Joseph A. Morten & Joseph W. Morten

The trucking industry of the 1930s was rough, unregulated, and unstable. But Joseph A. Morten saw opportunity where others saw chaos. In 1936, he and his son Joe W. opened a small office above a drugstore in South Sioux City, Nebraska, to help truckers navigate new federal rules, file endless paperwork, and secure the insurance they desperately needed.

From day one, the Mortens hustled. Joe Jr. spent long days filing forms and long nights chasing down truckers as they rolled into town with livestock loads—jumping onto running boards, handing out cards, and pitching: “When you need truck insurance, baby, we got it!”

That grit became the Motor Carrier Service Bureau. Drawing on his World War II Transportation Corps experience, Joe Jr. tackled trucking’s toughest problems—salvaging damaged loads, managing fair repairs, and earning trust in an industry where loyalty was rare.

By the 1950s, no insurer wanted the risks of trucking. So the Mortens took them on themselves. In 1956, Joseph and Joe W. founded Great West Insurance Company, backed by local partners and a belief that truckers deserved a company built for them.

What began with $125,000 in capital grew into Great West Casualty Company, a national leader in truck insurance—and a lasting tribute to a father and son who never stopped fighting for truckers.