TrueNorth Executive and Leadership Team

Jason Smith, the Chief Executive Officer at TrueNorth, directs the overarching strategic vision and long-term growth trajectory of the firm. By prioritizing the internal perpetuation model, the Chief Executive Officer ensures the organization remains a privately held leader in the insurance brokerage sector. Smith manages high-level relationships with the Board and coordinates with the executive team to align operational goals with client-centric risk management objectives. This leadership role involves navigating complex market shifts across the Midwest and beyond to maintain competitive advantages. Jason Smith drives the firm toward sustainable expansion while fostering a culture of professional excellence. Through rigorous oversight of corporate initiatives, the Chief Executive Officer secures the financial health and market reputation of the firm, ensuring that every business unit contributes to the broader mission of creating lasting value for clients and communities.

Chad Thurm, the Chief Financial Officer at TrueNorth, manages the fiscal health and capital allocation strategies necessary for sustained organic growth. Overseeing financial reporting, budgeting, and risk assessment, the Chief Financial Officer ensures the firm maintains a robust balance sheet while supporting diverse insurance brokerage operations. Thurm collaborates with the executive leadership to evaluate investment opportunities and optimize resource distribution across regional offices. This role requires precise management of financial assets to support the firm's closely held business model. Chad Thurm drives fiscal discipline by implementing advanced analytical frameworks that track performance metrics across the national footprint. By monitoring economic trends and regulatory requirements, the Chief Financial Officer protects the firm's long-term stability. Thurm provides the necessary financial intelligence to guide strategic decision-making, ensuring that every dollar invested aligns with the core mission of delivering superior risk management solutions.

Trent Tillman, the President & Chief Revenue Officer at TrueNorth, executes the sales strategy and revenue generation initiatives that define the firm's market presence. Overseeing business development teams and client acquisition efforts, the President & Chief Revenue Officer ensures consistent growth across all insurance brokerage lines. Tillman drives the expansion of the firm's client base by identifying new opportunities in diverse sectors and geographic regions. This leadership role involves coordinating with other executives to refine service offerings and enhance the value proposition for existing partners. Trent Tillman manages the performance of revenue-generating units, ensuring alignment with the firm's long-term financial targets. By fostering strong relationships with key stakeholders, the President & Chief Revenue Officer secures the firm's position as a premier financial services provider. Tillman focuses on maximizing market share through strategic outreach and the delivery of tailored risk management solutions to clients nationwide.

Jeff Sheetz, the Chief Information Officer at TrueNorth, architects the digital infrastructure and technological capabilities that support modern insurance brokerage services. Managing cybersecurity protocols, data analytics, and enterprise software systems, the Chief Information Officer ensures seamless connectivity for colleagues operating across multiple states. Sheetz drives the integration of innovative tools that enhance client interactions and streamline internal risk management processes. This leadership role involves aligning technological investments with the firm's organic growth strategy to improve operational efficiency. Jeff Sheetz oversees the deployment of scalable platforms that allow the firm to adapt to evolving market demands in the Midwest and beyond. By prioritizing data integrity and system reliability, the Chief Information Officer empowers the entire organization to deliver high-value services. Sheetz maintains a focus on digital transformation, ensuring that the firm remains at the forefront of technological advancement within the financial services industry.

Lisa Greth, the Chief Human Resources Officer at TrueNorth, directs the talent acquisition, professional development, and organizational culture initiatives that sustain the firm's workforce. Overseeing recruitment strategies and employee engagement programs, the Chief Human Resources Officer ensures the firm attracts and retains top-tier professionals across the nation. Greth drives the implementation of training frameworks that support the internal perpetuation model and foster leadership growth within the organization. This role involves managing complex human capital needs to ensure alignment with the firm's business objectives and community-focused values. Lisa Greth coordinates with the executive team to cultivate an environment of excellence and collaboration. By optimizing performance management systems and benefits administration, the Chief Human Resources Officer supports the well-being and productivity of all colleagues. Greth ensures that the firm's human resources strategy remains a cornerstone of its competitive advantage in the insurance brokerage market.

Matthew Rathje, the Chief Operations Officer at TrueNorth, manages the daily operational workflows and administrative processes that enable the firm to deliver high-quality insurance brokerage services. Overseeing office operations, process improvement, and service delivery standards, the Chief Operations Officer ensures that the firm's business model functions efficiently across all regional locations. Rathje drives the optimization of internal systems to support organic growth and maintain the firm's reputation for excellence. This leadership role involves coordinating with department heads to streamline service delivery and enhance client satisfaction. Matthew Rathje monitors operational performance metrics to identify areas for improvement and ensure consistent service quality. By implementing robust operational frameworks, the Chief Operations Officer supports the firm's commitment to creating value for clients and communities. Rathje focuses on operational scalability, ensuring that the firm can effectively manage its expanding national presence while maintaining the agility of a privately held organization.

Robynn Westphal, the Chief Legal Officer at TrueNorth, directs the legal strategy, regulatory compliance, and risk mitigation efforts that protect the firm's interests. Overseeing contract management, corporate governance, and legal advisory services, the Chief Legal Officer ensures the firm adheres to all industry regulations across its multi-state operations. Westphal drives the development of policies that safeguard the firm's assets and reputation while supporting its organic growth strategy. This leadership role involves providing critical legal guidance to the executive team and the Board on complex insurance and business matters. Robynn Westphal manages external legal relationships and internal compliance programs to minimize exposure to risk. By ensuring strict adherence to legal standards, the Chief Legal Officer enables the firm to operate with confidence in a highly regulated environment. Westphal focuses on proactive legal planning, ensuring that all business activities align with the firm's commitment to integrity and professional excellence.