Today we’d like to introduce you to Esther Sulistio.
Esther, we appreciate you taking the time to share your story with us today. Where does your story begin?
Sulistio Insurance started because I got frustrated.
In early 2014, when I needed help with my own insurance, I couldn’t get clear answers or timely support from my agent back then. I remember thinking, this shouldn’t be this hard. If I can’t buy insurance, I may as well sell it.
That experience really stuck with me. For about 6 months, I’ve been considering it, praying about it, and finally, one invitation from a close friend triggered me to start my own agency.
I realized that what people need most isn’t just a plan—they need someone who actually listens and sticks around after the paperwork is done. So in late 2014, I decided to start my own insurance agency with integrity and patience.
As an independent, licensed Medicare insurance broker, I work for my clients, not the insurance companies. I take the time to understand each person’s situation, health needs, and budget before talking about options. There’s no rushing, no pressure, and no one-size-fits-all approach—because everyone’s situation is different. Because of that, I gained many clients from referrals, which I’m incredibly thankful for.
In my early years, I spent a lot of hours promoting my services and meeting people. I also taught a lot about Medicare basics through educational seminars, library talks, senior centers, Medicare kiosks, and online seminars with little results. But with patience, I know from early on that I’ll grow my business as long as I don’t give up.
I thank God, my upline agency, and my family who supported me to be where I am. My husband developed my website, helped with tech issues, and took care of my kids. Without them, it would be much, much harder to accomplish what I have.
Today, Sulistio Insurance is exactly what I hoped it would be—an agency focused on real people, honest guidance, and long-term support. I do this work because I like educating and helping people feel informed and taken care of.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Starting Sulistio Insurance certainly wasn’t easy – especially for me.
English is not my first language, and I speak with a heavy accent. In the beginning, I was very aware of it. I worried about being misunderstood that I was an offshore scammer :)), about saying the wrong thing, or not sounding “professional enough.” Every phone call, presentation, and meeting took extra courage. Sometimes I had to repeat myself slowly. Sometimes I felt embarrassed. So I’m grateful for my clients who still trust me and accept my language imperfections.
I’m also naturally timid. Networking didn’t come easily to me. I didn’t have many friends, relatives, or connections to lean on. There were no built-in referrals, no safety net, and no one handing me opportunities. Most days, it was just me—learning as I went, making mistakes, and figuring things out one step at a time.
We’ve been impressed with Sulistio Insurance Services Inc, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Sulistio Insurance Services is a health insurance agency that focuses on the Medicare insurance field, although I occasionally help with Small Business Employee Health benefits, Long Term Care insurance, and Life insurance.
Being a broker means I represent many top insurance carriers available in the market. This allows me to compare plans and explain options side by side, so my clients can choose coverage that truly fits their needs and budget—without pressure.
What truly sets me apart is not just the number of plans I represent, but the experience and knowledge I bring to every conversation. Having done this for more than 10 years, I’ve seen many unique situations that require different approaches and extensive knowledge, which some new agents lack. The more challenging the case, the more excited I become.
What I am proud the most is the 5-star ratings the agency has, that shows on all of our social media and website. It proved that people are truly happy with our services.
Lastly, I don’t charge for my services, so you can contact us without obligation or fear of the costs. I got asked about costs occasionally by new, prospective clients.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
Finding the right mentor—or in this case, an upline agency may need trial and error. You may need to change until you find the right upline that fits your needs and personality.
In the beginning, when I honestly didn’t know much about insurance at all, I proactively reached out to some insurance agencies, including my current upline agency/mentor. I was new, unsure, and still learning the basics. Instead of turning me away, she graciously extended her helping hand and had me work alongside her. She took the time to teach, guide, and give me an opportunity, and share some leads when I needed help the most. She encouraged me a lot when I doubted myself. That’s why I have stayed with her until now.
Perseverance is the key. You just need to be proactive to meet people and not give up.
Pricing:
- $0
Contact Info:
- Website: https://www.sdinsured.com/
- Facebook: https://www.facebook.com/sdinsured
- LinkedIn: https://www.linkedin.com/in/esther-sulistio/
- Yelp: https://www.yelp.com/biz/sulistio-insurance-san-diego
