--- title: "Understanding User Types in Sierra: Primary Manager, Manager, Agent, and Lender" description: "Learn the differences between Sierra Interactive’s four user types: Primary Manager, Manager, Agent, and Lender, including permissions, responsibilities, and how each role shapes access and control within the platform." image: https://www.sierrainteractive.com/wp-content/uploads/2022/07/Website-Preview-V2A.jpg --- [Skip to content](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#main-content) [Contact Support](https://help.sierrainteractive.com/helpcenter/kb-tickets/new?hsLang=en) [![Sierra Interactive logo](https://help.sierrainteractive.com/hs-fs/hubfs/sierra%20interactive%20logo.png?width=250&height=34&name=sierra%20interactive%20logo.png)](https://help.sierrainteractive.com/helpcenter?hsLang=en) - [Sierra CRM Login](https://client.sierrainteractivedev.com/login.aspx?sn=sierrainteractive.com) - [Sierra Support](https://share.hsforms.com/1-PkIvKPkRJ2Oe4iP28LPugcrxj0?__hstc=240356316.ca34a03f98730f420ad639300528f2a2.1764955183725.1783970890126.1783975123568.351&__hssc=240356316.31.1783975123568&__hsfp=3cbed2008eb4c720102b6f72b9dd6767) - [Training & Learning](https://info.sierrainteractive.com/live-training-learning-opportunities) Show submenu for Training & Learning - [Sierra Academy](https://info.sierrainteractive.com/sierra-academy) - [Live Training Sessions](https://help.sierrainteractive.com/helpcenter/join-live-training-sessions-explore-sierra-learning-resources) Show submenu for Live Training Sessions - [Tuesdays 11AM ET](https://us02web.zoom.us/j/81520282538) - [Wednesdays 1:30PM ET](https://us02web.zoom.us/j/84246589732) - [Fridays 3PM ET](https://us02web.zoom.us/j/86964951435) - [Sierra YouTube Channel](https://www.youtube.com/@sierrainteractive/featured) - [Sierra Facebook Mastermind](https://www.facebook.com/groups/sierrainteractive) - [Referral Dashboard](https://www.sierrainteractive.com/customer-referral-dashboard/) - [Operations & Closures](https://info.sierrainteractive.com/sierra-interactive-observed-holidays) - [System Status](https://status.sierrainteractive.com/) Open main navigation Close main navigation - [Sierra CRM Login](https://client.sierrainteractivedev.com/login.aspx?sn=sierrainteractive.com) - [Sierra Support](https://share.hsforms.com/1-PkIvKPkRJ2Oe4iP28LPugcrxj0?__hstc=240356316.ca34a03f98730f420ad639300528f2a2.1764955183725.1783970890126.1783975123568.351&__hssc=240356316.31.1783975123568&__hsfp=3cbed2008eb4c720102b6f72b9dd6767) - [Training & Learning](https://info.sierrainteractive.com/live-training-learning-opportunities) Show submenu for Training & Learning - [Sierra Academy](https://info.sierrainteractive.com/sierra-academy) - [Live Training Sessions](https://help.sierrainteractive.com/helpcenter/join-live-training-sessions-explore-sierra-learning-resources) Show submenu for Live Training Sessions - [Tuesdays 11AM ET](https://us02web.zoom.us/j/81520282538) - [Wednesdays 1:30PM ET](https://us02web.zoom.us/j/84246589732) - [Fridays 3PM ET](https://us02web.zoom.us/j/86964951435) - [Sierra YouTube Channel](https://www.youtube.com/@sierrainteractive/featured) - [Sierra Facebook Mastermind](https://www.facebook.com/groups/sierrainteractive) - [Referral Dashboard](https://www.sierrainteractive.com/customer-referral-dashboard/) - [Operations & Closures](https://info.sierrainteractive.com/sierra-interactive-observed-holidays) - [System Status](https://status.sierrainteractive.com/) - [Contact Support](https://help.sierrainteractive.com/helpcenter/kb-tickets/new) Search Help Center - There are no suggestions because the search field is empty. 1. [Help Center](https://help.sierrainteractive.com/helpcenter?hsLang=en) 2. [Getting Started with Sierra](https://help.sierrainteractive.com/helpcenter/getting-started-with-sierra?hsLang=en) 3. [CRM Setup](https://help.sierrainteractive.com/helpcenter/getting-started-with-sierra?hsLang=en#crm-setup) September 15, 2026 # Understanding User Types in Sierra: Primary Manager, Manager, Agent, and Lender ## A breakdown of Sierra Interactive’s four user roles, what each can do, and how permissions affect account-wide settings, lead management, and collaboration. ### Summary This article explains the four user types in Sierra: Primary Manager, Manager, Agent, and Lender, and how each user type can access and influence Sierra’s platform. You will learn who can make account-wide decisions, who can manage billing, who can create or delete leads, and how permissions impact collaboration across your team. --- ### Table of Contents 1. [Why This Feature Matters](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#why) 2. [User Types and Permissions](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#types) 1. [Primary Manager](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#pm) 2. [Manager](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#manager) 1. [How to Emulate a User](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#emulate) 3. [Agent](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#agent) 4. [Lender](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#lender) 3. [Best Practices for Assigning User Roles](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#best) 4. [Troubleshooting Common Issues](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#issues) 5. [FAQs](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#faqs) --- ### Why This Feature Matters Sierra’s permission structure ensures that the right people have the right level of control. Understanding user types helps your team operate smoothly, maintain account security, avoid unintended changes to global settings, and ensure everyone knows their responsibilities within the platform. --- ### User Types and Permissions #### **Primary Manager** The Primary Manager is the highest-level user in Sierra. There can only be one Primary Manager per account. Primary Manager capabilities include, but are not limited to: - Full access to all settings and features in Sierra - Authority to update billing, payment information, and request account changes - Ability to permanently delete leads from the CRM - Ability to emulate (log in as) any other user in the account - Ability to create system-wide content and settings, including but not limited to: - Global Site Settings, such as Site Registration Settings - Lead Routing Rules - Creating Action Plans, Drip Campaigns, and Contact Templates that all users can apply - Website content, such as Blogs and Content Pages - Ability to emulate Manager-level, Agent-level, and Lender-level users The Primary Manager has ultimate control over how the entire system functions. [back to the top](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#top) #### **Manager** A Manager is the second-highest permission level in Sierra. Manager capabilities include, but are not limited to: - Access to all major settings in Sierra - Ability to influence account-wide behavior, including but not limited to: - Global Site Settings, such as Site Registration Settings - Lead Routing Rules - Creating Action Plans, Drip Campaigns, and Contact Templates that all users can apply - Website content, such as Blogs and Content Pages - Ability to emulate Agent-level and Lender-level users Manager limitations: - Managers cannot permanently delete leads - Managers cannot emulate the Primary Manager or other Managers ⚠️**Important:** While Managers have broad access, only the Primary Manager can make account-level and irreversible changes. Some Managers may also have a special designation that allows Sierra Support to treat their requests like those of the Primary Manager. This designation is shown by a red asterisk and does not change the Manager’s permissions within the CRM. #### How to Emulate a User Managers can emulate Agent-level and Lender-level users, but they cannot emulate the Primary Manager or other Managers. Use emulation to troubleshoot issues, support training, or confirm that permissions and settings are working as expected. To emulate a user: 1. Click the profile icon in the top left corner of your account. 2. Select **Emulate User**. ![emulate\_user](https://help.sierrainteractive.com/hs-fs/hubfs/emulate_user.png?width=254&height=225&name=emulate_user.png) 3. Choose the user you want to emulate from the list. Your view switches to that user's account so you can navigate it exactly as they would. [back to the top](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#top) #### **Agent** Agent-level users are focused on managing their own leads and workflows. Agent capabilities include, but are not limited to: - Managing their own leads and communication - Creating Action Plans, Drip Campaigns, and Contact Templates for personal use - Creating content (such as blog posts) for the main website if granted permission, including but not limited to: - Blog posts - Content Pages - Other approved content types - Published content becomes visible to all site visitors - Using all lead engagement and CRM tools available to their role Agent limitations: - Cannot change account-wide settings - Cannot influence how other users use the platform - Cannot create system-wide Action Plans, Drip Campaigns, or content - Cannot emulate any users Agents operate independently without affecting other users' workflows. [back to the top](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#top) #### **Lender** Lender-level users have very similar permissions to Agent-level users and are focused on collaborating within the CRM as a lending partner. Lender capabilities include, but are not limited to: - Managing their assigned or shared leads - Using their own tools within the CRM to communicate and track activity - Creating personal Action Plans, Drip Campaigns, and Contact Templates - Creating website content, if granted permission, including but not limited to: - Blog posts - Content Pages - Other approved content types - Published content appears on the main website for all visitors Lender limitations: - No influence over Global Site Settings - Cannot create system-wide resources - Cannot emulate any users Lenders have personal-level control but cannot impact the broader account structure. [back to the top](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#top) --- ### Best Practices - Assign the Primary Manager role only to the person responsible for business operations, billing, and account governance, and **do not share Primary Manager login credentials with anyone**. This helps protect account security and prevents unintended changes to critical settings. - Grant Manager permissions to trusted operational leaders who need to manage system-wide settings or assist agents. - Set expectations with Agents and Lenders that their content and workflows are personal unless permissions extend to public-facing content. - Use emulation by the Primary Manager or Managers to support users, troubleshoot issues, or provide coaching while maintaining secure access. - Review user roles periodically to ensure permissions still match team responsibilities. [back to the top](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#top) --- ### Troubleshooting Common Issues - **An Agent created an Action Plan, but another user cannot see it.**Agent-level and Lender-level Action Plans are personal. Only Managers and the Primary Manager can create global Action Plans. - **A lead was deleted and is missing from the CRM.**Only the Primary Manager can permanently delete leads. If a lead is missing, check whether the Primary Manager recently made deletion changes. - **A Manager cannot emulate the Primary Manager.**Managers cannot emulate the Primary Manager or other Managers. Only the Primary Manager can emulate all users. - **Website content unexpectedly appeared on the main site.**If Agents or Lenders have permission to create content, published items are public-facing. Review permissions if this should be restricted. [back to the top](https://help.sierrainteractive.com/helpcenter/understanding-user-types-in-sierra-primary-manager-manager-agent-and-lender#top) --- ### FAQs - **Can we have more than one Primary Manager?**No. Each account can have only one Primary Manager. - **Can a Manager do everything a Primary Manager can do?**Almost, but Managers cannot delete leads and cannot make billing or account ownership changes. - **Can Agents or Lenders create content for the website?**Yes, but only if they have been granted permission. Their content becomes visible on the main site. - **Who should set Lead Routing Rules?**Lead Routing Rules should be set by the Primary Manager or a Manager, as these rules impact the entire team. - **Can an Agent ever impact other users?**No. Agents can only modify their individual workflows and settings. 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