Are you building your business into a multigenerational legacy?
Do you worry about succession, equity, and preserving your family business legacy for the next generation? Meet Zachary Sutherland, president of Sutherland Insurance – a fifth-generation entity that’s weathered many transitions and experienced vast growth since 1870.
Zachary’s journey shows what it really takes to lead a multigenerational business. From modernized operations to structured ownership, Sutherland’s leadership offers golden tips.
What Started as Fire Policies Led to a Lasting Multigenerational Legacy
Sutherland Insurance – a 155-year-old company built on resilience and service – began after a village fire in the late 1800s. Zachary’s great-great-grandfather helped with the cleanup and started selling fire insurance policies. Five generations later, the business has evolved, adapting to modern needs, one decision at a time.
It wasn’t easy, though. They encountered many unexpected losses along the way and reinvented the company to constantly stay relevant. Sutherland Insurance has weathered it all. The secret? Zachary believes – clear succession planning and the courage to modernize without losing the family’s core values.
Building a Multigenerational Legacy: Stepping into Leadership
Zachary didn’t step into his leadership role overnight—it was a journey that began early. At just 13, he was already helping out with odd jobs around the office, and by 18, he had earned his broker’s license. Although the transition of leadership was informal, it felt like a natural progression. Like most leaders, he learned through trial and error. But with a clear commitment to growth and scaling, Zachary led the business into a new era of rapid expansion.
1. He Built with Growth in Mind
His first major move? Investing in the right people. At the time, the company had 30 employees, little structure, and no performance metrics. His first key hire was HR – a decision that raised eyebrows. “They don’t bring in revenue,” his father argued. But Zachary saw the bigger picture: building a sustainable business meant building the right team.
From there, he:
- Introduced KPIs to drive performance
- Built clear systems and workflows
- Empowered department leads to taking ownership
- Shifted from founder-led operations to scalable leadership
2. He Structured Ownership for the Long Run
As the business grew, so did the stakes. Zachary knew that growth alone was only part of the equation. The company also needed a solid framework to support succession, equity, and long-term fairness.
Freezing the business into a trust helped them do just that. Active family members could earn equity through contribution, while passive members were still included in financial benefits, without influencing operations.
For family businesses, this structure helps reward the right behaviors and protect the enterprise from internal conflict and future financial strain.
Zachary also believes in addressing what many families avoid: conversations around ownership and multigenerational legacy. With the help of trusted advisors, his family built a plan that works for everyone.
3. He Plans for Multiple Generations
Zachary isn’t just leading the business – he’s building something that can outlive him. With two young daughters, he’s constantly thinking ahead. He aims to ensure the company stays relevant and well-structured for the next generation to step into, if they choose to.
His advice to other family business leaders? Don’t wait. Put your plans on paper, talk about the hard stuff, and build something that lasts beyond you.
Need help future-proofing your business? Metrics, frameworks, growth, and modernization should all be part of your long-term strategy. Partnering with the right experts is key to protecting what you’ve built – and scaling it for the next chapter.
Watch our full interview with Zachary Sutherland to hear more about his journey – and discover practical ways to strengthen your family business for generations to come.
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