Creative Planning, one of the nation’s leading registered investment advisory firms, announced the acquisition of Lovell Insurance Group, a respected commercial insurance brokerage known for its expertise in complex commercial insurance, surety, and risk management solutions. As part of the transaction, John Lovell, Mike Pernice, and Georgia Williams have joined the Creative Planning team.
Founded on the principle of delivering boutique-level service with national experience, Lovell Insurance Group has built a strong reputation for serving upper-middle-market businesses in Kansas City and across the country, differentiating itself through technical expertise, innovative risk management strategies, transparency, and a commitment to client service. The addition strengthens Creative Planning’s expanding commercial insurance capabilities and enhances the firm’s ability to deliver comprehensive solutions to business owners, combining sophisticated commercial insurance and surety expertise with Creative Planning’s existing business advisory services, including accounting, tax, legal, M&A, technology, payroll, retirement, and wealth management.
The acquisition reflects Creative Planning’s continued strategy of expanding its specialized business services while maintaining the client-first philosophy that has driven the firm’s growth. Creative Planning is an independent wealth management firm providing a financial planning-led investment management approach, retirement planning, estate planning, trust services, tax advice, and family office services for individuals as well as business services and institutional money management. Creative Planning and its affiliates have more than $710 billion in assets under management or advisement as of December 31, 2025, with SageView Advisory Group, United Capital Financial Advisors, Baseline Wealth Management Ltd., and MASECO, LLP as affiliates.
KEY QUOTES:
“John, Mike and Georgia have built an outstanding business by putting clients first and delivering exceptional expertise in commercial insurance.”
“We’re excited to welcome them to Creative Planning. Their experience, integrity and commitment to service align perfectly with our culture, and together we’ll be able to provide business owners with an even more comprehensive, coordinated approach to managing risk and achieving their long-term financial goals.”
Peter Mallouk, President and CEO, Creative Planning
“Lovell has always excelled in complex commercial insurance and risk management. By joining forces with Creative Planning, we’re now able to deliver even greater value through their outstanding insurance capabilities, deep resources, and exceptional production and service talent already within the firm.”
“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. This powerful combination creates truly comprehensive strategies that can provide strong asset protection and lasting peace of mind for business owners and their families.”
John Lovell, Partner and Director of Sales, Commercial Insurance, Creative Planning
