Michigan Agency Alliance

What Michigan Agency Alliance does

Michigan Agency Alliance (Michigan Agency Alliance LLC) is a privately held Marketing Alliance founded in 2004 and headquartered in Bloomfield Hills, Michigan. It is an organization of independent insurance agents who have joined together to combine resources for long-term mutual financial and operating benefit while preserving each member agency's full autonomy. The alliance is governed as an LLC with member agencies as co-owners holding equal voting rights, and it operates with no employees of its own, functioning as a paper entity that coordinates activity among members.

The alliance operates a referral-based distribution model in Property and Casualty insurance. Its 16 member agencies — including Aitken & Ormond Insurance, Alpena Agency, BakerHopp Insurance Group, Barker Weber Insurance Agency, Carrico Maldegen Insurance Agency, Donald K. Pierce & Company, Eaton Insurance Services, KSP Insurance, Macomb-Gerlach Agency, Mercure Agency, My Member Insurance Agency, Smith Insurance Group, Troy-Metro Agency, Vollrath Insurance Services, Whims Insurance Agency, and W.J. Phillips, Inc. — are independently operated, referral-driven agencies typically writing $2 million to $20 million of P&C premium annually and located across Michigan. Member agencies contribute to collective production volume that qualifies for contingent commissions from insurance carriers and brokers; carriers are invited to amend contracts from individual agents to the Alliance, with original agents retained as sub-producers.

Revenue mechanics for the alliance itself consist of fixed member dues (subscription/recurring) and a portion of contingent commissions earned on combined production volume that is redistributed to members based on their share of total volume (transaction fee). The alliance differentiates from mergers or clusters by maintaining member independence, and it offers functional benefits including access to markets not otherwise available to small agencies, purchasing economies of scale, emergency aid, buy-sell agreements, and shared visibility through public relations and charitable giving. The organization has no proprietary technology platform, mobile app, API, or AI capabilities, and its go-to-market is community-led, relying on referrals and the embedded local presence of its member agencies.

Name

Michigan Agency Alliance

Legal name

Michigan Agency Alliance LLC

Website

https://michiganagencyalliance.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Michigan Agency Alliance is a Michigan-based Marketing Alliance of 16 independent insurance agencies that pool Property and Casualty production volume to earn contingent commissions and access carriers while preserving member autonomy. The LLC operates with no employees and earns revenue from member dues and shared commission arrangements.

Ownership category

akta.pro rank

Product category

Insurance Distribution Services

NAICS

Business Associations (813910)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Affinity, Membership & Association Referral Programs (FSAEAMAL)

Keywords

• Independent insurance agencies
• Marketing alliance
• Property casualty insurance
• Contingent commissions
• Insurance distribution network

Headquarters

HQ city

Bloomfield Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Member Dues: Member agencies pay fixed dues to participate in the alliance, which constitute the primary financial transactions for the organization alongside contingent commission distributions.
2. Contingent Commissions (Profit Sharing): The alliance earns contingent commissions from insurance carriers based on the combined production volume of all member agencies. These commissions are distributed to members based on their individual percentage of total volume.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Michigan Agency Alliance is a Marketing Alliance that groups together approximately 16 independent Property and Casualty insurance agencies across Michigan into a single voluntary organization. The alliance combines member agencies' production volume so they can collectively meet insurance carrier volume requirements, preserve carrier appointments, access markets not available to individual small-to-mid-size agencies, and share contingent commissions (profit sharing) earned from carriers. Member agencies retain complete operational autonomy, equal voting rights, and their own brand identity at their own locations.

Product overview

Michigan Agency Alliance is an organization of independent insurance agents who have joined together to help each other gain scale, skills and knowledge. The alliance operates as a Marketing Alliance model where each member agency maintains complete autonomy while combining their resources for mutual financial and operating benefit. Member agencies include independent insurance agencies across Michigan such as Aitken & Ormond Insurance, Alpena Agency, BakerHopp Insurance Group, Barker Weber Insurance Agency, Carrico Maldegen Insurance Agency, and others. The alliance facilitates collective representation with insurance carriers, enabling members to meet volume commitments, earn contingent commissions, and access markets not otherwise available to individual small to mid-size referral agencies.

Differentiator

Problem solved

Functional benefit

Products and services

• Marketing Alliance Membership

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core.

• Aitken & Ormond Insurance, Inc.coreStrategic or Co-development PartnerIndependent insurance agency located in New Baltimore, MI. Member of Michigan Agency Alliance since founding. Contact: Kelly Aitken Gwinnell, CPCU.
• Alpena Agency, Inc.coreStrategic or Co-development PartnerIndependent insurance agency located in Alpena, MI. Member of Michigan Agency Alliance. Contact: Steven R. Wilson, CPCU.
• BakerHopp Insurance GroupcoreStrategic or Co-development PartnerIndependent insurance agency located in Harper Woods, MI. Member of Michigan Agency Alliance. Contact: Gretchen Hopp Doyle.
• Barker Weber Insurance Agency, Inc.coreStrategic or Co-development PartnerIndependent insurance agency located in Jackson, MI. Member of Michigan Agency Alliance. Contact: Daniel C. Weaver.
• Carrico Maldegen Insurance AgencycoreStrategic or Co-development PartnerIndependent insurance agency located in Northville, MI. Member of Michigan Agency Alliance. Contact: Richard D. Carrico, CIC.
• Donald K. Pierce & CompanycoreStrategic or Co-development PartnerIndependent insurance agency located in Grosse Pointe, MI. Member of Michigan Agency Alliance. Contact: Denise M. Cox, CPCU, ARM, LIC.
• Eaton Insurance ServicescoreStrategic or Co-development PartnerIndependent insurance agency located in Clio, MI. Member of Michigan Agency Alliance. Contact: Brad Eaton.
• KSP InsurancecoreStrategic or Co-development PartnerIndependent insurance agency located in Wyandotte, MI. Member of Michigan Agency Alliance. Contact: Eric M. Karn, CIC, CAWC.
• Macomb-Gerlach AgencycoreStrategic or Co-development PartnerIndependent insurance agency located in Mt. Clemens, MI. Member of Michigan Agency Alliance. Contact: David Gerlach.
• Mercure Agency, Inc.coreStrategic or Co-development PartnerIndependent insurance agency located in Rockwood, MI. Member of Michigan Agency Alliance. Contact: Daniel M. Mercure.
• My Member Insurance AgencycoreStrategic or Co-development PartnerIndependent insurance agency located in Saginaw, MI. Member of Michigan Agency Alliance. Contact: Eric Neumeyer.
• Smith Insurance GroupcoreStrategic or Co-development PartnerIndependent insurance agency located in Allen Park, MI. Member of Michigan Agency Alliance. Contact: Daniel L. Smith, CPIA.
• Troy-Metro Agency, Inc.coreStrategic or Co-development PartnerIndependent insurance agency located in Troy, MI. Member of Michigan Agency Alliance. Contact: Erich Ehlert.
• Vollrath Insurance Services Inc.coreStrategic or Co-development PartnerIndependent insurance agency located in Waterford, MI. Member of Michigan Agency Alliance. One of the founding agencies of the alliance. Contact: Scott A. Vollrath, CPCU, AAI.
• Whims Insurance Agency, Inc.coreStrategic or Co-development PartnerIndependent insurance agency located in Rochester, MI. Member of Michigan Agency Alliance. Contact: Grant A. Mercer.
• W.J. Phillips, Inc.coreStrategic or Co-development PartnerIndependent insurance agency located in Flint, MI. Member of Michigan Agency Alliance. Contact: Stephen R. Phillips, CIC.
• Barrett & AssociatescoreStrategic or Co-development PartnerFounding member agency of Michigan Agency Alliance in 2004, along with Berkfield & Co and Vollrath Insurance Services. Mark Barrett's experience with a similar group in Washington State inspired the formation of the alliance.
• Berkfield & CocoreStrategic or Co-development PartnerFounding member agency of Michigan Agency Alliance in 2004, along with Barrett & Associates and Vollrath Insurance Services.
• Insurance Carriers and BrokerscoreChannel Partner/ Reseller/ DistributorInsurance carriers and brokers are invited to join the Alliance and amend their contracts from individual agents to the Alliance, with original agents as sub-producers. Participating carriers provide contingent commissions based on combined alliance volume and gain access to the small to mid-size referral agency market segment.

Scale indicators2 records

Recent moves3 records

Expansion highlights3 records

Others

• Burns & Wilcox: Burns & Wilcox is a specialty insurance wholesaler and brokerage that works with independent retail agents to place complex and surplus lines risks, providing market access complementary to alliance members.

Broad incumbents

• Trusted Choice: Trusted Choice is the consumer-branding network for independent insurance agents affiliated with Big I, offering joint marketing and referral infrastructure to member agencies across the U.S.
• Lockton Companies: Lockton is one of the largest independent insurance brokerages in the world, operating across personal, commercial, and specialty lines, and competes for the same carrier appointments and commercial clients as alliance members.
• Big I (Independent Insurance Agents & Brokers of America): Big I is the national trade association for independent insurance agents, providing advocacy, education, and carrier access; it operates at broader scale than Michigan Agency Alliance but serves the same independent agent constituency.

Emerging players

• World Insurance Associates: World Insurance Associates is a rapidly growing insurance brokerage roll-up acquiring independent agencies; it represents an alternative growth and exit path for member agencies of alliances like Michigan Agency Alliance.

Direct peers

• SIAA (Strategic Insurance Agency Alliance): SIAA is the largest alliance of independent insurance agencies in the U.S., aggregating premium volume to negotiate carrier appointments and contingent commissions. It is the closest direct analogue to Michigan Agency Alliance's marketing alliance model.
• Keystone Insurers Group: Keystone is a regional alliance of independent insurance agencies in the Mid-Atlantic and Southeast that pools volume for carrier leverage while preserving agency independence, directly comparable to Michigan Agency Alliance's structure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/michigan-agency-alliance

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 Agency Alliance