About Us

Since 1970, LSS Insurance Agency, Inc.’s mission has been to provide individuals with the tools to manage financial risk.  We offer our clients insurance products tailored to their individual needs, and counsel them how to best achieve their financial goals. As the market changes, we are continually creating new services and policies to better serve our clients. 

LSS Insurance Agency has been serving the Cache Valley area for more than 30 years, and we look forward to continuing to provide the community with excellent insurance services in the future.  Don’t let the day-to-day stresses of life get in the way of preparing for the future. Call or visit LSS Insurance Agency today for more information about how we can help you plan for the future.

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Bob Larsen
Senior Health Specialist, Owner

For the last 33 years Bob has been an expert in the insurance industry. Medicare is confusing, and Bob’s goal is to educate and clarify Medicare. He feels if you can better understand Medicare, he can then assist you in getting coverage that best suits your individual needs. Bob is all about customer service. Having a local agent you can get answers from right away is a valuable service he provides. Bob has a great love for the outdoors. With skis on his feet or a fishing pole in his hand, Bob can be found in the great outdoors with a big smile on his face. Bob’s favorite title is probably Grandpa. He has 10 grandchildren and counting.

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Rusty Allen, Health Specialist

With Rusty’s 20 years of experience, he has a wide knowledge base which makes him a great resource for Individual Health Insurance as well as Medicare Insurance options. He especially enjoys helping the seniors navigate their way through the array of Medicare products available. When Rusty’s not working he’s golfing! Or officiating high school sports. Or playing with his grand kids.



Ashley Phelps,
Health Specialist & Office Manager

With four years of experience Ashley finds fulfillment in helping others find affordable coverage. Guiding individuals through their Medicare choices, finding providers and even looking up coupons to help keep costs low, it’s like a big puzzle or game where she’s constantly trying to find the very best deal. In her free time Ashley enjoys cooking and baking with her family and reading.


Rob Smith, Health Specialist
– Specializing helping individuals under 65

For the last ten years Rob has taken a particular interest in Individual Health insurance for families and individuals who need health insurance. With the passage of the Affordable Health Care Act (ACA) sometimes knowns as Obamacare, Rob has helped hundreds of people get affordable health coverage. Rob spends every extra moment having fun with his family. Fishing, hunting, and camping galore – Rob is most comfortable roughing it.


Fernie Madrid, Health Specialist
Se Habla Español

Fernando, known better as Fernie, knows Obamacare like the back of his hand. As Fernie assists individuals he focuses on the individual’s needs - balancing tax credits and medical needs to find the best fit possible. His attention to details carries over into his personal life as he cares for his family of 8. You’ll find Fernie cheering on the sidelines at soccer games or leading the applause at a piano performance.

Con muchos años de experiencia, Fernando puede ayudarlo con sus necesidades de seguro de salud. Él también habla un español fluido, así que si tienes alguna pregunta no dudes en llamar.

Los agentes aquí en LSS Insurance Agency son expertos en seguros de salud. Si su empleador no le ofrece cobertura médica, permita que Fernie lo ayude a navegar en el Mercado y encuentre una cobertura asequible. Si se acerca el cumpleaños número 65 o está a punto de jubilarse, deje que Fernie le explique sus opciones de Medicare.

Para todas sus necesidades de seguro médico, de salud y dental, llame o entre hoy y lo ayudaremos a encontrar la cobertura que mejor se adapte a sus necesidades.


Gary Smith, Owner

By day Gary is an insurance enthusiast and business owner. By night he is a cowboy. Gary works hard to make sure individuals understand their policy and know all the ins and outs. He balances work with family time and working on his ranch giving attention to his horses and animals.



Sallie Martin, Administrative Assistant

For years Sallie has been our constant. She could probably run the office all by herself! A wealth of knowledge, helpful and friendly to boot, Sallie keeps us all in line. Sallie loves visiting family and friends and has seen every movie ever made.


Kami Hendrickson, Administrative Assistant

Kami can answer all your questions from enrollment to benefit, help you find a provider or assisting with claim issues. She is a vital part of the team keeping things running smoothly. She enjoys spending her time with her family, especially getting snuggles in with her new grandbaby. She loves to go on vacation and always has one on the books.



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