AssureStart, a Seattle-based technology startup that sells general liability and property insurance to small businesses on the Internet, announced that its board of directors named Greg Tacchetti president and chief executive officer, replacing Mike LaRocco.

LaRocco, who was previously the CEO of Fireman’s Fund, stepped down as CEO for family reasons.

Tacchetti, 46, co-founded AssureStart with LaRocco. He most recently served as the company’s chief operating officer, responsible for financial operations.

He brings to his new role 22 years of insurance experience. Prior to AssureStart, Tacchetti was chief administrative officer at Firemen’s Fund from 2008-2011. He previously served as senior vice president of P/C Financial Operations at Safeco and as Northeast Operations director at GEICO.

Tacchetti also was elected to the company’s board of directors.

AssureStart serves as the managing general agent for policies underwritten by Midvale Indemnity Company, an affiliate of Madison, Wis.-based American Family Insurance.

Source: AssureStart