Diversified Insurance Group
Diversified Insurance Group is a Lansing, Michigan-based independent insurance agency distributing personal, commercial, life, health, Medicare, and group-benefit products from a multi-carrier panel to individuals, families, and small businesses across Michigan.
- Company typePrivate
- Founded-
- HeadquartersLansing, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Diversified Insurance Group does
Diversified Insurance Group is an independent insurance agency headquartered in Lansing, Michigan, founded in 2012 and operating with approximately 13 employees. The company distributes insurance products from a broad panel of carrier partners — including Auto-Owners, Progressive, Chubb, CNA, Berkshire Hathaway subsidiaries, Blue Cross Blue Shield, Liberty Mutual, Hagerty, Delta Dental, Markel, Foremost, Westfield, and others — to consumers and small businesses across Michigan, with primary service in Lansing, Detroit, Grand Rapids, Kalamazoo, Bay City, and Cadillac.
The agency operates an agent-led model: licensed insurance agents assess customer needs in person, by phone, or via website quote requests, and place coverage with the carrier that best fits the customer's risk profile and price point. Core product lines span personal insurance (auto, home, motorcycle, high-net-worth, umbrella, specialty vehicles), business insurance (commercial property, general liability, workers' compensation, cyber, professional/E&O, surety bonds, and industry-specific packages for restaurants, farms, and churches), life insurance and annuities (term, whole, universal, indexed, final expense, fixed annuities), health and Medicare (individual/family, Medicare Parts A–D, Medigap), and group benefits (employer health, dental, vision, life, 401(k), HSA/FSA, ICHRA, QSEHRA). Underlying technology is standard independent-agency stack: a website with quote-request forms, online service center for policy changes and certificate requests, and carrier connectivity for policy issuance and claims processing. No proprietary technology, AI, or API platform is disclosed.
Revenue is generated exclusively through commissions paid by carrier partners on new and renewal business, with no disclosed pricing tiers as policies are quote-based and customized. The business is privately held with no institutional funding, no parent company, and no subsidiaries. Customer acquisition combines content marketing through the agency's insurance blog, organic social presence on Facebook, Instagram, LinkedIn, and YouTube, community involvement, and a Refer-a-Friend program. Customer segments are diversified across individuals/families, business owners, employers seeking group benefits, and Medicare beneficiaries — supporting recurring, annuity-like commission streams.
Diversified Insurance Group firmographics
Firmographics- Name
- Diversified Insurance Group
- Legal name
- Diversified Insurance Group
- Website
- https://wediginsurance.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Diversified Insurance Group is a Lansing, Michigan-based independent insurance agency distributing personal, commercial, life, health, Medicare, and group-benefit products from a multi-carrier panel to individuals, families, and small businesses across Michigan.
- Ownership category
- akta.pro rank
Where Diversified Insurance Group is headquartered
LocationHeadquarters
- HQ city
- Lansing
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Diversified Insurance Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Insurance Commissions: Diversified Insurance Group generates revenue through commissions paid by insurance carriers for new policy sales and renewal business. The agency represents multiple insurance companies and earns a percentage of premiums written.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Quote-based insurance pricing - customized policies |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Diversified Insurance Group product offering
Product offeringCore offering
Diversified Insurance Group is an independent insurance agency that sells and brokers personal, commercial, life, health, Medicare, and group benefits insurance policies on behalf of multiple top-rated insurance carriers. The agency matches customers with coverage from carriers such as Auto-Owners, Progressive, Chubb, CNA, Blue Cross Blue Shield, Berkshire Hathaway, and Liberty Mutual through licensed local agents and an online quote-request portal.
Product overview
Diversified Insurance Group is an independent insurance agency based in Lansing, Michigan, that offers a comprehensive portfolio of insurance products and services. The agency operates as a broker, working with multiple insurance carriers to provide personalized coverage options. The core product portfolio includes five main categories: Personal Insurance (auto, homeowners, motorcycle, and specialty coverage), Business Insurance (commercial property, general liability, workers' compensation, and industry-specific coverages), Life Insurance (term, whole, universal, and final expense), Health Insurance (individual/family, Medicare, disability, and LTC), and Group Benefits (employer-sponsored health, dental, vision, life, and retirement plans). The agency also offers Medigap/Medicare Supplement Insurance and specialized products like Surety Bonds. As an independent agency, they connect customers with multiple insurance providers including Markel, Michigan Insurance Company, Prime Insurance Company, Auto-Owners Insurance, Progressive, and Chubb to find optimal coverage at competitive rates.
Differentiator
Problem solved
Functional benefit
Products and services
- Personal Insurance Individual insurance coverage protecting personal assets and liabilities for families, individuals, and high-net-worth clients, including auto, home, motorcycle, and specialty lines distributed through multiple partner carriers.
- Auto Insurance Coverage for personal vehicles required by law, protecting against accidents, property damage, and uninsured/underinsured motorists, also available for corporate fleets.
- Homeowners Insurance Protection for residential property, personal possessions, and liability coverage for injuries occurring on the property, with options for additional structures and replacement value coverage.
- Motorcycle Insurance Specialized coverage for motorcycles including protection for custom parts, vintage bikes, collision/comprehensive damages, and uninsured motorist coverage.
- Business Insurance Commercial insurance solutions protecting businesses against property damage, liability, workers' compensation, and industry-specific risks, distributed across multiple carrier partners for Michigan-based small and mid-market companies.
- Commercial Property Insurance Coverage for business facilities, equipment, inventory, and fixtures against damage from storms, fire, theft, and natural disasters.
- General Liability Insurance Protection against claims of bodily injury, property damage, personal injury, and advertising errors arising from business operations.
- Workers' Compensation Insurance State-mandated coverage providing medical treatment and wage replacement for work-related injuries or illnesses.
- Life Insurance Financial protection for families providing tax-free death benefits to beneficiaries, available in term and permanent (whole/universal) forms, plus final expense, mortgage protection, and annuity products.
- Individual Life Insurance Personal life insurance policies providing federal tax-free death benefits for beneficiaries, available as term or permanent coverage.
- Health Insurance Medical coverage in various plan types (HMO, PPO, EPO, POS) providing access to healthcare providers and covering medical expenses for individuals and families.
- Individual & Family Health Insurance Personal health coverage for individuals and families available through the Health Insurance Marketplace or directly, with options for various copays, deductibles, and coinsurance structures.
- Medicare Federal health insurance program for individuals 65+ and those with disabilities, with Parts A (inpatient), B (outpatient), C (Medicare Advantage), and D (prescription drug coverage) offered through partner carriers.
- Medigap (Medicare Supplement Insurance) Private insurance coverage helping pay for out-of-pocket costs not covered by Original Medicare, including deductibles, coinsurance, and copayments.
- Group Benefits Employer-sponsored benefit packages including health, dental, vision, life, disability, and voluntary benefits to attract and retain employees.
Companies that use Diversified Insurance Group
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Diversified Insurance Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Diversified Insurance Group partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and minor.
- MarkelcoreMarkel is one of the insurance carriers represented by Diversified Insurance Group, providing specialty insurance products to clients.
- Michigan Insurance CompanycoreMichigan Insurance Company is one of the regional carriers represented by the agency for Michigan customers.
- Prime Insurance CompanycorePrime Insurance Company provides insurance products through Diversified Insurance Group to Michigan customers.
- Retailers Insurance CompanycoreRetailers Insurance Company is a carrier partner offering coverage options through the agency.
- Auto-Owners InsurancecoreAuto-Owners Insurance is a major partner carrier providing auto, home, and business insurance products.
- Citizens InsurancecoreCitizens Insurance is a partner carrier offering insurance products through the independent agency.
- Progressive InsurancecoreProgressive Insurance is a national carrier partner providing auto and other insurance products.
- Chubb GroupcoreChubb Group is a major commercial and personal insurance carrier partner.
- CNAcoreCNA is a commercial insurance carrier partner specializing in business coverage.
- Blue Cross Blue ShieldcoreBlue Cross Blue Shield is a major health insurance carrier partner.
- Berkshire HathawaycoreBerkshire Hathaway insurance subsidiaries provide various coverage products through the agency.
- Liberty Mutual InsurancecoreLiberty Mutual Insurance is a national carrier partner for auto, home, and business coverage.
- Hagerty InsurancecoreHagerty Insurance specializes in collector and classic vehicle insurance.
- Delta Dental Plans AssociationcoreDelta Dental provides dental insurance coverage through the agency.
- American Collectors InsuranceminorAmerican Collectors Insurance specializes in collector vehicle coverage.
- AmTrust InsuranceminorAmTrust Insurance is a commercial insurance carrier partner.
- Burns & WilcoxminorBurns & Wilcox is a wholesale insurance broker partner.
- Westfield InsurancecoreWestfield Insurance provides commercial and personal insurance products.
- Foremost InsurancecoreForemost Insurance specializes in specialty property and casualty coverage.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
Diversified Insurance Group competitors and assessment
Company assessmentDirect peers
- The Hilb Group: Independent insurance brokerage offering commercial, personal, life, and benefits through carrier partnerships. Same multi-line, multi-carrier independent-agency operating model.
- BXS Insurance: Regional independent insurance agency offering personal, commercial, and life products through carrier partnerships. Comparable agency distribution model with regional geographic footprint.
- IMA Financial Group: Independent insurance brokerage providing commercial and personal lines, employee benefits, and risk management across multiple U.S. regions. Closely aligned independent-agency business model with multi-carrier distribution.
- Foundation Risk Partners: Independent insurance brokerage providing commercial property/casualty, personal lines, and employee benefits through carrier partnerships across multiple states. Same independent-agency operating model.
- Leavitt Group: Large independent insurance agency offering personal, commercial, life, and health products through multi-carrier partnerships across the western and central U.S. Same independent-agency distribution model and product breadth as Diversified Insurance Group.
- Relation Insurance Services: National independent insurance agency distributing commercial, personal, and employee benefit products via multiple carrier partnerships. Directly comparable independent-agency distribution model.
Broad incumbents
- Brown & Brown: Large publicly traded insurance brokerage distributing commercial, personal, and benefits across national carrier networks. Operates the same independent-broker model but at much greater scale and geographic breadth.
- Auto-Owners Insurance: Michigan-headquartered property/casualty carrier distributing auto, home, and business insurance exclusively through independent agents. A core carrier partner of Diversified Insurance Group and a structural peer in the same Michigan independent-agency ecosystem.
- Marsh McLennan Agency: National insurance brokerage arm of Marsh McLennan, distributing commercial and personal lines plus employee benefits. Same distribution channel but with enterprise-scale resources and brand.
Regional players
- Frankenmuth Insurance: Michigan-based mutual insurance carrier distributing personal and commercial lines through independent agents across the Midwest. Operates in the same Michigan geography and serves overlapping customer segments.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Diversified Insurance Group social profiles
Digital presenceDiversified Insurance Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Diversified Insurance Group leadership team
Management profileNumber of profiles
Profiles7 records
Diversified Insurance Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Diversified Insurance Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Diversified Insurance Group
What does Diversified Insurance Group do?
Diversified Insurance Group is an independent insurance agency that sells and brokers personal, commercial, life, health, Medicare, and group benefits insurance policies on behalf of multiple top-rated insurance carriers. The agency matches customers with coverage from carriers such as Auto-Owners, Progressive, Chubb, CNA, Blue Cross Blue Shield, Berkshire Hathaway, and Liberty Mutual through licensed local agents and an online quote-request portal.
Is Diversified Insurance Group a public or private company?
Diversified Insurance Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Diversified Insurance Group founded?
Diversified Insurance Group was founded in -1. It employs 11 to 50 people.
Where is Diversified Insurance Group based?
Diversified Insurance Group is headquartered in Lansing, United States, in the North America region.
How does Diversified Insurance Group make money?
One revenue line is on record: insurance Commissions.
Who are Diversified Insurance Group's main competitors?
Direct peers on record are The Hilb Group, BXS Insurance, IMA Financial Group, Foundation Risk Partners, Leavitt Group and Relation Insurance Services. Broad incumbents are Brown & Brown, Auto-Owners Insurance and Marsh McLennan Agency. Frankenmuth Insurance is listed as a regional player.
Does Diversified Insurance Group have an API?
No public API is recorded for Diversified Insurance Group.