Lidia Rodríguez

CEO, Rewarding Insurance Agency: Age 37

Lidia Rodríguez

Lidia Rodríguez and her husband, Miguel Rivera, first began selling insurance in Puerto Rico in 2009, focusing on life and health products, mainly for an older clientele.

When they moved to Massachusetts, they continued that model when they launched Rewarding Insurance Agency in 2018.

Today, as the company’s CEO, Rodríguez has spearheaded the company’s growth to serve more than 1,500 clients in multiple states with insurance, underwriting, and claims, and the main customer base remains Hispanic seniors. The agency started with life insurance, then added Medicare Advantage, and has since moved into auto, home, and business insurance.

“I also do tax preparation because it’s fun for me, something different, and I love to help my community as well,” she said. “I like to sit down and explain everything step by step.”

The company has also expanded its visibility, moving from rented space at the Greater Holyoke Chamber of Commerce to its own office and storefront on Maple Street in downtown Holyoke in 2023.

“Now we are focused on growing the agency to be more successful,” Rodríguez said. Now that we have this experience over 15 years, I’m ready to train new agents. We want to expand our agency and open new offices, maybe in Worcester or the Berkshires.”

In the community, Rodríguez is a board member with Enlace de Familias and president of the Central High School swimming and diving booster club. She also co-founded Rewarding Community Partners Corp., a nonprofit that supports families and professionals, and designed a 10-week boot-camp program that trains young professionals in sales and insurance.

Meanwhile, the Greater Holyoke Chamber honored her and Rivera as its 2024 Business Persons of the Year and Rewarding Insurance Agency as its Business of the Year in the annual Grow Holyoke Awards.

“I didn’t imagine in my life I’d be nominated for those awards. That was a surprise; I cried when I heard that,” she said, quickly adding that she and Rivera have a strong partnership. “I never in my life thought, moving from Puerto Rico to here, that it was going to be this amazing experience. And I wouldn’t be Business Person of the Year or 40 Under Forty if it wasn’t for my husband. He has always supported me.”

She added that it makes her happy when clients trust them. “You don’t create a business in one day. It takes time, and seeing the results, for me, has been extraordinary.”

—Joseph Bednar