Bootstrapping a Flood MGA: Inside Flow Flood's Growth Story with Abbe Sulton & Michael Pallas

In this episode, host Jeff Shi sits down with Flow Flood co-founders Abbe (A.B.) Sulton and Michael Pallas to explore their unique path from insurance distribution to building a flood-focused insurtech MGA. The conversation dives deep into their early days running a retail agency during the 2008 financial crisis, discovering market inefficiencies in residential flood, and evolving into a full-stack digital MGA with multiple binding agreements across 43 states. A.B. and Michael share their strategies for leveraging SEO, digital distribution, and legislation changes to grow their flood book, how their trip to Lloyd’s of London unlocked new reinsurance partnerships, and why they’ve remained bootstrapped through it all.

This episode also covers private flood market trends, flood zone misconceptions, AI use in underwriting, and how Flow Flood is positioning for further growth and catastrophe product expansion in 2025. Whether you're an insurtech founder, MGA, or traditional agency owner looking to learn more about flood, this is a masterclass in identifying niche opportunity and executing in a high-barrier segment of insurance.

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A.B. Sulton :

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Michael Pallas :

https://www.linkedin.com/in/michaelpallas/

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