News & Updates



New Ownership Group will manage all lines of appraisal business in Alabama.

Owners have nearly 50 years of combined experience in insurance appraisal and adjusting.

January 11, 2024 (Covington, Ga.) The Doan Group, a boutique national provider of auto, specialty vehicle and equipment, and property appraisal and adjusting services, announced a new ownership team for its Alabama franchise.

The new franchise ownership group is a women-owned business, Doan’s first such franchise in its 43-year history. New owners Lee Goforth and Michelle Petereit bring nearly 50 years of collective insurance appraisal industry experience and leadership to every claim their Alabama office will handle.

Goforth’s 25 years of experience includes current ownership positions with Doan’s franchises in Georgia, North Carolina, and South Carolina. Petereit brings more than 20 years of industry experience, including having worked for Goforth at her other franchises prior to becoming a partner in the Alabama office.

“The support The Doan Group gives me as a franchise owner allows me, in turn, to support my customers with the best possible service. Michelle and I are excited to deliver that same winning experience to insurance carriers and their policyholders in Alabama as well,” says Goforth.

In addition to outstanding customer care, Petereit looks to lead by example for other professionals in the appraisal and adjusting industries.

“Having worked for The Doan Group for more than two decades, including assisting with the launch of a successful Doan franchise in Detroit, I learned every facet of this business from the ground up,” says Petereit. “Now, becoming a franchise owner myself, I hope to show new employees that there is the opportunity for them to take their future into their own hands, and by choosing this career path, they are building a legacy for themselves and future generations.”

“The Doan Group sets itself apart from other national insurance appraisal companies by focusing on client service and relationship-building on a local scale while also using our extensive nationwide franchise network to provide complete coverage coast-to-coast.,” says Roger Crowley, Executive Vice President of The Doan Group. “We firmly believe that entrusting assignments to local specialists guarantees top-notch quality, precision, communication, and customer service.

“Aside from being incredible people, Lee and Michelle each possess a deep well of varied experience. We are thrilled for our customers in Alabama who will now also benefit from their skill, drive, leadership, and personal pride in their quality of work.”

For carriers with claims in or seeking information about services provided in Alabama, they can reach the Alabama office at or (205) 421-3803.

For a complete list of all services offered by The Doan Group, visit

For inquiries:  Roger Crowley | | 770.788.8328