With over two decades of experience spanning accounting, risk management, and operations, Michelle Rakes brings a rare blend of technical expertise and visionary leadership to her role as Chief Operating Officer at HUB International Mid-America. A natural problem-solver, Michelle’s career evolved from crunching numbers to leading cross-functional teams that drive both client satisfaction and operational excellence.
Michelle is passionate about building high-performing teams and equipping them with the tools, training, and strategies they need to succeed. In her current role, she oversees regional operations, ensuring that offices run efficiently, client service models are scalable, and performance aligns with both regional and national objectives. Her leadership is defined by a commitment to customer service excellence, process optimization, and team empowerment.
“My leadership journey grew from my desire to help people solve problems,” Michelle shares. “As I gained more responsibility, mentoring others and influencing strategy became the most rewarding part of my work.”
Michelle holds both the Certified Insurance Counselor (CIC) and Certified Insurance Service Representative (CISR) designations—credentials that underscore her deep expertise and commitment to professional growth. She is a firm believer that efficiency and service go hand-in-hand. “Smart processes and empowered people create the space to focus on what matters—building relationships and delivering value.”
Strategic Mindset Elevates Client Solutions and Operational Excellence
Michelle’s professional journey is rooted in an early affinity for problem-solving, a trait that first led her into the world of accounting. However, it wasn’t long before her career trajectory shifted, drawn by a deeper calling—delivering impactful solutions in the insurance and risk management arena. As she delved deeper into the industry, Michelle discovered a passion for building systems that address client challenges at scale, blending strategic acumen with a strong commitment to service.
What began as a numbers-driven discipline evolved into a mission: to empower teams, streamline operations, and elevate client outcomes. Her progression into leadership was organic, driven by increasing responsibility and a natural inclination to mentor others. Over time, this leadership ethos transformed into a platform to influence organizational direction, cultivate talent, and instill a culture of operational rigor.
Today, Michelle’s role encompasses a broad spectrum of responsibilities, from shaping regional strategy to enhancing team performance. She oversees the efficiency of multiple offices, ensuring scalable service models and equipping teams with the right tools and development frameworks. In close collaboration with both regional and national leadership, she champions the integration of best practices—fostering alignment, consistency, and long-term value creation across the enterprise.
Harmonizing Efficiency with Exceptional Client Service
For Michelle, operational excellence and standout customer service aren’t competing priorities—they’re two sides of the same coin. At the heart of her approach is a clear philosophy: empower people, deploy smart processes, and never lose sight of the human element.
“It’s all about empowering people and using smart processes,” she shares. Under her leadership, technology is strategically employed to remove administrative friction, allowing frontline service leaders to focus their energy where it truly matters—cultivating meaningful client relationships.
This dual focus is deeply embedded in the organization’s DNA. Training programs, performance indicators, and internal culture all reflect a steadfast commitment to the customer experience. “Each one of us has internal and external customers, and they should always be the top priority,” Michelle notes.
She firmly believes that efficiency and exceptional service are not at odds. When thoughtfully integrated, streamlined operations become the foundation for deeper client engagement. It’s a model that doesn’t just work—it thrives.
Listening, Adaptability, and Trust
Guiding teams through periods of transformation has tested—and ultimately sharpened—Michelle’s leadership philosophy. Whether it’s navigating acquisitions, rolling out system upgrades, or aligning with evolving national strategies, she acknowledges these moments as some of the most complex challenges in her career. Yet, it’s precisely in these high-stakes environments that the most rewarding breakthroughs occur.
“Those moments are incredibly rewarding when you see teams come together, innovate, and emerge stronger,” she reflects. Watching individuals grow through disruption and uncertainty is what fuels her commitment to change leadership.
Over time, Michelle has honed a few enduring principles. Chief among them: the power of listening. “Whether it’s an employee, client, or partner—understanding their perspective leads to better decisions,” she says. It’s a practice that not only informs smarter strategies but also strengthens relationships across the board.
Adaptability, she adds, is non-negotiable. In an industry defined by rapid evolution, staying agile ensures teams remain aligned and resilient. And above all, she leads with transparency and accountability—values she believes are essential for building trust and achieving sustained high performance.
Embracing Digital Disruption and Redefining Risk in a New Era
As the pace of digital transformation accelerates, Michelle stands at the forefront of navigating this seismic shift in the insurance and risk advisory space. From rising client expectations for seamless digital access to the growing integration of data analytics in underwriting, she sees a landscape that’s rapidly evolving—and filled with both opportunity and complexity.
But digital isn’t the only force reshaping the industry. “The risk landscape itself is shifting,” she notes. “Cyber threats, climate change, and geopolitical instability are fundamentally changing how we approach risk management.” The challenge, she explains, lies in staying ahead of these dynamic trends while maintaining the personalized, high-touch service clients still expect.
At HUB International, where Michelle plays a key leadership role, this balance is achieved through a deeply consultative model. “Our consultants act more like strategic partners than traditional brokers,” she says. With a focus on industry-specific insights and proactive risk mitigation, the firm delivers tailored strategies that reflect the unique needs of each client.
What truly differentiates HUB, Michelle emphasizes, is its ability to marry scale with intimacy. “We combine the deep resources of a national firm with the personal touch of a local agency,” she explains. It’s a hybrid approach—grounded in expertise and elevated by human connection—that positions HUB to lead in a rapidly transforming market.
Beyond Insurance to Proactive Strategy
For Michelle, one of the most persistent myths in the industry is the idea that insurance is risk management. It’s a misconception she’s determined to challenge.
“One big misconception is that insurance alone is risk management,” she explains. “In reality, insurance is just one component.” At the heart of her philosophy is a belief that effective risk management is forward-looking—rooted not just in protection, but in prevention.
She advocates for a strategic, fully integrated approach—one that’s woven into the fabric of business planning. At HUB International, this means working closely with clients to identify vulnerabilities, assess potential impacts, and implement mitigation strategies long before claims ever arise.
Education, Michelle emphasizes, plays a critical role in shifting this perspective. “We focus on helping clients understand the full scope of risk—then equip them with the tools and insights to stay ahead of it.” It’s a mindset she champions across her teams: risk isn’t just something to insure—it’s something to manage, strategically and holistically.
Building Adaptive Insurance Solutions in a Shifting Landscape
In a world where business conditions and economic pressures are in constant flux, Michelle believes the key to delivering relevant, resilient insurance solutions lies in one core principle: staying close to the client.
“It starts with staying close to the client,” she says. “Regular check-ins, continuous risk assessments, and a pulse on market trends allow us to anticipate needs rather than react to them.” This proactive posture enables her teams at HUB International to design coverage strategies that evolve alongside their clients’ businesses.
Internally, that adaptability is supported by close collaboration with carrier partners, ensuring offerings remain flexible and responsive. Service models are revisited and refined as needed—always with an eye toward agility and long-term value.
Michelle also draws a powerful comparison that underscores the role of expertise in navigating complexity. “CPAs and attorneys are experts in their fields—so are risk and benefits consultants,” she notes. It’s a reminder that trusted advisory is about more than products—it’s about insight, foresight, and strategic alignment.
Redefining Excellence at HUB Mid-America
Looking ahead, Michelle envisions a future where HUB Mid-America sets the standard—not just within the company, but across the entire insurance industry—for operational excellence and client-focused innovation. Her strategy is bold yet grounded, combining investments in technology, talent, and service model enhancements to create scalable, lasting impact.
“We’re investing in technology upgrades, talent development, and service model enhancements to scale our impact,” she explains. This multifaceted approach is designed to future-proof operations while elevating the client experience at every touchpoint.
One initiative that stands out in her leadership journey is the push for cross-functional collaboration. “It’s breaking down silos and driving smarter, faster decision-making,” Michelle notes. By aligning teams across disciplines, the organization is creating more agile, cohesive responses to both client needs and industry shifts.
Her vision isn’t just about efficiency—it’s about transformation. It’s about building a culture where innovation thrives, people grow, and clients feel the difference in every interaction.
Advice to Rising Risk Leaders
For those just beginning their journey in risk management and insurance, Michelle offers timeless, experience-honed guidance rooted in both principle and practice.
“Be curious and stay open to learning—this industry is always evolving,” she advises. With shifting regulations, emerging risks, and rapid digital transformation, adaptability and a growth mindset are essential for long-term success.
Relationships, she emphasizes, are equally critical. “Build strong relationships and never underestimate the value of listening.” Whether with clients, colleagues, or partners, the ability to truly understand others sets great leaders apart.
Michelle also champions the power of mentorship. “Find mentors and become one yourself,” she says. Learning from others—and paying it forward—is a cornerstone of sustainable leadership development.
Above all, she underscores the importance of integrity. “In a relationship-driven business like ours, trust is everything.” It’s a value that has defined her own career and one she encourages every future leader to embody.
