About Us

Union Bay Risk Advisors LLC.

Union Bay Risk Advisors LLC was founded by experienced insurance and technology veterans who believed there was a need for simple, straightforward insurance consultation and advice, delivered in a simple interview format. At Union Bay, we know that insurance can be intimidating and impenetrable, but the risks of getting it wrong are high, so we developed a better way!

We are based in Princeton, New Jersey, but our founders also have a long connection with the Upper Peninsula of Michigan, a beautiful and scenic area of the Midwest that has seen massive job losses as mines and mills in the area closed for good. A talented and dedicated workforce needed to be connected via technology to the wider economy, and Union Bay is a way to do that. We are proud to offer good jobs with full benefits to the people of Ontonagon County, Michigan, and expect to be growing more American jobs there in the future.

Our Team


With over 25 years of experience in the insurance industry, as an underwriter at American Financial Group, a corporate attorney at the New York Law firm of Debevoise & Plimpton, and an investment banker at Marsh & McLennan Companies. From 2007 through 2014 he acted as Senior Advisor to Lightyear Capital LLC on their insurance investments, and during that period served on the Board of Directors of Lloyd’s underwriter Antares Holdings Limited and US specialty insurer Houston International Insurance Group. For seven years, he served as Scoutmaster of Boy Scout Troop 43, Princeton, New Jersey, and from 2016 through 2018 he served as President of the Board of Education of Princeton Public Schools. He currently serves on the Board of Trustees of The Learning Cooperatives, an organization dedicated to self-directed learning.

He holds a BA with honors from Carleton College and a JD from New York University School of Law.

Cheryl Sundberg

With 28 years of experience in the banking and legal service industry, Cheryl began working in the Michigan insurance industry in 2012 where she began as a CSR. In 2015 she became a Licensed Resident Producer in property and casualty lines.

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“I never was certain our not-for-profit Scout Troop had all the coverages it needed to protect our volunteers. After a five-minute interview with Union Bay, I got a customized insurance diagnostic report that I could print out and shop anywhere. Union Bay got the job done right!”

- Allan Williams, Scoutmaster
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“We have always had an insurance agent, but they never really had the time to give us advice and counsel. We were never sure if we had all the coverage we needed, or in the right amounts. The Union Bay process was so simple and straightforward, and I could bring an easy-to-read report to my Board for their consideration. When I got the the OK to move forward, the Union Bay staff worked with me to get the best coverage at the cheapest price. The difference with our old agent is like night and day. Thanks Union Bay!”

- Joel Hammon, CEO, The Learning Cooperatives, Langhorne, PA
The Learning Cooperatives combines the most valuable parts of school—peers, classes, and mentors—with personalized attention and the freedom to choose what and how children learn.
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“We support our local State Park 11 months of the year, but we also run a music festival every summer. The risks and exposures of that event make us all worried. The Union Bay interview process gave us a simple document that put all our insurance needs on one page for us to consider. From there, It was simple to make decisions. The Union Bay staff is excellent, and post-sale, I know where to find all my insurance information whenever we need it. If you're not using Union Bay, you're doing insurance the hard way! ”

- Cheryl Sundberg, Friends of the Porkies, Ontonagon, MI
Friends of the Porkies supports Porcupine Mountains State Park, assisting its staff and connecting its users to wild spaces.

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