A Conversation with Celia Santana

Celia Santana, President and CEO of Personal Risk Management Solutions, inspires us. With thirty-five years of experience in the insurance industry, the New York, NY resident emphasizes that success is not a matter of luck but the result of consistent effort and intentional actions. Today, she shares the inspirations behind her work and her unique perspective on leadership and impact.

Q: What are words you live by?

Celia: I have been fortunate in my career to hold roles with substantial responsibility, but reaching this point took time, effort, hard lessons, and strategic planning. One of my core beliefs as a leader is encapsulated in my long-standing mantra: lift as we rise. I firmly believe that leadership comes with the responsibility to send the elevator back down—to mentor, sponsor, advocate, and support the next generation so they, too, can succeed.

At our core, we share more in common than we often realize, and even small gestures can make a meaningful difference in someone’s life. Whether it’s acknowledging a job well done, sending a thoughtful note to celebrate an achievement, or taking the time to share insights over coffee, these moments of support matter. And when the opportunity arises, publicly or privately supporting someone in the moments that count the most can shape careers and change lives. As leaders, we have the power to create opportunities for others. And in doing so, we not only help individuals grow—we build stronger, more inclusive, and more impactful organizations.

Q: What piece of advice has guided your thinking, decisions, or actions?

Celia: My father was my hero, my role model, my dearest friend, and my biggest fan. From an early age, he instilled the values of hard work in me, showing up for others when it truly mattered, and always striving to do the right thing. Those lessons have shaped my life in profound ways. I’m far from perfect, but those who know me understand that I will go to great lengths for others. I am someone you can count and rely upon. When times get tough, I will be there. And no matter the circumstances, I will always do my best to do what’s right. It’s not always easy, but I believe it’s the best way to live—with integrity, with purpose, and with a sense of calm and clarity, both at home and at work.

Q: What accomplishment or decision are you proud of?

Celia: In 2007, I stepped away from the safety and security of a successful senior leadership role at an insurance company to build my own high-net-worth personal insurance brokerage. It was a leap into the unknown—one filled with uncertainty, skepticism from others, and unexpected challenges. The markets collapsed. Some of the people I thought were strong allies faded away. I went from being in high demand to struggling to get a meeting.

But I pressed on. I made mistakes, but each one became a lesson. I adapted, refined my strategy, and relied on my passion and expertise to build something meaningful—an organization that truly makes a difference in people’s lives when they need it most. Looking back, I’m incredibly proud of that journey. It wasn’t easy, but it was worth every risk, every lesson, and every victory along the way. Personal Risk Management Solutions is a company I am proud to have founded and built into the powerhouse it is today.

Q: What daily thing do you do that contributes to your success?

Celia: I have always been a planner. The shortest path between two points is a straight line, and I approach life the same way: with a clear direction and a plan. I have a roadmap for today, this week, this month, this year, and even the next five years. Success doesn’t happen by magic. It’s the result of consistent effort, intentional action, and a commitment to progress. Every day, I work toward my goals. Sometimes it takes longer than I’d like. Sometimes I have to pivot. But no matter what, I’ll get there.

Q: What advice would you give your younger self?

Celia: Have some more dang fun! Laugh more, enjoy life more, and cut yourself a break. If it won't matter in five years, let it go!