance Association (MBPIA) policies for homeowners unable to obtain coverage in the standard market.

Product overview

IMichiganInsurance.com operates as an insurance aggregation and referral platform connecting Michigan residents with licensed, trusted insurance agents across the state. The company offers a portfolio of core insurance products including Michigan Auto Insurance (No-Fault coverage), Michigan Homeowners Insurance, Michigan Life Insurance, Michigan Renters Insurance, Michigan Business Insurance, and Michigan Workers' Compensation Insurance. The platform also specializes in Michigan Basic Property Insurance through the Michigan Basic Property Insurance Association (MBPIA) for homeowners unable to secure standard coverage. Users can compare multiple insurance options and receive personalized quotes from local agents for auto, home, life, and business coverage.

Differentiator

Problem solved

Functional benefit

Products and services

• Michigan Auto Insurance Auto insurance coverage for Michigan drivers, with specialized expertise in the state's No-Fault auto insurance framework; matched to customers via a licensed-agent network.
• Michigan Homeowners Insurance Homeowners insurance for Michigan residents, routed through licensed Michigan insurance agents able to place standard-market coverage.
• Michigan Life Insurance Life insurance coverage for Michigan residents, sourced through the company's licensed insurance agent network.
• Michigan Renters Insurance Renters insurance for Michigan tenants, placed via licensed Michigan insurance agents.
• Michigan Business Insurance Commercial insurance coverage for Michigan small businesses, placed through the company's licensed agent network.
• Michigan Workers' Compensation Insurance Workers' compensation insurance for Michigan employers, placed via licensed agents with state-specific compliance expertise.
• Michigan Basic Property Insurance (MBPIA) Basic property insurance placed through the Michigan Basic Property Insurance Association for Michigan homeowners unable to obtain coverage in the standard market, facilitated by the company in its capacity as an MBPIA-appointed agent.

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Michigan Basic Property Insurance Association (MBPIA)coreStrategic or Co-development PartnerIMichiganInsurance.com has a strategic partnership with the Michigan Basic Property Insurance Association (MBPIA) to quote policies for homeowners who cannot obtain coverage through standard insurance carriers. The company serves as an agent for MBPIA policies, which is particularly important as MBPIA does not offer direct agents for new policies. This partnership enables the company to serve high-risk homeowners who have limited insurance options in Michigan.

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• State Farm: Largest US personal lines insurer with a captive agent force in Michigan; comparable as a multi-line agency-distributed insurer competing for the same auto, home, life, and renters customers in Michigan.
• Frankenmuth Insurance: Michigan-headquartered mutual insurance carrier offering personal and commercial lines statewide; directly comparable because it competes for the same Michigan homeowners, auto, and business customers with deep local regulatory familiarity.
• Auto-Owners Insurance: Large Michigan-based property and casualty carrier writing through independent agents across the state; comparable because its agency distribution model relies on the same licensed agent network the subject company aggregates.
• Progressive: Large national direct-to-consumer auto insurer with strong Michigan presence; comparable because it competes directly for the same Michigan auto customers, including No-Fault-compliant policies, often bypassing local agents.
• Michigan Farm Bureau Insurance: Statewide Michigan insurance carrier focused on auto, home, life, and farm/commercial lines via a captive agent force; comparable because it targets the same Michigan-resident customer base with a multi-line agency distribution model.

Direct peers

• The Zebra: National insurance comparison and quoting marketplace that lets consumers compare auto, home, and other policies online; directly comparable as a digital insurance aggregator/referral platform competing for the same quote-driven consumer.
• SmartFinancial: Online insurance marketplace connecting consumers with carrier quotes across auto, home, and life lines; directly comparable as a digital lead-generation and quoting platform serving the same SMB/consumer buyer.
• TrustedChoice.com: Independent insurance agent network and consumer-facing marketplace that routes shoppers to local independent agents; directly comparable as an aggregator that monetizes the same local agent referral flow.

Emerging players

• CoverHound: Digital commercial insurance marketplace offering online quoting for small business and personal lines; comparable as an insurance comparison platform addressing the same SMB buyer the subject company serves via its business insurance product.

Regional players

• Citizens Insurance (Michigan): Michigan-only property insurer serving homeowners statewide; comparable as a state-specific property insurance carrier competing for the same Michigan homeowners and overlapping with the MBPIA last-resort channel.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Customer concentration

• Xx.com/Emichigan
• Facebookfacebook.com/Michiganinsurance
• LinkedInlinkedin.com/company/e-michigan-insurance

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 Michigan Insurance