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About Our Agency

Superior Insurance Group won’t make you feel like just another number.

We are your trusted independent insurance agency.

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At Superior Insurance Group, we want to help you protect what’s important to you. With a mind towards excellent customer service and comprehensive coverage, we work with you to help you find solutions for your needs. You won’t feel like just another number when you work with us because we truly care about you.

The agents of Superior Insurance Group, formerly Northway Plum Insurance Agency, have been serving clients in Michigan and more since 1976. We pride ourselves on delivering solutions in both insurance and financial needs to more than 6,000 individuals, families, and businesses within our communities. ​We stand devoted and committed to establishing a solid relationship with you through practical solutions and outstanding service so that we can better serve you and your unique needs.

45+ Years

in business


satisfied clients

We are an independent agency which means we work for your interests, not the insurance companies’. We can help you find the right insurance coverage to help you meet your needs from some of the nation’s top-rated carriers. With our ability to shop your coverage around, we’ll help you get a blend of price, policy, and service to assist you in protecting what matters most. We are committed to providing fast, fair, and friendly customer service to help bring you peace of mind.

Our Mission Statement

At Superior Insurance Group, our mission is to go above and beyond clients’ and carriers’ expectations with a best-in-class mentality towards the insurance business and by treating our customers, carriers, and our employees as professional partners with an unyielding ethical standard in what we do.

Why Go Independent?Meet Our Team
About Our Agency - Aerial View of Bay City, Michigan and Surrounding Area Along River on a Cloudy Day

Get Started Today

As an independent agency, we are here to help you find the right coverage.

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Professional Associations

The Advantage of an Independent Agency Working for You

What makes our independent agency different?

  • Personalized insurance solutions.
  • Friendly, knowledgeable service.
  • Building trusted relationships.
Find Out How

Get the power of choice when it comes to finding the right insurance for your situation. We offer a wide variety of policies and price points to choose from.


Rely on us to simplify the insurance process, from advising you on your risks and solutions, to advocating on your behalf to the insurance company.


Count on us to be there for you every step of the way with personable and professional service so you always have the right coverage for your insurance needs.

Serving Michigan and More

We have two convenient offices in Bay City, MI, and Gaylord, MI, allowing us to serve clients throughout Michigan and over four other states.

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What We Offer
  • Our streamlined and efficient process.
  • The same treatment for all commercial lines accounts.
  • Annual reviews for commercial and personal lines accounts.
  • Commercial line checklists.
  • One-on-ones to make sure nothing gets missed.
  • Optional considerations or enhancement coverages.
  • True value, not just price.
Find Out How

  Request an Insurance Quote

As an independent agency, we are here to help you find the right coverage.

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Get a Quote

It only takes a minute to get started.

  • Fill out the form, we’ll be in touch.
  • Go over your options with an agent.
  • Get the coverage you need.

Would you rather discuss this in person? Get in touch with an agent today!