25 Years of TrueNorth: People & Purpose in Action

Twenty-five years in the making, TrueNorth's story is shaped by people, guided by values, and built through relationships that have only grown stronger over time. In an industry where trust must be earned, reaching this milestone reflects a steady commitment to showing up the right way, again and again.

Last week, colleagues from across the enterprise came together for Town Hall Week 2026. Over five days, the organization reflected on its past, reconnected around shared values and aligned on what's ahead. It felt intentional, grounded, and reflective of a company that continues to grow with purpose.

Where it all began.

TrueNorth was founded in 2001 through the merger of three independent insurance agencies, grounded from the start in entrepreneurship, partnership and a long-term vision. The goal was never just to grow; it was to create value and leave an enduring legacy.

On June 11, colleagues gathered to hear from the firm's original founders — Duane Smith, Loren Coppock, Larry Bergdale and Steve Lounsberry. Facilitated by TrueNorth's current executive leadership, the conversation centered on a question every enduring organization eventually faces: has the vision held? The answer, reflected across the week's events, was a clear and resounding yes.

A week built around people.

Town Hall Week is a series of moments that showed what our One TrueNorth culture looks like in action.

Colleagues packed meals for Cedar Rapids families through Meals of the Heartland. Guest speakers offered perspective on leadership and community. And colleagues across all six divisions were celebrated for the way they show up every day, through collaboration, resourcefulness, exceptional service, and emerging leadership. The week concluded with a company-wide celebration.

Taken together, these moments tell a consistent story: a company shaped by its people. A culture that is lived and sustained, and a shared commitment to one another and to the communities we serve.

Aspiring to something greater.

Town Hall Week is an internal event, but it reflects something broader.

Organizations that invest in their people, revisit their purpose and stay aligned around shared values tend to show up differently for their clients. The work is more intentional. The relationships are stronger. The experience is more consistent. That is the direction TrueNorth has been building toward for 25 years.

Today, TrueNorth spans 700+ colleagues, 20 states and six divisions, each playing a vital role in serving clients and supporting long-term outcomes.

A shared milestone.

Reaching 25 years is not something we've done alone.

To our clients, thank you for the trust you place in us every day. The opportunity to understand your goals and help navigate complexity is what gives our work purpose.

To our colleagues, thank you for the way you bring our culture to life. The past 25 years are a reflection of your effort, your care and your unwavering commitment to value creation.

To our community partners, thank you for inviting us to be part of something bigger than ourselves. Your partnership has strengthened our ability to make meaningful impact in the communities we serve and call home.

Together, these relationships define TrueNorth. They carried our organization through the last 25 years and they'll continue to guide us as we explore what's possible together.