Dan Keough | Chairman and Chief Executive Officer | Holmes Murphy
Dan Keough is a seasoned leader in the insurance industry, currently serving as the Chairman and Chief Executive Officer of Holmes Murphy, the nation’s largest employee-owned independent insurance brokerage firm. Under his leadership, Holmes Murphy has expanded its reach and influence, emphasizing innovation and client-focused solutions. In addition to his role at Holmes Murphy, Dan is the co-founder and co-CEO of BrokerTech Ventures (BTV), the first broker-led convening platform focused on delivering innovation to the insurance broker industry. BTV serves as an accelerator program and investment vehicle, fostering collaboration among brokers, carriers, and insurtech startups across the globe to drive technological advancements in the insurance sector. At EliteX, we are proud to have Dan Keough as Cover Story of the edition: 05 Impactful Insurtech Leaders in 2025.
Dan’s entrepreneurial spirit led him to establish Innovative Captive Strategies (ICS), a Holmes Murphy PLUS-brand company specializing in captive insurance solutions. His commitment to innovation and excellence has been recognized by his peers; notably, he was named the Des Moines Business Record’s Forty Under 40 Alum of the Year in 2025. Beyond his professional endeavors, Dan is deeply engaged in his community. He has served on multiple boards, including the Community Foundation of Greater Des Moines and The Greater Des Moines Partnership. Dan is also a member of Des Moines’ prestigious “Forty Under 40” business leadership hall of fame.
“Understanding the client journey is key for entrepreneurs to create meaningful and effective insurtech solutions.”
Dan’s journey into the insurtech space is rooted in his extensive background in the insurance brokerage industry. Over the years, he noticed a growing need for innovation within the insurance industry, especially from the perspective of brokers. As technology began to emerge as a transformative force, Dan and his peers saw a unique opportunity—one that allowed brokers to play an active role in shaping and guiding insurtech solutions. Instead of being passive recipients of technology built without their input, they wanted to be collaborators. Dan’s approach has always been about improving client experiences and using data to generate better insights for clients and trading partners alike. That’s the perspective he brings into the insurtech space—always looking through the lens of a broker, client advocate, and industry collaborator.
His current collaborative venture, BrokerTech Ventures (BTV), was born out of a powerful partnership between two brokerage firms—M3 Insurance out of Madison, Wisconsin, and Holmes Murphy. Both companies realized that many of the same opportunities were appearing on their radar. They shared a belief that brokers needed a collective voice to shape the technology entering the insurance ecosystem. That belief laid the foundation for what would become BTV. Instead of keeping this opportunity limited to themselves, they opened the doors to other brokers and carriers across the country, inviting them to join the collaboration. It was a decision based on a deep understanding of the industry’s potential and a desire to elevate everyone involved.
At its core, BTV was created to solve a specific challenge in the insurance industry: how to help clients identify risks sooner and reduce costs faster. Dan and his team believe that insurtech has the power to make this possible. By aligning startup innovators with established brokers and carriers, BTV bridges the gap between innovation and real-world industry needs. The goal is not just to create new tools, but to develop meaningful solutions that are practical and scalable.
What sets BTV apart from traditional insurance models is its unique approach to collaboration. The concept of “co-opetition” lies at the heart of BTV’s operations. This idea brings together competitors in a pre-competitive space to work toward shared goals. Holmes Murphy and M3 may compete in some areas, but they lead this initiative together because they recognize the larger benefit. Alongside them, a consortium of brokers, carriers, and wholesalers contribute their expertise to lift the insurtech movement as a whole. This is a sharp contrast from the more siloed, competitive models traditionally seen in insurance.
Technology, especially through the BTV accelerator program, has significantly improved access and efficiency within the insurance space. The Accelerator is one of BTV’s five core business towers and plays a key role in identifying and nurturing promising startups. These startups, sourced from across the globe, gain a direct pathway into the insurance value chain. For brokers and clients, this means faster adoption of new technologies, quicker problem-solving, and improved service delivery. Ultimately, these innovations make insurance more responsive, data-driven, and customer-centric.
However, the journey hasn’t been without challenges. When BTV was founded in 2019, it was on the eve of the global COVID-19 pandemic. The sudden shift to a remote work environment posed serious questions about the initiative’s future. Could a new organization thrive in a completely digital world? For Dan and the BTV team, the answer was yes. In fact, the pandemic accelerated their momentum. With everyone adapting to remote operations, BTV leaned into virtual collaboration, allowing them to grow even faster than anticipated.
Among the many achievements of BTV, two stand out as particularly meaningful for Dan. First is the remarkable success rate of their accelerator startups. In an industry where many startups struggle to survive, BTV boasts a 99% success and retention rate among the companies it supports. These startups aren’t just staying afloat—they’re thriving, innovating, and making real progress in their respective sectors. The second achievement Dan is proud of is the collaborative model itself. BTV has successfully brought together traditional competitors to form a united front for innovation. This spirit of working together toward a shared vision is rare and groundbreaking in the insurance world.
“BrokerTech Ventures brings competitors together to collaborate and change the insurance industry for the better.”
Looking ahead, Dan sees insurtech playing a major role in changing how people think about insurance over the next five years. With advancements in artificial intelligence (AI) and other technologies happening at a rapid pace, it’s difficult to predict exactly what will come next. But Dan believes the key lies in remaining open and adaptable. Rather than resisting change, BTV is building a platform that welcomes it. This mindset allows them to stay ahead of the curve and help shape the future of the industry, rather than simply reacting to it.
One constant throughout all this innovation is the importance of customer trust and data privacy. Dan emphasizes that these values are non-negotiable. In every decision made at BTV—especially when evaluating new insurtech solutions—privacy and security are top priorities. Since brokers handle sensitive client data daily, any solution they endorse must meet high standards for data protection. This is how they maintain trust with clients while still embracing technological change.
AI and machine learning will certainly become more integrated into the insurance landscape, but Dan does not believe they will replace traditional insurance models entirely. Instead, these tools will act as powerful supports. They can enhance operational efficiency and help deliver high-quality service, but the human relationship between broker and client will always be central. Personal connection, understanding unique client needs, and trust built over time—these are aspects of the industry that technology can support, but never fully replace.
Collaboration with traditional insurance companies and regulators remains a vital part of BTV’s success. The organization maintains daily partnerships with carriers and wholesalers to better understand industry risks and develop solutions that address them. These relationships help BTV navigate the regulatory landscape while continuing to drive innovation. It’s a balance of respect for tradition and a hunger for improvement.
For entrepreneurs entering the insurtech field, Dan has simple but powerful advice: understand the client journey. The more a startup founder can empathize with the customer experience, the more effective and impactful their solutions will be. Innovation is only valuable if it genuinely helps people, and that starts with listening and learning from those who are already in the field.
As for what’s on the horizon in 2025, BTV is focused on growth—both in terms of global partnerships and educational initiatives. The organization already has strong relationships with insurtech communities in Israel, Ireland, and Latin America, and that global footprint continues to expand. Additionally, BTV is building a more structured and advanced college and university program. This initiative will cultivate the next generation of insurtech leaders by giving students hands-on experience and a clear pathway into the industry.
“We believe AI will support efficiency, but the human connection with clients will always remain central.”
Dan’s leadership at BTV reflects a deep belief in the power of collaboration, innovation, and trust. By bringing together brokers, startups, and carriers under one roof, BTV is not just imagining the future of insurance—it’s building it. In doing so, Dan and his team are making the industry more responsive, more inclusive, and more effective for everyone it serves.
