Michael Hall believes true success in the property & casualty industry is achieved by cultivating relationships that extend far beyond premiums.

"It's a relationship business that we're in," says the president and CEO of the Howell, Mich.-based Cobb-Hall Insurance, sitting on the deck of his yacht during an early morning call, watching the sun rise over Lake Michigan. "We work really hard to maintain that relationship. We understand that price is important, but the most important thing is to care about our insured.We are there when they need us, not when we can get back to them."

The lion's share of the agency's book is split between personal and commercial lines, but Cobb-Hall Insurance also offers Life & Health products. Hall says his agency's more-than-94% retention rate, more than 4,000 clients and 17 employees can be chalked up to good relationships — not only with clients, but with underwriters, adjusters, marketing representatives and officers.