About the Custer Insurance Agency
Serving West Michigan with Heart and Integrity
Our Story – Three Generations of Trust, Service, and Protection
The Custer Insurance Agency story began in 1986 when Larry Custer founded the agency while working as a school guidance counselor for Hamilton Public Schools. Operating out of his home, Larry started with a simple mission: to provide honest, reliable insurance protection with the personal service that only a local, family-owned business can deliver. What started as a one-person operation dedicated to serving his fellow educators has grown into the agency thousands of members trust across West Michigan today.
As the agency grew, the family commitment deepened. Tim started working for the agency while serving as the Campus Minister at Grand Valley State University, bringing a continued focus on service and community leadership. Today, as a third-generation family business, we continue that same commitment to excellence that our founder established. We’re not just insurance agents—we’re your neighbors, friends, educators, and fellow community members who understand that behind every policy is a family’s security and peace of mind.
What Makes Us Different
Deep Local Roots Three generations of the Custer family have called this community home. From Larry’s days in Hamilton to Tim’s time at GVSU, we’ve watched neighborhoods grow, businesses flourish, and families thrive. This deep connection to our community means we understand the unique challenges and opportunities our neighbors face.
Genuine Relationships Many of our clients have been with us for decades—some through all three generations of Custer leadership. We believe in building lasting relationships based on trust, transparency, and genuine care. When you call our office, you’ll speak with someone who knows your name, your family, and your coverage needs.
Expert Knowledge Our experienced team stays current with the ever-changing insurance landscape, regulations, and market trends. We hold industry certifications and continuously update our knowledge to ensure you receive the most current and comprehensive advice available.
Our Commitment to You
Personalized Service We take the time to understand your unique situation, explain your options in plain English, and help you make informed decisions about your insurance needs.
Comprehensive Protection From auto and home insurance to life, health, and Medicare coverage, we’re your one-stop resource for all your insurance needs.
Ongoing Support Our relationship doesn’t end when you sign the policy. We provide regular reviews, claims assistance, and are always available to answer questions or adjust your coverage as your life changes.
Community Investment We’re proud supporters of local organizations, charities, and community events. When you choose Custer Insurance Agency, you’re supporting a business that gives back to the community we all call home.
Looking Forward
As we continue into our third generation of service, we remain committed to the values that have guided us from the beginning: integrity, expertise, and genuine care for our clients. We’re embracing new technologies and innovative solutions while maintaining the personal touch that sets us apart.
Whether you’re a young family just starting out, a business owner protecting your livelihood, or someone planning for retirement, we’re here to help you navigate your insurance needs with confidence.
Ready to experience the Custer difference? Contact us today for a free, no-obligation consultation.