top of page

Compass Conversations: CVFS


Today, I have the absolute pleasure of introducing Jonathan Mullins, the compassionate and knowledgeable founder of Central Virginia Financial Services (CVFS). Driven by his faith and a heartfelt desire to help others, Jonathan offers invaluable guidance on insurance, making sure his clients understand their options and feel secure in their decisions.

Jonathan's commitment to providing personalized, considerate service is truly inspiring. He takes the time to listen, educate, and support his clients, turning complex decisions into manageable steps. His approach has not only built a successful business, but also lasting friendships with those he serves.


Each month, we'll take you on a journey through the unique stories, passions, and dreams that drive our local entrepreneurs. These are the stories behind the logos and social media posts, the spirited souls enriching our daily lives with their craft and dedication.

Central Virginia Financial Services

What inspired you to start your business?

During my parent’s senior years they never really had anyone who could explain the specifics and nuances of insurance, and especially Medicare to them. After their passing, and after looking at what is available, I thought it necessary to be the one who may bring this information to those who need it. 

How does your business contribute to the local community?

With a product such as insurance, the contribution is immeasurable. Whether I help with auto, medical, homeowners, life, or even pet insurance, the result is the same: Helping people transfer the risk of substantial financial loss to an insurance company. Most of us cannot afford to replace our car or home or even pay the necessary medical bills without being insured.

Can you share a memorable experience or success story related to your business?

Memorable but heartbreaking, is the time I met with a woman who was looking for help with her Medicare. She tells me that her husband took care of all of this “stuff” but he has since passed away. She brings me a shoebox full of mailings, some of which are marked URGENT and colored just like an American flag. She is paralyzed with fear that she will make the wrong decision.

At that point, I take off the sales hat and become a counselor. I spend time listening and watch her gasp in utter horror when I take the shoe box and dump it into the trash. After determining what her needs and issues are, I put back on my insurance cap and make sure she has what she needs, and what she wants if possible. On the way out the door, I get a big hug with tear stains on my shirt as she is so relieved to have been led through the Medicare maze.

What challenges have you faced in building your business, and how have you overcome them?

It’s no secret that with any business the challenge is finding customers and generating trust. Overcoming this is difficult and time-consuming, but I have found that you must give every customer your best, and they will refer you.

Also, as you build relationships with other companies and prove your integrity and intention to them, they are more likely to refer their customers to you.

What makes your business unique? 

Being unique in a business like insurance really adds up to a few key items.

  1. You must have a large selection of products so you can find the perfect fit. Imagine a shoe store that only carried sizes 9 & 10. How much business would they get?!

  2. Have the ability to listen and hear what the client is telling you. Do not have any preconceived notion of what they “need” before you even talk to them.

  3. Customer service, customer service, and customer service. It is like the real estate person will say "location, location, location". Be honest with your clients as you service their needs and give reasonable time frames and follow-up. At CVFS everyone is treated as a VIP.

What advice would you give to other small business owners who are just starting out?

Depending on what type of business it is, you must put yourself out there in the public eye. Talk to everyone, and do not be timid. I am not saying be obnoxious, but you must tell people what you do. In my situation, I found several referral groups and a local group that is dedicated to the development of small businesses. CVABC (Central Virginia Business Coalition) has been a huge help and encouragement to me.

How do you see your business evolving in the future?

Simply put, I would like to build a large client base and educate new agents in the art of caring for their clients and not treating them like a paycheck. People need to be cherished and their issues need to be handled with care and concern. As a faith-based business, that is important to me, and is a key component to our culture.

Do you have a special message that you'd like to share with the community through this article?

I would just like to sum up all the previous answers by saying that if you want careful, considerate, no hassle attention given to your needs, sometimes bigger isn’t better. We are a small independent agency that has the ability to sell any company and can give you the careful attention you need.

I hope to see some of you in my office soon. One final observation is that most of my clients become friends simply because friends go the extra mile to make sure you are taken care of, and here at CVFS that is exactly what we do.

Visit us online! Website | Facebook


Photo of the owner and her husband who live in Madison Heights VA

Hi, I'm Michelle

I'm the owner of County Compass, and an Amherst County resident. 

I love our community and want to help new homeowners find all the local gems that may not get enough exposure on social media.

Post Archive 


No tags yet.
bottom of page