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Episode Summary
In this episode of Homegrown Hustle, host Matt Eickman sits down with Peter P. Follesé, the owner of National Insurance Brokers, to dissect the myth of “boring insurance” and reveal a growth blueprint rooted in culture-first leadership, system building, and brutal entrepreneurial honesty.
From slinging drinks at a bar to becoming a top seller of a groundbreaking 3-year insurance policy, Peter shares how he built one of Minnesota’s fastest-scaling insurance agencies—without sacrificing authenticity or hustle. This conversation offers rare, tactical insights into navigating acquisitions, building high-retention teams, and transforming reactive industries into consultative service powerhouses.
Whether you’re scaling your first company or restructuring after chaos, Peter’s story is a candid playbook in modern leadership, operational design, and long-view entrepreneurship.
Key Takeaways:
Authenticity wins: Peter’s early success came not from product knowledge but being radically honest and client-focused.
Culture is your ceiling: Rapid growth without clear culture breeds chaos. Peter learned to prioritize team fit over short-term gains.
Insurance ≠ commodity: Shifting the narrative from pricing to consultative service builds loyalty and deeper relationships.
Documentation is strategy: Proactive property management (spreadsheets, inspections, proof of maintenance) lowers premiums and creates leverage with underwriters.
Scale smart, not fast: Strategic contraction—letting go of unaligned offices—helped build a stronger, more values-driven company.
Chapters:
00:00 – Intro: Meet Peter P. Follesé of National Insurance
01:17 – Why insurance is a “broken system” he’s obsessed with fixing
03:25 – From bartending to business ownership: Peter’s unlikely start
05:40 – How bartending taught him sales, empathy & hustle
07:03 – Buying out the business and launching his own office
08:33 – Chaos, culture, and the evolution of EOS in scaling
09:42 – The hidden costs of acquisitions—and lessons learned
10:56 – Peter’s elevator pitch: “Insurance is a broken commodity—let me consult you”
12:20 – The truth about skyrocketing rates: How to stay ahead
14:02 – What insurance underwriters really care about (Hint: spreadsheets!)
15:56 – Cedar shakes, roof inspections & the power of preventative maintenance
17:30 – Can pest damage be covered? The nuance of policy forms
18:40 – Proactivity > claims: How to prevent disaster and lower costs
21:00 – The secret to white-glove service in a commodity world
22:44 – Managing culture during scale: Strategic office reduction & buyouts
25:32 – Scaling to 25 offices again—this time with clarity
27:14 – Community engagement as a growth strategy
29:31 – “We’re not a quote machine”: Shifting the mindset from price to value
31:08 – Final pitch: Why Peter’s team is different—and how to connect
Guest Resources:
Website: https://www.mynationalbroker.com/forest-lake
Linkedin: https://www.linkedin.com/in/peterpfolleseinsurance/
Instagram: https://www.instagram.com/national.insurance.brokers/
Facebook: https://www.facebook.com/InsuranceGuyPF
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