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Our History

The Diel Insurance Group may be located in a modern office building in historic downtown Rhinelander, but its core values and mission have remained consistent for over 120 years. The roots of the agency date back to 1886 when a prominent local attorney opened a law office in downtown Rhinelander. At this time, all insurance policies were handled by attorneys as they were complicated legal contracts just as they are today. In 1920, after the death of the founding owners, staff of the agency incorporated under a new name, North Wisconsin Agency and were located in the Merchants State Bank Building. In 1946, the Estabrook family became majority owner and in 1957, the agency was reorganized as Estabrook's Incorporated, dba Estabrook's Insurance. In 1962 a new office building was built at 111 N. Brown Street and serves as our place of business to this day. Upon Tim Estabrook's retirement, in 2008, the agency was sold by the Estabrook family to the Vice President / General Manager, Brian Diel. The business now operates as Insurance Professionals of Northern Wisconsin, Inc. dba Estabrook's Insurance. As the business expanded the dba Diel Insurance Group was created. The Diel Insurance Group includes Estabrook's Insurance in Rhinelander and Dunn Insurance of Tomahawk. Dunn Insurance Agency was founded by John Dunn, serving the Tomahawk area since 1977. With the help of the same experienced, professional and fully licensed staff, the Diel Insurance Group pledge to our customers is to provide you with the very best service, quality insurance companies who value their relationship with you, and security at competitive prices. This is the same pledge which has been followed for more than 120 years. Things have certainly changed over the years, but what the Diel Insurance Group is best known for has not. We will continue doing what we and our predecessors have done best for nearly 125 years - taking care of our customers. To learn more about the Diel Insurance Group agencies, please stop in for a hot cup of coffee and visit with us at our Rhinelander or Tomahawk offices. We look forward to meeting you.