Rich Soo Hoo

Rich Soo Hoo is the Co-Founder and Chief Operating Officer of Sterling Insurance Group, which he established in 2017 alongside his wife Libby on Martha's Vineyard. He brings more than 20 years of hands-on insurance experience to the role, and a lifetime of industry perspective, having grown up in a family active on both the carrier and agency sides of the business.

Rich holds several of the insurance industry's most recognized designations: Certified Insurance Counselor (CIC), Licensed Insurance Advisor (LIA), Accredited Adviser in Insurance (AAI), and Certified Insurance Service Representative (CISR). He is licensed for Life, Accident, Health, and Property & Casualty insurance in multiple states, and is a past Young Agent of the Year Nominee through the Massachusetts Association of Insurance Agents (MAIA), a recipient of Martha's Vineyard's 40 Under 40 award, and has served on advisory councils for Providence Mutual and Plymouth Rock Assurance Company.

Rich has extensive experience in three areas that require careful attention to detail: high-value coastal and waterfront homes on Martha's Vineyard and throughout Massachusetts, restaurant and food service business insurance, and trade contractor insurance for electricians, plumbers, and HVAC companies. His familiarity with Martha's Vineyard's coastal market — including the challenges of seasonal occupancy, historic structures, and limited carrier options on the Island — helps him navigate placement options for high-value and hard-to-place properties.

Through Soo Hoo Insurance, Rich helped develop one of Massachusetts' first dedicated Asian restaurant insurance programs, tailored to the needs of family-owned restaurants and food businesses navigating a challenging commercial market.

A graduate of Babson College (Class of 2006), Rich also holds a Massachusetts Initial Teacher Licensure for middle school mathematics. That background shaped his belief that clear communication is central to great client service, and he regularly develops written resources and training materials to help clients and teammates understand their coverage clearly.

Rich is an active volunteer firefighter, a National ProBoard-certified Fire III holder, and a Massachusetts Fire Academy-certified technical rescue and high-angle rope access operator. He is a past business advisory council member of the Asian American Civic Association and an advisory board member of Vineyard Montessori. A self-described home chef with a passion for low-sodium, gout-friendly, and spicy cooking, Rich splits his time between Martha's Vineyard and Boston and considers both places home.