Meet Our Staff

As our client, you will have a team of highly qualified professionals working for you to provide you with the best insurance coverage for you, your family, or your business.  Building a long-lasting relationship with our clients is our number one priority.

Sid Plaff

Sid Pfaff

Agency Principal

Sid Pfaff is passionate about helping people and protecting their assets through insurance products and financial services. He began his career in 1981 with Farmers Insurance and then in 2009, left and created the Pfaff Insurance Agency.  With over 25 years as a captive agent, Sid realized he could better serve his clients as an Independent Broker. Then in 2014, the decision was made to change the agency name to TAG Insurance & Financial Services. TAG is an acronym for the Trusted Advisors Group which better communicates the services the agency offers. Sid has his LUTCF designation and has been a past board member with NAIFA, East Valley (National Association of Insurance and Financial Advisors) and the Rotary Club of Tempe East. He currently serves as a board member with Jesus Online Ministries and Higher Octave Healing.

Sid grew up in the Phoenix area where he has resided for over 45 years. He and his wife, Sharon, have 5 children and 9 grandchildren and have been very active in their church and community. Sid loves spending time with his family and friends, enjoys traveling and the outdoors.

Ryan Pfaff

Ryan Pfaff

Director of Operations

Ryan Pfaff is a third generation insurance professional and is proud to continue the legacy of excellence. Ryan joins the TAG Insurance team with an extensive background in the automotive industry, where he first started his career in sales and quickly advanced into finance and management.

Ryan is a Phoenician, born in the Mesa area but managed to escape the heat for several years while living in the Portland Oregon area. In 2015 Ryan and his wife Heather, along with their dog and two cats relocated back to sunny Arizona to be closer to family.

Ryan greets every day with a positive attitude, focused on always offering superior value for his clients by listening to their needs. He takes the time to match the insured with the right carriers to get them the most competitive premium and the right tailored coverage for their particular situation.

When Ryan isn’t working on his client’s needs, he enjoys golfing, hiking, and watching his favorite sports teams!

Crystal Northup

Crystal Northup

Customer Care Manager

Crystal began her insurance career with Sun Insurance in Thornton, Colorado. During her time there, she focused on specializing in the auto and recreational vehicle market. In May of 2018, Crystal moved to the Phoenix area and accepted a position with TAG Insurance in their Personal Lines Department. Because she’s passionate about helping people and strives to always give the best customer service experience possible, she has quickly become a client favorite at TAG Insurance.
Crystal was born in Sacramento California. She has lived in many different states but prefers the heat of the Arizona desert. She graduated high school in 2005 and the Art Institute with a degree in Baking and Pastries in 2010. She enjoys doing many hands on activities with her 2 children as well as shopping and yoga to relax.