What Acrisure’s new Great Lakes Region means for the company
GRAND RAPIDS, Mich. (WOOD) — Fintech company Acrisure on Tuesday celebrated its new Great Lakes Region.
The company, which began in insurance and now also offers other financial technology services, has been working to rebrand several firms it owns across the country. The businesses had been operating under various names, but moving forward, they will all be under the Acrisure name.
The Acrisure Great Lakes Region, which has around 100 businesses in Michigan, Indiana and Ohio, is one of the last regions in the country to make the switch.
“What this is doing is allowing us to be more relevant with our clients … in bringing a full suite of solutions to our clients that they want and deserve,” Acrisure Chairman and CEO Greg Williams, the company’s co-founder, told News 8.
Acrisure employees gathered at the GLC Live at 20 Monroe Tuesday to celebrate the shift.
The company is growing fast, going up from $38 million in revenue 10 years ago to $4.4 billion now, Williams said. As they work on brand recognition, he said they’ve found that 10% of households know the Acrisure name and what the company does.
In Grand Rapids, where Acrisure is headquartered, the company’s logo and name will be displayed prominently on the planned Grand Rapids amphitheater. The company is providing $30 million to support the project, set for a groundbreaking this spring.
The Acrisure Great Lakes Region, one of 11 in the company, will be led by Kelly Reed, who lives in northern Michigan.
“I’ve been fortunate that I’ve had many different roles all within the same organization. We joined Acrisure in 2016,” he said. “Truly for me, it’s about leading, building. I love being a part of helping grow something and really helping bring people together.
The two said they’re excited for the future of the company.
“Certainly you’ll hear more and more about Acrisure,” Williams said. “Growing is what we do.”
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