Superior Insurance Group won’t make you feel like just another number.
We are your trusted independent insurance agency.
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.
Our Mission Statement
We protect people and businesses by owning risk and advocating claims.
140+ Years
in business
6,000+
satisfied clients
Our Vision
- Revenue
We are building a $150 million revenue company through dominant programs and a national insurance platform. - Impact
We are the trusted risk management partner for our clients, helping them protect and grow their businesses. - Operations
We operate with discipline, accountability, and systems that allow us to scale and win consistently.
How Every Employee Operates
Every decision, action, and priority is evaluated through three filters:
- Revenue Filter — Does this help grow revenue, improve production, or support our programs? If no, it is not a priority.
- Client Impact Filter — Lead as a risk management partner. Focus on protecting and strengthening the client’s business. We do not operate transactionally.
- Operational Discipline Filter — Follow SOPs, take full ownership, track KPIs, and execute in a way that can be repeated and scaled
Core Values — Protector Framework
P R O T E C T O R
- P — Protection
- Prioritize client risk over convenience
- Make recommendations that strengthen client businesses
- No transactional selling
- R — Results
- Outcomes over activity
- Measurable performance in every role
- Accountability to targets, not intentions
- O — Ownership
- No excuses, no passing problems
- Solve it or escalate it with a solution
- Clear responsibility for every outcome
- T — Trust
- Do what you say, when you say it
- Transparent communication internally and externally
- No surprises for clients or leadership
- E — Excellence
- High standards in every deliverable
- Continuous skill development
- Attention to detail in coverage, communication, and execution
- C — Capacity
- Build systems that scale
- Increase output without increasing chaos
- Leverage technology, process, and delegation
- T — Tenacity
- Follow up until closed or resolved
- Push through obstacles, do not stall
- Consistent effort over time
- O — Optimization
- Continuously improve processes and workflows
- Increase efficiency and eliminate waste
- Drive margin through better systems and execution
- R — Revenue
- Every role contributes to growth
- Producers produce, service supports retention and expansion
- Track pipeline, close ratio, and revenue targets weekly
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.
Choice
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.
Expertise
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.
Service
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
Conveniently located in Bay City, 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.
Insurance Solutions
We specialize in a variety of coverage options to meet your unique insurance needs.
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Request an Insurance Quote
As an independent agency, we are here to help you find the right coverage.
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.
