Updates to the same table in concurrent sessions in SQL Server

Consider the following scenario: 1. 10,000 users try to create a profile on our application concurrently at the same time and the data has to be inserted into the table, userProfile. 2. The SP that handles this insertion takes half a second to execute. From my understanding of locking and transactions, this table will be locked for every insert. That means by the time the last user's profile is created it'll take a while. How does SQL Server handle concurrent updates and locking? I would appreciate any insights on this. Thank you!