Insurance Brokerage Roll-Up Strategy

I’m partnering with an existing insurance brokerage owner who’s looking to grow through acquisition as part of a broader U.S. roll-up strategy. We’re less concerned about licensing logistics and more focused on the intangibles that make a brokerage valuable beyond the book. Things like the brand’s local reputation, client trust, producer relationships, and what gets lost (or needs to be preserved) during integration. Would love to hear from anyone who’s navigated this before, how did you balance maintaining legacy goodwill and culture while still achieving operational and brand alignment across acquired agencies?