A new business has opened in Nevada, and it comes with a face familiar to many area residents.

Jarod Pedersen, formerly of Farm Bureau Financial Services, recently opened his own Trusted Choice insurance and financial services agency at 616 J Ave. in downtown Nevada.

Pedersen Insurance and Financial Services will offer customers in and around Story County a wide variety of services, including life, health, auto and home insurance, as well as annuities and other financial advisement and services. Pedersen’s customers will have the opportunity to choose from multiple insurance carriers. Pedersen is a member of the National Association of Insurance and Financial Advisors (NAIFA) and the Independent Insurance Agents of Iowa.

There was never any doubt in Pedersen’s mind that he would locate his new venture in Nevada. He has lived in the area for over a decade and along with his wife, Heather, looks forward to raising sons, Colton (4) and Ruger (3) in the Nevada community. Outside of the office, Pedersen, 40, enjoys outdoor activities and playing guitar at Harvest Vineyard Church in Ames.

Pedersen looks forward to maintaining the relationships he’s built over his time here and looks forward to building new ones.

"Nevada offers small-town living, but we still have access to concerts and everything going on at Iowa State," said Pedersen. "I grew up in Ledyard in northern Iowa, where it was 30 miles or so to the nearest shopping center. Downtown Nevada is still a great spot for a business."

Pedersen can be reached at 382-3051 or pinsfs@gmail.com.