Today we’d like to introduce you to Reva Van Vleet.
Hi Reva, so excited to have you with us today. What can you tell us about your story?
My husband, Matt, and I own Rock City Insurance Agency. We were both born and raised here. Outside of living in Israel as a child for two years and stints away for college, I’ve called Saint Cloud home for my entire life. I earned both my bachelors and masters degree at St. Cloud State University, met my husband here, and had all of my babies here. We are deeply rooted and connected here and we both come from parents who were business people with entrepreneurial, community-minded hearts. Matt joined his dad in the insurance industry shortly after his mom passed away from her battle with Cancer and as his dad planned his pathway to retirement. When we met, Matt was working at Fitzharris, the local ski, bike and outdoor store located downtown. I was working at Netgain, also located downtown St. Cloud at the time, and pursuing my Masters in Public Administration. I got a job working for an community and economic develop non-profit, and we got married the following year. In a span of several years, we became a family of 6, Matt took over his dad’s book of business and I was still working in the non-profit world at United Way. Through family and career transitions and in preparation for Matt’s business partner’s retirement, I decided to leave my position with United Way and transfer out of the non-profit/local government world into the insurance industry. In 2024, we purchased our partner’s book of business and overhauled the branding of the insurance agency.
Our work with Rock City Insurance Agency is truly community-focused. I know many locally-owned businesses say this, but it is true. We create and maintain deep relationships with our clients and those we work with, and we truly believe our kindness, heart and commitment to our community makes us successful. Coming from the non-profit world, my bottom line has been more than just dollars. It is about relationships, creating joy (for myself and others), and making a difference. There have been challenges in the transition of purchasing the business, and I came into the insurance industry at a very difficult times with premiums increasing and coverages constantly changing. Matt has definitely been the “rock” with his experience and perseverance as he also mentors me with all things insurance.
Our tag line at Rock City Insurance is “your peace of mind set in stone”, and I most recently added “so you can rock on”. These two things mean so much to me, because I want to build a relationship of trust with our clients so they know they can rely on their coverage and enjoy their life. We work with people in all sorts of different life situations. From someone just getting their license back after life challenges to a family in their forever home and purchasing the cabin of their dreams. We get to be there for those life transitions through selling/servicing insurance policies. We sell and service home, auto, recreation, commercial insurance and other needs in between, so we really do get to work with so many different people in our community (and across Minnesota!). We have began providing insurance for more small businesses downtown and across our community which has been deeply special to me. My mom owned a restaurant downtown Saint Cloud for many years, and I remember how closely she worked with her insurance agent for guidance as she grew and worked through business challenges and successes. This is the impact we hope to have on our clients–someone who is there for you every step of the way.
On a side note–I recently started a Podcast with a good friend of mine, Kelly Doss, focused on eating disorder recovery. Recovery Rising with Kelly and Reva is a podcast dedicated to exploring the journey of eating disorder recovery through real stories, advocacy and awareness. This brings me so much joy as I am in recovery from an almost life-long eating disorder, and this is something I am so passionate about.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
I included some of this in the previous section, but no–it has not been a smooth road. The same month we purchased the business, I gave birth to our fourth child. 2024 also marked a lot of changes in the insurance industry as carriers were adjusting coverages and premiums after several recent hail storms. Matt went from servicing just his book of business to now servicing two books of businesses, running the agency and taking me under his wing as a new agent/co-owner all while we had 3 busy kids and a newborn at home.
For the most part, people were kind and understanding. But I still remember our first bad google reviews–and then it felt like they just kept coming. I think this is what business owner don’t talk about, and it makes you feel like you are the only business owner experiencing this. I wish more people gave us grace during that time, and I think that is something I always try to do–give others grace.
As you know, we’re big fans of Rock City Insurance Agency. For our readers who might not be as familiar what can you tell them about the brand?
We are an independent insurance agency providing home, auto, rec lines, renters, motorcycle and commercial insurance. We work with several different carriers which gives us the flexibility to quote and service across many different options. For commercial insurance, we really specialize in those small, local businesses–it is fun to see them grow. We have clients that have been clients since Matt’s dad and our business partner first stared in the industry over 30 years ago. We also have new clients that started with Matt and I and have since referred several of their friends and family–and it is always so fun establishing those new relationships and being their trusted agent. It is just Matt and I here. We are the only two agents here. We are who answers the phone, gives you a quote and services your policy. I think that is pretty cool and very unique in the age of big agencies or the captive agencies.
I am proud of our brand–Rock City Insurance Agency. I started doing weekly “Friday Rocks with Reva” videos on social media to share little tips about insurance and also support various community causes. I think that’s what I love most about our positioning in the community–being that community partner.
We love surprises, fun facts and unexpected stories. Is there something you can share that might surprise us?
I think it always surprises people that is is just Matt and I here. When they call, they will just get one of us.
Some people also don’t know that I have my Masters in Public Administration and lived a whole (few) careers in the non-profit/public sector before joining Matt.
People are also very surprised we have four kids–they will ask “how do you do it??”. And I think that goes back to the grace I mentioned. With grace for ourselves and eachother.
A funny tidbit–“Rock City” came to be because we live in the granite city of course. But Matt is also an agate lover–we can’t go on a walk without him finding one. So we had to include rocks SOMEWHERE. Matt also plays on an adult soccer league and their name is “Rock City Football Club”.
Contact Info:
- Website: https://rockcityagency.com/
- Instagram: https://www.instagram.com/rockcityinsurance/
- Facebook: https://www.facebook.com/RockCityInsuranceAgency
