In an industry often defined by tradition, precision, and long-standing relationships, Cheri Martinen stands out as a leader who honors legacy while continuously pushing the boundaries of what modern insurance leadership can look like. As a Managing Partner of Bancorp Insurance, powered by OneDigital, Cheri’s journey is not just one of professional success, but of courage, learning, and a deep commitment to people and community.
Raised in a multi-generation insurance family, Cheri’s path into the industry was both organic and intentional. She earned her Bachelor of Science in Business Administration from Southern Oregon University, along with a minor in Outdoor Adventure Leadership—an early reflection of her ability to balance structure with adaptability. After graduation, life took her to Idaho, where she followed her partner as he pursued a master’s degree in Human Resources. It was there that Cheri took her first entrepreneurial leap.
Inspired by her mother’s experience in the insurance industry and exposure to forward-thinking marketing communities, Cheri launched her own marketing business. She began contracting with insurance agency owners who had strong ideas but limited time, offering services such as monthly blogging, postcard design, social media management, and digital communication strategies. Her expertise expanded further when she became a certified Ontraport user, supporting business owners, subscription-based services, coaches, and consultants with prospecting and automation.
That early exposure to marketing would later become one of Cheri’s greatest strengths.
A Defining Decision That Changed Everything
One of the most defining moments in Cheri’s career came when her parents considered selling Bancorp Insurance to external buyers. Cheri knew instinctively that something was at stake beyond a business transaction.
“I told my mom flat out, no,” Cheri recalls. “I knew if they purchased the business, they would ruin it.”
When her mother challenged her to step up, Cheri didn’t hesitate. Within a month, she earned her Property & Casualty and Life & Health licenses. Within three months, she moved back to her hometown. What followed was a hands-on journey of learning every aspect of the agency from the inside out.
Six years later, Cheri officially purchased Bancorp Insurance from her parents. Today, that decision stands as a turning point—not only for her career, but for the future of the agency itself.
Honoring a Family Legacy
Cheri credits much of her leadership philosophy to her mother, who modeled innovation long before digital transformation became a buzzword. When her parents acquired the agency in 1990, her mother was the one who brought in the first computer, transitioned the business to an online agency management system, eliminated paper files, and embraced early marketing strategies like postcards, newsletters, and email campaigns.
Because of that foundation, Cheri was able to experiment, evolve, and modernize without resistance.
“By the time I joined the agency, the staff was already used to someone pushing the envelope,” she explains.
Under Cheri’s leadership, Bancorp Insurance adopted systems that improved service and efficiency, including service ticketing systems and virtual assistance. Not every experiment worked, but Cheri views progress as a process rather than a destination.
At its core, however, the mission never changed.
“Take care of our employees and take care of our customers,” she says. “As long as we do that, we are honoring my family’s legacy.”
Bancorp Insurance
After years of growing Bancorp Insurance with intention and care, Cheri made another bold, future-focused decision. She sold the agency to OneDigital, a move that expanded both the agency’s capabilities and its impact, while allowing her to remain deeply connected to the business she built.
Today, Cheri serves as a Principal Managing Partner at Bancorp Insurance, powered by OneDigital. She continues to hold ownership in the business and, just as importantly, remains present in her hometown of La Pine, Oregon.
“I still get to sit in my chair in La Pine and help my employees grow and support my town as a small business on Main Street,” Cheri shares. “But now I also have an entire network of professionals behind me.”
That network enables Bancorp to offer far more than traditional insurance services. In addition to property and casualty coverage, clients now gain access to employee benefits, human resources support, payroll solutions, and wealth management services. For Cheri, this evolution reflects her long-standing belief that insurance should be a strategic tool, not just a transactional product.
“I am always striving to be more than just an insurance agent,” she explains. “I want to be a true partner for the businesses I work with and help them flourish.”
Marketing as a Mindset, Not a Department
Cheri’s background in marketing continues to shape how Bancorp Insurance connects with clients and differentiates itself in competitive and specialized markets. She believes that visibility, clarity, and consistency are essential for building trust.
As her father used to say, “A guy can’t get a girl by winking at her in the dark.” In Cheri’s words, if people don’t know what you offer, they can’t buy it.
This philosophy drives how Bancorp communicates its value. The agency is focused not only on helping clients purchase insurance, but also on educating business owners to ask for help and build stronger operations through strategic partnerships.
“At the end of the day, business owners want a great team around them,” Cheri says. “We are creating one place that supports the business owner, their business, and their employees, and gives them more time to focus on what they do best.”
The Power of Niche Insurance Solutions
Rather than trying to serve everyone, Bancorp Insurance has intentionally built expertise within specialized niches. Cheri firmly believes that niche focus leads to better service, stronger relationships, and clearer messaging.
“It’s hard to be all things to all people,” she explains. “Niches to riches.”
By focusing on specific industries and communities, Bancorp makes it easier for the right clients to find them—and easier for the agency to truly understand the risks those clients face. Their specialized segments include government-contracted wildfire suppression and support contractors, privately held water utilities, and general contractors.
On a more local level, Bancorp has also become known for insuring homes in wooded and rural environments, a natural extension of serving a town surrounded by three national forests.
“We joke that we specialize in insuring your home in the woods,” Cheri says. “Most of our clients have at least five trees on their lot.”
This blend of professional specialization and local understanding allows Bancorp to deliver coverage that is both technically sound and deeply personal.
Redefining a Traditional Industry
While insurance is often viewed as conservative or slow to change, Cheri sees it as an industry that has always evolved alongside risk. From cyber insurance to emerging technologies, she believes adaptation is not optional—it’s essential.
“If there is a risk, there is a way to insure it,” she says.
Even as buying behavior changes and digital tools become more common, Cheri believes the role of the insurance consultant remains critical. Policies are complex, and most people don’t want to read the fine print on their own.
“There will always be a place for coverage experts,” she notes. “That human guidance still matters.”
Leading With Confidence in a Male-Dominated Industry
Stepping into insurance leadership at a young age came with its own set of challenges for Cheri. Joining the business in her late twenties, she was often one of the few women in rooms filled with seasoned male professionals. Rather than seeing this as a limitation, Cheri turned it into a source of strength.
“I remember being asked why I needed my CIC certification,” she recalls with a smile. “I said, look at me—I’m a young woman. I need letters behind my name.”
Beyond helping her stand out, those credentials reinforced her expertise and confidence. Today, when Cheri walks into industry conferences or owner training rooms, she is often one of only a handful of women among dozens of men. Yet her leadership style—thoughtful, collaborative, and people-centered—sets her apart.
“I see things differently, and I lead differently,” she says. “And I think that’s a benefit.”
For clients and partners seeking a woman-led agency, Cheri’s message is simple: the difference is something you can feel.
Building Trust in an Automated World
As technology and automation reshape nearly every industry, Cheri remains clear on one essential truth: relationships still matter. Bancorp Insurance has been using digital tools to strengthen client connections for decades, but never at the expense of authenticity.
“If you’re only talking to your customers at renewal, you’re not doing it right,” she says.
Instead, Bancorp maintains consistent communication throughout the year, reaching out at least monthly and using technology to respond to life events that may affect coverage needs. These touchpoints ensure clients feel supported not only when something goes wrong, but throughout their journey.
Cheri is also clear that automation must never replace human presence.
“The messaging can’t just be ChatGPT,” she explains. “There has to be a real person behind it, or it will fall flat.”
Technology, AI, and the Future of Insurance
Insurance has always been a knowledge-driven, paper-heavy industry, and Cheri believes technology, especially AI, has the potential to dramatically improve how coverage is understood and delivered. From underwriting to customer education, smarter tools can help people make better decisions.
“AI will help people buy better insurance and hopefully understand what they’re purchasing,” she says.
She also sees underwriting becoming more efficient as data becomes easier to analyze and interpret. That said, Cheri believes the insurance agent will continue to play a critical role, particularly for complex accounts and larger organizations.
“Not everyone trusts AI to pick their auto insurance,” she notes. “And for good reason.”
In her vision of the future, technology reduces administrative friction while enabling richer, more thoughtful policies supported by strong relationships and expert guidance.
Ethics as the Foundation of Leadership
In an industry built on trust, ethical decision-making is non-negotiable. For Cheri, integrity is not just a requirement—it is the backbone of leadership.
“If you’re not ethical, how can you even be in this industry?” she says.
Insurance policies often exist in shades of gray, and Cheri believes it is her responsibility to act in the best interest of the client, even when doing so is not the easiest or cheapest option. She refuses to place risks where they don’t belong or compromise standards for short-term gains.
“Honesty is the best policy,” she adds.
Building Strong Teams Across Borders
Keeping a team aligned and motivated requires intention, especially in a modern, distributed workplace. Bancorp Insurance operates across two countries and three time zones, making communication and leadership structure essential.
Cheri follows a flexible version of the Entrepreneurial Operating System (EOS), empowering internal leaders to collaborate, make decisions, and help guide the organization forward. Regular one-on-one conversations, in-person gatherings, and strong digital tools ensure that everyone remains connected to the company’s long-term vision.
Advice for the Next Generation of Women Leaders
For Cheri, leadership is not about holding a title—it’s about stepping forward when opportunity calls. Her advice to women considering leadership roles in insurance and financial services is direct and empowering.
“Take the risk and jump in,” she says.
Cheri firmly believes that women are exceptionally well-suited for leadership in this industry. From sales and strategy to managing people, systems, and budgets, she sees women bringing clarity and strength to complex environments. With many experienced professionals retiring, she views this moment as a critical opportunity for women to rise.
“We are in the middle of what I call the great white tsunami,” Cheri explains. “More knowledgeable insurance professionals are retiring than joining the industry. We need women to take leadership positions.”
She actively encourages connection and mentorship, inviting women to reach out, learn, and support one another. For Cheri, lifting others is part of the responsibility that comes with success.
Challenging Misconceptions About Insurance
One of the most persistent myths Cheri is passionate about correcting is the idea that insurance is boring. In her experience, nothing could be further from the truth.
“Insurance is not boring,” she says confidently. “There is always something new to learn.”
She often reminds new agents that earning an insurance license opens doors far beyond agency work. From underwriting and claims to marketing, HR, bookkeeping, and specialty consulting, the industry offers endless paths. Personal interests can even become professional niches.
“Love wine? Become an expert in winery insurance or personal wine collections,” Cheri says. “The possibilities are endless.”
Lessons That Shaped Her Leadership
Looking back, Cheri credits her growth as a leader to a commitment to learning, experimentation, and self-awareness. She believes confidence is built through curiosity and honesty—being willing to try new things, ask for help, and admit when you don’t have all the answers.
“Never stop learning, always keep trying new things, and be true to yourself,” she reflects.
Surrounding herself with peers on similar journeys has also played a vital role, reinforcing the value of community and shared experience in leadership.
A Vision of the Future and a Meaningful Legacy
As Cheri looks toward 2026 and beyond, she sees artificial intelligence continuing to influence the insurance industry in ways still unfolding. While the tools may change, her mission remains steady.
At the heart of her vision is education—helping business owners understand insurance not as a necessary expense, but as a financial tool that protects everything they have worked to build.
“My legacy will be teaching business owners how to purchase insurance to strengthen their financial health,” Cheri says. “Insurance shouldn’t just be a bill—it should be a product that protects your life’s work.”
Through her leadership at Bancorp Insurance, Cheri continues to redefine what it means to lead with integrity, innovation, and purpose—proving that honoring the past and shaping the future can, and should, go hand in hand.
