TWENTY YEARS OF
SOUND UNWAVERING DIRECTION VALUE REPORT 2021-22
Legacy:
noun: // Something transmitted or received from a predecessor from the past. adjective: // Of, relating to, associated with or carried over from an earlier time.
We have an adage at TrueNorth that may resonate with you: “When Is Now.” It’s our acronym for WIN.
GREETINGS
The current challenges facing us as individuals and as professionals are real: Workforce, inflation, supply chain, global pandemic, emerging risks, societal complexities. Yet, there is no time like now to flip the challenges upside down and look for the opportunity. To find a WIN somewhere in an effort to fuel the spirit of progress, the spirit of team, the spirit of positivity. So, as I reflect on 2021 and look to 2022 and beyond, I share with you that the WINNING attitude at TrueNorth is alive and well. Yes, we face our share of challenges; as do you as an important member of our community. It takes its fair share of gumption to keep going, to continue to seek the WIN. TrueNorth’s commitment to Sound Unwavering Direction was intended to be exceptional when it was established in 2001. Sound Unwavering Direction for TrueNorth today is a reason for our existence. In our 2021-2022 Value Report we aim to provide you insight into what WINNING looks like inside and outside of TrueNorth. We pridefully and humbly celebrated 20 years of TrueNorth in 2021. It presented an opportunity for us to reflect, celebrate and inspire. In 2021, we looked inside ourselves and our organization with the quest to sharpen our ability to create value for our Clients, Colleagues, and Communities in more meaningful ways as we embark on the next 20 years. Curiosity is a driving force that comes to mind as we look back over 20 years and look ahead to the next. “Seek to Understand” is often said amongst TrueNorth Colleagues: “What is the problem? Why does it exist? What can we do about it? What resources can we source for further support? What do successful outcomes look like?” Facing the challenge presents the opportunity to WIN. We are here to face challenges with you and for you! As you share 10-15 minutes of your time with us by reviewing our 2021-2022 Value Report, I ask you this: “What are the most significant challenges you’re faced with right now? In what ways are you WINNING today? What resources around you could be leveraged in a different way? What does success look like for you in 20 years?” We are curious: How can we win together?
Jason D. Smith, Chief Executive Officer
1
Our original six founders came up with the quote, ‘people will
determine who wins.’ What an honor for me to be able to carry that forward...
It is truly what this organization stands for and I believe that in my heart and soul from a leadership perspective. At times, it’s really difficult to not take that personally, but as we grow to 500 people and beyond, for me,
the exceptionalism
is about the people. We are the ones that are driving this organization.
Jason Smith
CEO, TrueNorth Companies
2
WE ARE
Exceptional 3
ERA EW
lanoitpecxE 4
Value Report 2021-22
When I began my career at TrueNorth in 2003, I was offered a clear vision for the firm and what our founders hoped to accomplish. Today, I can assure you that their vision is alive and well; it has led us to where we are today and continues to influence how we serve our clients, treat each other, and engage with the community. I have spent much of my career immersed in TrueNorth’s transportation division. Over nearly two decades, I have witnessed relationships grow and our brand evolve in ways that shape and influence how transportation companies and drivers contemplate insurance and how they manage their personal and business risk.
CLIENTS
Today’s business risks are far too complex to address transactionally. TrueNorth was built to present solutions as partners and consultants. Our teams are built to collaborate in ways that help you assess and address risk on a wider scale. In doing so, you benefit not just from our industry insight and experience, but also from our collaborative culture. Insurance is just the beginning; TrueNorth unlocks potential for our clients – and you’ll find that every one of our colleagues play an important role in delivering that value.
Trent Tillman, President
Scan this QR code to watch a video on Trent’s role as President.
5
The Value of
Specialization
Our Client relationships fund and fuel our mission to assist companies and people with protecting and maximizing assets, resources and opportunities. We are passionate about solving problems; we also just happen to be exceptional insurance brokers. When searching for a partner to assist you in protecting and maximizing your business we believe it’s important to have a relationship and resource who understands the nuanced challenges and opportunities facing your business. We are blessed to offer clients dozens of Specialty Practices and we continue to invest in building more! Our aspiration for you, as a client of TrueNorth, is for you to have a team of extended resources on your side. Our purpose is To Create Value. From problem identification and solutions implementation, to risk finance and risk transfer, to project management, to supporting cultural initiatives we anxiously await the opportunity to support clients WINNING.
Client 's Story SCHNEIDER has valued the support we receive from TrueNorth since becoming a client in 2001. Whether it’s day-to-day service, a unique request, or a special project, we appreciate the positive energy and commitment to excellence TrueNorth colleagues exude.” Alison Heim, Director of Finance
Our clients truly provide our energetic and financial fuel. In this segment of our Value Report, we showcase specialties, trending issues, and WINS.
6
Scan this QR code to learn more about our approach.
Value Report 2021-22
The Value of
Extended Resources
As businesses grow, complexities inevitably evolve with them. No matter the industry, an organization’s success often depends on how well it can adapt and perform to meet industry demands – while often being challenged to “do more with less.” Seeing this growing trend heighten in the past few years has resulted in TrueNorth investing millions of dollars into the development of an integrated team of specialists providing value beyond the insurance policies you secure with us. These resources are led by subject matter experts, they are collaborative problem-solvers that exist to serve as an extension of your team.
Technology & Analytics
Communication &
Risk & HR Strategy
We have technologists, programmers and analysts on staff to support areas of Risk and Human Resources, because oftentimes if businesses have these resources, they’re focused on client-facing initiatives, operational optimization or financial stewardship.
Your people are your number one asset and your largest investment. Our goal is to assist you in packaging the value of what you offer your workforce and their loved ones. Every organization has something unique to offer their workforce. We’re here to help you identify and communicate what’s unique to yours!
Working with executive leadership on connecting the dots of risk management and HR strategies is a guiding principal within our teams. The common denominator often overlooked is People! Recruiting, on-boarding and active employee life-cycle management are critical aspects to an employers success. Focusing on the employer and the employee WINNING together should be at the core of an integrated Risk Management and Human Resources strategy.
Safety, Wellness & Loss Control
Claims & Employee Advocacy
Legal & Regulatory Compliance
Getting your workforce home safely, while also ensuring optimal productivity should be a goal of every leader. A culture of physical, mental health and safety is the ultimate objective. We collaboratively analyze workers compensation claims and company healthcare data to create custom action plans designed to assist you in protecting and maximizing your workforce.
When an unfortunate situation occurs that results in a claim, people seek clarity, action, and resolution. We have designed our Claims Advocacy Teams in three segments: Executive Support, Risk and HR Team Support, Individual Personal Support. Claims Advocacy is paramount to our value proposition and we continue to make healthy investments here.
Colleague support is ever important. At the same time, regulatory responsibilities continue to expand in numbers and in scope. We offer a suite of internal resources as well as vetted strategic partnerships to assist employers with appropriate, efficient, and compliant HR administration. All directed in an effort to ensure you are aware of and compliant with state and federal regulations.
Workforce Engagement
7
DID YOU
KNOW?
A report by research firm Canalys revealed that over
31 BILLION RECORDS
Are you confident in your Cyber Resiliency? A daunting emerging risk facing the business community today centers on people’s use of technology and data. Cyber Resiliency. Data Security. Colleague Education. Awareness. These issues are at the core of our rapidly advancing Cyber Practice. A HACKER’S CAPABILITIES ARE LIMITLESS Every business has important information that involves some level of sensitivity. Stop and think for a moment: “Are we confident in our Cyber Resiliency? Is our Data backed up consistently and secure from a breach? Are our colleagues aware of the major threats to our business and doing their part to protect the organization? Are we carrying the right insurance limits? How does that limit compare to our peer group?” REMOTE WORK The evolving workforce has presented many blessings to employers as well as workers. It has also resulted in an added complexity for organizations compounding Cyber and Data exposures.
DID YOU KNOW?
According to the University of Maryland, Cyber Attacks occur every 39 seconds. However, research shows that negligent insider breaches have decreased in number and cost simply due to proactive training and awareness programs for employees. 8
Value Report 2021-22
were compromised by a variety of data breaches throughout 2020, with an average of
101 MILLION of those lost to victims.
OUR CAPABILITIES: 1. Cyber Resiliency and Data Security assessments led by our on-staff Certified Ethical Hacker. 2. Identification of weak spots within your workforce and supporting education & awareness efforts. 3. Coordination with and oversight of Cyber Security service organizations. 4. Assistance with development and ongoing management of your Cyber Risk Management Plan. 5. Cyber Insurance Program architecture, based on industry specific coverage benchmarking and account management. 6. Claims Advocacy and Mitigation Support.
There are two constants in business: people and technology. As technology evolves, and data utilization and storage expand, we are here to assist you in navigating this complex & challenging risk set.
Scan this QR code to connect with our Cyber Team.
TrueNorth’s Risk Solutions delivers value beyond the placement of insurance. CONNECTING RESOURCES TO RESULTS As part of our Risk Solutions strategy, we extend our preferred vendors and Strategic Partner relationships to our clients. As a result, our clients receive unique value and additional support where they need it most. From variable-cost targeted solutions, to an independent review of a client’s current state, advocacy for best positioning with markets and more - together, we provide improvements and insights into businesses in ways leaders have never seen. Our solutions are a catalyst for change where businesses need it most.
PROVEN RESULTS
A powerful example of a strategic partnership at work is with our friends at Recovery Concepts & Solutions. In the past 12 months we have helped clients recover $2.3M in claims losses from at-fault third parties. RCS specializes in subrogation recovery to improve client loss ratios and boost their bottom line. As we see businesses challenged to do more with less, leaders are primarily focused on their day-to-day operations – which means subrogation typically isn’t a priority. Therefore, our relationship with RCS offers a win-win.
Client Story We have trusted TrueNorth to be our sole broker relating to those services for which they provide for over two years now. As a motor carrier heavily invested in growth mode, we were well aware of the potential exposures and complexities that can come with that. We are currently about 700 units and projections for this time next year are closer to 900. TrueNorth has been a valued partner in supporting us with the review and onboarding of these M&A projects. They have assisted us in bringing in specialized M&A lawyers, a CPA firm and technology consultants in this space. TN also sourced our Vice President of Safety. Recently, they were able to assist in redirecting some savings in one area, to engage in a robust Risk Solutions engagement to address emerging concerns proactively. Onsite analysis of our safety policies and procedures, as well as our customer requirements by putting expert eyes on how things are actually being implemented have been extremely beneficial to assisting us identify specific areas of opportunity. We truly see TrueNorth as an extension of our business, and value the relationship beyond the placement of insurance.
Brent Hagenbuch, CEO Titus Transport
RCS reviews claims as old as seven years (depending on the state) and pursues recovery on behalf of a client. No upfront or out-of-pocket costs. This focused specialization is just one example of how TrueNorth provides clients the support they need, while maximizing their outcomes. 9
EMPLOYEE ADVOCACY & SUPPORT
You and your employees deserve more than a standard health benefits plan. Today’s business leaders face the daunting task of balancing financial goals against the cost of supporting a healthy and productive workforce. A well-designed benefits plan can strike harmony between enhancing a healthy company culture and educating employees on how to be intelligent plan consumers. TRUENORTH’S CLINICAL COMPASS℠ The benefits landscape is evolving quickly and so are the needs of your workforce. To better serve our clients we created TrueNorth’s Clinical Compass℠. Our Clinical Compass is a collaborative effort between our on-staff nurse, proprietary technology, and TrueAdvocate Team. Improving employee communication, care, and assistance pointed at achieving better outcomes is the key objective of TrueNorth’s Clinical Compass. Our on-staff nurse also offers our clients and their employees access to a medical professional with 30+ years in the industry. Their unique insight offers expertise in analyzing complex healthcare challenges and claims. Targeted education and action plans are the goal! MENTAL WELLNESS According to Gallup, mental health in America is at an all time low. With this emerging trend, knowing people are at the heart of business, we partnered with Covenant Family Solutions and Tanager Place, to educate and prepare managers, leaders and parents for the increase in mental and emotional health needs due to heightened challenges in the past few years.
10
Value Report 2021-22
4,189 19,025 97%
INCOMING CALLS REQUESTS HANDLED CLIENT SATISFACTION RATING
Client 's Story
We have been pleased to work with TrueNorth for many years ensuring a strong and robust benefits program for our staff. TrueNorth’s Employee Benefit team has consistently not only helped us lower our employee and employer spend but has also been instrumental in educating our employees (both on-site and through online materials) as well as being an advocate for them, addressing personal, one-on-one benefits questions. As we continue to grow and seek acquisition opportunities, TrueNorth has been a knowledgeable partner to help us evaluate the risk, make sure we are in compliance, and advise us on our options. It is a true and valuable partnership!” Pam Beckner, GreenState Credit Union
A strategic partnership, serving as an extension of the team. Nearly 15 years ago, HealthCARE of Iowa, a leading professional consulting partner for Senior Living environments, selected TrueNorth as their benefits broker. As HCI’s business complexities and growth goals evolved TrueNorth provided sound unwavering direction resulting in a meaningful partnership for both organizations. True partners make each other better! To ensure HCI met the demands of each facility, our relationship grew from managing a few individual benefits programs to facilitating 30 plans across different markets and offering guidance and support where they needed it most. Today, we serve as an extension of their team, providing support services with employee communication and engagement, HR Administration, policy and procedure development, new hire onboarding and trainings, and more.
Client Story TrueNorth has been an integral part of our successful growth. As a 45 year old business, we have many vendor relationships, yet very few are close business partners. TrueNorth is without a doubt, the latter. We appreciate our relationship and can confidently say that we would not be where we are today without their vision and support.
Dave Chensvold President & CEO HealthCARE of Iowa
Over the past 15 years, TrueNorth has invested in advanced skillsets and capabilities resulting in improved employee communication tools as well as employer contribution strategy resources. Clients like HealthCARE of Iowa who grow into trusted partners, not only challenge us to improve and innovate, they serve as an example that connection generates power.
11
DID YOU
KNOW?
80% of the average
Is your legacy intact? Announcing TrueNorth Legacy Solutions: Experts within our Financial Strategies team who are solely focused on assisting business owners and leaders with solving elusive problems that threaten the long term viability of a business.
OUR CAPABILITIES 1. Protect your company and position for longterm vitality. Being that TrueNorth is a closely held, privately
held company, our team has a unique perspective on how to structure and leverage corporate-owned financial assets and related investment tools. DID YOU KNOW? 98% of private businesses offer annual bonus plans, and yet, only 10% of CEOs believe their bonus plans are effective.
business owner’s net worth is tied up in their business. The Exit Planning Institute.
Client 's Story
TrueNorth created and implemented a strategy that secured our family’s financial future diversly outside of our business. This provided our family with a sense of security because we now have asset protection and income streams established outside of the business that we can count on in our years after running our business.
WorldatWork.com
2. Modernizing your compensation programs to resonate with the people you’re trying to attract and retain, differeniates your business from the competition. Retaining your key talent has always been
important to the success of your business, and now in the “Great Resignation” it’s essential. Companies with a long range lens must design extraordinary solutions to attract, retain, and REWARD key talent in an organization.
3. Exclusive tax reduction strategies for today and tomorrow. Business owners live with risk and reward.
We can help you harmonize your personal planning with your corporate planning, in a balance sheet friendly manner.
12
Value Report 2021-22
Today, we have a sense of confidence about our future that we didn’t have for the first 20 years in business. Thus, we are continuing to make investments in our business knowing we have confidence that our golden years are funded for. CEO, Privately Held Company
Scan this QR code to connect with our Legacy Solutions team.
Every stage of life presents you with new challenges and complexities. That means your needs and preferences will evolve, too. As insurance agencies are getting bigger and services more automated, customers like you are losing access to personalized support in times of change or need. We believe in the spirit of small and power of scale, staying the course on creating an exceptional, personal experience with access to robust resources for our personal and small business clients. We have not replaced people with technology; we leverage technology to innovate and improve upon the client experience. We look to meet our clients where they are with personal advocacy and proactive care for when you need it or an app for everyday needs when you’re on the go. TrueNorth’s team takes the time to understand your personal and small business needs and aspirations to ensure you’re protected and thriving along your life’s journey.
DID YOU KNOW? It is estimated that only 10% of policy holders have submitted a claim before. When issues arise, TrueNorth will assist you with care and compassion.
Client Story I have never had to file a business claim before. When my business was damaged by a huge storm, TrueNorth stepped up right away. After the derecho, TrueNorth was prompt in helping me settle my claim, allowing me to reopen. Anytime I had questions or concerns, the TrueNorth team responded, and fixed anything and everything I’ve needed. They were always quick to find answers and even called me back well after business hours. I’m truly lucky that TrueNorth is here to help me with my small business needs. Carrie Semelroth Owner Serendipity’s
13
I can do things you cannot;
You can do things I cannot;
Together, we can
do great things. Saint Mother Teresa
14
WE ARE
Collaborators 15
ERA EW
srotaroballoC Transparent page
16
Value Report 2021-22
RESPECTFUL CREATIVE DEPENDABLE CONSISTENT OUR COURAGEOUS CONSTRUCTIVE GROWTH-MINDED VULNERABLE WE ARE CONNECTED
exceptional
HONEST iNTENTIONAL MINDFUL WE ARE EMPATHETIC DRIVEN OPTIMISTIC HUMBLE TEAM-ORIENTED WE ARE GENEROUS ASPIRATIONAL APPROACHABLE SMART LEGACY-MINDED VALUE-CREATORS Scan this QR code to learn more! FOCUSED HELPFUL
collaborators
OUR
resourceful
COLLEAGUES
‘ true north’
As TrueNorth continues to grow in size and sophistication, we double-down on our commitment to our values and vision as One TrueNorth.
We share a commitment to align and aspire to something greater than anything we could do or accomplish alone. It is a calling to be part of something special, unique and valuable. In 2021, we re-established our values, committing to three core attributes:
Exceptional | Far from ordinary, custom and unique. That is what it takes to create value at TrueNorth and it is how we aspire to serve our clients and communities, as well.
Collaborative | Connection generates power. TrueNorth colleagues work together to leverage our strengths and seek out opportunity. Our collective capabilities and resources have the power to produce remarkable outcomes and lasting results. Resourceful | Create, innovate and deliver solutions. At TrueNorth, we are continually looking for opportunities to solve problems, create solutions and offer support.
&
COLLEAGUES
481 13 55 21 12
COUNTING
Colleagues
Earned Ownership
New Colleagues Summer Interns Stayed On 17
DID YOU
KNOW?
Our Agribusiness practice
DOUBLED
The Year of
in client-count in 2021!
Intentional Expansion
2021 was an exciting year for TrueNorth, as we officially reached the $100 million mark in revenue, which represents almost $1.5 billion in sales. We are proud of this, as well as a few other meaningful numbers: • Top 40 Agency in the United States • 9th Largest Privately Held Agency in the US Besides us being proud, why do these achievements matter? They show that we are leveraging our strengths to be better partners with you! We are purposeful about leveraging our platforms: The parts of the company that listen to and build solutions for our customers; the parts of the company that craft and deliver those solutions; and the parts of the company that are “behind the scenes” supporting all of the above! This dedication to giving the best experience is reinforced by how we have organized our business. We have four specific divisions (Transportation, Risk Management, Employee Benefits and First Mainstreet), who all have numerous Practices and Specialties and Geographic Locations to understand specific industry opportunities and needs. Again, this organization and level of partnership has reinforced the value proposition, and our growth.
WHY IS GROWTH SO IMPORTANT? Growth positions us to stay healthy and vibrant. As we grow, we continue to make investments in talent which in turn fosters a stable workforce that’s aiming for high quality and consistent client experiences. A stable workforce, along with a welcoming and engaging environment, allows us to attract 18
Value Report 2021-22
additional growth minded colleagues to TrueNorth. Current talent and new talent collaborating fosters innovation directed towards identifying new capabilities to invest in. Speaking of investing in capabilities... We are not sitting idle. From technology solutions, to highly focused subject matter expertise, to emerging risks such as Cyber Liability, we are squarely invested in identifying issues faced by our clients and working to do something about it! I’m excited for our teams to be bringing new value to our clients in 2022 and beyond. As we look ahead, it’s important to thank you for the confidence you place in TrueNorth. While 2021 was a productive and exciting year for TrueNorth, we understand that we are all faced with new challenges and emerging risks, while also being expected to do more with less. We’re hopeful our talent and capability investments serve you well.
Bill Teubel, Chief Financial Officer
Is TrueNorth helping you to achieve what you are capable of? TrueNorth aspires to be a career destination where colleagues can grow, improve and learn. We lead with the belief that when a person feels empowered, they are able to channel confidence, cultivate an abundance mindset, seek out what’s possible and further our organization in ways that strengthen our collective value. Our colleagues understand that operating from a “growth mindset” can truly make all the difference. In addition to offering modernized learning and development opportunities like writing courses, communication training and book clubs, we’ve taken time to mature our traditional benefits offerings. In 2021, leaders were proud to provide the following benefits offerings to our colleagues: PAID PARENTAL LEAVE We implemented a parental leave policy, providing up to 12 weeks of paid leave to colleagues following the birth or placement of a child, and three weeks of paid parental leave to secondary caregiver employees. VOLUNTEER TIME OFF TrueNorth has always been proud to encourage and support volunteering in communities where we live and work. This year, colleagues were allotted 20 hours of paid volunteer time off (VTO) to give back.
I really enjoy our book clubs and professional development classes. They are the “soft-side” skill enhancers that make me better at my job. Thank you! Amanda C. Clothier Personal Lines Seattle, WA
FLOATING HOLIDAYS TrueNorth strives to promote a culture that respects and appreciates our individual backgrounds, beliefs and values. We also think it’s important to take time to celebrate the special events in our lives. In 2021, we implemented a floating holiday policy to honor and embrace our collective differences. FLEXIBLE WORK ENVIRONMENT We are proud to have a implemented a flexible work environment that accommodates TrueNorth’s most distributed workforce to date – with team members operating from offices, adopting hybrid schedules or working entirely from home across 22 states. We have invested in technology and updated meeting rooms to accommodate this new hybrid environment.
Colleague Story I’m so grateful for paid parental leave. To me, it signals that TrueNorth values the role I play in this organization and is willing to invest in my growth on a personal and professional level. Elsabeth Hepworth, Creative Services Cedar Rapids, IA
19
AWARD WINNING WORK
Regional & National Recognitions #44 Top 100 Largest Brokers in U.S. | Business Insurance
Each year, Business Insurance recognizes the Top 100 Largest Brokers in the nation. We are proud to be recognized each year for our growth as a privately held risk management and insurance brokerage firm.
#37 Top 100 Independent Agency, Property/Casualty | Insurance Journal We are proud to be recognized as a growing, privately held leader in the Property & Casualty industry! #30 Top 50 Commercial Lines Agency | Insurance Journal
We are proud to be recognized among top agencies as a leader in the Commercial Lines industry! Top Workplaces USA 2022 | Energage In January 2022, TrueNorth was acknowledged nationally as a Top Workplace by Energage, the leading resource in measuring workforce engagement. As we grow our national presence, we strive to extend culture and connection to all colleagues located across the country and are proud this award recognizes that effort. Attracting and hiring high-quality people is the foundation to our success, and we look forward to growing our incredible team of colleagues across the nation. Top WorkPlaces in Iowa | Des Moines Register As we aspire for TrueNorth to be a career destination, we are proud to be recognized as a Top Workplace in Iowa alongside other great organizations. We are proud to be recognized in our home state! Coolest Places to Work | Corridor Business Journal (CBJ) TrueNorth Companies is proud and humbled to be featured among the CBJ’s ‘Coolest Places to Work’ for the sixth year alongside some truly incredible organizations in Eastern Iowa.
Most Effective Internship Program, Workforce Leaders Awards | CBJ Corridor Business Journal’s Workforce Leaders Awards recognize rising star employees and companies who excel in their industry. TrueNorth was recognized for such efforts and won Most Effective Internship Program! We are privileged to welcome skilled individuals, eager to create value and leave a lasting impact. Silver Award, Report Design | In-House Agency Forum Annual Creativity Awards TrueNorth’s Creative Team competed with other high caliber creative teams across the nation, proudly taking home the Silver award for Annual Report Design recognizing message, creativity and design quality.
20
Value Report 2021-22
Individual Accolades Ashley Ferguson
Jack Mann
Francine Jackson
Ashley Chipokas
Courtney Janssen
Nicholas Thibault
Clay Swanson
Garrett Shekleton
Jason Smith
Jeanne Guynn
Duane Smith
Trent Tillman
Elsabeth Hepworth
Peter Berg
Jack Mann, 2021 TrueBlue Award Winner of the Year | TrueNorth Companies Ashley Ferguson, Certified Diversity Professional (CDP)® | Institute for Diversity Certification (IDC) Courtney Janssen, Nicholas Thibault & Clay Swanson | Board Orientation & Leadership Development (BOLD) Program Graduates | United Way of East Central Iowa Duane Smith, 2021 Laureate | Junior Achievement of Eastern Iowa #4 Most Influential Leader in the Corridor | Corridor Business Journal 2021 Best Business Leader | Corridor Business Journal Elsabeth Hepworth, 2022 Graduate | Leadership for Five Seasons, Class of 2021-22 Francine Jackson & Ashley Chipokas, 2021 Scholarship Recipients | The Council of Insurance Agents & Brokers Association Garrett Shekleton, 2021 Graduate | Corridor Business Journal Leadership Academy Jason Smith, #6 Most Influential Leader in the Corridor | Corridor Business Journal Jeanne Guynn, Woman of Achievement | WayPoint Services Trent Tillman & Peter Berg, 2021 Top Producers | Insurance Journal 21
A nationally recognized employer of choice. We believe “People will Determine who Wins” and our colleagues are our number one asset. With our vision in mind, we strive to attract, develop and coordinate high performing talent. We believe in fostering the individual’s sense of purpose, fueling performance and creating an environment where colleagues feel welcomed and valued. We are proud to be an employer of choice. As TrueNorth continues to grow, with nearly 500 colleagues in 22 states across the nation, we understand the importance of investing in colleagues today and in the future. With our headquarters located in Cedar Rapids, IA, we are actively growing our brick and mortar presence regionally in Des Moines, IA, Ames, IA, Denver, CO and Chicago, IL, and expanding our industry efforts nationally. As the hybrid work culture has become more of a norm since the pandemic began, we’ve embraced and focused attention on both improving our regional office environments, and implementing new tools and technology for quality remote work and connectivity across teams. 22
Value Report 2021-22
Learn more by scanning the QR code.
We know that where there is learning, there is innovation. By investing in learning and development resources for our colleague’s continued growth, we advance our commitment to innovation, quality and value for our clients. As a company focused on creating a legacy for the next generation and beyond, we are actively recruiting, hiring and retaining high-performing, quality colleagues who participate in our culture as growth drivers, value fits and leaders in their craft.
Purpose | Reason something exists. Place | Situation or state of an environment. Performance | Action or process of accomplishing. As we’ve grown, we’ve learned some team members are motivated by the greater purpose, while others are inspired by being part of a team or environment, or perhaps may be driven by achievement. No key motivator is more important than another - we need all three as a dynamic organization. Have you thought about what drives your energy each day? We are hiring!
20TH ANNIVERSARY “My fondest memories are with the friends I’ve here.” made here
Reflections
Bob Kollsmith, Colleague since 1998
Twenty years ago, our founders developed TrueNorth’s vision, mission and purpose which has provided sound unwavering direction over the years. Our exceptional colleagues have navigated this journey together, bringing the vision to life. Scan the QR code to enjoy reflections of those with TrueNorth since the very beginning.
“What’s nice is it’s no one person. It’s the collective group. When I look around our West Des Moines office, there’s just so much energy on any given day.” Marcia Vetter, Colleague since 2000
“TrueNorth is a place that accepts people for who they are, and says, ‘how can we help you become the best fit?’ So even after 20 years, there’s more to learn, there’s more opportunities.” opportunities Jennifer Carroll, Colleague since 2001
“I think I’ve just evolved as a person, as a mom, as a wife, as a colleague and all of that just through my time at TrueNorth.” Laurie Crosby, Colleague since 1999
“TrueNorth has totally changed my life. I’ve given my all, but I think I’ve gotten more back than I’ve put in.” Debbie Hahn, Colleague since 1996 23
Protect and Maximize, we’re the One TrueNorth, betta recognize, exceeding our clients needs, insurance and financial strategies! Walker Hayes, 2021
Twenty Years
in the Making
Balancing the polarity of the challenges we all have endured with our aspiration to stay connected has been of critical focus for our leadership. We are working to ensure that we don’t just say “Connection Generates Power,” but live it. At the heart of connection is our people. We acknowledge it’s the people who make TrueNorth so profoundly special, and we are committed to honoring and valuing our collective individualities and unique abilities. We aspire to create an environment where colleagues feel connected to something greater, while feeling seen for who they are: Be Seen Here. In 2021, we were blessed to celebrate our 20th anniversary with our One TrueNorth colleagues and their loved ones. Just across the river from our headquarters, TrueNorth colleagues and friends enjoyed a private outdoor concert at the McGrath Amphitheatre featuring country singer, song-writer Walker Hayes. We first met Walker Hayes on 24
Value Report 2021-22
Cameo in 2020, to send team members personalized messages of fun, hope and encouragement from celebraties during the height of the pandemic. When Walker surprised us by writing a jingle about our mission statement, we knew we wanted to invite him to join us for an outdoor celebration as soon as it was safe. This past summer, that finally happened! Scan the QR Code below to watch him sing our jingle live. Thank you, Walker! As we closed a milestone year, we reflected on how far we’ve come with a Time Capsule filled with TrueNorth artifacts from 2001 and beyond: pens, brochures, colleague t-shirts and photos, stories from old softball teams, and letters from today’s leaders to the leadership twenty years from now. In 2041, we envision the next generation of leaders reopening it, reflecting, sharing in progress and capturing more stories of the incredible individuals and impact of that time. We have a great vision for our future because of the meaningful foundation of our past.
To watch the video, scan the QR Code.
Celebration
25
Never doubt that a small group of thoughtful, committed citizens
can change the world. Indeed, it is
the only thing that ever has. Margaret Mead
26
WE ARE
Resourceful 27
ERA EW
lufecruoseR 28
Value Report 2021-22
COMMUNITIES
From the very beginning, TrueNorth has aspired to be a community steward and advocate. Over the past 20 years, our industry participation, philanthropic and volunteer efforts have evolved to reflect the breadth and scope of our growing workforce, industries, and associations. We continue to demonstrate, as One TrueNorth, the good we can accomplish when we focus our collective energy toward a worthy cause.
TrueNorth team members participated in United Way’s Day of Caring event and had the highest company participation!
OUR
As we reflect on our past 20 years of giving, we realized TrueNorth has donated the same dollar amount as we once started with at our merger - $9 million. It’s not about quantity - rather, quality giving with actions and real people behind the cause. We are proud to donate time, treasure and resources to meaningful, local causes across the nation.
$881,560 2021 PHILANTHROPIC GIVING:
80+ Causes Impacted
20 YEARS
$9 million OF PHILANTHROPIC GIVING:
100+ Causes Impacted
29
The Value of
Being a Resource
In 2021, TrueNorth colleagues formally established the our definition of “Community” and our firm’s six philanthropic pillars: 1. 2. 3. 4. 5. 6.
Children and Education Emergency Preparedness and Response Entrepreneurialism and Innovation Equity, Diversity and Inclusion Health and Wellness Vibrant Communities
These areas of focus reaffirm our commitment to enriching our communities, industries and relationships in ways that provide unique and lasting value. TrueNorth’s partnership with philanthropic organizations throughout the country, whether through industry awareness or local community connections, have been sources of passion, necessity and focus for our colleagues!
30
Value Report 2021-22
Community Engagement Committee members after a successful toy drive and fundraiser for Four Oaks, located in Cedar Rapids, IA.
Community Partner TrueNorthers: Your kind hearts and generous support have allowed our staff to hand-deliver Christmas joy to hundreds of children in residential treatment programs (often away from their families), to struggling families who are working with Four Oaks case workers to face today’s trials head-on and build a better future for themselves. We are beyond grateful! Ben Krueger, Strategic Partnerships, Four Oaks
Families Helping Families’ back-to-school project that supplied 550+ students with full backpacks to start the 2021 school year along with $6,000 in donations.
TrueNorth colleagues participated in United Way’s Day of Caring event in Greenwood Village, CO.
TrueNorth Colleagues help Bellevue, WA patrons with food assistance through Hopelink’s Stock the Shelves Program.
In 2021, TrueNorth helped Theatre Cedar Rapids secure a new marquee after irreparable storm damage. TrueNorth’s donation helped the community theatre pay for costs not covered by insurance.
TrueNorth colleagues volunteered at Camp Courageous to support landscaping and cleaning the facilities in the Spring.
TrueNorth was proud to support Kicks for Kids in providing students a new pair of tennis shoes. This year, Kicks for Kids expanded their presence in Iowa.
31
A True
Legacy In loving memory of
Kirsten Louise Smith October 26, 1981-January 31, 2022
As we continue on our path of evolution, we must keep strategizing on our impact as a community partner and employer. We must continue to invest in and mature our giving, alongside the company. If we commit to those two things, then the work that our founders started 20 years ago, and the work we are doing today, will guarantee not only our legacy of impact as TrueNorth - it will ensure lasting legacies for our communities. Kirsten Smith
On January 31, 2022, our dear friend, One TrueNorth colleague and family member, Kirsten Smith peacefully passed away following a challenging health journey. Kirsten Smith joined TrueNorth in 2004 as the Director of Marketing. In 2017, she was named VP of Marketing & Brand, the position she currently held. In addition to her role, Kirsten gave her time and energy to Community Outreach, most recently working to establish the TrueNorth Legacy Foundation. Kirsten was passionate about helping others through giving, and believed in the power of building TrueNorth’s future as a Purpose Driven Company. In December 2021, colleagues were blessed to hear Kirsten present on her vision for the future of TrueNorth’s giving. Her remarks will serve as a ‘true north,’ continuing to guide us as we aspire to positively impact the lives of millions. She left her fingerprints on TrueNorth, and wisdom on the hearts of many. We are forever grateful for her heartfelt contributions.
32
Value Report 2021-22
December 2021, Executive Year End Report
In 2021, TrueNorth was honored to begin the journey of building a private foundation, the TrueNorth Legacy Foundation. This furthers our commitment to our communities, pays respect to the philanthropic legacy of our Founders and encourages us to perpetuate that legacy for years to come. Why a Private Foundation? It offers a long-term investment strategy to assist in advancing our philanthropic goals, and provides the ability to fulfill grants for larger capital style campaigns within our communities. As 2021 and 2022 are building years, we look forward to further announcements in 2023 for beginning grants. We take great pride in ensuring grants will be provided to those causes with TrueNorth colleague involvement and investment. This assures us that we’re investing in the industries and causes that colleagues are connected to and most passionate about.
For many years, CRST has enjoyed a longstanding relationship with TrueNorth. With both of our headquarters based in Cedar Rapids, IA, we have watched TrueNorth contribute to the community in ways that make a lasting impact...
While we’re proud to celebrate 20 years as TrueNorth, it’s not the longevity alone we’re proud of... it’s the quality of the impact made in our 20 years of service. Our “community” has evolved from being defined by geography and zip codes, to being defined by how our relationships, industries and organizations we serve. Receiving testimonial reflections like this one from our valued friend and client John Smith, Board Chairman of CRST, is truly an honor. We have the utmost respect for John and CRST, as a local community steward, business leader and industry leader both stateside and nationally. We’ve worked closely with John over the years serving CRST and the Trucking Industry. CRST is a great example of our how relationship extends from our shared community in Cedar Rapids, to our state associations and national industry engagements. This is truly an example of what we believe: “Connection Generates Power.”
...We can also attest to the tremendous commitment TrueNorth has to the transportation industry advocating for transportation companies and our workforce, as well as influencing policy at the state level through Iowa Motor Truck Association (IMTA) and on a national scale with the American Trucking Associations (ATA). It prides us to know TrueNorth is a leader and an investor in the communities and industries they serve. John Smith Board Chairman, CRST 33
The Value of
Leadership Loren Coppock
Duane Smith
When we closed the chapter of 2021 and stepped toward 2022, we honored two distinctive milestones: •
2021 marked our 20th year since we merged three Cedar Rapids, IA based companies to form TrueNorth.
•
As original founders, we proudly support Jason Smith as CEO and Trent Tillman as President.
Reflecting on our top Cedar Rapids based competitors when we merged in 2001, we realized they’re no longer in existence today – whether acquired or closed. In those same twenty years, we’ve politely turned away countless offers; we weren’t for sale twenty years ago and we certainly are not today. We have stayed true to our core principle to remain privately held, perpetuating opportunities for generations to come. We want TrueNorth to grow and prosper organically. We aim to attract and develop high performing talent. As our organization evolves and our next generation of leaders advance us forward, another core principle remains: our Clients remain at the center of our Compass. 34
Value Report 2021-22
We define leadership as the ability to communicate your vision and instill confidence in others to succeed and follow. We are confident in the future of TrueNorth and proud of the development of our future leaders. With Jason’s continued leadership as CEO, and now Trent’s appointment as President, the ability to advance TrueNorth’s guiding principles established years ago is vibrant. Sound Unwavering Direction was an aspirational quest back in 2001. That aspirational quest is a reality for TrueNorth today; and for generations to come.
Duane Smith Executive Chairman
Loren Coppock Chairman
Profit will determine
who exists.
Technology will determine
who competes.
Quality will determine
who grows.
who wins.
People will determine
TrueNorth Founders, 2001
©©2022 2022TrueNorth TrueNorthCompanies, Companies,L.C. L.C.All Allrights rightsreserved. reserved.