SER Familia Spotlight: Paola Quintero Salazar, CFP®

Paola Quintero Salazar, CFP®, was the first member of the SER familia to register for SER 2025! And we can't wait to connect with this incredible professional again. 

Paola currently serves as a paraplanner at Lucas Group Financial Planners, Inc., and also serves as the Director of NexGen at FPA of Northern California. 

Here's her story: 

Tell us about your career journey and what led you to the financial services industry. 

I was raised in Mexico by my grandparents while my mom worked in the U.S. to support us. Even though she sent money home, it was often tight, so I learned early on how to stretch what I had and save for the things I wanted. I’d save in a ceramic piggy bank to treat my cousins to the Independence Day fairs and found small ways to earn money, like selling candy or stickers at school. That’s where my interest in money management began. 

When I moved to the U.S. in middle school, I had to navigate a whole new system. By high school, I felt overwhelmed by the college process and unsure how I’d afford it, so I chose to attend community college while I figured things out, and worked full time to support myself during that time. In my final year of high school, I took a personal finance class that sparked my interest, which led me to explore business, and eventually to discover the financial planning program at my university. I didn’t know much about the profession at first, but it immediately clicked. 

Since then, I’ve immersed myself in the field, joined FPA, and met inspiring professionals who’ve helped guide my path. Today, I’m grateful to serve clients and continue growing in this profession. My long-term goal is to use my skills to give back and support first-gen and immigrant communities—because I know firsthand how impactful financial guidance can be.

In what ways do you step out of your comfort zone and challenge yourself? 

I’m naturally an introvert, so stepping out of my comfort zone often means putting myself in situations where I have to initiate conversations or lead. I regularly push myself to attend networking events—even when I don’t know anyone there—and volunteer for opportunities that help me strengthen my communication skills. For example, through VITA (Volunteer Income Tax Assistance), I’ve helped prepare tax returns for low-income individuals and guided them through their returns in real time, which has helped me build confidence in one-on-one conversations. I also serve in a leadership role with our local NexGen group, which has challenged me to speak up, plan events, and connect with new people. More recently, I’ve started attending networking events outside of financial planning to expand my perspective. These experiences have helped me grow both professionally and personally, and I’ve seen how much progress is possible when I keep showing up and saying yes—even when it’s uncomfortable.

What daily habits or routines help you stay focused and productive?

Sticking to my calendar is one of the best ways I stay focused and productive. I time block everything, from meetings to deep work, and if it’s not on my calendar, it likely won’t happen. I also keep a physical agenda for high-priority tasks and use phone reminders for things I can’t afford to forget. To avoid distractions, I limit my time on social media by using app timers that block access unless I intentionally override them. Prioritizing my health has become just as important, and I’m continuously working on giving myself space to rest. I now try to keep weekends dedicated to personal time and recovery. These small habits help me stay organized and focused throughout the day, but just like any human being, some days are better than others.

What makes the financial services industry a great place to work and why would you recommend it to young professionals and students? 

This truly is a people business. We’re helping clients with their money, yes—but more importantly, we’re helping them with what matters most in their lives. Whether it's saving and investing for the first time, planning their dream retirement, or leaving a legacy for their family, our work has a long-lasting impact. As Latinos, we know that education is power, and financial education can transform lives. 

It’s incredibly rewarding to help someone, even in small ways. What might seem like common sense to us isn’t always obvious to others, because financial literacy isn’t something that’s widely taught. Being able to bring clarity to someone’s financial life and seeing that weight lift off their shoulders is one of the best feelings I’ve had in this profession. That moment when they begin to feel hope and relief—that’s everything. 

I would absolutely recommend this field to young professionals and students. We need new voices, diverse perspectives, and the energy that young people bring to help shape the future of this industry. As a young professional myself, I’ve learned that growth takes time. I’m not where I started, and I know I won’t be in the same place a few years from now. That’s why I try to remind myself often to be patient and give myself grace. If we stay committed and keep showing up, we’ll get to where we’re meant to be.

What is the one thing you think the financial services industry needs to understand about our culture to better support their employees, current clients or potential clients?

One thing the industry needs to understand is how important cultural connection and trust are within the Latine community. Our communities deserve advisors who understand their backgrounds and lived experiences. It’s not just about speaking the language, it’s about understanding the values, family dynamics, and unspoken expectations that shape our financial decisions. When clients feel truly seen and understood, that’s when trust is built. There’s so much potential within our community, both as clients and professionals. We just need to be patient and willing to meet people where they are, through education and access. For employees especially, support needs to be ongoing. Many of us come from environments where we’re not used to asking for help or advocating for ourselves, so it’s important for leaders to check in and create a space where we feel safe speaking up. Mentorship and representation also matter. When you see someone who looks like you and understands your story doing this work, it becomes easier to imagine yourself doing it, too.◼

Join Paola at SER 2025! Register with the code SERLAST10 for 10 percent off.