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Until now, PCF Å˽ðÁ«´«Ã½Ó³»­ Services was focused on size and scale, with independently operated offices that may not have known the PCF brand. That’s all about to change.

PCF Å˽ðÁ«´«Ã½Ó³»­ will now be known as Trucordia, marking a shift toward a new business strategy dubbed “Ascend,” and integrating all of the organization’s 5,000 employees in more than 200 offices across the Unites States.

CEO Felix Morgan told Å˽ðÁ«´«Ã½Ó³»­ Journal the new brand name is a combination of the words trust and accord, and is meant to reflect integrity, harmony and collaboration.

“As we contemplated new name options, we wanted to make sure those concepts were at the forefront of how we built our brand,” said Morgan, who was named CEO of the Lindon, Utah-based brokerage late in 2023. He was previously the company’s chief financial officer and chief operating officer. “We are a unique company, and our new identity reflects that.”

The new brand is effective immediately and will gradually be rolled out to locations over the next 12-18 months.

The independent brokerage has grown rapidly via acquisition. In September, PCF made its 15th acquisition in 2024 with the insurance business of Top Å˽ðÁ«´«Ã½Ó³»­ Associates in Snohomish, Washington. M&A gave PCF a “solid foundation,” and now Trucordia is “focused on excellence” as an integrated organization, said Morgan, adding that the company is on track to finish over 100 agency management implementations this year.

“It’s clear that we need to think and act like one company for us to build the next great insurance brokerage with the best services and products,” he told IJ. “Creating a great client experience requires unity.”

With the new brand name, Trucordia’s new strategic initiative focuses on three pillars—integrate, grow, and acquire—to incorporate organic and inorganic growth.

“This will provide a road map to maximizing our enterprise value,” Morgan said, while delivering “extraordinary opportunities and exceptional experiences for our employees, clients, and partners.”

Trucordia plans to maximize operations with a regional management structure that will include shared support in areas such as marketing, technology, human resources, technology, accounting, business intelligence, and legal.

The company said it has “put a stake in the ground to significantly grow the business organically over the next 3-5 years,” with acquisitions used to complement organic growth and increase offerings and scale. Trucordia said it has “significant capital to invest in the right agencies.”

Related: PCF Å˽ðÁ«´«Ã½Ó³»­ Services Names Leadership Team Members