2025 Agenda
September 3-4, 2025
Hilton Chicago/Oak Brook Hills Resort & Conference Center
Chicago, IL
Day 2
Day 1
Morning Yoga
7:00 to 7:45 a.m.
Start your day with a morning yoga and get charged up for Day 2!
Breakfast & Registration
8:30 to 9:30 a.m.
Main Hall
Enjoy a delicious breakfast as you network with the room and pick the place you would like to sit to enjoy the first session of the day!
Latin@s in FinServ:
Where We Were, Where We Are, Where We Can Go
9:30 to 10:20 a.m.
Louis Barajas
Louis Barajas, Latino CFP trailblazer, was the first minority to serve on the board of the Financial Planning Association. Over the three decades he's worked in financial services, he's started several successful businesses that help Latinos on all parts of the financial spectrum achieve financial success and independence. Louis will explore the history of Latinos in the industry, where we are currently, and what we could achieve if we work together to make a bigger impact and increase representation.
Does Gen AI Fit in the Advisor-Client Relationship?
10:20 to 11:30 a.m.
Samantha Lamas
Join Morningstar Behavioral Researcher Samantha Lamas, as she gets into how behavioral science can help you navigate the growing role of AI in financial advising. In this session, we’ll dive into the psychological factors that influence client acceptance of AI and explore pitfalls to avoid when integrating it.
Break
11:30 a.m. to Noon
Prepare for the breakout session you selected.
Breakout Sessions
Join either the Seasoned Professional Track or the NexGen Track (for those in their first 5-7 years in the profession) for insights on how to ignite your success.
Seasoned Professionals
Seasoned Professional, Noon to 12:45 p.m.
Cross Your Ts and Dot Your Is: Contract Details Demystified
Put it in writing! But wait, have you reviewed your contract? Vanessa N Martinez and Scott Mesa will walk us through provisions to be aware of. Between non-solicits, non-competes, obligated full buy out, who owns the clients, there is too much to miss. Let's unravel it!
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Seasoned Professional, 12:45 to 1:30 p.m.
You Don't Have to Do It Alone:
Find Your Partner
Even the most experienced advisors can benefit from the right strategic partnerships. Join Latonia Donaldson, Gloria Franz, and Hasan Ibrahim to learn how to identify, structure, and leverage collaborations that expand your reach, enhance client value, and drive long-term growth with the right partner by your side.
NexGen Professionals
NexGen Professional, Noon to 12:45 p.m.
Know Before You Sign:
What Does Your Contract Say?
Admit it. Sometimes you sign a contract and you didn't really know what all that legalese meant. This session will make it so you never do that again. Gloria S. Garcia Cisneros will help you understand how to read your contract and understand what you're agreeing to.
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NexGen Professional, 12:45 to 1:30 p.m.
Navigating Alphabet Soup: What Designation is Right for You?
CFP, ChFC, CLU, AIF, oh my! With hundreds of designations to choose from in the industry, how do you know which ones are right for you? Join this presentation to find out how designations can propel your success and how to choose the right ones for you.
Lunch
1:30 pm - 2:30 pm
Take a break, grab a bite, and connect with fellow attendees. Use this time to recharge, network, and discuss insights from the sessions.
5 Voices Workshop:
Read People's Minds Starting With Your Own
2:30 to 3:30 p.m.
George Fernández, Executive and Business Coach, helps leaders and teams unlock their communication potential through greater self-awareness. Using the GiANT 5 Voices framework, George shows how reading minds starts with understanding your own. In this session, he’ll explore the communication conundrum we face every day and how knowing your Voice is the first step to understanding those across from you. Participants will leave with practical insights to strengthen relationships and lead with greater influence.
What's Up (or Down) with the Market?
3:30 to 4:20 p.m.
What a year it's already been for the market. This expert panel will dive into current market trends, what clients are concerned about, and how to navigate those conversations.
Group Activity
4:20 to 5:30 p.m.
Break
5:30 to 6:00 p.m.
You know SER's parties are off the gancho. So use this time to rest up and prepare for the night's reception!
Reception
6:00 to10:30 p.m.
