News Article
November 5, 2026
Western National Insurance Group Announces Leadership Succession Plan
Jeff Couchman to Become President on January 1, 2027; Rick Long to Remain CEO through Mid-2027
(Minneapolis, Minn.) As the next step in a long-term leadership succession plan developed with its Board of Directors, Western National Mutual Insurance Company today announced that Jeff Couchman will succeed Rick Long as President of the Western National Insurance Group’s pooled companies on January 1, 2027. Long, who has served as President since 2020, will retain the role of Chief Executive Officer for a six-month transition period, after which he plans to retire and Couchman is expected to become CEO.
“Rick has guided Western National through a period of significant growth and sustained success, while never losing sight of the employees, agency partners, and policyholders who are central to our business,” said Steve McFarland, Chair of Western National’s Board of Directors. “We are grateful for his leadership and his commitment to ensuring a thoughtful and seamless transition. Jeff brings a deep understanding of Western National, a genuine passion for the business, and a demonstrated commitment to our mission. The Board has every confidence in his ability to build on the strong foundation established by Rick and those who came before him, and to lead the Group into its next chapter.”
Couchman currently serves as Executive Vice President of Underwriting and Sales. He joined Western National’s management team in 2008, initially leading its Seattle operation while working on corporate risk management and business development. He later took on responsibility for marketing and joined the senior leadership team in 2012 as Senior Vice President of Marketing and Agency Sales. He assumed responsibility for the Group’s underwriting operations in 2022, and has worked closely with leaders throughout the Group on strategic priorities and initiatives affecting the Group’s companies. Before joining Western National, Couchman spent more than a decade in the insurance industry as a commercial lines underwriter and reinsurance broker. He earned a B.A. from Gustavus Adolphus College and an M.B.A. from the Opus College of Business at the University of St. Thomas. He holds the CPCU, AU, and ARe designations from The Institutes.
Western National Insurance Group, headquartered in Edina, Minn., is a super-regional group of property-and-casualty insurance companies. The Group writes business through six active insurance companies—Western National Mutual Insurance Company, Western National Assurance Company, Pioneer Specialty Insurance Company, Umialik Insurance Company, American Freedom Insurance Company, and affiliate, Michigan Millers Insurance Company. Together, the affiliated Group writes over $1.3 billion in personal and commercial direct premium in 20 states across the Northern, Midwestern, and Western U.S. as well as in Alaska; and surety bonds in 43 states. All of the companies’ products are sold exclusively through professional Independent Insurance Agents.
For further information, please contact:
Julia Jenson, AINS
Vice President – Communications & Business Transformation
(952) 303-8789
julia.jenson@wnins.com