ESO Entrepreneur Spotlight: Johanna Arroliga
Written by Cecilia Seiter
ESO Entrepreneur Spotlight is a series dedicated to highlighting the achievements of our incredible entrepreneurs. From accessory design to insurance firms, restaurants to creative production studios, our entrepreneurs have launched businesses that embody true grit, perseverance, and community engagement. Keep reading to discover how ESO is helping entrepreneurs build where they are—and how those entrepreneurs are driving economic prosperity in their own backyards.
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Entrepreneurs hear the word “no” a lot. They’re denied loans, deemed ineligible for insurance, and snubbed by investors. And while this is generally true across the board, it’s especially true for those from economically disadvantaged backgrounds.
Johanna Arroliga is on a mission to change that.
Johanna, CEO and founder of XIX Insurance Group Services, was working as a licensed insurance agent at Farmers Insurance in 2019. But something didn’t sit right with her: she was turning a lot of customers away, especially those from her own community of Spanish-speaking entrepreneurs.
“I was catering towards a certain demographic, and I felt like I was being kept away from where I’m from,” she told us on our recent Build Where You Are podcast episode.
With her specialized skill set and community ties, Johanna realized she could be the catalyst for driving positive change for entrepreneurs, especially those in the Latin community. After leaving Farmers, she secured a $75,000 loan from ESO’s Capital in the Community Fund (CICF) to launch XIX. The firm’s been expanding ever since to provide underrepresented entrepreneurs with the fundamentals of business compliance.
Today, she and her team provide tailored services that simplify business legalities and foster economic growth. Under her leadership, XIX Insurance Group Services provides essential services like business incorporation, insurance, bonds, notary, and registration services—everything a flourishing business needs to hit the ground running.
Inclusion and Entrepreneurship: A Two-Way Street
Inclusion has always been an integral thread of Johanna’s business vision—and it’s what sets XIX apart. Together with her team, Johanna works to provide access to crucial information that many entrepreneurs don’t have access to. In her words: “people don’t know what they don’t know.” For Johanna, inclusion involves showing them where to look, and helping them along the way.
Johanna embodies this practice using the “good, better, best” system, a tiered methodology for providing avenues to information and resources to her customers. Leveraging this strategy, Johanna can ensure new entrepreneurs start with the information they might not have known they needed without breaking the bank. (For example: do I need a commercial address to apply for funding, or is a PO box address fine?) Entrepreneurs who are a little more established can benefit from higher-priced services that save them time (like bonding, notary, and registration services).
In alignment with the ESO Ventures philosophy, Johanna strives to be her customers’ first yes. Ultimately, she’s here to turn “what if’s” into “why nots?”
“I’m a local source, and I’m ready to help out,” she said.
ESO: XIX’s First Yes
Like many of her customers, Johanna hit roadblocks when seeking funding to launch her business. ESO Ventures was lucky enough to be Johanna’s first yes.
“Joining ESO has been a transformative experience, offering unparalleled support, networking opportunities, and invaluable lessons that have significantly boosted my confidence and reshaped my mindset,” Johanna said. “The personalized coaching and the rigorous 10-week course have been instrumental in my growth. I'm particularly grateful for the encouragement to apply for the community fund, which led to a $75,000 investment in my business. This not only marks a significant milestone for me but also empowers me to support other entrepreneurs in their journey.”
She added, “I am proud to align with ESO's mission, helping others achieve their business goals, just as ESO has helped me. My heartfelt thanks to ESO for their trust, support, and the opportunity to give back to the community.”
We’re inspired by her vision to provide local entrepreneurs with the resources needed to build where they are—thanks for all you do, Johanna!
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