Creating Clarity and Peace of Mind for Their “Insurance Family”
Rosemary Moore, President and CEO of Sharpe & Associates Insurance Agency, is a leader through and through. Whether it’s service to her community, running her successful company, or taking care of her employees and what she fondly refers to as her “insurance family,” she’s a bright light in the business world.
Moore and her seven employees simplify their clients’ insurance purchasing experience by “meeting them where they are” and relieving them of the stress associated with navigating the insurance system. Sharpe & Associates’ philosophy is “rooted in education, empathy, and empowerment,” and because they are an independent insurance agency, they have the freedom and flexibility to serve their clients’ best interests.
But Moore’s remarkable achievements don’t stop inside the walls of her business. Along with community outreach and notable awards, Moore was recently appointed Chairperson of SBAM’s Greater Wayne Regional Leadership Council, representing and advocating for entrepreneurs across the region. She also serves as a mentor in SBAM’s Women’s Entrepreneurial Fellowship Program.
Focus caught up with Moore, inquiring about her entrepreneurial journey, how she creates culture and connection in the workplace, and what it feels like to be recognized for her hard
work:
Focus: Tell us about your journey to business ownership.
Moore: After college, I wasn’t sure what direction my career would take. I mentioned to a few friends that I was looking for work, and one told me her employer was hiring. When she said it was in the insurance industry, I admit, it didn’t sound particularly exciting, but I decided to take the job temporarily until I found something I really wanted to do.Looking back now, it was like going on a blind date just for practice—only to discover that I had met “the one.” I fell in love with the insurance industry, and 34 years later, I’m still happily “married” to it. Through this profession, I’ve had the privilege and joy of helping individuals, families, and businesses protect what matters most.
After many years in corporate America and holding a variety of leadership roles, I felt called to create something of my own. In 2008, I founded Sharpe & Associates Insurance Agency, built on the principles of integrity, education, and service. What began as a one-woman operation has since grown into a thriving team of seven licensed agents, proudly serving clients across 17 states. As we look to the future, our goal is to continue hiring and empowering more agents, so we can make an even greater impact on the lives and communities we serve.
There’s a quote that I heard a while ago, “Sometimes what starts as temporary becomes your true calling.” I didn’t find insurance; it found me, and it’s been one of the most rewarding partnerships of my life.
Focus: Insurance can be a challenging system to navigate. How do you make it easier for your clients?
Moore: We take the time to truly understand each client’s unique needs—whether they’re enrolling in Medicare, protecting their business, or securing coverage for their family—and then break everything down in clear, simple language. My team and I believe there are no dumb questions, only opportunities to educate and build trust.
We also leverage technology to make the process seamless, from online consultations and digital enrollment tools to easy-to-use CRM systems that help us stay connected and responsive. But at the heart of it all is personal care. We’re not a call center; we’re a community resource. Many of our clients think of us as their “insurance family,” and that’s the highest compliment we can receive.
Our goal is always the same: to remove the stress and confusion from insurance, replacing it with clarity, confidence, and peace of mind. Because when clients feel informed and supported, they make better choices, and that’s when real protection begins.
Focus: In what ways does being an independent insurance agency expand your scope of practice?
Moore: As an independent agency, we’re not tied to any single carrier or product line, which allows us to truly serve our clients’ best interests. We have the freedom and flexibility to compare multiple options across a variety of top-rated insurance companies.
This independence gives us a broader scope of practice. We can design customized solutions that fit each client’s unique needs, budget, and goals rather than offering a one-size-fits-all approach. And we can mix and match the right products to provide the most value.
It also allows us to stay agile and responsive to market changes. Most importantly, our independence strengthens relationships. Clients know that our recommendations are unbiased and based on what’s best for them.
Focus: The Greater Detroit Chapter of the National Association of Women Business Owners (NAWBO) honored you last year. How does it feel to be recognized for your leadership, service, and advocacy?
Moore: I was deeply honored to receive the NAWBO Top 10 Michigan Business Women Award. For me, it was more than just an award – it was a reminder that when you lead with integrity, even when you think no one is watching, people do notice. This recognition affirmed that the work we do each day – serving our clients, advocating for other small business owners, mentoring other women, and giving back to our community – truly makes a difference. Being acknowledged by peers and fellow women leaders made the honor even more meaningful. It validated the long hours, the challenges, and the moments of doubt that every entrepreneur faces, reminding me to keep pushing forward and continue creating impact through my business and service.
Standing alongside such incredible women, including Governor Gretchen Whitmer, was both humbling and inspiring. It reinforced my belief that when women come together to uplift and celebrate one another, we all rise.
Focus: As a small business owner, why is serving your community so important?
Moore: Service is at the heart of everything I do. It keeps me grounded, grateful, and connected to the people who inspire my work every day. When our communities thrive, our businesses thrive, and that ripple effect is what drives me to keep showing up, serving, and striving to make a lasting impact. I’ve always believed that true success isn’t measured solely by revenue or recognition, but by the positive impact we create in the lives of others.
Focus: What’s your secret for creating a thriving workplace?
Moore: The secret starts with culture and connection. I believe people perform at their best when they feel valued, supported, and inspired by a shared purpose. We foster a culture of collaboration, continuous learning, and compassion, where every team member understands that their work makes a real difference in someone’s life. I prioritize open communication and professional development, encouraging my team to grow both personally and professionally. We celebrate wins, big and small, and we approach challenges as opportunities to learn and improve together. I’ve learned that when you invest in your people, they invest back into the mission.
Creating a thriving workplace isn’t about hierarchy or perfection; it’s about building a community where everyone feels seen, heard, and empowered to contribute their best. When your team feels cared for and connected to the vision, success naturally follows.
Focus: As an entrepreneur, what obstacles have you faced and how did you overcome them?
Moore: Starting Sharpe & Associates from scratch was both exhilarating and exhausting. In the beginning, I wore every hat from HR and operations to sales, payroll, and compliance. Like many entrepreneurs, I had to figure things out on my own, often learning by trial and error. At times, it felt like searching for light in the dark. But those early challenges taught me resilience, resourcefulness, and the power of perseverance.
Surviving a global pandemic tested that resilience even further. Instead of retreating, I leaned into innovation, embracing digital tools, virtual consultations, and community partnerships to stay connected and to continue serving our clients safely. And as a
woman in a traditionally male-dominated industry, I’ve also faced my share of barriers. Yet, rather than seeing that as a disadvantage, I use it as motivation to lead with excellence and open doors for other women following the same path.
What has helped me overcome these obstacles is staying connected to strong entrepreneurial ecosystems – participating in learning cohorts, collaborating with peers, and seeking mentorship. Surrounding myself with other ambitious, mission-driven
entrepreneurs reminds me that I’m not on this journey alone.
Most importantly, my faith in God has sustained me through the lean seasons and guided me through each transition. Obstacles are inevitable but they also become the stepping stones to greater purpose and growth.
Focus: How has SBAM’s work helped you as an entrepreneur?
Moore: Being part of SBAM has been an absolute game-changer in my entrepreneurial journey. SBAM provides advocacy, community, connection, and empowerment for small business owners like me.
They’ve helped me gain access to valuable resources, educational tools, and networking opportunities that have strengthened and scaled my business. The organization’s commitment to amplifying the voices of small business owners ensures that we’re not
navigating challenges alone, but as part of a united and powerful community.
By Author; originally published in SBAM’s Month/Month 2024 issue of FOCUS magazine
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