A Family-Run Business That Beats The Heat
United Fire is a local powerhouse in Portland’s fire safety industry, consistently delivering reliable, on-time service and top-quality products. As a family-run business, its growth and success are deeply rooted in a pledge to serve the community and its customers. From humble beginnings in 1969, the Wallace family took ownership of the company in the 1980s with just three employees. Under the leadership of current President, Ed Wallace, United Fire now has over 50 dedicated employees and 6,000 clients. The company has stood the test of time through constant innovation and adaptation to meet the needs of its customers, which include Frito Lay, BNSF Railroad, and the City of Portland, Oregon. They have also become a staple in their community, actively participating in philanthropic efforts through their local church, the Boys and Girls Club of Portland, and Central City Concern.
For over 50 years, United Fire has offered a comprehensive range of fire protection services that include everything from fire extinguisher maintenance and training to the inspection and upkeep of sprinkler and suppression systems for commercial businesses. But United Fire’s success story isn’t just about its service offerings—it also includes the tight-knit family values that have shaped the brand. Today, Ed works alongside his two sons, Jeff and Jason, who serve as Chief Operating Officer and Vice President of Sales and Marketing, respectively. Together, the trio has modernized the business to keep up with evolving industry standards.
One of the key factors behind United Fire’s continued growth is its commitment to staying ahead of the curve with technology and strategic leadership. Recognizing the need for a more tailored solution for sales and client management, the team made a significant investment in a custom Salesforce configuration to streamline client interactions and track current and prospective customers. With a keen focus on the future, they have implemented over 500 CRM enhancements based on customer and employee feedback. While the transition to Salesforce posed challenges, the team is aligned, knowing the benefits – such as new tools for tracking and visibility – were well worth the effort.
Under Jeff’s leadership as COO, the company has adopted a philosophy prioritizing the “who” and not the “how.” Historically rugged individualists, the Wallace clan was accustomed to fixing problems that arose inside their business. However, as their company grew, they knew they had to begin relying on outside experts for specific needs. This new approach to leadership gave United Fire a superpower. Without having to bring on a new team member, and through careful vetting, they have found skilled partners to lean on at any time. One example is their relationship with Turning Point Strategic Advisors. The consulting firm has been vital to the United Fire team, providing them with tools to improve their financial reporting and data analytics, ensuring accuracy in their accounting and finance processes, and empowering them to make smarter, data-driven decisions. Furthermore, Ed and his sons have embraced executive coaching and ongoing leadership development, which has helped them hone their skills as leaders and better manage the company’s future.
“Turning Point has been an invaluable partner in helping us refine our financial systems and strategic planning,” said Ed Wallace. “Their guidance, with Lucas Kartic and Nick Howe running point, has allowed us to make informed decisions and continually improve our operations. We couldn’t do some of the stuff we do without them and we’re proud to work with a firm that shares our commitment to excellence.”
United Fire’s passion for innovation is not just limited to technology and financial planning. The company places a strong emphasis on culture and promoting work-life balance that encourages job satisfaction, productivity, and loyalty among employees. Just this year, Wallace introduced an incentive plan with the guidance of Alex Freytag and Tom Bouwer, co-authors of the book Profit Works. In just six months, the United Fire staff has exceeded their profit trigger for bonus pay, achieving an amount in excess of the end-of- year bonus they previously had in place. On top of their incentive plan, the company offers all employees five weeks of PTO, which has not only led to a more engaged workforce but has also helped them recruit top talent. The work environment that the Wallaces have fostered has had a tremendous positive impact on the business, allowing United Fire to continue to exceed customer expectations.
As United Fire looks to the future, Ed plans to eventually hand the reins over to his sons, ensuring that the family’s legacy of dedication to fire safety and service excellence continues for years to come. With strong leadership, forward-thinking strategies, and a passion for protecting lives, the Wallaces are well-positioned to guide United Fire through its next chapter of growth.
In a rapidly changing industry, United Fire has demonstrated the ability to adapt, innovate, and most importantly, remain fireproof.
Pictured: Jeff, Jason, Jackson (2yo), and Ed Wallace
