Alex Dominguez found his calling helping contractors protect what they’ve built — and mentoring new agents to do the same.
Finding his way into the industry
Alex Dominguez’ journey into insurance began with a simple question to his own agent about how the industry worked. That conversation sparked curiosity — and soon, a new career path. He earned his license and joined Farmers Insurance, where he learned the ins and outs of the industry and most importantly, how to sell.
“[Farmers] trained us well in sales tactics, focusing on relationship building and how to approach people and sell,” he says. But Dominguez didn’t stop there. He began devouring every book he could find on sales, motivation and psychology — from Jordan Belfort and Brian Tracy to Zig Ziglar. “My favorite book is The 48 Laws of Power by Robert Greene,” he says.
Before he ever wrote a policy, Dominguez had spent years in service — first to his country, then to his community and now to his clients. The Marine Corps taught him discipline and accountability. His years at Coca-Cola honed his ability to connect with people — to listen, build trust and deliver on promises.
When he found his way into insurance, those same lessons became the foundation of his career and the hallmark of how he treats his clients today. “I’ve learned to really listen to people and remember the little things they express and truly mean, like a sixth sense. Along with my outgoing personality and energy, I worked on perfecting my presentation and showing [clients] my value.”
Still, being a captive agent with Farmers came with limitations. Dominguez wanted the freedom to serve clients in more ways, with more carriers and coverage options. That drive — and his growing curiosity about commercial lines — led him to an account manager role at a friend’s independent agency.
“I don’t think they knew how tenacious I was, how serious I was about building my own book,” Dominguez recalls. “I’d work late at night, sending out emails and applications. The apps started coming back in, and I was building my client base.”
Those long nights taught him that success is earned through steady, consistent effort — a lesson that would shape everything he built next.
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Breaking through in workers’ compensation
As his experience grew, one line of business caught his attention. “I noticed that workers’ comp was a big money maker, so I dedicated myself to learning everything about [it],” Dominguez says. “I saw that significant margins can be achieved if you understand your markets and underwriters.”
Soon, he became a go-to resource for contractors, especially those who didn’t have the time or expertise to manage their policies. “Many of them weren’t paying attention until audit time,” he says.
That personal attention led to his first major break — a Los Angeles contractor working in Beverly Hills. “I was able to write a great policy for him; then he had a claim and it was paid; and he had another claim, which was paid,” he recalls. “Then, he started sending me all his contractor and subcontractor buddies, and I now write their policies, too.”
Word spread quickly. His reputation grew as someone who didn’t just sell insurance — he translated it, helping business owners understand how to protect what they’d built. “They value the risk management help I can provide,” he says. “Many of these are small businesses making good money, but they’re shooting from the hip.”
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Launching his own agency
As his production numbers grew and his reputation solidified, Dominguez began envisioning a new future for himself, one where he could serve clients more freely and build a team around shared values. He launched CRR Insurance Services, Inc. in 2020, focused on the unique needs of contractors, restaurants and other small businesses.
Once he wrote clients’ workers’ comp business, many brought him their general liability and commercial auto coverage as well. “Most businesses, especially small ones, don’t want to deal with different agents for their needs — they just want to work with one person,” he explains.
That full-service mindset led Dominguez to expand support even further. “I became the go-to person for everything, and I have been that go-to person for all my other clients,” he says. “I understand that businesses need help in areas outside of insurance, so I partner with attorneys, CPAs and other resources for businesses. That allows me to become a trusted asset for my clients.”
Today, Dominguez believes that his holistic approach and desire to help clients fully understand their coverage best describes his value. “I look for policies that meet industry standards with minimal limitations,” he says. “It gives me peace of mind because I know I’m doing what’s best for the client.”
That commitment to education, transparency and doing right by his clients has become the foundation of his business. It’s also what has helped CRR grow to roughly 3,000 clients, averaging 45-65 renewal policies each month — and counting.
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Building a culture of mentorship
But for Dominguez, success has never been a solo pursuit. Today, his focus is as much on developing others as growing his own book. “Some agency owners get comfortable, but Alex still pursues more and more. He’s got that sales and service mentality that’s so embedded, that he always wants to keep doing better for his clients — and looking for the next client,” says Kristal McGowan-Carvalho, senior business development specialist at Arrowhead General. “He is a great role model for his agency, coaching everyone he brings on board.”
To keep up with an ever-growing agency, Dominguez has built a system that mentors and empowers new producers, many of them college students getting their first exposure to insurance. “I’ve had great success bringing San Diego State University graduates into the field. I now have three students — two in their first year and one in their fourth — who form a team working full-time during the summers and part-time during the school year,” he explains.
“We built a conveyor belt system for processing renewals, where at any point, anyone can come in and take over on the last activity, making the process seamless.”
That mentorship is hands-on and rooted in his belief that success should always be shared. “I still buy leads for them to pursue, but meanwhile, my phone is ringing all day, every day,” he says with a laugh. “It’s organic growth.”
For Dominguez, every stage of his career — from Marine Corps to Coca-Cola to CRR Insurance Services — has been about building people up. And teaching others how to build trust the right way is just another form of service, one that ensures his legacy will last long after the policies are written.
This material has been prepared for general informational purposes only, is intended to apply generally rather than to any specific company and presumes appropriate discretion will be exercised regarding any particular situation.
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