Jake from State Farm is portrayed by actor Kevin Miles, who replaced the original Jake Stone in 2020. Miles earns an estimated $2-3 million annually from State Farm and has built a net worth of approximately $8 million through commercials, endorsements, and public appearances. The character has become a cultural phenomenon with over 1.4 million TikTok followers.
Who is the Current Jake from State Farm?
Kevin Miles brings Jake from State Farm to life in 2025. Born Kevin Miles Julian Mimms in July 1990 on Chicago’s South Side, the 35-year-old actor transformed a single audition into one of advertising’s most recognizable faces.
Miles studied at the Chicago Academy for the Arts before attending Webster University’s Conservatory of Theatre Arts. After graduation, he moved to Los Angeles to pursue acting. His early days in LA were tough—he lived in his car for months, unable to afford an apartment. For two years, he worked without an agent, booking small commercials for companies like McDonald’s, T-Mobile, and 5-Hour Energy.
His breakthrough came in 2020 when State Farm relaunched the Jake campaign. Miles auditioned for the role but forgot to wear the required red polo and khakis to his callback. Standing in a gray blazer among a sea of red shirts, he somehow stood out for all the right reasons. State Farm saw something special in his performance, and he got the job.
Since then, Miles has filmed hundreds of commercials and made countless public appearances. He’s appeared in Super Bowl ads alongside Hollywood stars like Drake, Patrick Mahomes, and Arnold Schwarzenegger. He’s sat courtside at NBA games, attended the WNBA draft, and even hung out with Donna Kelce at Eagles games.
The role has made Miles wealthy and famous, but with a catch—most people know him only as Jake. On dates, if someone calls him Jake instead of Kevin, that’s usually the end of the relationship. The line between actor and character has blurred so much that Miles struggles with his own identity.
The Original Jake from State Farm Story
Before Kevin Miles, there was Jake Stone. The 2011 commercial that started it all featured Stone, an actual State Farm employee from Bloomington, Illinois, marking a significant moment in the history of advertising. He wasn’t an actor. He was a real insurance agent who responded to an internal casting call.
The ad showed a man whispering on the phone at 3 a.m. His suspicious wife catches him and demands to know who he’s talking to. “It’s Jake from State Farm,” he says. She grabs the phone and asks, “What are you wearing, Jake from State Farm?” Stone’s deadpan response—”Uh…khakis”—became instantly iconic in the history of advertising.
Stone was 26 at the time he took on the role of Jake from State Farm. He worked as both an insurance agent and a part-time bartender. The commercial made him briefly famous, but he never pursued acting. Unlike Miles, Stone didn’t make serious money from the ad. State Farm agents earn between $54,000 and $99,000 annually, and Stone likely received a modest bonus for his appearance.
Today, Stone lives in Normal, Illinois, with his wife and two children. He works as a bartender at Pub II and, according to reports, still wears khakis. He appeared in one 2020 Super Bowl ad alongside Miles, bridging the gap between the old Jake and the new. Stone holds no resentment about being replaced—he’s expressed nothing but positive feelings about passing the torch.
State Farm chose to reboot the campaign with a professional actor to expand Jake’s role beyond a single punchline. The company wanted someone who could carry an entire advertising universe, appear at major events, and maintain the character’s appeal across multiple platforms.
How Much Does Jake from State Farm Make?
Kevin Miles earns substantial income from his State Farm role. Industry estimates place his annual earnings from State Farm between $2-3 million as of 2025, a significant increase from his initial contract in 2020.
Per commercial, Miles reportedly earns $10,000-$15,000, depending on the campaign’s scope and distribution. Given the frequency of State Farm ads across national television, streaming platforms, and digital channels, these individual payments add up quickly.
His 2023 contract renewal doubled his base compensation. Super Bowl appearances bring premium payments—typically $100,000-$250,000 per spot. Miles has appeared in multiple Super Bowl commercials, including the 2021 ad with Drake and the 2024 ad with Arnold Schwarzenegger.
Beyond his base salary, Miles earns from residuals every time his commercials air. He also receives payment for public appearances, promotional events, and social media content. State Farm reportedly spends roughly $1 billion annually on advertising, and a significant portion supports the Jake character.
Miles has built additional income streams beyond State Farm. He continues to take acting roles in TV shows and has appeared in series like S.W.A.T., Criminal Minds, and iCarly. He’s secured brand partnerships that don’t compete with State Farm, including clothing brands and tech products, adding an estimated $500,000+ annually.
His social media presence generates income through sponsorships and collaborations. With over 1.4 million TikTok followers and growing Instagram engagement, Miles has become an influencer in his own right.
Kevin Miles’ net worth is estimated at $8 million in 2025, up from approximately $2 million in 2021. This growth reflects consistent earnings from State Farm, smart investments, and careful financial management. He owns property in Los Angeles that has appreciated roughly 20% since his 2022 purchase, contributing nearly $300,000 in unrealized gains.
Celebrity Appearances and Cultural Impact
Jake from State Farm has appeared alongside some of the biggest names in entertainment and sports. State Farm’s strategy centers on making Jake feel like a real person who hangs out with celebrities rather than just an advertising character.
In 2021, Drake and Paul Rudd appeared in a Super Bowl commercial as stand-ins for Jake and Patrick Mahomes. When Drake called himself “Drake from State Farm,” Jake delivered the punchline: “Hey, stand-ins don’t have lines.” The ad went viral and established Jake as someone who could hold his own with A-list talent.
The 2024 Super Bowl featured Arnold Schwarzenegger struggling to pronounce “neighbor” with his Austrian accent, eventually teaming up with Danny DeVito. Miles trained with Schwarzenegger for the role, losing 2% of his body fat in the process. The ad won USA Today’s ad meter competition with a score of 6.8, solidifying Jake’s place in advertising history.
Miles has formed genuine friendships with several NFL stars, particularly Patrick Mahomes and Travis Kelce. He’s attended Chiefs games and even sat with Donna Kelce, the mother of Jason and Travis, at an Eagles game in October 2023. Ryan Reynolds’ Maximum Effort agency arranged that appearance, and it sparked countless social media reactions about Jake’s “relationship” with the Kelce family.
Jake attended the 2024 WNBA draft and hugged Caitlin Clark—who’s also a State Farm spokesperson—before her own parents after she was selected first overall. The moment went viral, with some critics noting the strange nature of a fictional character appearing in such personal, real-life moments.
He’s collaborated with influencers and creators including Anna Sitar, Delaney Rowe, and fashion creator Kristin Juszczyk. His appearance in a custom Caitlin Clark vest designed by Juszczyk generated over 225,000 likes on TikTok. He’s worked with Ludacris, Jimmy Fallon, Chris Paul, Jimmy Butler, and numerous other celebrities.
The character has transcended advertising. Jake attends NBA and NFL games as himself, not just for commercials. He throws first pitches at baseball games, appears on talk shows, and maintains an active social media presence that rarely mentions insurance.
Jake’s Social Media Success
Jake from State Farm has built a massive social media following that sets him apart from other advertising mascots. As of December 2025, he has approximately 1.4 million TikTok followers and over 110,000 Instagram followers.
State Farm launched Jake’s TikTok account in November 2021. By July 2023, he had reached 1 million followers—a milestone celebrated with a company press release. The growth continued, and he now sits at 1.36 million followers with over 13.7 million likes on his content.
The strategy focuses on culture-first storytelling rather than traditional insurance messaging. Jake participates in trending challenges, collaborates with influencers, and posts content that feels authentic to TikTok rather than forced advertising. He’s shared house tours, behind-the-scenes footage, sports content, and humorous skits.
Gen Z makes up over 50% of Jake’s TikTok audience. State Farm marketing vice president Alyson Griffin noted that Jake has been crucial for connecting with younger audiences who typically ignore insurance advertising. The approach has raised State Farm’s preference among consumers ages 18-25 by 6.8 percentage points from 2022 to 2024.
Jake’s TikTok success includes a 14.5% average engagement rate—double the typical brand engagement rate on the platform. His audience collectively spent over five years’ worth of time watching his videos in 2022 alone.
He ran a #TeamStateFarm duet challenge that grew his account by over 77,000 followers in less than three weeks without paid promotion. He partnered with Khaby Lame, TikTok’s most-followed creator, for a Super Bowl challenge that drove massive engagement.
Jake’s Instagram features a mix of commercial content, celebrity interactions, and glimpses into Miles’ life as Jake. The account reinforces the idea that Jake exists as a real person beyond commercials.
State Farm has turned Jake into what marketing experts call a “cultural figure” rather than just a spokesman for the insurance company. This approach allows the brand to appear at major events and in social conversations without feeling like traditional advertising.
The Psychology Behind Jake’s Appeal
Jake from State Farm works because he represents something rare in advertising—a normal, approachable guy in a world that typically showcases either extreme wealth or manufactured perfection.
Marketing research shows that consumers trust peer recommendations more than celebrity endorsements. Jake occupies a middle ground. He’s famous enough to appear with celebrities but relatable enough to feel like someone you might actually know.
State Farm intentionally positioned Jake as “the good neighbor.” This framing taps into deep-seated American values about community, helpfulness, and reliability. Every interaction, whether in commercials or at public events, reinforces this neighbor identity.
The character’s success also reflects changing cultural attitudes. Kevin Miles, as a Black actor portraying an everyday helpful figure, represents positive progress in advertising. As Miles himself noted, young Black men in media typically have to be either “wacky or dangerous.” Jake is neither—he’s just a genuinely good person.
State Farm’s marketing team emphasized that they didn’t set out to cast a young African American guy for the role of Jake. They searched for someone who best embodied the brand’s values of authenticity, honesty, and helpfulness. Miles happened to be that person.
The blurred line between Kevin Miles and Jake creates fascinating psychological dynamics. State Farm has invested heavily in making Jake feel real. They give him his own social media accounts. They send him to actual events. They have him interact with real people in unscripted moments.
This strategy works because it creates cognitive dissonance—viewers know Jake is a character, but he keeps appearing in real situations. The brain struggles to categorize him, making him more memorable. It’s similar to how people sometimes treat mascots like Mickey Mouse as if they’re real, even though they obviously know better.
The strategy has risks. Miles has struggled with his personal identity, becoming subsumed by Jake. Dates call him Jake. Strangers only see Jake. He’s mentioned feeling like he has nothing to offer as Kevin Miles because Jake has become so dominant.
State Farm agents love Jake because they’ve seen their businesses grow since Miles took on the role of Jake from State Farm. When Miles spoke at State Farm’s 100th anniversary convention in 2022, he received a standing ovation before saying a word. Agents thanked him profusely afterward, telling him how much Jake had helped their businesses.
How Jake Changed Insurance Advertising
Before Jake from State Farm, insurance advertising followed predictable patterns. Companies either showcased serious experts explaining coverage or used humor through animal mascots and absurd scenarios.
Jake represented a third path—a human face that combined approachability with authenticity. He wasn’t trying to be funny like Flo from Progressive; instead, he embodies the relatable role of Jake from State Farm. He wasn’t explaining complex policies. He was just there as a helpful neighbor.
The 2011 commercial’s success came from its relatability. A man calling his insurance agent at 3 a.m. isn’t absurd—State Farm really does offer 24/7 service. A wife suspecting something sketchy is happening is realistic. The humor emerged from the situation, not from forced jokes.
When State Farm relaunched Jake in 2020, they expanded this concept dramatically. Instead of one clever commercial, they built an entire universe around Jake. He became a character with relationships, personality traits, and a life beyond selling insurance.
State Farm’s billion-dollar annual advertising budget now centers largely on Jake. Competitors like Progressive, GEICO, and Allstate have maintained their mascots (Flo, the Gecko, Mayhem), but none have taken their characters into the real world the way State Farm has with Jake.
The strategy influenced how brands think about spokespeople. Instead of hiring celebrities to endorse products, companies now consider building their own in-house celebrities. Jake proves this approach can work—he’s more recognizable than many actors and musicians.
The Jake campaign also demonstrates the power of consistency. State Farm has stuck with the character for over a decade, allowing brand recognition to compound. Many campaigns abandon characters too quickly, never giving them time to become cultural touchstones.
Where is Jake from State Farm Going Next?
Kevin Miles’ contract with State Farm runs through 2026, with expanded duties in digital campaigns and influencer partnerships. The company continues to invest heavily in Jake’s character development and cultural presence.
State Farm has experimented with AI-powered chatbots and interactive TikTok filters featuring Miles as the friendly face users can interact with. This tech integration keeps the campaign fresh for younger audiences while maintaining Jake’s core personality.
Miles has expressed interest in expanding beyond Jake into film and television. He’s mentioned looking up to actors like Denzel Washington and Sidney Poitier as career models. However, he’s realistic about the challenges. Being so strongly associated with one character can make casting directors hesitant.
The State Farm role has given Miles financial security and fame, but it’s also created a trap. He’s one of the most recognized faces in America, but almost entirely as Jake. Breaking out of that identity will require careful career management.
Miles seems content to ride the Jake wave while it lasts. He’s mentioned that he doesn’t have other projects right now that interest him as much as Jake. The role pays well, comes with perks like meeting celebrities and attending major sporting events, and has built-in job security.
State Farm continues to expand Jake’s presence internationally. While the character is most recognized in the United States, there’s potential to export the “good neighbor” concept globally, though this would require cultural adaptation.
The company has also explored merchandise opportunities. A khaki-themed apparel line launched in 2024 has generated six-figure revenues. Limited-edition “Jake” NFTs have brought in an estimated $100,000, though this market remains volatile.
Industry analysts forecast Miles could reach a $10 million net worth by 2026, assuming a 15% annual increase in campaign fees and continued real estate appreciation. His financial future looks secure regardless of how long the Jake character continues.
FAQs
Who is Jake from State Farm now?
Kevin Miles, a 35-year-old actor from Chicago, currently plays Jake from State Farm. He took over the role in 2020 from the original Jake, Jake Stone, who was an actual State Farm employee. Miles has appeared in hundreds of commercials and makes an estimated $2-3 million annually from the role.
What happened to the original Jake?
Jake Stone, the original Jake from State Farm, continues to work as a bartender in Normal, Illinois. He lives with his wife and two children and reportedly still wears khakis. Stone appeared in one 2020 commercial alongside Kevin Miles to bridge the transition between the two actors.
How much does Jake from State Farm make per commercial?
Kevin Miles earns approximately $10,000-$15,000 per commercial, depending on the campaign’s scope. Super Bowl appearances pay significantly more, typically $100,000-$250,000. His annual income from State Farm is estimated at $2-3 million when including base salary, residuals, and bonuses.
Is Jake from State Farm a real insurance agent?
No, the current Jake from State Farm is not a real insurance agent. Kevin Miles is a professional actor. However, the original Jake from the 2011 commercial, Jake Stone, was an actual State Farm employee working in Bloomington, Illinois.
What is Jake from State Farm’s net worth?
Kevin Miles’ net worth is estimated at $8 million as of 2025, thanks in part to his role as the beloved spokesman for the insurance company. This wealth comes from his State Farm contract, additional acting roles, brand endorsements, public appearances, and real estate investments. His net worth has grown significantly from approximately $2 million in 2021.
Why did State Farm replace the original Jake with a new guy in the role?
State Farm replaced Jake Stone with Kevin Miles because the company wanted to expand the Jake character beyond a single commercial. The new campaign required a professional actor who could handle extensive filming, public appearances, celebrity interactions, and maintain the character across multiple platforms.
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