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Michigan Farm Bureau Family of Companies

Farm Bureau Makes Investment in Digital Solutions

Date Posted: April 16, 2021

Lansing-based web agency Gravity Works Design & Development has joined the Michigan Farm Bureau Family of Companies as part of a business acquisition. The move will give Farm Bureau full access to a dedicated team of web professionals, while also helping Gravity Works expand as an independent agency. The acquisition was completed last month.

In January 2020, Farm Bureau contracted Gravity Works to redesign their public web presence, which includes the main website for Farm Bureau Insurance of Michigan and Michigan Farm Bureau. That product is slated to launch later this year.

Farm Bureau has continued plans to enhance and expand their digital space in the coming years. “There is a level of change occurring in the world around us, unprecedented to anything that we have seen before. This is especially true in the digital and web space,” said Farm Bureau Insurance of Michigan CEO, Don Simon. “Customers want to do business with us in a variety of ways: in person, online, or via a hybrid of these two interactive approaches. At Farm Bureau, we want to effectively and efficiently support our customers in the way(s) that they want to do business with us. We’ve been so impressed with Gravity Works as they’ve helped to lead us through the digital transformation journey for our company that we’ve decided to bring them into our team permanently. As part of the family, they’ll continue to help us ensure we are meeting our customers’ needs.”

Gravity Works has been part of the Lansing creative community for more than a decade, building custom websites, mobile apps, and digital solutions from their office in Old Town. Their team consists of web developers, designers, project managers, and user experience specialists in information architecture and content strategy. They have a diverse portfolio of businesses and institutions, most notably working with Detroit Metropolitan Airport, Lansing Board of Water & Light, Michigan State University, University of California Los Angeles, and now the Farm Bureau Family of Companies.

“This acquisition is an exciting opportunity for the growth of our business and our employees,” said Gravity Works owner, Jeff McWherter. “With the support of a larger company behind us, we will be able to place more focus on what we’re good at and improving our craft, instead of the day-to-day operations of running a business.”

Gravity Works will continue operating independently, sharpening their skills and blending their strengths to find creative solutions for their clients. Farm Bureau encourages this autonomy, viewing it as a way for Gravity Works to bring innovative ideas to the table that will benefit everyone.

“We’re excited for what’s to come. We’ll be able to accomplish more together, both for our people at Gravity Works and for Farm Bureau’s customers. It opens a lot of doors for new possibilities,” said McWherter.