A Letter from the CEO
For nearly 25 years, we've gone beyond insuring risks; we've ignited possibilities.
We know strong businesses are built on strong relationships. Our team of industry specialists are intimately familiar with your unique challenges and are dedicated to driving your success. This dedication translates into a long-term commitment, where we invest in your growth and stand by you through every stage of your business journey.
From our founding, we've strived to be a destination organization — where clients prosper, partnerships thrive, careers flourish and communities benefit. Your trust empowers us to push boundaries and explore what’s possible.
With momentum and unwavering direction,
Jason Smith
Despite growing into one of the nation's top 50 insurance brokerages since our founding in 2001, our values have never changed, remaining steadfast in our mission to protect and maximize the assets, resources and opportunities of those we serve.
Our History
November - TrueNorth® was established with the merger of Davis Jones Lamb Insurance, Insurance Service Corporation and Verhille & Associates. This merger created the largest financial services firm of its kind based in Eastern Iowa. Duane Smith is appointed TrueNorth's Chief Executive Officer (CEO).
January – TrueNorth opens a regional office in Central Iowa, located today in West Des Moines.
TrueNorth’s original headquarters at 4th Avenue and 5th Street sustains flood damage during the historic 2008 flood – now recognized as one of the worst floods in U.S. history.
November – TrueNorth celebrates the grand opening of its new headquarters, formerly the Cedar Rapids Public Library, following a post-2008 flood land swap. Extensive renovations are made to provide flood resilience and support future growth, while offering the library, now in TrueNorth’s former location, expanded capacity for services and programming.
October – TrueNorth opens a regional office in Colorado, located today in Denver.
August – TrueNorth receives the “triple crown” from the Corridor Business Journal, receiving formal recognition as one of the area’s coolest places to work, fastest growing and largest privately-held companies.
September – TrueNorth debuts on the Inc. 5000 list as one of the nation’s fastest growing private companies.
January – TrueNorth opens a Chicago office, located today in Rosemont, Illinois.
January – First MainStreet Insurance (FMSI) is established as a holding company for smaller agencies to perpetuate their business while maintaining a local presence and legacy within their communities. An affiliated business unit of TrueNorth, FMSI offers independent agencies the chance to join forces with a larger firm and gain access to robust resources and carrier markets to support longevity and business growth.
May – Jason Smith is appointed President of TrueNorth, advancing from his role as Executive Vice President of the firm’s Transportation Division. Duane Smith remains CEO for three more years, after which Jason assumes both roles.
June – TrueNorth launches “One TrueNorth,” a movement designed to align TrueNorth’s workforce around a unified vision: to deliver meaningful value to the firm’s clients, fellow colleagues and the communities the organization serves.
March – TrueNorth’s leadership team enacts a firmwide work-from-home policy to safeguard the health and safety of TrueNorth’s clients, colleagues and shared communities. The firm enacts a dedicated task force to evaluate COVID-19 risks as they emerge, guiding the organization’s response and supporting businesses navigating similar decisions.
August – Amid the global pandemic, Iowa is struck by a devastating derecho – an inland storm with Category 4 hurricane-force winds. In response, TrueNorth colleagues make over 3,000 calls to affected clients. In Cedar Rapids, teams operate on generator power to coordinate relief with carriers and compile claims guidance, all while managing personal losses and adhering to pandemic restrictions.
January – TrueNorth establishes the TrueNorth Legacy Foundation, a private 501c3 foundation offering a long-term investment strategy to assist in advancing philanthropy across communities we serve.
September – Based solely on colleague feedback, TrueNorth receives its first Top WorkPlaces award for their efforts to be an employer of choice. The firm goes on to receive national and state recognition on an annual basis.
January – Jason Smith transitions to CEO and Trent Tillman is appointed President of TrueNorth while continuing to serve as Executive Vice President of the firm’s Transportation Division. Two years later, Trent also assumes the role of Chief Revenue Officer.
December – TrueNorth’s philanthropic efforts exceed $1 million. These funds came through various channels, including TrueNorth’s core giving commitment, employee match programs, colleague contributions and quarterly community outreach initiatives.
January – TrueNorth’s executive team expands with Chad Thurm’s appointment to Chief Financial Officer and Matt Rathje’s appointment to Chief Operations Officer.
December – TrueNorth formally launches our SRO strategy, strategically extending the firm's innovation and perpetuation efforts by intentionally investing in businesses that both complement our core risk management and insurance brokerage services and operate independently as service providers to external organizations.
January – Trent is announced Chief Revenue Officer, retaining his role as President. Robynn Wesphal is announced as Chief Legal Officer.
April – TrueNorth invests in the Eastern Iowa Corridor Region by launching a Community Practice focused on helping local businesses thrive. The initiative offers resources and partnerships to navigate market challenges, explore what's possible and ultimately achieve new heights.
January – TrueNorth launches the TN Way, encompassing our collective dedication to firm standards as a foundation to deliver exceptional service, create tangible value for our clients and foster an emotional and intellectual connection to TrueNorth.
May – TrueNorth earns national recognition as a 2025 USA Top Workplaces award winner and a Culture Excellence honoree in four categories: innovation, work-life flexibility, leadership, and purpose and values. This marks the company's fourth consecutive year.