Small-town roots

First MainStreet Insurance traces its roots to the small town of Lamont, Iowa, where TrueNorth Companies Chairman Duane Smith grew up. His mother ran the local hardware store and his father owned the plumbing and heating business.

Lamont had the kind of community spirit often compared to Mayberry from The Andy Griffith Show—where locally owned businesses were the heart of the town and neighbors always showed up for one another. Those early experiences shaped Duane’s belief that strong businesses are built on relationships, trust, and community involvement.

A Defining Moment

After graduating from the University of Northern Iowa, Duane returned home to work at the local bank with his father. During the financial crisis of the 1980s, the bank was forced to foreclose on homes belonging to people Duane knew personally.

That experience led him to shift his focus to the bank’s small insurance division, where he became the agency’s second employee. Over the next several years, he helped grow the business and eventually partnered with his former high school football coach to launch a new venture. That journey would ultimately lead to the founding of TrueNorth Companies.

The Creation of TrueNorth

In 2001, three local agencies merged to form TrueNorth Companies, creating the largest financial services firm of its kind in Eastern Iowa. Over the years, TrueNorth has grown into one of the largest privately held insurance firms in the country while maintaining a strong reputation for expertise, service, and partnership.

Preserving Local Legacies

As TrueNorth expanded, independent agencies in county-seat communities began seeking a partner that would allow them to grow while preserving the local relationships and reputations they had built.

Because many of TrueNorth’s leaders came from similar small-town backgrounds, they understood how important it was for agencies to maintain their identity and community presence.

The Launch of First MainStreet

In 2017, First MainStreet Insurance was established to support those agencies. As an affiliated business unit of TrueNorth, First MainStreet allows independent agencies to maintain their local brand and legacy while gaining access to expanded resources, carrier relationships, and operational support.

Today

Today, First MainStreet Insurance includes agencies across Iowa, Minnesota, South Dakota, and Tennessee. Together, these locations create a strong regional footprint while continuing the tradition that started in Lamont: supporting local communities through trusted relationships and exceptional service.