Nichole Evans
Nichole Evans is the founder of TrueNorth, a consumer-focused insurance company built on the core values she developed during her service in the U.S. Coast Guard: honor, integrity, and devotion. Her military experience instilled discipline, resilience, and leadership skills that continue to shape how she runs her business today. Following her service, Nichole gained extensive experience in project management, permitting, compliance, and client-facing roles within the sign industry, further honing her organizational and communication skills. Four months ago, she transitioned into the insurance industry, founding TrueNorth to provide families with tailored life insurance and mortgage protection solutions while maintaining the flexibility to be present for her young children. Nichole’s professional philosophy centers on ethical, relationship-driven client service. She helps families protect their homes and financial stability by explaining insurance coverage clearly and customizing policies to meet each client’s unique needs. Licensed to sell insurance in eight states, Nichole emphasizes transparency and long-term relationships over quick sales, ensuring clients make informed decisions without feeling pressured. Her approach reflects her commitment to professionalism, continuous learning, and maintaining high ethical standards, all of which are informed by her military background and her dedication to helping families navigate complex financial decisions. Beyond her professional work, Nichole is deeply engaged in her community in Newport, North Carolina. She balances running a virtual business with being a stay-at-home mom, coaching soccer, participating in book clubs, and fostering lifelong learning and personal growth. She views her career as an intentional alignment of work, family, and values, approaching every professional and personal endeavor with perseverance, dedication, and a commitment to creating lasting positive impact.
• Achievement Medal
• Coaching soccer
What do you attribute your success to?
I attribute my success to consistency and relationships.
I’m not someone who looks for shortcuts. I focus on showing up every day, doing the work, and trying to get a little better over time. Small, consistent actions compound in a big way.
I also believe success is built through relationships. Taking the time to listen, educate, and genuinely help people creates trust—and trust opens doors that hard selling never can.
Finally, I stay grounded in purpose. When your work is connected to helping others and serving something bigger than yourself, it becomes easier to stay motivated and resilient through challenges.
What’s the best career advice you’ve ever received?
Titles, income, and recognition come and go — but trust compounds.
What advice would you give to young women entering your industry?
Don't give up. Growth isn't loud build one step at a time. Keep showing up even on the hard days.
What are the biggest challenges or opportunities in your field right now?
Biggest Challenges in the Industry
1) Misinformation & outdated beliefs
Many families still believe life insurance is:
- Too expensive
- Hard to qualify for
- Only for older people
- Provided “enough” through work
The reality has changed dramatically, but the public perception hasn’t caught up. This creates a gap between what people think they know and what is actually available today.
2) Trust fatigue
Consumers are overwhelmed by:
- Ads
- Call centers
- Automated quotes
- Aggressive sales tactics
People are skeptical and hesitant to engage, even when they genuinely need help. Building trust now takes more time, education, and relationship-focused conversations.
3) Information overload
There are more products and options than ever:
- Term vs whole vs indexed UL
- Mortgage protection vs income replacement
- Living benefits, riders, annuities
Without guidance, families often feel stuck and postpone decisions.
4) Procrastination culture
This is the biggest real-world challenge:
People know protection is important… but it never feels urgent until life forces the conversation.
What values are most important to you in your work and personal life?
In my work and personal life, the values that matter most to me are:
Integrity
Doing the right thing even when no one is watching. I believe trust is built through honesty, transparency, and keeping promises.
Family
Everything I do is rooted in creating security and opportunity for the people I love. Time, presence, and protection for family come first.
Service
I value helping others feel supported, informed, and confident in their decisions. Making a real difference in someone’s life is deeply meaningful to me.
Growth
I believe in constantly learning, improving, and becoming better—both personally and professionally. Growth isn’t loud; it’s built step by step.
Reliability
Being someone others can count on. Showing up, following through, and staying committed over the long term.
Balance & Purpose
Success means nothing without meaning. I want my work to align with my values and allow me to live a life that feels purposeful and present.
