Gain Control of Your Future by Managing Your Finances con Corazón

When I first entered the financial planning industry in 1986, many people would tell me: “When I have money, I’ll come see you.” But here’s the truth — waiting until you feel financially secure to seek guidance is like waiting until you’re healthy to go see a doctor. It doesn’t make sense.

Our community deserves better than advice tied to products or sales. We deserve guidance that honors our values — our families, our faith, and our culture. That’s why I practice managing my clients’ finances con corazón and why we launched Corazón Financial Advocates: to give Latinos the tools to build wealth with intention, dignity, and corazón.

Why Intentional Planning Matters

In those early years of working in this profession, I saw how financial planning could save families from financial hardships, costly mistakes, and long recovery periods. Getting to know my clients and what matters to them, what their experiences have been, and then offering them the solutions I build for them has had a tremendous impact on their lives. 

Financial planning isn’t about selling investments or insurance. It’s about helping the families we serve protect what they’ve sacrificed so much to build and breaking cycles of struggle to create opportunities for the next generation.

When we plan intentionally, we take control of our future instead of leaving it to chance.

For so many Latinos, money has always been tied to sacrifice—our parents working long hours so we could have a better life. I have those same values. That’s why my mission is to help our community see wealth not just as money in the bank, but as a way to have peace of mind, stronger family relationships, the ability to life with purpose and joy, and a way to leave a legacy for future generations. 

We Need to Serve Our Community

But let’s be honest for a minute: the financial services industry doesn’t yet serve our community in a meaningful way. You either have salespeople who are out there selling products we don’t need, or you have people who won’t work with us because we don’t have the minimum investable assets to be considered a desirable client. Only 42 percent of our community received advice from a financial advisor in 2023, according to the most recent data from VettaFi’s Advisor Perspectives.

That’s what I hope to change with Corazon Financial Advocates. Because building wealth in our community means more freedom, more options, and more power to shape our destiny. When you approach money con corazón, everything changes.

Let’s walk this journey together—with clarity, dignity, and intention.