Leading with Purpose: Lambert Hsu’s Strategic Vision for the CalAsian Chamber

Lambert Hsu, founder and CEO of Benefit Pro Insurance Services in San Diego, has worn many hats over his professional journey—engineer, entrepreneur, advocate—but today, he wears one with particular pride: Board Chair of the California Asian Pacific Chamber of Commerce (CalAsian Chamber).

His path to this leadership role was shaped by years of service and collaboration with organizations dedicated to uplifting small businesses, particularly in California’s diverse Asian American and Pacific Islander (AAPI) communities. “I believe it was 14 years ago,” Hsu recalls. “Initially I was working with the CalAsian Chamber while I was involved with the Asian Business Association of San Diego (ABASD). We did a small business expo in San Diego and worked closely with the CalAsian board and leadership. That’s when I really became exposed to the chamber’s mission.”

With over a decade of board experience, including roles as Chair of both ABASD and the San Diego Association of Health Underwriters, Hsu felt called to deepen his commitment. “It was a real honor to be asked to join the CalAsian board. I saw it as an opportunity to leverage my background and experience in association leadership, especially in such a pivotal time for small businesses.”

That sense of timing and responsibility guides his leadership today. Known in his office for being both strategic and caring, Hsu brings a blend of foresight and empathy to his role. “We’re a small business just like the clients we serve,” he explains. “So I understand the challenges firsthand—hiring, regulations, budgeting, marketing. It allows me to see the world through the eyes of the people we aim to support.”

As founder of San Diego’s largest independent benefits-only brokerage firm, Hsu’s entrepreneurial journey offers unique insight into the struggles—and triumphs—of small business ownership. “I actually majored in electrical engineering,” he says with a laugh. “But my true calling was to be an entrepreneur. I took a risk, and today Benefit Pro is a leader in the employee benefits space.”

That risk-taking spirit fuels his passion for CalAsian’s mission. “It’s really competitive for small businesses, especially against large corporations. CalAsian provides the resources and roadmap—from hiring and compliance to securing loans and contracts. Sometimes, small businesses just don’t know where to turn. We help them find their way.”

Under Hsu’s leadership, the Chamber has continued to grow its impact, particularly in times of crisis. Two initiatives stand out in his mind: the Chamber’s response during the COVID-19 pandemic and its work supporting the rollout of the Affordable Care Act. “During COVID, we worked with the federal government to promote Paycheck Protection Program loans. That outreach helped many small businesses survive the shutdown. And with the Affordable Care Act, we led a navigator program that significantly increased enrollment across California—again, showing how effective collaboration can make a real difference.”

Looking forward, Hsu is energized by the Chamber’s momentum. “CalAsian has a long history of success in execution and results. What excites me most is the chance to keep making a real impact in our communities. That’s what we’re all striving for.”

His commitment doesn’t stop with policy or programs—it extends to people. “I recognize our time here is limited,” Hsu reflects. “So any opportunity to make a difference for the next generation—whether it’s sharing experience, inspiration, or guidance—means a lot to me. They’re the ones who will carry our work even further.”

It’s a worldview shaped not only by business but by life experience. Hsu spent his early years in Okinawa, Japan, where his father worked for the U.S. State Department. “Growing up on a U.S. Air Force base with military kids, but immersed in a foreign culture—it was a special time. It taught me how to see the world from different perspectives.”

That perspective is now central to his leadership. Whether steering a company or a chamber, Lambert Hsu brings clarity, compassion, and a commitment to community—a combination that makes him the right leader at the right time for the CalAsian Chamber.