Creative Planning Acquires Commercial Insurance Firm Lovell Insurance Group
Creative Planning, an Overland Park, Kansas-based registered investment advisor with approximately $710 billion in assets under management and advisement, has acquired Lovell Insurance Group, a Lee's Summit, Missouri-based commercial insurance brokerage specializing in complex commercial insurance, surety, and risk management. Founded in 2017 by John Lovell, the acquired firm's founder has joined Creative Planning as director of sales, commercial insurance, along with other key personnel. The acquisition strengthens Creative Planning's commercial insurance capabilities and allows it to offer integrated business advisory services including accounting, tax, legal, M&A, technology, payroll, retirement, and wealth management to Lovell's clients. This move is part of Creative Planning's broader strategy to expand specialized business services, following previous acquisitions of BerganKDV in 2023, SageView Advisory Group in October 2025, and MarkhamNorton Accountants+Advisors in June 2026. CEO Peter Mallouk has stated he has no interest in taking the company public.
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