About Us
Valley West Financial Insurance Services is a family-owned, independent insurance agency proudly serving our community since 1990.
With three generations of family heritage behind us, we continue a tradition built on trust, integrity, and personalized service. Our agents have been part of the Valley West team for over 20 years, providing our clients with unmatched consistency, experience, and dedicated personal service.
We are committed to delivering high-quality insurance solutions at competitive rates, backed by service you can truly rely on. Whether you’re seeking auto, home, business, or specialty coverage, our experienced agents work closely with you to design protection tailored to your unique needs. We carefully select the insurance carriers we represent to ensure you receive exceptional coverage, value, and claims support.
Our ultimate goal is to build lasting relationships and serve as a trusted resource for you and your family for years to come.
Who We Are Today
Valley West Financial Insurance Services is a family-owned independent insurance agency proudly serving Southern California for over 30 years. Today, Valley West is led by President Genevieve Haroldson and a management team that includes her mother, Julie Johnson, her brother, Robert Spencer, and long-tenured professionals who have been with our agency for more than 20 years. Together, they provide clients with unmatched consistency, insight, and personal service.
Our Story
Valley West was founded in 1990 by Gini Sosa Marquardt, whose career in insurance began in 1975. After years of industry experience and leadership within Far West Financial Insurance Services, Gini acquired the insurance division during the savings and loan crisis of the late 1980s—laying the foundation for what would become Valley West Financial Insurance Services.
While Gini is no longer involved in day-to-day operations, she has full confidence in the leadership of her granddaughter, Genevieve Haroldson, and in the agency’s ongoing commitment to integrity, client advocacy, and long-term relationships.
Genevieve Haroldson
President
Genevieve Haroldson
President
(714) 861-3581 x304
(800) 266-7672
genevieve@valleywest.net
As the granddaughter of the agency’s founder, I began working in our family business in 1995, starting part-time after school and learning the agency firsthand. Over the years, I have worked in every area of the organization, gaining a deep understanding of the business while building long-standing relationships with our clients and carrier partners.
Today, as President, I lead the agency with a focus on relationship-driven service, operational excellence, and steady leadership. I am committed to honoring the values our agency was built on while guiding its continued growth and long-term success.
Outside of the office, I enjoy spending time with my husband and two children. I especially value family vacations, attending live sporting events, and hiking with friends whenever I get the chance.
Julie Johnson
Manager
Julie Johnson
Manager
(714) 861-3581 x401
(800) 266-7672
julies@valleywest.net
My journey in the insurance industry began in 1994, when I joined the family business founded by my mother, Gini Sosa. At the time, the agency was experiencing rapid growth following the Northridge earthquake, and I quickly found my calling while managing the surge of new applications.
Before joining the agency, I served as a Certified Nurse Assistant in Virginia. Transitioning from healthcare to insurance allowed me to support my mother and continue my mission of helping others. I carry that same spirit of care into my work today, ensuring every client is treated with the same compassion I once gave to the elderly.
I am incredibly proud to be part of the business my family built. Alongside a dedicated team—many of whom have been with us for years—I am committed to serving our community with honesty, integrity, and exceptional service.
When I’m not at work, my heart belongs to my family. I am a proud mother of three and a grandmother to 10 grandchildren and 12 step-grandchildren, all of whom I love as my own. In my spare time, I enjoy spending time with the grandchildren, traveling, meeting new people, and supporting local charitable events.
Robert Spencer
Office Manager
Robert Spencer
Office Manager
(714) 861-3581 x307
(800) 266-7672
robert@valleywest.net
For over 16 years, I have been a dedicated member of the Valley West Financial Insurance Services team and currently serve as Office Manager. As the grandson of the agency’s founder, I am proud to carry forward our family’s legacy while helping guide the agency’s continued growth.
I specialize in sales with a focus on expanding our commercial insurance department. I am committed to strengthening client relationships and upholding the high standards of service our agency is known for.
When I’m not in the office, you’ll often find my wife and me at the ballfield. Our daughter plays varsity softball, and I coach my son’s Little League team. As a family, we also enjoy camping and spending time riding our desert toys.
Lupe Gonzalez
Supervisor
Lupe Gonzalez
Supervisor
(714) 861-3581 x305
(800) 266-7672
lupe@valleywest.net
I started my career in 1996 and found a home at Valley West. I became a licensed agent in 2001 and have continued to grow in my role over the years.
I truly care about the people I work with and the clients we serve. As a bilingual agent fluent in English and Spanish, I take pride in making sure every client feels heard and well taken care of. I value the atmosphere in our office and am proud to be part of a team that works together to provide great service every day.
I am a proud mother of three adult children and grandmother to two grandchildren. In my free time, I enjoy watching documentaries with my husband and savoring a quiet cup of coffee outdoors in the sunshine.
Aime Gutierrez
Insurance Agent
Aime Gutierrez
Insurance Agent
(714) 861-3581 x403
(800) 266-7672
aime@valleywest.net
I have been with Valley West since 2002 and, in recent years, have taken on a primary focus in new business sales for the agency. I enjoy meeting new clients and helping them find coverage that fits both their needs and budget. As a bilingual agent fluent in English and Spanish, I value the opportunity to connect with and assist a wide range of clients in our community.
I stay up to date on changes within the insurance industry so I can provide clear guidance and dependable service. My goal is to make the insurance process simple, comfortable, and personalized for every client I work with.
Outside of the office, I enjoy volunteering, staying active in my community, and spending time with the newest addition to my family — our goldendoodle, Chippy.
Maria Cervantes
Insurance Agent
Maria Cervantes
Insurance Agent
(714) 861-3581 x402
(800) 266-7672
maria@valleywest.net
I began my career at Valley West in 2002 in an entry-level role and advanced to become a licensed insurance agent through hard work and dedication. Fluent in both English and Spanish, I take pride in assisting clients in the language they feel most comfortable with.
What I appreciate most about Valley West is that we are more than just a company — we are a family. The teamwork and support within our office inspire me to provide thoughtful, attentive service to every client I serve.
Outside of the office, I value quality time with my daughter, family, and close friends. I enjoy spending time at the beach and especially cherish spoiling my grandson.
Nancy Cruz
Escrow Clerk
Nancy Cruz
Escrow Clerk
(714) 861-3581 x301
(800) 266-7672
nancy@valleywest.net
I joined Valley West in 2002 and proudly serve as one of the first points of contact when you visit our office. I manage the front desk while also serving as an escrow clerk, where I take pride in processing evidence of insurance requests and ensuring smooth, timely service for closings. In addition, I’m known around the office as our “Billing Specialist,” assisting clients with payments and answering billing questions. I am also bilingual in English and Spanish, allowing me to better assist the diverse clients we serve.
Outside of work, I enjoy cooking and often treat the office to my homemade salsa. I also have a parrot named Rio and love camping with family and friends.