Juni Hsieh was a divorced single mother of two when her best friend, also a single mom, died suddenly in a tragic accident. “What if that happens to me? What’s gonna happen to my kids?” She started educating herself on asset management, retirement planning, and personal finance, pivoting her career to become a financial planner. As her clients aged, they started asking about Medicare, so Juni knew she had to adapt again, and quickly.

Based in metro Atlanta, she’s built a thriving practice by focusing on the unique needs of East Asian immigrant communities. Today, she serves over 1,000 beneficiaries, relying entirely on referrals and word-of-mouth to grow her business.

Our team at Spark sat down with Juni to learn about her journey, her approach to community-based growth, and the advice she has for other agents looking to build meaningful connections.

Building Cultural Bridges

Juni’s work centers on helping immigrant seniors navigate the complexities of the U.S. healthcare system – a system many of her clients find confusing or unfamiliar. With a focus on cultural sensitivity and understanding, Juni goes the extra mile to educate her clients in a way that resonates.

For example, many of her East Asian clients aren’t accustomed to the concept of medical insurance. Juni patiently reframes discussions around Medicare benefits, focusing on the long-term health advantages preventive care can offer, and how important it is to have health insurance in the United States. “You have to meet people where they are,” she shared. “Take the time to understand their background and explain things in a way that makes sense to them.”

The Power of Referrals

Juni has grown her agency entirely through referrals, a testament to the trust she’s built in her community. Her most surprising success story? A Bulgarian client referral from a Chinese deli worker, which led to more than 600 Bulgarian clients joining her practice.

“When you’re genuinely helpful and not just focused on making a sale, people notice,” Juni explained. “That’s when they start recommending you to others.”

Consistency and Community Engagement

One of Juni’s secrets to success is showing up consistently for her community. She shared a story about how she built trust with a local restaurant by becoming a regular customer before ever introducing herself as an insurance agent. Over months of visits, she developed a rapport with the staff, who later turned to her for help with Medicare.

Juni’s advice to agents? “Be patient. Build relationships first, and the business will follow.”

Advice for New Agents

For agents just starting out, Juni shared three key tips:

1. Be willing to teach: Truly caring for clients means picking up the phone and answering their questions. If you educate them while serving them, they become your best sales force. “Instead of just giving them the bread, teach them how to bake!”
2. Be transparent: “Tell clients what works and what doesn’t. Honesty builds trust.”
3. Learn continuously: “Every client interaction is an opportunity to grow your expertise.”

For agents learning to serve East Asian beneficiaries, Juni recommends:

1. Be frank with people. “They want you to just be upfront.”
2. Consider hiring members of the community you’re serving. “Knowing how to speak the language is not enough.” Beneficiaries need to be able to feel seen and understood by their agent, which includes shared cultural context and history.

Juni credits Spark Advisors with making her job easier and more efficient. “Spark’s tools allow me to spend less time on admin work and more time with my clients,” she said. From streamlined enrollment processes to marketing automation, Spark’s platform has been instrumental in helping Juni focus on what matters most: building relationships and serving her community.

Juni’s story is a reminder that genuine care and cultural understanding are key to building trust and long-lasting relationships. By investing in her community and embracing a service-first mindset, she’s created a thriving business that benefits both her clients and her career.

Discover how the Spark Platform empowers agents like Juni to grow their businesses and deepen their impact. Follow Spark on LinkedIn for more success stories and industry insights.