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.