Sierra Juhl was nominated for Agent of the Month for creating a welcoming office environment and for her strong support of local small businesses. From the moment people walk through the door, it’s clear her office is different. The space is warm, inviting, and full of personality — a reflection of Sierra herself. Paired with a friendly team and a strong sense of community, it’s no surprise that visitors often say how much they enjoy stopping in.
Sierra’s leadership, integrity, and wit truly set her apart. She brings energy and authenticity to everything she does, whether she’s helping clients, leading her team, or supporting other business owners in the community. Her fun, engaging social media presence gives people a glimpse into the same welcoming atmosphere she has created in the office.
One of Sierra’s greatest strengths is her ability to make complicated topics, like insurance, feel simple and approachable. She genuinely loves learning, and that curiosity shows up in the way she educates clients and helps them make confident decisions about their coverage.
Finding the Right Fit
Although Sierra did not originally set out to work in insurance, the career turned out to be a natural fit.
What made you choose State Farm out of all the other insurance companies?
“I vetted several companies, including American Family, Farmers, Goosehead, and State Farm. I chose State Farm because I like a little bit of a challenge. I figured if it was the hardest to get into, it was probably the best.
I also really appreciated that State Farm takes care of both its customers and its agents. One thing that really stood out to me was that State Farm requires personality tests for agents. They’re not just looking for good businesspeople — they’re looking for good people. And after meeting other State Farm agents, I can tell that a lot of them really are.”
That people-first mindset clearly resonated with Sierra and continues to shape the way she serves others today.
What made you want to get into the insurance business?
“Honestly, it wasn’t something I sought out — State Farm sought me out. I was a little apprehensive at first because I didn’t know anything about insurance. But as I started learning about it, I kept having these aha moments where I realized just how much people don’t know about their insurance.
I genuinely love learning and educating others, so it ended up being the perfect fit. I get to help people make better decisions about the types of policies they choose.”
The “Aha” Moment That Changed Everything
For Sierra, one of the biggest eye-openers was liability coverage — something she believes many people misunderstand.
What were some of those “aha moments”?
“Liability was a big one. I was one of those people who thought full coverage just meant my car was covered. I had no idea that if I got into a serious accident and injured someone, I could be responsible for their medical bills and lost wages. I didn’t know — and most people don’t either.”
That realization has become a major part of Sierra’s mission as an agent. Rather than simply writing a policy, she focuses on helping people understand what they have, what they may be missing, and how to better protect themselves.
Can you walk us through your liability assessment process?
“I do a lot of needs-based questioning to uncover risks clients might not even think about — things like: Do you run a daycare at home? Do you have a pool? Do you often have kids over?
From there, I calculate their potential liability exposure by looking at what they own, what they owe, and what they earn. In Minnesota, wages can be garnished up to 25%, so I factor that into the calculation along with their net worth to help determine the right liability limits. I always tell people: I don’t know what someone could sue you for, but I can help calculate what they could potentially take.”
What would you want readers to take away from this?
“I’d tie it back to liability. Ask yourself three questions:
- How much do I own?
- How much do I owe?
- How much do I earn?
Then take 25% of your income over the next 10 years, add those amounts together, and look at your insurance to see whether your liability limits match. If they don’t, we should meet to discuss options.”
A Team That Makes the Difference
A big part of Sierra’s success is the culture she has built. She believes a strong office starts with strong relationships, and she has intentionally surrounded herself with people who care deeply about both the work and the people they serve.
Tell me about the people on your team and what your office environment looks like.
“Megan has been on my team the longest. She lives in Connecticut and has moved to multiple states, but she has always stayed with me. She handles a lot of our office operations, keeps so much running behind the scenes, and has been such a loyal, dependable part of the team.
Jess has been in the industry for about 10 years and joined my team a little over a year ago. She handles a lot of new customer business, makes outbound calls, and brings a fun personality and strong work ethic to the office. She’s great with people and does an amazing job helping new customers feel comfortable and taken care of.
Lupita has also been in the industry for quite a while. She left for a time to work in daycare so she could be with her kiddo, then came back to our office. She brings a lot of personality to the team, is always goofing around, and helps make the office a fun place to work. She also works with Rachel on our social media committee.
Rachel is our receptionist and was actually taking her licensing exam the day of this interview, which I’m so excited about. She’s incredibly detail-oriented, takes great notes, and is wonderful in her role. She keeps things organized, helps everything stay on track, and is such an important part of the office.
Ben is the newest member of the team, about five months in. He’s been doing a great job and has been a great addition to the office. He’s kind, eager to learn, and fits in really well with the team. He’s also the only guy in the office, which gives us plenty to joke about on social media.
I really believe in hiring people you genuinely want to work with. Whenever I interview someone, my team gets to meet them too so we can make sure everyone will work well together.”
That sense of connection is a big reason the office feels so welcoming. It’s not just about good service — it’s about creating a place where people feel comfortable, cared for, and understood.
Rooted in Small Business and Community
Supporting local businesses is personal for Sierra. It’s something she grew up around and something she continues to prioritize today.
You’re really big on supporting small businesses — can you speak to that?
“I think it comes naturally because I’m a small business owner myself. My parents were small business owners, and my grandparents were too. I’ve seen the struggles firsthand, and I really believe we should all support each other.”
That perspective comes from experience. Sierra grew up working at her parents’ used movie, record, and game store in Marshall, Minnesota, where she started stocking cassette tapes at just 12 years old and continued working there into her 20s.
What other interesting jobs have you had?
“I also put myself through college while working three jobs at once — at the record store, delivering pizzas for Domino’s, and for a company called Downtown DD, which was basically a pre-Uber service that drove people home safely.”
More Than Insurance
Outside of work, Sierra’s personality is just as vibrant. She loves the arts, enjoys live entertainment, and brings that same enthusiasm into everyday life.
What do you enjoy outside of work?
“In my spare time, I enjoy playing video games, cooking, going to live theater, and seeing live music. I love the arts in all forms. I’m also a huge film fan and have an impressive movie collection — literally an entire wall in my basement is dedicated to it.”
It’s that mix of professionalism, personality, and genuine care that makes Sierra so memorable to the people she serves.
Why should people choose Sierra Juhl’s State Farm?
“Because we’re not just going blow through your quote. We want to listen to your needs, customize your coverage, and build a plan that actually works for you.
And it doesn’t stop on day one. We want to continue meeting with you throughout your life because your life is going to change — and your insurance should change with it. We want to make sure your coverage always matches where you are.”
With more than 300 reviews and a 5-star rating, it’s clear that Sierra and her team have built a reputation for exceptional service and genuine care. Her nomination for ICE Estimates Insurance Agent of the Month reflects the impact she continues to make on the people she serves and in the community around her.
Congratulations to Sierra Juhl and her incredible staff: Jessica Sand, Megan Hull, Lupita Campos, Ben Wojcik, and Racheal Constant. Your office would not be what it is without each and every one of you.
Thank you to the entire team for taking such great care of your clients and your community.
