Generational Equity Advises Strong’s Insurance in Sale to Sunstar Insurance Group

By Generational Equity


Generational Equity, a leading mergers and acquisitions advisor for privately held businesses, is pleased to announce the sale of its client, Strong’s Insurance Inc., to Sunstar Insurance Group LLC. The acquisition closed July 1, 2018.

Strong’s Insurance, based in Nashville, Kansas, is a nearly 100-year-old insurance firm dedicated to providing quality personal insurance, farm and crop insurance, and business insurance solutions to clients through its six offices. The firm has established relationships with numerous insurance carriers to give clients a variety of options at the most competitive prices.

Sunstar Insurance Group, based in Memphis, Tennessee, is a financial holding company focused on acquiring majority equity ownership positions in independent insurance agencies that are located in its geographical footprint in the Midwestern and southeastern states. The firm also searches for companies that are compatible with its entrepreneurial sales culture and partnership management philosophy.

Sunstar is ranked as the 73rd largest independent insurance agency in the country and was recently recognized by the industry trade magazine, Insurance Journal, as a member of their Top 100 list of agencies based upon revenue size. 

Generational Equity Senior Managing Director Michael Goss’ team, lead by trusted affiliates Lorry Nelson and Mike O’Malley with support from Generational Equity Senior VP Luan Ly, successfully closed the deal. Senior Managing Director Doug Morrow established the initial relationship with Strong’s Insurance.

“This deal was highly attractive in the market and our marketing efforts yielded multiple offers, but Sunstar stood out as the clear choice for Scott Strong and co-owner Gloria Theis,” Goss said.

“This transaction met the varying needs of both Scott and Gloria, and will help Sunstar further establish its strong service offerings and reputation across the Midwest.”

Scott Strong expressed, “I just wanted to thank you, Lorry, Michael, and Luan, and Generational Equity overall, for all of your work on helping Gloria and I sell Strong’s Insurance. It was bittersweet, but it is feeling better each day. I am grateful that we had you to guide us through this process. All of your work is greatly appreciated.”

About Generational

Headquartered in Dallas, Generational is one of the leading M&A advisory firms in North America.

With more than 350 professionals located throughout 17 offices in North America, the companies help business owners release the wealth of their business by providing growth consulting, merger, acquisition, and wealth management services. Their six-step approach features strategic and tactical growth consulting, exit planning education, business valuation, value enhancement strategies, M&A transactional services, and wealth management.

The M&A Advisor named the company Investment Banking Firm of the Year three years in a row, Valuation Firm of the Year in 2020, and North American Investment Bank of the Year in 2022 as well as Consulting Firm of the Year. For more information, visit