For Rufus Johnson, gratitude isn’t just a feeling. It’s a responsibility; one he carries with quiet conviction. As the owner of the GEICO office in Daytona Beach, Rufus has built a 25-year legacy not just on policies and coverage, but on showing up, giving back, and doing right by others.
“I didn’t get where I am by myself,” he says. “That’s why I give back—to honor those who helped me.”
Raised in Prentiss, Mississippi, Rufus grew up understanding the value of service and community. His journey took him through the U.S. Navy and into healthcare management before eventually leading him to open his own agency in Florida. Today, the Johnson Agency is one of only about 30 GEICO-exclusive locations in the state. His business is trusted by thousands of local clients, many of them multi-generational.
But Rufus is quick to point out that the success of the business has always been about people, not policies.
“I’m not just an agent. I’m a neighbor. A friend. A voice you can count on.”
Whether guiding his team through daily power sessions or personally helping a client understand their coverage, Rufus leads with humility. He credits his team for their commitment, and his community for their support, which he returns tenfold.
Rufus has served as Past Chairman of the Volusia/Flagler Family YMCA and the Division of Blind Services, and currently holds several leadership roles across the region. He’s Vice-Chairman of the Daytona State College Foundation, Co-Chairman of the Volusia County African-American Leadership Council, and an Executive Board Member of the Checkered Flag Committee. He also serves on the boards of the Daytona Regional Chamber of Commerce and the Board of Governors of LPGA Golf Course.
These aren’t just titles; they’re testaments to a philosophy. Rufus shows up. He doesn’t serve for recognition; he serves because someone once served him.
“People count on us when things go wrong,” he says. “So it matters how we show up when that call comes in.”
Whether it’s a flat tire, a hurricane, or a first-time driver nervously buying their first policy, Rufus and his team are ready with a calm voice, a clear explanation, and a sense of care that goes beyond the paperwork.
In a world where convenience often replaces connection, Rufus Johnson’s presence is a quiet reminder: gratitude is best expressed through service. His legacy is living proof that when you honor those who helped you rise, you lift others as you go.