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                                                                    EXHIBIT 10.1

                         EXECUTIVE EMPLOYMENT AGREEMENT

      THIS EXECUTIVE EMPLOYMENT AGREEMENT (the "Agreement") is made effective
this 9th day of February, 1998 by and among Jon P. Diamond (the "Executive"),
and Safe Auto Group, Inc., an Ohio corporation.

                             BACKGROUND INFORMATION

      A.    Executive has four and one half (4-1/2) years experience in the
insurance industry and considerable experience in the retail industry, and has
substantial marketing expertise.

      B.    Safe Auto Group, Inc. and its subsidiaries (the "Company") desire to
continue to employ Executive and Executive desires to continue to be employed,
all on the terms and conditions of this Agreement.

                                   PROVISIONS

      NOW, THEREFORE, in consideration of the foregoing and the mutual covenants
contained herein, the parties hereto agree as follows:

      1.    Employment. Company hereby employs Executive as President of Company
upon all the terms and conditions hereof. Employee shall be employed "at will"
and either party may terminate this Agreement at any time upon at least thirty
(30) days prior written notice.

      2.    Duties.

            (a)   Executive shall be responsible for the overall operations of
                  the Company regarding advertising, media relations, sales and
                  personnel. Executive shall in all respects be subject to and
                  shall faithfully comply with the decisions and directions of
                  the Chief Executive Officer of Company.

            (b)   During the term of this Agreement, Executive agrees to devote
                  substantially all of his normal business time and attention
                  (reasonable vacations and periods of leave excepted) to the
                  affairs of Company and the promotion of its interest.
                  Executive shall at all times during his employment hereunder
                  conduct himself in a manner consistent with his position with
                  Company and shall not knowingly perform any act contrary to
                  the best interest of Company.

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      3.    Compensation.

            (a)   As compensation for the services to be rendered by Executive,
                  Company shall pay to Executive an annual salary as determined
                  by the Board of Directors of the Company from time to time,
                  payable in accordance with Company's existing payroll
                  practices, which shall not be less than his salary as of the
                  date of this Agreement.

            (b)   At the end of each fiscal year of Company during the Initial
                  Term or any Renewal Term (a "Fiscal Year"), Executive may
                  receive a bonus as determined by the Board of Directors of the
                  Company; provided that Executive is employed by Company on the
                  last day of such Fiscal Year. The bonus, if any, for each
                  Fiscal Year shall be calculated and paid to Executive within
                  one hundred (100) days of the end of such Fiscal Year.

            (c)   Executive shall be entitled to all the rights, benefits and
                  privileges (including vacation, health insurance, pension or
                  other fringe benefits and compensation programs) that Company
                  may from time to time provide to its employees generally.

            (d)   Notwithstanding the foregoing, as long as Executive and Ari
                  are employed on a full-time basis by the Company, their annual
                  base salaries, any bonuses awarded to them by the Board of
                  Directors, and their fringe benefits shall be substantially
                  identical.

                  If Ari shall cease being employed for any reason and Jon
                  becomes Chief Executive Officer, Jon shall receive an
                  immediate twenty-five percent (25%) increase in his then
                  current annual base salary. In addition, his annual base
                  salary for each subsequent fiscal year shall be increased by a
                  percentage equal to or greater than one hundred fifty percent
                  (150%) of the percentage increase in the consumer price index
                  for all urban consumers, U.S. city average, all items reported
                  by the U.S. Department of Labor for the previous calendar
                  year.

      4.    Reimbursement of Expenses. Company shall reimburse Executive for all
disbursements or expenses reasonably incurred by him during the term of this
Agreement in connection with the performance of his duties hereunder. Such
reimbursement shall be made upon the presentation of expense vouchers or reports
in accordance with the standard procedures of the Company with respect to
expense items.

      5.    Termination. Executive's employment hereunder may be terminated by
Company for "cause" effective upon written notice of termination to Executive,
which shall be defined as the Company's reasonable belief that Executive has:

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            (a)   been convicted of a felony;

            (b)   intentionally caused material injury to the Company, its
                  employees, officers or property (including goodwill); or

            (c)   breached a material term or condition of this Agreement.

Upon termination "for cause," Executive shall be paid his salary through the
last day worked, and shall not be paid any severance pay under this Agreement.

      6.    Severance Pay. In the event Executive's employment is terminated by
the Company in accordance with Section 1 of this Agreement, Executive shall be
entitled to severance pay in the amount set forth below:

            (a)   If such termination occurs within five (5) years of the date
                  of this Agreement, Executive shall be entitled to severance
                  pay in an amount equal to his annual base salary from the
                  Company for the year in which his employment was terminated
                  multiplied by four (4).

            (b)   If such termination occurs after the first five (5) years of
                  the date of this Agreement but within ten (10) years of the
                  date of this Agreement, Executive shall be entitled to
                  severance pay in an amount equal to his annual base salary
                  from the Company for the year in which his employment was
                  terminated multiplied by three (3).

            (c)   If such termination occurs after the first ten (10) years of
                  the date of this Agreement but within fifteen (15) years of
                  the date of this Agreement, Executive shall be entitled to
                  severance pay in an amount equal to his annual base salary
                  from the Company for the year in which his employment was
                  terminated multiplied by two (2).

            (d)   If such termination occurs after fifteen (15) years of the
                  date of this Agreement, Executive shall be entitled to
                  severance pay in an amount equal to his annual base salary
                  from the Company for the year in which his employment was
                  terminated.

Such severance pay shall be paid to Executive, in the Company's discretion,
either (i) in a lump sum payment, or (ii) in a series of payments, in which each
payment is an amount equal to Executive's last paycheck immediately prior to his
termination and payable in accordance with Company's existing payroll practices.

In the event Executive's employment is terminated by the Company in accordance
with Section 5 of this Agreement, this Section 6 shall be null and void and of
no force or effect.

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      7.    Death, Incompetence or Disability.

            (a)   The death, Incompetency or Disability (both as defined below)
                  of Executive shall automatically terminate this Agreement
                  without the requirement of any notice to be given by Company.
                  In the event of termination by reason of death, Incompetency
                  or Disability, Company shall pay Executive or his estate (as
                  the case may be), any amounts due Executive under Section 3
                  hereof as of the date of death, Incompetency or Disability, no
                  later than sixty (60) days thereafter.

            (b)   "Incompetency" shall mean Executive is determined by a court
                  of competent jurisdiction to be incompetent.

            (c)   "Disability" shall mean that the Executive is not able to
                  perform his duties for ninety (90) days (regardless of whether
                  such days are consecutive or not) during any twelve (12) month
                  period during the Initial Term or any Renewal Term hereof.

      8.    Noncompete Covenant. During the period beginning on the effective
date hereof and continuing for as long as Employee is receiving severance pay
from the Company pursuant to Section 6 of this Agreement or, in any event,
continuing for not less than two (2) years following the termination of
Executive's employment with the Company by either party and for any reason,
Executive shall not, directly or indirectly, individually or in concert with any
other person, firm or entity, engage in any business activities which are
similar to those in which the Company shall then be engaged, in any state of the
United States where the Company is then licensed to do business, engaged in
business, or in the process of becoming engaged in or licensed to do business.

Further, during the aforesaid periods of time, Employee shall not disclose to
any person, firm or entity, nor use for his own benefit except as necessary in
the performance of his employment duties hereunder, any information concerning
the business of the Company that has not been publicly disseminated by the
Company.

      9.    Conflicting Agreements. Executive represents and warrants to Company
that he is free to enter into this Agreement and that he has not made and will
not make any agreements in conflict with this Agreement. Executive covenants
that he will not disclose to Company or use for Company's benefit any trade
secrets or confidential information that are the property of any third party.

      10.   Miscellaneous.

            (a)   This Agreement is based upon the personal services of
                  Executive and the rights and obligations of Executive shall
                  not be assignable. Nothing in this Agreement shall prohibit or
                  impair Company's right to assign all or any part of its
                  rights, duties or obligations under this

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                  Agreement pursuant to any merger, consolidation,
                  reorganization, sale of stock, sale of assets, change of name
                  or similar arrangement involving Company, and Executive and
                  Company hereby consent to any such assignment which shall be
                  effective upon the mailing of written notice thereof to
                  Executive.

            (b)   This Agreement shall be governed by and construed in
                  accordance with the laws of the State of Ohio (regardless of
                  the laws that might be applicable under principles of
                  conflicts of laws) as to all matters, including but not
                  limited to matters of validity, construction, effect and
                  performance. Any controversy or claim arising out of or
                  relating to this contract shall be determined by arbitration
                  by three arbitrators in Columbus, Ohio in accordance with the
                  Commercial Arbitration Rules of the American Arbitration
                  Association and judgment upon the award rendered by the
                  arbitrators may be entered in any court having jurisdiction
                  thereof. Provided, however, that any claim for purely
                  equitable relief, such as injunction, may be brought in the
                  Franklin County Common Pleas Court, to the jurisdiction and
                  venue of which the parties hereby consent.

            (c)   This Agreement constitutes the entire understanding of the
                  parties with respect to the subject matter here and supersedes
                  all prior negotiations, discussions, undertakings and
                  agreements, except for that certain Stock Restriction and
                  Close Corporation Agreement executed by the parties, of even
                  date herewith. This Agreement may be amended or modified only
                  by a writing executed by the parties hereto. Both parties
                  having been represented by counsel in the drafting of this
                  Agreement, any ambiguity shall not be construed against either
                  party.

            (d)   All notices, requests, demands and other communications
                  hereunder shall be in writing and shall be deemed to have been
                  duly given when delivered in person or two (2) business days
                  after it is mailed, certified, return receipt requested,
                  postage prepaid:

                    (i)   If to Executive, addressed to:

                          Jon P. Diamond
                          320 S. Parkview Avenue
                          Bexley, Ohio 43209

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                      (ii)  if to Company, addressed to:

                            Safe Auto Group, Inc.
                            Ari Deshe, Chief Executive Officer
                            3883 E. Broad Street
                            Columbus, Ohio 43213

                  Any party hereto may, from time to time, by written notice to
                  the other party, designate a different address, which shall be
                  substituted for the one specified above for such party.

            (e)   This Agreement shall be binding upon the legal
                  representatives, heirs, successors and assigns of the
                  respective parties hereto.

            (f)   Any waiver by any party of any act, failure to act or breach
                  on the part of the other party shall not constitute a waiver
                  of such waiving party of any prior or subsequent act, failure
                  to act or breach by such other party.

            (g)   The subject headings of the various sections of this Agreement
                  are included for purposes of convenience only and shall not
                  affect the construction or interpretation of any of its
                  provisions.

            (h)   This Agreement may be executed in one or more counterparts,
                  all of which shall be considered one and the same agreement,
                  binding on all parties hereto, notwithstanding that all
                  parties are not signatories to the same counterpart.

            (i)   Consistent with the terms and conditions hereof, each party
                  hereto shall execute and deliver all instruments, certificates
                  and other documents and shall perform all other acts which the
                  other party may reasonably request in order to carry out this
                  Agreement and the transactions contemplated hereby.

            (j)   Nothing herein expressed or implied is intended or shall be
                  construed to confer upon or give any person other than the
                  parties hereto, and their permitted successors and assigns,
                  any rights or remedies under or by reason of this Agreement.

            (k)   The parties agree that if any part, term or provision of this
                  Agreement shall be found illegal and unenforceable by any
                  court of law, the remaining provisions shall be severable,
                  valid and enforceable in accordance with their terms.

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      IN WITNESS WHEREOF, the parties hereto have executed this Agreement on the
date first set forth above.

EXECUTIVE:                                   COMPANY:

                                             Safe Auto Group, Inc.,
                                                 an Ohio corporation

/s/ Jon P. Diamond                           By: /s/ Ari Deshe
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Jon P. Diamond                               Ari Deshe, Chief Executive Officer

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