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Surviving to thriving: How Luis Rosa chased his American dream

At the young age of 11, Luis Rosa came to the U.S. from the Dominican Republic. Growing up in New York City, Luis noticed the lack of financial literacy in his community and was inspired by his parents to work hard and pursue an education. 

Today, Luis is a financial advisor and the founder of Build a Better Financial Future. He is also the host of the “On My Way to Wealth'' podcast, co-founder of the BlatinX (BLX) Internship Program, and LatinXcellence—an initiative that seeks to bring awareness to and help close the wealth gap in the LatinX community. In addition, Luis was named one of InvestmentNews 40 Under 40 in 2019 and Financial Advisor Magazine’s 10 Young Advisors to Watch, as well as Investopedia Top 100 Financial Advisors in 2020.

He laughed as he shared a time in his life when he didn’t realize this entire industry existed, let alone this career path. 

Growing up, we never talked about anything having to do with the money in my household, other than work hard and try to save some. My siblings and I were the first in our family to have 401(k)s.”

Luis was first introduced to personal financial services as a part-time opportunity. He already had a full-time job while in college, but he met a financial advisor looking to grow his firm and needed a part-time assistant. So every evening after work, Luis drove to the Bronx and helped him a few hours per night. He quickly became very interested in the work and was introduced to a world he never knew existed. 

I realized a financial advisor was a problem-solver. He helped people with their goals. And I fell in love with it, and I saw the impact you could have on others.”

Fifteen years later, he was still helping the financial advisor and was obtaining licenses and certifications to expand his offerings. Ultimately, Luis moved from New York to Las Vegas and decided to go on his own.

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His firm operated a bit differently. Luis noticed so many people—especially in his community—being left out with the traditional model in financial services. Luis wanted to open up barriers for people that needed financial advice but didn’t have the type of money that would traditionally qualify them to work with an advisor. He wanted to take on clients that didn’t have a large sum of money to invest, but they needed financial advice. He realized he could grow with his clients if he leveraged a fee-only model and continued to work alongside them from their first job to retirement.

As someone who didn’t even know what a financial advisor was when choosing a career path, he now wants to change that for younger generations entering the workforce. So, in partnership with NAPFA and Advisor Business Solutions, Inc, Luis, and his co-founders, launched BLatinX Internship Program (BLX) to change the complexion of the financial planning profession. Their goal is to place at least 100 aspiring Black and Latinx financial planners annually with meaningful paid summer internships.

And his quest for more representation in the field of personal finance also impacts his clients. Luis works closely with his clients to set them up for success through generational wealth. Looking back at his upbringing, if someone passed away and left money for their own funeral, they were considered wealthy. Now, he helps his community understand the concept of generational wealth and leaving a legacy for their family.


About The Human Advisor

Everyone has a story about what money means to them. When someone sits down in your office, it’s so much more than doing business. Your client comes to you with some of their core beliefs about success, identity, legacy, and relationship.

The Human Advisor Podcast is dedicated to changing the conversation from how big a financial advisor’s book of business is to how well do they take care of their clients and actually help people. There’s a new breed of modern advisors who want to make a difference and do something meaningful. And in our series, we’re telling their stories. Watch more episodes.



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