11 Nov

CHPG Takes on New Brand to Show Off Added Capabilities

This article by James Dornbrook originally appeared on the Kansas City Business Journal website on November 6, 2015.

In the year and a half since its merger with Power Group Cos., Overland Park-based Cretcher Heartland LLC has been able to bring more services to market, and now it’s bringing a new brand to reflect how much it has changed.

The independent insurance brokerage now will be known as Truss, a brand identity designed to be a symbol of the company’s strength in supporting clients.

CEO Steve Nicholson said the company added a lot of capabilities through mergers and acquisitions and key hires during the past few years. The company launched a mergers-and-acquisitions practice, executive benefits practice and a fully integrated human capital consulting practice. It was starting to become more diverse and needed a new brand to reflect the change.

“After several transactions, including the Power Group merger (in February 2014), we started to take a look at what we have and thought it was time to create a new identity,” Nicholson said. “We’ve had so many opportunities to pull different products and skill sets into the company over the past five years that we just felt it was time to put a new stamp on it. We needed something bigger.”

Nicholson said the new brand identity allows the entire company to move forward together, communicating one strategic vision in the marketplace.

Truss is the metro area’s second-largest independent and locally owned insurance brokerage. It has 170 employees and more than $450 million in premium volume.

06 Nov

Cretcher Heartland/Power Group Rebrands as “Truss”

OVERLAND PARK, KS, Nov. 6, 2015— Cretcher Heartland/Power Group, a privately held insurance broker offering risk management solutions, employee benefits, human resources consulting, insurance, surety bonds and retirement planning, announced today that it has changed its name from Cretcher Heartland/Power Group to TRUSS. “There has never been a more exciting time than now to be an associate at Truss. This new brand reflects our company’s focus on client relationships and enthusiasm moving forward,” said Chief Executive Officer, Steve Nicholson.

Reflecting on the decision to rebrand, Nicholson says, “Where and what Truss is today is a result of several mergers and acquisitions over the years. The proud histories of all of these companies are represented in the strength of our new name.” As an integrated organization with plans for continued growth, the rebranding has provided the company further alignment in identity, goals and values. “The majority of our industry has the name of a founder or owner represented in the company name, as we previously did. In order to showcase the talent of our associates, we knew we had to act and look different.”

Truss means “a framework that spans support to all of the members of its structure”. While the term is relevant to construction, which is one of the many industries that Truss serves, it also represents the unified company’s mission to provide unwavering and proactive service for clients, partners and carriers. Truss is committed to cultivating and strengthening personal and business relationships that create empowering experiences.

Recent growth has not only allowed Truss to bring to market a mergers and acquisitions practice, executive benefits practice and a fully integrated human capital consulting practice, but it has positioned the company for future expansion in all markets.

“With our new brand identity, we feel we will be better able to communicate our organization’s strategic vision in the marketplace, and we look forward to an exciting road ahead as we take our business to the next level.”

About Truss

Cretcher Heartland was founded in 1974; Power Group was founded in 1983. They merged in 2014 to become Cretcher Heartland/Power Group. Truss serves thousands of clients as the 2nd largest independent and locally-owned insurance brokerage in the Kansas City region, with 170 employees and over $450 million in premium volume. The Kansas City-based insurance brokerage specializes in risk management solutions, employee benefits, human resources consulting, insurance, surety bonds and retirement planning.

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