See it, Be it Role Model
CEO Wealth Management LAB Los Angeles
Louis Barajas, the son of Mexican immigrants, launched his financial planning firm in 1991 in East Los Angeles, using auctioned equipment from failing savings and loan institutions. He has dedicated his business to helping Latinos acquire access to financial information and education to dispel the constraints of a cultural mindset.
His own 12-person team, including two planners, is entirely Hispanic, and operates as one of the few Latino-owned firms in the space. Clients range from international Latino celebrities to much less sophisticated families, for whom he uses a generous fee scale.
"But I always treat the celebrities the same way as those from the barrio," Mr. Barajas says.
A prolific author, he has published five books geared to Latinos. His first, "The Latino Journey to Financial Greatness," led to appearances on CBS, CNN, NPR, and a weekly column in La Opinion, the largest U.S. Spanish-language newspaper, as well as People en Espa?nol magazine.
Mr. Barajas is committed to helping both minority advisers and clients succeed and prosper. He mentors through the CFP Board Center for Financial Planning Diversity Advisory Group, and teaches as an adjunct professor at Golden Gate University.
— Vanessa Drucker