Exploring Life & Business with Roberto Ortiz of California Plans

Today we’d like to introduce you to Roberto Ortiz.

Hi Roberto, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
In 2010, I took the leap and opened my first insurance office in the city of Pomona. It all began with a dream—the dream of helping families in my community find the protection and peace of mind they deserve.

In 2013, we took an important step forward and founded California Plans. That same year, we became certified agents with Covered California and proudly participated in the very first open enrollment, serving the Hispanic community in Pomona and the San Fernando Valley.

As time went on, the dream continued to grow. In 2016, we opened two more offices, in Ontario and La Puente. Each new location represented more than just an expansion—it was a sign of trust from the community, and we responded with dedication, care, and commitment to serve.

Then came 2019 and the pandemic—a challenge none of us could have imagined. We had to close all three of our physical offices for about six months. But we never stopped being there for our clients. We stayed connected by phone, listening to their concerns and making sure they had the support they needed during such a difficult time.

By the time we reopened for the 2020 open enrollment, we came back stronger than ever—with renewed purpose, confidence, and a heart full of gratitude. That experience taught us that our work is not just about insurance—it’s about being there for people, guiding them, and giving them peace of mind when they need it most.

Today, I am proud to say that California Plans has been recognized among the top producers with Covered California since the very first open enrollment. But beyond the achievements, what truly matters to me is the trust of every person who walks through our doors, looking for answers, guidance, and support.

This story is still being written every day. And my commitment remains the same as it was in 2010: to serve my community with experience, honesty, and heart.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Like any business, we’ve faced our share of challenges—but each one has shaped us and made us stronger. When Covered California first launched in 2013–2014, the systems were not fully functional, which made serving clients very difficult. We had to find creative ways to guide families through the process, even when the technology wasn’t working as expected.

On top of that, we’ve had to adapt constantly to changing regulations, rising insurance costs, inconsistent access to medical services, and higher premiums and co-payments. These are not easy issues to manage—especially when we’re trying to balance the cost of employees, office expenses, and ongoing training and preparation for our team.

Another big challenge has been client education. Many people in our community are new to the system or confused by the complexity of medical insurance. We’ve learned that our role is not just selling a plan—it’s teaching, guiding, and making sure people truly understand their coverage.

And of course, the pandemic in 2019 was one of the toughest moments in our history. Being forced to close all three offices for six months was a huge challenge. But we adapted quickly, moved our service to the phones, and stayed connected with our clients through it all. That experience tested us, but it also proved our resilience and deepened the trust our community has in us.

Through every obstacle, we’ve learned that perseverance, flexibility, and putting people first are the keys to overcoming challenges.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
At California Plans, we specialize in helping individuals and families find quality, affordable health coverage through Covered California and other insurance options. Since opening our doors in 2010, our focus has been on serving the Hispanic community with care, respect, and personalized guidance.

We’re known not just for our expertise in medical insurance, but for the way we treat our clients—with patience, compassion, and a true commitment to their wellbeing. What sets us apart is that we don’t see people as just “policies” or “numbers.” We see them as families, as neighbors, and as members of our community who deserve to feel protected and supported.

Brand-wise, I’m most proud of the trust we’ve built over the years. From being one of the first certified agencies with Covered California in 2013, to consistently ranking among the top producers year after year, our brand represents reliability, integrity, and heart.

What I want readers to know is simple: when you work with California Plans, you’re not just signing up for insurance—you’re gaining a partner who will walk with you through every step, answer every question, and make sure you and your family have the peace of mind that comes with having the right coverage.

Is there a quality that you most attribute to your success?
The quality that has been most important to my success is perseverance with heart. In this business, you face constant changes—new laws, new systems, and unexpected challenges like the pandemic. What has kept me moving forward is the determination to never give up, combined with a genuine passion for helping people.

I believe success comes from more than just knowledge of insurance; it comes from building trust, treating clients like family, and always showing up for the community no matter the circumstances. That mix of resilience and compassion has allowed me to grow my business, serve thousands of families, and stay true to the mission I started with back in 2010.

Contact Info:

• Website: https://californiaplans.org/
• Instagram: california.plans
• Facebook: Ortiz Insurance

Image Credits
Roberto Ortiz
Alicia E Ortiz