About Us

The Personal Insurance Federation of Florida was formed in late 2010 with three charter members: Allstate and Castle Key Insurance Company, The Progressive Group of Insurance Companies, and State Farm Insurance Companies, to create a dynamic, efficient, and competitive marketplace for personal insurance products for the benefit of all Floridians.  PIFF charter members represent forty five percent (45%) of the automobile insurance market and more than twenty five percent (25%) of the homeowners insurance market.

“Florida consumers deserve more choices in the market, both in terms of the kinds of products they might purchase and the companies from which they may purchase,” says Michael Carlson, executive director of the Personal Insurance Federation of Florida.  “With the many challenges of the Florida personal insurance marketplace, the time is ideal to form a coalition solely devoted to improving the personal lines insurance market for the benefit of Florida’s consumers.”The Florida homeowners insurance market has been a serious challenge to consumers and insurers for decades, and PIFF is committed to working for solutions that increase the availability of insurance, promote competitive pricing, and ensure industry solvency.Florida’s auto insurance consumers and insurers are facing increased costs from insurance fraud, abuse, and the use of unnecessary medical services.“PIFF will work with the legislature, the governor, state regulators, the business community, and consumer groups to make Florida a better place in which to insure a vehicle or a home,” said Carlson.

Meet Our Staff

Michael Carlson, Esquire


Prior to joining PIFF, Michael served as the Deputy Chief of Staff and Director of Legislative Affairs for CFO Alex Sink and the Department of Financial Services.  He has also held a variety of leadership roles on the professional staff of the Florida House of Representatives, including serving as the Staff Director of the Committee on Insurance during the 2007 Special Session “A” on property insurance.  Between his stints in government, Michael represented clients in insurance regulatory law and commercial litigation matters in Tallahassee and practiced insurance defense law in Atlanta. Michael is an attorney admitted to practice law in Florida and Georgia.

Michael graduated from the University of South Florida with a bachelor’s degree in political science and holds a master’s degree in political science from the Florida State University.  He is an honors graduate of the Florida State University College of Law, where he served on Moot Court and Law Review.  Michael has been designated a member of the Florida Trend “Legal Elite” in government law.

Samantha Sexton

VP of Legislative and Regulatory Affairs

Before joining PIFF, Samantha served as the Director of Legislative Affairs for the PACE Center for Girls, Inc. During her tenure with PACE, she expanded PACE’s public sector resources at the local and state level, positioned PACE as the lead advocate for at-risk girls and supported the program’s expansion into Georgia. Samantha has been recognized as a Bob Graham Civic Scholar, ’30 under 30’ rising star of Florida politics, and 2016 Golden A.C.E. by the Tallahassee Network of Young Professionals. She serves on the Connect Florida Board of Governors, Leadership Florida Leadership Team, Junior League of Florida Statewide Public Affairs Committee, Big Brothers Big Sisters of the Big Bend Board of Directors, and Tallahassee New Leaders Council Board of Directors.

Samantha graduated from the University of Florida with her B.A. and M.A. in Political Science and Certificates in International Relations and Political Campaigning. She remains an active member of Florida Blue Key.