About True North Associates
Guided by a commitment to integrity, education, and care—True North Associates was founded to make complex insurance decisions clearer for people across the U.S.
True North Associates was built on the belief that every decision should point toward your best interest. This “True North” philosophy means putting your needs ahead of any product or commission—always doing what’s right for the client. Integrity, accountability, and personal care are the foundation of every relationship here. Whether you’re comparing insurance options or need unbiased advice, you’ll experience a process centered on respect, clarity, and steady support.
Supporting Clients Nationwide
We are licensed in the following states. Is your state not listed? We can get licensed!
New Jersey
Florida
North Carolina
South Carolina
West Virginia
Virginia
Maryland
Pennsylvania
Delaware
Washington, D.C.
Ohio
Michigan
Minnesota
Oregon
Utah
Montana
Meet Your Adviser
Experience Rooted in Healthcare and Financial Guidance
Elizabeth L J. Smith
Elizabeth L J. Smith, Owner and Director, brings together a unique blend of 30 years as a nurse and over a decade in insurance and financial services. This rare combination ensures that every recommendation is informed by practical care experience and a deep understanding of how health and wealth intersect for families. Clients often share how this background makes every conversation more empathetic, clear, and practical—especially during high-stakes transitions. The result is an adviser who brings calm, structure, and clarity to every interaction.
Decades in healthcare taught Elizabeth how important clear, compassionate guidance is—especially when people face complicated choices. She approaches every insurance conversation with the same dedication to education and personal service that defined her nursing career. For clients, this means decisions are explained in plain language, every option is covered, and no question goes unanswered. This care-first, education-driven approach makes the complexities of insurance more manageable.
Honest, Fiduciary Guidance
You’ll always get answers based on what’s truly best for your needs—even if it means less business for us.
Personalized Solutions
No two situations are alike, so your recommendations are tailored to your goals, health, and budget.
Clear Education on Options
Insurance jargon is replaced by real conversation, step-by-step explanations, and decision support.
Ongoing Support
As your needs change, you’ll have a partner available for annual reviews, questions, and plan adjustments—year after year.
Reviews
Linda E.
Make One Decision Today That Reduces Months of Stress
People come to True North Associates when they’re tired of feeling overwhelmed by complex insurance choices and want a partner who delivers clarity, care, and honesty. You don’t have to face Medicare, Medicaid, or retirement planning alone—let’s start with a real conversation and help you move forward with confidence.
