On April 5, 1885, the Michigan Mutual Tornado, Cyclone and Windstorm Company, informally known as "The Windstorm Company", held its incorporation meeting and elected its first directors and officers. Rogers was appointed as the company’s only salaried officer at a rate of $25 per year.
Since Rogers was the secretary of the Barry and Eaton fire insurance company, he planned to use many of the same personnel from that company as the officers and directors of the Windstorm Company. "His reasons for doing so," said the editor of the Hastings Banner, in the 1956 Centennial edition of the newspaper, "were that they were good men, thoroughly sold on mutual insurance, and were well known in the two counties where they would begin actual work in selling this new type of insurance. Basically, Rogers had a ready-made agency network with potential clients among those who had purchased fire protection from the Barry and Eaton.
After the incorporation, Rogers remarked, "Now gentlemen, the child is born, it is up to us to make it grow." And grow it did. By June 18, 1885, the first policies had been issued and the company had 41 members sharing $40,700 in risk. At the end of the year, there were 160 members carrying $163,710 in risk. The Windstorm Company was up and running.