Total Quality Agency

Become Extraordinary ...

Under the guidance of national experts, the TQA journey will provide you with the tools to take an unprecedented look at your agency and develop processes to take your agency to the next level. You'll work through building a business plan, defining your agency success, building your dream team (and people problems), implementing agency best practices, marketing and sales, maximizing client success, working your new plan ... and more.

Total Quality Agency 2023 starts in October

Company Assistance

Agents, check with your Auto-Owners and Frankenmuth Insurance marketing reps for information on 2023 TQA registration financial assistance.

Update Opportunities for TQA Graduates

Six (6) hours of update credit (earned by one or more agency employees) are required annually to maintain your agency's TQA designation.

Send an employee to one of the TQA sessions listed on the right to satisfy this year's TQA designation update or...

Attend the 2024 Big I Michigan Convention
February 19-21 at Soaring Eagle:

Taking one of these will satisfy your update:
  • Claims Basics
  • Doing Business in Hard Market
Taking any 3 of these will satisfy your update:
  • Selling cyber
  • Working with Underwriters
  • Employees vs Contractors
  • Acquisition tips
  • What is my agency worth?

Current TQA Agencies

Click here to view a list of agencies currently holding the TQA designation.


First agency registrant: $3,500

Additional agency registrants (per person): $1,500

Individual session registration: $450

Out-of-state registrants: $5,000


Check out our TQA Frequently Asked Questions page, or contact Kim Felice, Professional Development Director at (517) 327-8025,


TQA 2023-24 Sessions

(Runs October 17, 2023 - April 30, 2024)

October 17, 2023 

Session #1: So You Own An Independent Agency, Now What?

Building a business plan, and E&O process and audits.

Instructor: David Carothers and Joe Sommerdyke

November 7, 2023 

Session #2: What is my Bottom Line and How Do I Get There?

Reading PL reports and other financial metrics, reading carrier reports and what to look for, agency valuations, and comparing your agency to best practices.

Instructor: Mike Strakhov

December 5, 2023 | Register for this Session Register for this Session

Session #3: Growing your All Star Team 

Technology: Managing your AMS

Instructor: Steve Anderson

January 23, 2024  Register for this Session

Session #4: Putting the Bricks Together

Best Practices for independent agencies , establishing who's in charge at your office, how to set up the office, delegating 101, HR dos and don'ts, managing staffing changes, attracting and retaining new staff, internship programs and more.

Instructors: Dave and Barbara Walker

February 27, 2024  Register for this Session

Session #5: Growing Your Brand and Your Book

Marketing for independent agencies and sales mastery. Plus commercial and personal contracts - how to read them and how to negotiate.

Instructor: Steve Anderson and Scott Kneeland

March 19, 2024  Register for this Session

Session #6: Tricky Accounts, Setting Your Clients Up For Success

The importance of selling accounts to underwriting, and managing claims.

Instructor: Katherine Rolfe

April 30, 2024  Register for this Session

Session #7: Execution - So You Have Completed TQA, Now What? 

Selling the new plan to your team and how to implement it.

Instructors: David Carothers and Frank Kinney


In accordance with Title III of the Americans with Disabilities Act, we invite all registrants to advise us of any disability and any requests for accommodation to that disability. Please submit your request as far in advance as possible for the program you wish to attend. If you have any questions, call (800) 589-6501 or email to

Cancellation Policy

If you must cancel your registration, you will receive a 25% refund. No refunds will be given to those who attend part of a program, or who are no-shows. If you do not cancel and do not attend the program, you will be considered a no show and no money will be refunded, nor will your money be transferred to a different class.