Where Did Maple Valley Insurance Group Come From?


The year was 2001… two licensed insurance agents working with a large Health and Life Insurance Agency in Michigan decided to make a change for the better.  First, there was Kenneth Craig, a 30+ year veteran insurance agent.  The other, Michael Flajole, the “young whippersnapper” as Mr. Craig liked to say.

They were a couple of mavericks…at least some might think.  Why?  They left the “big box” agency that put sales quotas in front of a “client centered” business model.  As a high volume agency and very well established, the former “big box” agency carried some clout.

However, the two mavericks just could not agree with sales methods taught in that office.  It was a conflict of ethics that led to a big change.  A new start, but a change for the better.

​By combining their diversified skills, knowledge and experience, the two formed C & F Associates, a licensed, independent insurance agency.  The focus was to offer customer centered products and services that met each client’s particular needs, not the “big box” sales office approach or the production interests of any particular insurance company.  Being truly independent meant that they could always offer their clients unhindered loyalty and top notch products and service to go with it.

Kenneth and Michael have always believed that people come first and that in doing what is best for the client would ultimately lead to a successful business.  Kenneth always said…”If you can’t do it right, don’t do it at all.” He also coined the phrase  “If we can’t help you, we sure aren’t going to hurt you.”

A committed man, Ken was dedicated to those principles his entire career and it continues to be a motto we do business by today. Even as many consumers have moved towards buying insurance online and over the phone we strive to provide the best experience and service possible.

C & F Associates represent the last names of the founders.

Why am I telling your this?  Well, my name is Michael Flajole.

I am the remaining founder and president of this company.  I am also proud to be a caring father of 2 loving children I’m very blessed to have.

C & F Associates, LLC is known online as Maple Valley Insurance Group

Working with us, we want you to feel confident that you are working with professional people.  Our seasoned approach to health and life insurance benefits is unsurpassed.  We are the solution to your insurance questions and needs. We offer you access to all of the top insurance companies in the life and health insurance business.

Your privacy is taken very seriously here. You can view our privacy policy if you need specifics as to what information we collect and use.

Maple Valley Insurance Group offers you affordable, quality insurance products from dozens of the top rated life and health insurance carriers.  We can and do shop the market for you.

As an independent agency, our specialization is in Life and Health Insurance: Marketplace Health Insurance, Medicare Supplements, Dental and group health and life coverage.

Working with many high risk health conditions even considered uninsurable by less experience professionals, we routinely help those who have been overcharged or even declined elsewhere.

Our values and conviction at Maple Valley Insurance Group remain focused on ensuring your needs are met at the highest standards and value. 

We have made countless house calls long before the internet became part of the insurance business.  No, we have not always been just a “dot com” on the internet.  To this day, we still do personal appointments in our local (3 county) area for those who want the more traditional “in person, face to face” engagement.

We understand that for some, it is important to put a name with a face.  It simply feels more “personal.” Complete transparency brought to you at your convenience whether in person, over the phone or online.

Everyone has different needs, comfort levels and schedules so we try to accommodate you as best we can.    Whichever works best for you, we do our best to make it happen…painlessly.  

Kenneth Craig passed away a several years ago now, but his voice, ethics and concern in helping our clients with their life and health insurance lives on with me.  

We are here to support you and your family before and after your purchase of coverage.

Yes, our business has gotten more technological in nature. Our clients now span the vast majority of the country.

With that said, being a good, professional agency has not been forgotten and is still the most vital element in helping people everyday.  I am thankful to have had such a great mentor, friend and former “co-owner” to teach me extensively about the industry.

With us, you will always deal with a licensed, fully trained agent who can advise and service your needs. We will never be a “call center” where you are just a name and number. We offer a boutique experience here and have great pride in that.

We will always continue to deliver the best in both products, technology and service.  Whether it is in person, over the internet and phone, we are all about integrity, service, peace of mind and no compromises when it comes to our clientele. 

Remember, we are here to help you, your family or business. 

Your Financial Security Partner…That is Maple Valley Insurance Group.

Thank you for considering our company and I hope you will allow us to provide the right insurance coverage specific to your needs.


Michael J. Flajole Jr. (President)

Maple Valley Insurance Group

4353 Kettle Moraine Dr. #3A

Kalamazoo, MI 49048