Overview

Michigan Insurance and Financial Services (MIAFS) is an independent insurance agency that was started from scratch in 2010 by Bryan Ede, a former Detroit police officer and Allstate agent. When Mick Mackneill joined the agency in 2015, it had $12 million in direct written premium. In the decade since, MIAFS has grown to $50 million. Specializing in personal lines, the agency has built a tech-driven strategy that combines cutting-edge tools with a commitment to community engagement and word-of-mouth marketing. Their adoption of Canopy Connect in January 2023 has been a key driver in streamlining their quoting process, boosting client retention, and fueling a steady increase in referrals.

“Canopy Connect is a weapon. It is a competitive advantage for our agency. It’s helped us gain ground in a way that traditional methods just can’t match.”
Mick MacNeill, Vice President and Co-Owner, Michigan Insurance & Financial Services

The Challenge

MIAFS has always been forward-thinking, with a strong focus on refining and improving efficiency in quoting and client acquisition. The team recognized that traditional methods—like collecting data manually through forms and spreadsheets—were time-consuming and left room for a better client experience. At the same time, they were proactive in addressing retention challenges in a post-COVID market shaped by rising premiums and increasing carrier restrictions.

The Canopy Connect Solution

In response to these challenges, MIAFS adopted Canopy Connect as part of their broader strategy to modernize and streamline operations. Canopy Connect’s ability to gather client data quickly through digital means revolutionized the agency’s quoting process.

Streamlining Quoting and Onboarding

Rapid Adoption & Scalability

Before adopting Canopy Connect, MIAFS was burdened by time-consuming, manual quoting processes that slowed producers and created a less-than-optimal client experience. To explore a better solution, the agency first piloted the platform with just a couple of producers.

“After days and weeks, we were getting pretty good feedback about how efficient it was—how much data pulled through, the years of renewal docs, the prior dec pages. That kind of information is enormous when you’re underwriting or need quick follow-up with a carrier. It changed everything for us, so we just said, let’s do it.”

The rollout was swift—and overwhelmingly positive.

“We flipped a switch and had 50 to 60 people using Canopy within hours.”

Not only did the team embrace the platform immediately, but prospects responded just as enthusiastically. They found the process fast, easy, and trustworthy—submitting their information willingly and at a higher volume than expected. This early traction was a clear signal: the experience was not only better, it was highly scalable.

Faster Quoting, Better Experience

By implementing Canopy Connect across the agency, MIAFS has streamlined quoting and drastically cut turnaround times.

“We get quotes back in the same day, which is a game-changer.”

This improvement saved producers valuable time and boosted the client experience by delivering quotes at record speed. What once took days now happens in moments. Faster service means more business and stronger trust with fewer back-and-forth requests.

30–40% Higher Close Ratio—Powered by Trust

Speed is only part of the story. Since switching to Canopy Connect, MIAFS has seen a 30–40% increase in close ratios using the platform.

This isn’t just about efficiency. It’s about building immediate credibility and trust. Clients are impressed when their agent already has the right data in hand. By instantly accessing coverage details, dec pages, and renewal history, MIAFS can start meaningful conversations around real risks and coverage gaps instead of chasing documents.

This frictionless, professional first impression sets the tone for every relationship—and it naturally extends to referrals, where trust already exists.

“When someone refers a friend or family member, I just send them a Canopy link. By the time the referral even has a question, their friend has already told them, ‘You’re going to love this—it only takes 30 seconds.’ That kind of seamless onboarding leaves a strong first impression and makes our agency look like a hero right out of the gate.”

Boosting Referrals

One of the most significant benefits MIAFS has seen from Canopy Connect is its impact on referrals. The agency now receives nearly twice as many referrals from clients using Canopy Connect compared to other methods.

“Referrals are where we see the highest close ratios. With Canopy, the process is seamless, and referrals come in faster. Our clients love how easy it is to share their information.”

The tool’s efficiency and ease of use have turned clients into brand ambassadors. When clients refer friends or family, they send a personalized Canopy Connect link. The referred person can instantly provide their information, making the process seamless for everyone.

Community Engagement Through QR Codes

MIAFS has long been active in the community, sponsoring 5K fun runs, golf tournaments, and fundraisers for police and fire departments. Their marketing uses QR codes to connect with people effortlessly, even when insurance isn’t on their mind.

“People may not be thinking about insurance at a 5K, but they scan our QR code, and boom, they’re linked directly to us. It’s been a great way to get in front of people, even when they’re not actively shopping for insurance.”

To optimize their marketing, MIAFS sends out 25,000 postcards to targeted zip codes, each with a unique Canopy QR code tied to one of eight producers. The agency uses this as an opportunity to test different postcard designs and track which producer is generating the most clicks.

“We’ve got 20 separate QR codes on all these postcards to see which one performs best. It gives us great insights into what’s working and where we should be putting our marketing dollars.”

Retention and Cross-Selling

Canopy Connect has played a crucial role in improving client retention and enabling more meaningful coverage conversations. When clients come to MIAFS with concerns about rising premiums, the team can quickly re-shop their coverage using Canopy Connect and integrated tools like PL Rating. “PL Rater can run that quote really fast, and then boom—we’ve got a response for them.” 

This speed helps keep clients happy and loyal, especially in today’s volatile market. This efficiency also unlocks deeper value-based selling. 

“Make sure that you’re bringing value outside of just price. ‘Cause that’s not who we are. If I sell on price, they’re gonna leave me on price. But if I can focus on the coverage and make that who we are, it’s gonna lead to better retention, better customers. It’s gonna weed out people right out of the gate.” 

With better data visibility, MIAFS can surface coverage gaps like underinsured homes or missing endorsements and educate clients on smarter protection—strengthening trust, retention, and long-term loyalty.

Measurable Impact on Revenue

MIAFS wrote $8 million in new premium last year. MacNeill estimates that Canopy Connect boosted new revenue by 12%—a remarkable 126 times return on investment. This growth comes from the platform’s power to drive new business, improve efficiency, and enhance referrals.

“Adopting Canopy Connect has increased our revenue by 12% annually,  just from the faster quoting process and increased referrals. It’s had a measurable impact on our bottom line.”

Marketing ROI

By using Canopy’s QR codes, MIAFS tracks and measures the impact of their marketing efforts. Whether on postcards, business cards, or banners at community events, the agency knows exactly where leads come from. This lets them adjust marketing spend accordingly.

“By tracking QR code scans, we know which marketing channels are working. It’s given us better visibility into our ROI, and it allows us to invest smarter.”

The Philosophy: Constant Forward Motion

MIAFS’s approach to technology is rooted in their overarching philosophy: “If you’re not moving forward, you’re dying.” The agency understands that to stay competitive, they must continually adopt new technologies and evolve their practices. This forward-thinking approach is evident in their embrace of tools like Canopy Connect, Vertafore PL Rating, and texting platforms that allow them to meet clients where they are.

“We can steal customers from other agencies in the middle of the night because we’re faster and more efficient with tools like Canopy Connect. It’s how we win.”

A Selective Growth Strategy

MIAFS grows organically, relying on their tech stack and strong community ties to win new clients. While many competitors focus on mergers and acquisitions, MIAFS prioritizes building a scalable, efficient operation.

“We grow organically, but we’re also open to strategic acquisitions. We need the right fit, agencies that align with our tech profile and community-driven values.”

The Future: Scaling to $65 Million in Premiums

Looking ahead, MIAFS is targeting $65 million in premium within the next five years. With their commitment to technology, organic growth, and community involvement, they are poised to continue their impressive growth trajectory.

Tech-Driven Growth, Community-Rooted Success

MIAFS has successfully leveraged Canopy Connect to modernize their quoting process, boost client retention, and drive significantly more referrals. By integrating technology into every facet of their business—from lead generation to marketing to client servicing—the agency has created an efficient and scalable model that’s driving impressive revenue growth. Their forward-thinking approach and commitment to community involvement make them a standout example of how insurance agencies can thrive in an increasingly digital world.

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