From Immigrant Girl to Industry Marketing Disruptor: My “Boss Move” Story

By Ethel Cohen CEO of Ensurance.com  

My story isn’t your typical entrepreneurial success story. It’s a journey fueled by resilience, driven by purpose, and led by bold leadership. These are the qualities that have carried me from the depths of personal adversity to making moves that I believe are truly industry-shifting. From a young girl arriving as an immigrant in the United States to becoming the CEO of ensurance.com, my path shows what is possible when unwavering grit meets a fierce desire to make a difference.

Growing up in the Philippines, I arrived here at nine years old, clutching my dreams along with my suitcase. As an ESL student, I faced the daunting challenge of learning a new language and navigating a world completely unfamiliar. But I didn’t see those obstacles as barriers. I saw them as opportunities. From the very beginning, I learned that resilience isn’t just a trait; it’s a way of life, something I would carry with me through every chapter of my journey.

Many years later, my resilience was tested in ways I never could have anticipated. As a young single mother raising my children, Ariel and Austin, I juggled a full-time job, worked tirelessly through night school, and took on the incredible responsibility of motherhood. I needed flexibility, something I could control, as I worked to build a better future for my family while remaining present during their most formative years. That’s when I decided to start my own marketing agency. It wasn’t just about entrepreneurship; it was about creating freedom, controlling my destiny, and being deeply involved in my children’s lives during those precious years.

Having my own business gave me the flexibility I needed, and once my children entered high school, I looked to the future again. 

I wanted to build something bigger, something that would leave a lasting mark beyond just my family. My drive to leave a meaningful legacy is rooted in my love for my children. I want them to see that with perseverance, purpose, and a lot of hard work, they can achieve anything. I tell myself every day, “I want to do something impactful so my kids can look back and see what their mother built, something that can help others and inspire them to chase their own dreams.”

My journey took a surprising turn when I found love again later in life. I remarried, and I thought I had found a steady rhythm. But my greatest challenge was yet to come. Four years ago, my late husband, a respected insurance broker and my confidant, passed away from skin cancer. His death devastated me. Yet, in that pain, I found a renewed sense of purpose. I looked at his career and the industry we both knew so well, and I saw a bigger picture, a market that is fundamentally broken and desperately in need of change.

That was the moment I decided to take my biggest leap yet: I launched the nationwide insurance marketplace on ensurance.com. A platform designed to do something no other company has dared. It’s a revolution of the insurance shopping experience. 

Ensurance.com is transforming how insurance agents grow their businesses. We use AI-assisted search technology to connect shoppers directly with licensed agents across the country. When agents list their agencies on our platform, they gain social proof, increased exposure, and stronger branding opportunities. Instead of chasing cold leads, high-intent buyers come straight to them through our platform. 

Our branded website attracts serious customers and helps agents extend their reach, no matter where they’re licensed.

This is my “boss move”, a bold step into an industry filled with fragmentation and confusion. Rather than accepting the industry’s complex, slow, and opaque norms, I chose to disrupt from within. Ensurance.com, with its powerful brand presence, draws in nationwide shoppers, who can directly reach the agent they trust. Insurance agents can potentially gain exposure in all the locations where they’re licensed, broadening their reach and opening doors to new opportunities for growth. This approach not only attracts a wider audience but also helps agents expand their customer base across the country.

My vision is clear and simple but revolutionary. We’re giving agents a head start. With AI as the gateway, ensurance.com delivers a consistent stream of high-intent leads. The goal is to make the insurance agent the destination for trusted, high-trust transactions. But I also recognize that many consumers still prefer working with real, live agents, especially when it comes to complex policies that require personalized guidance. Our platform bridges that gap. It makes finding the right coverage easier and ensures consumers have access to trusted, human expertise whenever they need it.

This move goes beyond a smart business strategy. It’s a statement that challenges outdated lead generation and lead buying models and pushes industry forward through innovation rooted in trust, transparency, and accessibility. It’s my way of saying, “Change is necessary, and I’m leading it.”

But this isn’t just about technology or disruption. It’s deeply personal for me. My story is about overcoming obstacles—immigration, language barriers, single motherhood, grief—and transforming pain into purpose. I believe that true leadership emerges from adversity, and that taking big risks can lead to the most meaningful impact.

Today, I don’t just run a company. I set out to create a new paradigm. I challenge myself every day.

Connect With Ethel

www.linkedin.com/in/ethel-cohen www.instagram.com/ethel_cohen_8