I chose the leap of building something of my own over the safety of "what if." And 22 years later, I can honestly say it was one of the best decisions I ever made.
The Risk She Took Before She Felt Ready
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In 2004, I traded the executive title of VP for the uncertainty of entrepreneurship. That leap of faith became the most rewarding chapter of my career.
Martha Enriqueta Gonzales · In Her Own Words
From How She Did It
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Balancing confidence with humility means owning your strengths while staying open to feedback. Lead with authenticity and assert your value while staying grounded.
How She Balanced Confidence With Humility in Leadership
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About Martha
Martha Gonzales is the President of CHM Insurance Services and the founder of the Corporation for Healthcare Marketing, Inc., based in Pasadena, California. She launched CHM Insurance Services in 2006—just two years after establishing her healthcare consulting firm—and has since devoted over 27 years to serving individuals, families, retirees, employers, and physicians. Under her leadership, CHM has expanded to serve clients in 30 states and is a certified agent for Covered California, helping thousands of Californians access affordable health coverage. A recognized expert in Medicare, Martha simplifies complex topics for her clients, enabling them to enter their golden years with confidence. She currently serves on the Board of the Southern California Chapter of the Case Management Society of America and works as a content leader educating communities about Medicare. Her dedication has earned significant recognition: in 2025 and 2024, she was honored as the 5 Top Sales Agents for SCAN Health Plan (Overall Production) and ranked top 20 for 2026 AEP Production among over 10,500 agents. Driven by deep industry experience, regulatory insight, and a passion for advocacy, Martha remains committed to delivering personalized, value-oriented insurance solutions. Always accessible and hands-on, she guides clients from benefit reviews and quotes all the way through enrollment and beyond—proving her value as both a trusted advisor and community leader.
Her Interview
Ten minutes with Martha
01What do you attribute your success to?
My success can be attributed to a combination of industry experience, adaptability, and a deep commitment to our clients and staying ahead of regulatory changes. With 31 years in the business, I’ve developed a strong foundation of expertise and insight. When significant legislative changes emerged, they not only challenged the status quo but also inspired me to take a bold step forward. Motivated by these shifts, I decided to branch out and establish my own consulting firm—allowing me to provide specialized, forward-thinking solutions tailored to the evolving needs of clients. Shortly after in 2006, I added CHM Insurance Services to share my expertise in Medicare and Health, Life and Disability. With a long-standing stellar commitment to service, the growth and retention is attributed to my amazing team that supports our company's mission and day-to-day actions.
02What’s the best career advice you’ve ever received?
Don't wait for opportunity to come knocking. Be visible and ready to seize them as you build.
03What advice would you give to young women entering your industry?
Put in the work. Find mentors to help you expand your vision. Work with a career coach. That has been one of the critical components to my success. Since early on, I have worked with a variety of career coaches, Strategic Brand Consultants and adopted mentors.
04What are the biggest challenges or opportunities in your field right now?
There are many challenges that impact our industry. Competitive pricing and contract negotiations cause constant disruption and busy work in client retention. Disruption breeds change and you must be ready and alert to maximize the opportunity in change for new client acquisition. It's a fine balance to growth but not sacrifice client retention in the process. Technology used appropriately can also be a beneficial tool as well.
05What values are most important to you in your work and personal life?
Through the values of connection, community, joy, authenticity, integrity, and legacy, CHM has managed to create a company that goes beyond the transactional aspects of insurance. It has built a caring ecosystem in which people feel heard, supported, and educated. The leadership, driven by Martha’s heart for the people, fosters a culture where every action and every decision ties back to the central values of empathy and service.
The CHM journey through leadership, legacy, and lives transformed is a testament to how these brand values aren’t just ideals—they are living principles embedded in every interaction, in every decision, and in every life they touch. It’s about creating lasting relationships, making real connections, and having a genuine impact on the communities they serve.
Ultimately, the values of connection, community, joy, authenticity, integrity, and legacy aren’t just words for CHM—they are the foundation of a cultural movement that is transforming the healthcare industry, one family, one business, and one community at a time.
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