The Baldwin Group has furthered its recent acquisition spree by completing a deal for Creisoft Inc. and its subsidiaries, collectively known as Obie, a Chicago-based embedded insurance distribution business that provides insurance solutions for landlords and real estate investors.
Financial terms of the acquisition were undisclosed.
The company serves investors through multiple channels, including direct-to-investor digital platforms and integrated partner platforms. The deal enhances Baldwin's managing general agent, MSI, by expanding its embedded insurance distribution capabilities and strengthening offerings in the real estate investor market.
The acquisition positions Baldwin to capitalize on the growing demand for digital and embedded insurance solutions in the real estate sector. By integrating Obie's platform and technology, it can scale its distribution to reach a broader investor base, improve operational efficiency and offer more tailored insurance products. The deal may provide a competitive advantage in the real estate insurance market, allowing Baldwin to attract new clients and strengthen relationships with existing partners, while supporting future innovation in product offerings and service delivery.
Earlier this month, Baldwin Group completed its acquisition of Philadelphia-based Capstone Group, expanding its footprint in the Mid-Atlantic and strengthening its capabilities across multiple insurance lines.
Jim Roche, president of The Baldwin Group and CEO of underwriting, capacity and technology solutions, said Obie has developed an investment property insurance platform that modernizes how landlords and real estate investors obtain and manage coverage. He added that combining Obie's technology and distribution reach with Baldwin's scale and underwriting capabilities positions the company to better serve property owners and advance innovation in the real estate insurance market.
Ryan Letzeiser, co-founder and CEO of Obie, said the acquisition validates the potential of venture-backed, tech-driven insurance distribution businesses to advance the industry and generate returns for investors. He added that joining Baldwin expands Obie's market offerings, including product range, service and scale, while preserving the platform's focus and expertise.
Meanwhile, MSI president Amy Carlisle said the partnership with Obie represents a key step in Baldwin's strategy to provide specialized insurance solutions through embedded, tech-enabled distribution.
“As a key distribution partner for MSI’s real estate investor program today, we have admired Obie for quite some time now and are thrilled to welcome them to UCTS," Carlisle said.
