Emington Schultz Agency Inc.

What Emington Schultz Agency Inc. does

Emington Schultz Agency Inc. is a privately held independent insurance agency headquartered in Cadillac, Michigan, co-owned by John Emington and Melissa Schultz. Operating as a licensed captive agent of Farm Bureau Insurance of Michigan, the agency distributes personal and commercial insurance products across seven or more northern Michigan counties, including Missaukee, Wexford, Lake, Oscoda, Manistee, Grand Traverse, and Kalkaska. Its core product suite covers Home, Auto, Life, Business, Farm, and Health insurance, supplemented by recreational vehicle coverage (boats, jet skis, snowmobiles, ATVs, motorcycles) and golf cart liability. The agency's principal differentiator is the Lake Estate® policy, a trademarked, custom-designed product for Michigan lakefront property owners that includes higher limits on lake-specific coverages (docks, boat hoists, sea walls) and a Select Premier Endorsement with features such as Hidden Water Damage, Collapse Due to Hydrostatic Pressure, Cyber Protection, Home Systems Protection, and Underground Service Line Coverage.

The agency employs 11+ staff across sales, account management, customer service, operations, and finance, and generates revenue through commissions on policies placed through the Farm Bureau carrier. Its go-to-market is sales-led and consultative, prioritizing in-person relationships, community presence, and personalized service over digital self-service. Distribution channels include direct agent sales from the Cadillac office, online quote requests routed through michfb.com, and a customer portal for bill payment and claims. Marketing relies on the agency website, Facebook organic social, blog content, and community events such as Women's Retreat and Agent Charitable Fund activities. Revenue is not publicly disclosed, and the agency has no disclosed funding, acquisitions, M&A activity, or AI/ML capabilities; growth currently manifests through product line extensions (Health Insurance, Lake Estate®) and incremental geographic expansion across northern Michigan.

Name

Emington Schultz Agency Inc.

Legal name

Emington Schultz Agency Inc.

Website

https://emingtonschultz.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Emington Schultz Agency Inc. is a privately held, Farm Bureau-affiliated insurance agency in Cadillac, Michigan, distributing personal, commercial, farm, health, and recreational vehicle insurance across seven or more northern Michigan counties, with a niche Lake Estate® policy for lakefront property owners.

Ownership category

akta.pro rank

Product category

Insurance Agency Services

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAJACAK

Crop & Farm Property Insurance

Financial & Insurance/Insurance — Motor, Property & Casualty/Property Insurance (Homeowners, Renters & Commercial Property)

SECONDARYFSAJACAE

Commercial Property Insurance

Financial & Insurance/Insurance — Motor, Property & Casualty/Property Insurance (Homeowners, Renters & Commercial Property)

Keywords

• Insurance agency services
• Personal lines insurance
• Commercial insurance coverage
• Farm insurance policies
• Lakefront property insurance

Headquarters

HQ city

Cadillac

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Insurance Commissions: The agency operates as an insurance agency/broker generating revenue through commissions on insurance policies sold including home, auto, life, farm, business, and recreational vehicle insurance products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Emington Schultz Agency Inc. is a licensed Farm Bureau Insurance agency that sells personal and commercial insurance products including home, auto, life, business, farm, and recreational vehicle coverage. The agency's distinctive offering is the Lake Estate® Insurance policy, a specialized insurance product tailored for Michigan lakefront property owners with enhanced coverage for docks, boat hoists, sea walls, and waterfront structures.

Product overview

Emington Schultz Agency Inc. is an independent insurance agency offering a comprehensive portfolio of personal and commercial insurance products through Farm Bureau Insurance of Michigan. The core product suite includes Home, Auto, Life, Business, Farm, and Health insurance, with specialized offerings like the Lake Estate® Insurance policy tailored for Michigan lakefront property owners. Additional coverage options extend to recreational vehicles (boats, jet skis, snowmobiles, ATVs, motorcycles) and include specialized endorsements for golf cart liability and watercraft protection. The agency primarily serves customers in the Cadillac, Michigan area covering Missaukee, Wexford, Lake, Oscoda, Manistee, Grand Traverse, Kalkaska, and surrounding counties.

Differentiator

Problem solved

Functional benefit

Brands

• Lake Estate®: A custom insurance policy specifically designed for Michigan lakefront property owners, providing coverage for homes, docks, boat hoists, sea walls, and other lake-specific needs.

Products and services

• Home Insurance

Named customers3 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Michigan Farm Bureau Family of CompaniescoreStrategic or Co-development PartnerThe agency operates as a licensed agent of Farm Bureau Insurance of Michigan, part of the Michigan Farm Bureau Family of Companies. This affiliation provides access to Farm Bureau's insurance products, brand recognition, and organizational resources.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Allstate: National insurance carrier with exclusive Allstate agents distributed across Michigan markets. Overlapping product set (home, auto, life) and similar local-agent positioning make it a primary competitive benchmark for customer acquisition and retention.
• State Farm: National personal lines giant with captive agents in nearly every Michigan community, including northern Michigan. Competes directly for home, auto, and life insurance with a comparable neighborhood-agent model and significantly larger marketing budget and brand recognition.
• Auto-Owners Insurance: Michigan-headquartered mutual insurance carrier with exclusive independent agent distribution, competing directly with Farm Bureau agents in personal and commercial lines across northern Michigan. Comparable product breadth (home, auto, life, business) and similar agent-led model make it a direct competitive threat in the same geography.
• Nationwide Insurance: Large national insurer with captive agents and broad product portfolio (home, auto, life, farm, business). Nationwide's farm and rural-focused products directly compete with Farm Bureau offerings in Michigan's agricultural counties.

Direct peers

• Frankenmuth Insurance: Michigan-based property/casualty insurer with an independent agency distribution model serving personal and commercial customers across Michigan. Competes head-to-head in the same rural and small-town Michigan markets with similar multi-line product offerings and agent-led sales.
• Fremont Insurance Company: Michigan-based regional property/casualty carrier writing through independent agents, with strong concentration in northern and western Michigan counties that overlap Emington Schultz's service territory. Directly comparable as a regional carrier-agent distribution partnership.
• Aird Insurance Group - Farm Bureau Insurance: Another Michigan Farm Bureau Insurance agency operating in the same network. Explicitly mentioned in Emington Schultz customer testimonials, indicating overlapping customer awareness in the same Michigan market. Most directly comparable peer given shared parent affiliation, product suite, and commission-based revenue model.

Regional players

• Hastings Mutual Insurance Company: Regional Midwest mutual insurer distributing through independent agents across Michigan, Ohio, Indiana, and Illinois. Comparable agent-led distribution model and similar multi-line personal/commercial product suite, with overlap in rural Michigan geographies.

Emerging players

• Progressive: Direct-to-consumer insurance carrier and aggregator that has reshaped auto insurance shopping behavior nationally. While not an agent-led model, Progressive's online quoting and bundle tools pose a disintermediation threat to traditional agencies like Emington Schultz, particularly for younger customers.
• Acclaris / Lemonade (Insurtech comparison): Digital-native insurtechs (Lemonade being representative) compete in personal lines via app-first experience, AI-driven underwriting, and lower-cost structures. While currently focused on urban markets, expansion into suburban lakefront and vacation-home segments is a forward-looking competitive vector.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/EmingtonSchultzAgency
• LinkedInlinkedin.com/company/emington-schultz-agency-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Emington Schultz Agency Inc.