Procetto was named to reflect our approach of moving forward through work and life guided by core principles. Our name comes from Italian roots: pro — the prefix meaning forward, and cetto — taken from precetto, meaning principle. Together, they capture the idea behind our tagline: Proceed From Principles.
Our Story
From Luke LoVasco, Founder & President
In 1955, my grandfather traded his produce truck at Detroit's Eastern Market for a life insurance license after watching the taxing work at the terminals claim many lives too soon. Inspired to bring financial security to the families left behind, he started his career at Metropolitan Life before founding his own agency in 1960. That leap of faith modeled the conviction to serve our community that has been carried on through generations.
In 1983, my uncle Gene joined the agency and soon convinced my dad John to follow. Together with a dedicated group of partners, they built The Allied Companies into a full-service agency. Under their leadership, the firm rebranded to ALCOS and grew to be the largest independent insurance agency in Michigan. Their chapter came to a close in 2007, the culmination of over five decades of family dedication to clients, employees, and the communities they served.
For me, the seed was planted early. As a five-year-old I would call out to my dad each morning, "Sell some insurance today!" and run to the door when he came home asking, "Did you sell some insurance today?" I didn't know what insurance was, but I knew I wanted to work with him.
When the time came, I chose Kapnick Insurance Group because it most closely resembled ALCOS's legacy. Over five years I developed the confidence to lead a team, navigate complex risks, and earn the trust of clients and carrier partners alike. I saw an opportunity to serve our business community with the same conviction my grandfather carried while rethinking what an independent agency could be.
Growing up, my dad always preached, "Own your own. Whatever it is, own it." That entrepreneurial spirit had quietly shaped me for decades. When I was ready, we founded Procetto Risk Advisors together — a dream come true.
Our Principles
Operate from First Principles
We challenge assumptions and conventional thinking, stripping every problem back to its fundamental truths before building our beliefs, advice, and business from the ground up.
Delay Gratification
The greatest outcomes are achieved by those willing to wait. Patiently investing in the right team, clients, and carrier relationships unlocks growth that compounds in ways that shortcuts cannot.
Service is Our Vocation
Service is more than a job responsibility; it's our calling. We show up for our clients and each other with kindness, responsiveness, expertise, advocacy, and dedication to their success.
Growth is Everyone’s Business
Intentional growth allows us to create opportunities for our team, expand services for our clients, deliver more of the quality risks our carrier partners value, and maintain the stability that lets us think boldly.
Community Stewardship
We serve our community by volunteering for causes we care about, giving to those in need, and bringing the right people together. We do this because we believe the health of a community's people and its businesses is inseparable.
Contact Us
It all starts with a conversation. Reach out to see how Procetto can support your goals.