Core Values

SUNUP’s vision to value the management/agent relationship is a game changer in the insurance industry. Although some would argue that there are insurers and marketing agencies out there who care about the field force, actions speak louder than words.

We do this by providing systems and technology to help our agents build a better business while focusing on their dreams and goals and not on our own. Unfortunately, agents have been accustomed to jumping through hoops to gain appointments, corporate sales quotas and a demand for improvement with no real assistance or training system to help them grow. It’s time to change that and SUNUP is proud to lead the way!

Governing our vision, decisions and behavior are our Core Values — pragmatic statements of what works best for us in the real world.


We revere honesty, transparency and the highest degree of ethics in everything we do. We adhere to high ethical standards, provide timely, accurate and complete financial reporting, encourage disclosing bad news and welcome disagreement.


We strive to communicate clearly SUNUP’s ambitious strategic initiatives. Gaining the insight from the bottom up from those who are helping build our company gives us the perspective we need to steer us in the right direction.


We strive constantly to improve in order to meet and exceed the highest expectations of our customers, franchisee’s, agents, area managers and insurance buying consumers we are privileged to serve.


We seek to earn a profit by offering consumers products and services they want and need. Profit is how the free-enterprise system motivates investment and rewards companies that consistently create value.

Giving Back

Our approach to giving back to the communities we serve keeps us grounded and appreciative of life’s many blessings. Our grass-roots efforts encourage all SUNUP representatives to be proactive in serving the needs of others. Today, our corporate executives, franchisees and employees are involved with programs designed to assist homeless youth, provide books for underprivileged schools and help military families who suffer after the loss of a loved one lost in the line of duty.