We Have a mission to be the most respected service-oriented Insurance company. To do this, we have established a culture that supports our team members, so they can provide exceptional service to YOU our customers

Meet The Team


Joe Bernal

CEO / Founder

Joe Bernal is a native of El Paso and a proud United States Navy veteran who served four years active duty during the Vietnam War. He is a very proud father of 2 children, Joseph Mathew Bernal and Erin Marie Bernal-Conti. Joe entered the financial industry in 1976 and worked several years for a local bank as a personal bank officer. In 1990 he started his career in the insurance and Financial Services industry.

He is the owner and President of Joe Bernal Financial Services, Inc. dba; Employer Benefits of El Paso. He and his agency are fully licensed through the state of Texas as a multi-line General Agency. His strong commitment to serve his clients with the upmost professionalism, integrity, ethics and great customer service has qualified him to earn the ranks of the Elite in the industry. He is a member of the Million Dollar Round table, active member of the following organizations; National Association of Insurance and Financial Advisors, National Association of Health Underwriters.

He is also an active member and board member of the local Association of Builders and a member of the Better Business Bureau in good standings. Joe Bernal is a true professional in his business and in his personal life, welcomes the opportunity to be of services you with your insurance needs.


Maricela Garcia

Group Account Executive

Maricela is a proud El Paso native and a proud mother of 3 beautiful children. Her passion is spending time with family and supporting her children's sports events. She first started her insurance career at a large insurance company in 1995. She has devoted herself to learning and specializing in employee benefits and provides employers the service, understanding and knowledge to understand coverage options and cost effective solutions.


Alma Robles

Insurance Sales Consultant

Alma Robles is an insurance agent with Joe Bernal Financial Services Inc. with over 27 years' experience in the health, property and life insurance field. When she is not working she enjoys spending time with her family, reading, sewing and traveling

She recognizes and values the trust her clients place in her and strives every day to exceed their expectations, whether is helping them understand their auto, home, life medical and/or Medicare coverage.


Diana Soto

Insurance Sales Consultant

My name is Diana Soto. I started my insurance career approximately two years and so far really like being able to help others with all their insurance needs. I have a three year old son and when not at work, I enjoy spending quality time with him and watching him grow. Working out is my passion as it helps me feel better and I'm always thrilled about learning and trying out new exercises.


Who We Are

Founded in2003, Joe Bernal Financial Services Inc. is an insurance agency that has been providing insurance services for our local El Paso community of Individuals, families, and Businesses. As a General Agency we have Strategic Partners that align their core Values with Our Values. We exist to create experiences where our passion and purpose come together in order to serve the insurance needs of our clients.

What We Do

Our job when hired is to help you find, design and implement the best insurance plans to meet your needs while keeping cost in mind. We offer a variety of Insurance carriers who offer a variety of products for almost all your insurance needs. Joe Bernal Financial Service, Inc, DBA; Employer Benefits of El Paso has been serving the Business Community for over 20 years. Our Experience and understanding that maintaining a competitive program of Employee Benefits within the ever-changing benefits landscape can be overwhelming. This is Why we believe employee benefit design and delivery should be taken seriously but kept simple for All employees to know and understand the Value of their benefit plans. Our goal is to provide employers and employees with benefits and services that add value, while also helping employers control cost.