The acquisition merges Lovell’s track record in the upper middle-market sector with Creative Planning’s national platform. By folding complex surety and risk management solutions into its existing offerings—which already span tax, legal, M&A, and retirement planning—the firm aims to offer business owners a unified approach to wealth preservation.
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Creative Planning Acquires Lovell Insurance Group
Overland Park-based investment advisory giant Creative Planning has acquired Lovell Insurance Group, a move designed to bolster its commercial insurance and risk management operations. The deal brings partners John Lovell, Mike Pernice, and Georgia Williams into the firm, integrating their specialized brokerage expertise with Creative Planning’s existing suite of business advisory services.
Peter Mallouk, President and CEO of Creative Planning, noted that the cultural alignment between the two firms was a primary driver for the transaction. For the incoming team, the partnership provides access to deeper resources, allowing them to scale their service model while maintaining the boutique-level attention that defined their previous operations. This expansion aligns with Creative Planning's broader strategy of broadening its specialized business services, further diversifying a portfolio that managed or advised on over $710 billion in assets as of late 2025.
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