NRG Financial team redefines insurance with personal advocacy and passion

One of the biggest stigmas surrounding the insurance industry is the idea that once a sale is made, the agent disappears. But for Justin "JJ" Kurtz and his team at NRG Financial, the signature on the dotted line is just the beginning of a lifelong partnership.

For nine years, Kurtz has been building an agency in Grand Rapids centered around a simple, powerful philosophy: providing a safety net for life's most difficult moments, and walking alongside clients through thick and thin.

"No one expects to go through cancer, a heart attack, or a bad car crash, but when their life is turned upside down, we're there to help them financially," Kurtz said. "We don't fight to pay you as little as possible—we fight to pay you as much as we can."

The supplemental policies Kurtz and his team offer—both to individuals and through business-to-business (B2B) markets—address a critical gap during emergencies. Their coverage helps pay for critical needs, including early detection screenings and out-of-pocket costs tied to major health events.

Perhaps the most distinct feature of their offering is the "return of premium" policy.

"The unique thing about our plans is that if you don't use them, you get all your premiums back," Kurtz explained. "So it's really risk-free. If I could find another insurance product that paid out better and took better care of our clients, that's what I'd be selling. I just truly can't find anything better out there—not even close."

Because many of their plans operate independently of standard employer payroll systems, the team frequently collaborates with small local businesses, as well as high-risk public safety sectors like local police and fire departments.

The agency's deep commitment to its clients stems directly from the personal lives of its agents.

Agent Dan Persons, a Grand Rapids native who worked at the local newspaper for nearly 15 years, will mark seven years with the agency this September. Active in the community as a local sports official and former Greenway baseball coach, Persons initially hesitated to join the industry—until a family tragedy hit close to home.

"When JJ started here, he was trying to get me to jump on board with him, but I couldn't see what it would do for anybody," Persons shared. "Then, when my niece got leukemia, I could see the benefits of what it would do."

Similarly, agent Eric Koenig—a former EMT who previously worked for the Grand Rapids School District and Ray's Marine—joined the team after experiencing firsthand how unexpected health crises can strain a family.

"When I sit down and have a conversation with people, I chat about how we can hopefully change their life," Koenig said. "While we hope that we never have to use what we offer, it's nice being able to provide it."

Unlike national agencies that route clients through impersonal call centers, Kurtz, Persons, and Koenig handle all client care in person. They make it a point to visit clients annually to review coverages and ensure no eligible claims were missed.

Koenig recalled a recent visit where a simple check-in with a client on an accident plan uncovered numerous qualifying medical visits for their children—resulting in a significant payout for the family.

"Usually, people don't come up to you and say, 'Do we owe you any money?'" Koenig laughed. "It's what we do—we want to help our clients."

Growing up around the insurance world, Kurtz watched his mother build a dedicated career in the industry—she worked for Prudential and State Farm, spending her last 26 years with American Family. Kurtz moved to Grand Rapids at age 14, carrying that lifelong exposure to client care into his own vision. Today, his motivation as a business owner centers on his daughter, his community, and helping his team succeed.

That drive has fueled impressive regional growth. Today, the business supports 25 total agents spanning a wide footprint from Fargo to Milwaukee to the Upper Peninsula of Michigan, continuing to expand and deepen its market reach across the Midwest.

"JJ's biggest superpower is making sure that all of his 'kids' do well," Koenig noted. "You can see it in his face—when they do well, he's at his best."

As Kurtz continues to expand his agency by recruiting and training new leaders, his focus remains grounded in local relationships.

"What I live for now is watching other people excel in life and change their family's lives," Kurtz said. "I want the people around me to be in the best place they possibly can be."