Creative Planning acquires commercial insurance brokerage Lovell Insurance Group

Diana Britton Tue, July 14, 2026 at 11:32 AM PDT 2 min read

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 commercial insurance brokerage based in Lee's Summit, Missouri.

Lovell Insurance Group specializes in complex commercial insurance, surety, and risk management. Founded in 2017 by John Lovell, the firm has grown by serving upper middle-market businesses locally in Kansas City and across the country.

As part of the acquisition, John Lovell has joined Creative Planning as director of sales, commercial insurance. Mike Pernice has joined as director of operations, and Georgia Williams as director of property casualty.

Strategic Expansion

The acquisition strengthens Creative Planning's commercial insurance capabilities and allows the firm to offer its business advisory services—including accounting, tax, legal, M&A, technology, payroll, retirement, and wealth management—to Lovell Insurance Group clients.

"Our clients—both current and future—benefit from insurance and risk management expertise seamlessly integrated with wealth management, tax planning, estate planning, retirement plan consulting and investment advisory services," Lovell said in a statement. "This powerful combination creates truly comprehensive strategies that can provide strong asset protection and lasting peace of mind for business owners and their families."

The move is part of Creative Planning's broader effort to expand specialized business services, which now include:

• Retirement/401(k) planning
• Accounting and tax services
• Payroll
• Legal services
• M&A and consulting
• Human capital management
• Valuations
• Technology
• Insurance and risk management

Recent Acquisitions

Creative Planning has been actively expanding through acquisitions:

• 2023: Acquired BerganKDV, a professional services company in Bloomington, Minnesota, with 600 employees, $2.5 billion in client assets, and multiple business lines.
• October 2025: Acquired SageView Advisory Group, a retirement plan advisory firm.
• June 2026: Acquired MarkhamNorton Accountants+Advisors, an accounting and advisory firm serving the Southwest Florida region for more than four decades.

Leadership Commentary

Creative Planning CEO Peter Mallouk recently spoke at Wealth Management EDGE, emphasizing that he has no interest in taking the company public.

"We've got equity, more and more every year, moving among the thousand employee partners that we have," he said. "That's been a model for the last 10 years, and I'd like to stretch that out to infinity, if possible."

Mallouk also discussed the impact of private equity on the industry and Creative Planning's growing international footprint.

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