Robert Luong has built a thriving insurance business based on this central principle: that insurance only works if people truly understand it. For minority and immigrant communities, that understanding is often the biggest barrier – and the biggest opportunity – for agents willing to meet clients where they are.
As president of C&A Insurance Agency, Luong (pictured) has spent four decades helping Chinese, Cambodian, and Vietnamese communities navigate a system that is unfamiliar, complex, and, at times, intimidating.
His approach is rooted in personal experience. A refugee himself, Luong arrived in the United States in 1980 after fleeing Cambodia during the Khmer Rouge era, with stops in Vietnam and France along the way. He understands firsthand the challenges of starting over in a new country, especially when it comes to financial literacy.
Before entering insurance, Luong worked as a resettlement social worker, assisting refugees through the transition to American life. That role exposed a recurring gap: many newcomers had little to no exposure to financial products like insurance.
“When people come here, they don’t know what insurance is,” he said. “We didn’t have those systems back home, so everything has to be explained from the beginning.”
This lack of familiarity remains one of the most significant issues facing minority communities today. While the industry often frames the problem as one of access, Luong sees it differently: the products are available, but understanding and trust are not.
Language is the most immediate obstacle. Many first-generation immigrants struggle to fully grasp policy details, coverage limits, or even basic terminology. Luong said simply translating documents is not enough. “You have to explain why insurance matters,” Luong said, “and why it protects their family, their business, their future.”
Beyond language, there is a deeper cultural gap. In many countries, insurance is not a common or widely understood concept. Asking clients to pay premiums for something intangible can feel counterintuitive, particularly for those focused on immediate financial stability. This can lead to hesitation, or even outright skepticism, when engaging with insurance providers and intermediaries.
Luong believes the solution lies in education and cultural alignment. Agents must take on the role of educator, guiding clients through not just the “what,” but the “why” of insurance. That means framing coverage in ways that resonate with community values, such as family security, long-term stability, and protecting hard-earned assets.
Equally important, he said, is trust. Luong’s early work within refugee networks gave him a natural advantage, but he stressed that other agents can achieve the same trust by being present and consistent.
“In our culture, trust is everything,” Luong told Insurance Business. “When you have a good reputation in the community, people will listen to you and take your advice. Because I was already part of the community before starting the business, it was easier for me.
“Make yourself known,” he advised other insurance professionals. “Be available when people need help, not just when you’re selling something.”
Luong’s business model reflects this philosophy. Rather than focusing on one-time sales, C&A Insurance Agency has grown alongside its clients. Many started with basic policies, such as auto or renters insurance, and later expanded into homeowners, life, and commercial coverage as their financial situations evolved. This long-term approach reinforces trust while ensuring clients remain adequately protected at every stage.
The broader industry, Luong said, sometimes overlooks the importance of this hands-on, culturally aware approach. Minority communities are not inherently underserved because of a lack of products, but because of a lack of tailored communication and outreach.
To address this, he said agencies must invest in multilingual capabilities, community engagement, and education-driven sales strategies. Partnerships, local presence, and hiring from within the community can all help bridge the gap.
Luong’s recent decision to join World Insurance Associates reflects a desire to strengthen these efforts. With access to broader resources, technology, and carrier networks, he aims to enhance service delivery while maintaining the personalized approach that has defined his agency.
Ultimately, Luong sees serving minority communities not as a niche, but as a long-term commitment.
“If you take the time to explain, to build trust, and to be there for people,” he said, “they will stay with you.”
