Creative Planning Acquires Lovell Insurance Group

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.

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.