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 organic expansion of risk management and insurance brokerage services, the Chief Executive Officer ensures the organization remains a leader in the financial services sector. Jason Smith cultivates a culture of internal perpetuation, aligning the interests of colleagues and clients to maintain the firm's closely held business model. This leadership role involves constant engagement with the Board to refine market positioning across the Midwest and beyond. Through the oversight of high-level corporate initiatives, the Chief Executive Officer drives operational excellence and sustainable value creation. Smith maintains a focus on community impact and client-centric service, ensuring that the firm adapts to evolving industry demands while preserving the core values established during the initial merger of the founding entities.

Chad Thurm, the Chief Financial Officer at TrueNorth, manages the fiscal health and capital allocation strategies of the firm. Overseeing financial reporting, budgeting, and long-term investment planning, the Chief Financial Officer ensures the organization maintains the stability required for its privately held business model. Chad Thurm drives the financial analysis necessary to support organic growth initiatives and potential expansion efforts across the Midwest and beyond. This leadership role involves working closely with the executive team to monitor revenue streams and optimize cost structures within the insurance brokerage operations. By maintaining rigorous financial controls and transparency, the Chief Financial Officer supports the firm's commitment to creating value for colleagues and communities. Thurm executes complex financial strategies that align with the firm's internal perpetuation goals, ensuring that the organization remains well-positioned to navigate market fluctuations while delivering consistent results for all stakeholders.

Trent Tillman, the President & Chief Revenue Officer at TrueNorth, directs the sales strategy and revenue generation efforts across all insurance and risk management divisions. Overseeing the expansion of market share, the President & Chief Revenue Officer ensures that client acquisition and retention efforts remain aligned with the firm's growth objectives. Trent Tillman drives the development of high-performing sales teams and fosters relationships with key partners to broaden the firm's reach across the nation. This leadership role involves coordinating with other executives to identify emerging market opportunities and tailor service offerings to meet specific client needs. By implementing data-driven sales methodologies, the President & Chief Revenue Officer maximizes the impact of the firm's brokerage services. Tillman maintains a focus on revenue sustainability, ensuring that the organization continues to thrive as a premier financial services firm while upholding the standards of excellence defined by the company's history.

Jeff Sheetz, the Chief Information Officer at TrueNorth, architects the digital infrastructure and technological framework necessary to support a nationwide insurance brokerage. Overseeing the integration of advanced data systems, the Chief Information Officer ensures that secure, scalable platforms facilitate seamless communication between regional offices and remote colleagues. Jeff Sheetz drives the implementation of innovative software solutions that enhance risk management capabilities and client service delivery. This role involves collaborating with other C-suite leaders to align technological investments with the firm's organic growth strategy. By optimizing cybersecurity protocols and data analytics, the Chief Information Officer protects the integrity of sensitive financial information across all operational geographies. Sheetz maintains a focus on digital transformation, ensuring that the firm leverages modern tools to maintain a competitive edge in the complex insurance landscape while supporting the efficiency of the entire organization.

Lisa Greth, the Chief Human Resources Officer at TrueNorth, manages the talent acquisition, professional development, and organizational culture initiatives for the firm. Overseeing the recruitment of top-tier insurance professionals, the Chief Human Resources Officer ensures that the workforce remains aligned with the company's mission of creating value for colleagues and communities. Lisa Greth drives the implementation of training programs that support internal perpetuation and leadership development across all regional offices. This role involves collaborating with the executive team to foster an inclusive and high-performance environment that attracts and retains talent in a competitive industry. By optimizing human capital strategies, the Chief Human Resources Officer supports the firm's organic growth and operational efficiency. Greth maintains a focus on employee engagement and organizational health, ensuring that the firm's culture remains a cornerstone of its success as it continues to expand its footprint across the nation.

Matthew Rathje, the Chief Operations Officer at TrueNorth, directs the daily business processes and operational workflows that sustain the firm's insurance brokerage activities. Overseeing the efficiency of service delivery, the Chief Operations Officer ensures that regional offices in the Midwest and beyond operate with consistency and excellence. Matthew Rathje drives the optimization of internal systems to support the firm's organic growth strategy and client-focused business model. This leadership role involves coordinating with other C-suite members to streamline cross-departmental collaboration and enhance overall productivity. By managing the logistical aspects of the firm's operations, the Chief Operations Officer ensures that resources are allocated effectively to meet client demands. Rathje maintains a focus on operational scalability, ensuring that the organization remains agile and responsive to market changes while upholding the high standards of service that define the firm's reputation in the financial services industry.

Robynn Westphal, the Chief Legal Officer at TrueNorth, directs the legal strategy, regulatory compliance, and risk mitigation efforts for the firm. Overseeing the legal framework of the insurance brokerage, the Chief Legal Officer ensures that all business practices adhere to state and federal regulations across the nation. Robynn Westphal drives the management of contractual obligations and corporate governance, protecting the firm's interests while supporting its organic growth and internal perpetuation strategy. This leadership role involves providing counsel to the executive team on complex legal matters and potential liabilities associated with risk management services. By maintaining a proactive approach to compliance, the Chief Legal Officer safeguards the firm's reputation and operational integrity. Westphal maintains a focus on legal excellence, ensuring that the organization navigates the regulatory landscape with precision while continuing to deliver value to clients and communities in a highly regulated financial environment.