Shopping The Rate For You while most agencies represent one company, we have established relationships with many to provide the best possible coverage at the best possible price. We do the shopping so the customer does not have to. With Southern Family Insurance Services, we are dedicated to offer the most competitive price, dedicated customer service, and insurance with Southern integrity Southern Family Insurance Services, LLC is a Trusted Choice Independent Insurance agency in Lakeland Florida. Our mission is to provide the most competitive rate for our customers and place the correct risk with the correct coverage. Our agency opened for business November, 1st 2005, but we are not necessarily new on the block. We have 20+ years in the industry, our experience provides our customers with the security of having a knowable advocate for insurance needs.