Skip to Main Content

Will Cray is a Senior Vice President for Horton’s Select Business Division. In this role, Will is responsible for providing Horton clients with comprehensive, cost-effective, and innovative solutions to meet their most complex, risk-related challenges and opportunities.

Before joining Horton’s team in December 2017, Will served as a Marketing Representative with Federated Insurance for over three years. Will undertook an extensive training program learning insurance and becoming an expert in the industry. Through this experience, he’s developed two crucial work strategies, responsiveness and customer service. “I am very reliable, and my customers and prospects witness this and learn it very quickly. It’s what I am most complimented for on my work.”

Will believes the industry as a whole has become too commoditized. “You see all these commercials for cheaper insurance and saving money. While cost is important, it should not be the primary factor in the decision-making process. If you have a claim, you want to make sure you have the proper coverage in place; and if that means paying a little more to add an endorsement or strengthen certain limits, you should do so.”

Will’s philosophy parallels Horton’s philosophy about the insurance purchasing process: we invite customers to redefine higher performance and change the way they purchase insurance from year-to-year. Not only are costs important but so are work and risk, both in the present and in the future.

“The most rewarding aspect of this role is witnessing our customer’s successes when we help them with strategy and long-term goals. The time when a plan we helped put in place needs to be implemented and goes off without a hitch is incredibly uplifting. This is why we are different as a brokerage – taking clients to a higher level of performance every day.”

Will is originally from Illinois but moved up to New Berlin, Wisconsin, and loves the state and the people there. He attended the University of Wisconsin-Parkside with a Bachelors in Business Administration, concentrating in Marketing and a Sales Certificate. He then also went on to get his MBA from UW-Parkside shortly after.

In his free time, he enjoys paintballing, fishing, golf and Frisbee golf, and the outdoors in general. When asked about his two songs that represent his life best, his picks are “I Won’t Back Down” by Tom Petty and “It’s My Life” by Bon Jovi.

Fact File:

  • Master of Business Administration, University of Wisconsin, Parkside, WI
  • Bachelor of Arts Degree in Business Administration with a Marketing Concentration & Sales Certificate, University of Wisconsin, Parkside, WI
Professional Background
  • The Horton Group
    • Senior Vice President (2024 – Present)
    • Vice President (2022 – 2024)
    • Sales Executive (2017 – 2022)

  • Federated Insurance
    • Marketing Representative (2014 – 2017)