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 also Maple Valley Insurance Group

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

We take your privacy 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 a Senior Benefits Advisor, our specialization is in Life Insurance, Medicare Supplements, Dental, Vision and Hearing coverage. The majority of our clientele are 40-85 years of age.

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

Our values and convictions at Maple Valley Insurance Group remain focused on ensuring your needs are met with the highest standards and at the best possible price. 

We 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 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.” At Maple Valley Insurance Group, we also respect your time.  We have a couple alternatives for face to face consultation especially if you are out of our local service area.  We offer online appointments… a Skype Video or Zoom Conversation can be scheduled.  We also offer a “screen share” feature which requires only requires that you have access to a computer on your end.  Our technology allows us to share our computer screen right on your own computer.  Another alternative for you is Facebook. We can be found there at https://www.facebook.com/likeMapleValley. Options for you to consider especially if “face to face” contact is important to you on more flexible terms.  Complete transparency brought to you at your convenience.

Everyone has different needs, comfort levels and schedules so we try to accommodate you as best we can.  After hours and weekends can be arranged as well.  Whichever works best for you, we do our best to make it happen…painlessly.  Some email contact initially is fine,  and we will do our best to answer questions however, there will be limitations to that form of communication.

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

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

This is all brought to you over the internet and phone and not just our local community.

Yes, our business has gotten more technological in nature. Our clients 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 “co-owner” to teach me extensively about the industry. You will always deal with a licensed, full 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 today.  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 and your family. 

Senior Savings and Security…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