About Corazón
Guidance Rooted in Culture, Compassion, and Family
Corazón was created with one purpose: to help Latino families rise into financial power.
For generations, our community has worked hard and sacrificed deeply — yet too many have struggled to access the kind of financial guidance that truly reflects who we are. Corazón was built to change that.
We believe every Latino family deserves someone who listens without judgment, understands their story, and walks beside them with heart. That's what makes Corazón special — we don't just talk numbers, we honor your culture, your goals, and your future.
Find an AdvocateBecause our community deserves guidance rooted in dignity, culture, and hope.
Latinos are the backbone of America — driving industries, building businesses, and creating families that shape the future. Yet too many are still left out of the financial conversation.
Get Involved With An Advocate- Living paycheck to paycheck
- Lack of access to financial literacy
- Predatory advice or misinformation
- Fear, shame, or confusion around money
- Navigating finances in two cultures
We serve because our community deserves clarity, not confusion. Support, not shame. Guidance, not judgment. At Corazón, we are committed to ensuring all Latino families have the tools, confidence, and coaching they need to build lasting wealth.
Corazón is not traditional financial coaching.
Our approach is built on three pillars.
01
Cultural Understanding
Your advocate understands your unique family, faith, values, and community, because they live it too.
02
Compassionate Guidance
We don't judge. We don't shame. We meet you exactly where you are and walk with you, with heart and respect.
03
Proven Coaching Process
Every advocate is trained in the Finances Con Corazón™ method, created by Louis Barajas, to deliver clarity, confidence, and long-term wealth.
Values shaped by our community, our culture, and our commitment to serve.
At Corazón, we believe how we guide is just as important as what we coach. Every advocate is grounded in these values.
- Community — We lead by lifting others. Our mission is to elevate not just families, but the whole community.
- Compassion — We meet families with empathy, care, and understanding, never judgment.
- Clarity — We simplify the complex so families can act with confidence and own their power.
- Legacy — We help you build wealth that lasts: financially, emotionally, and culturally.
Connect with a trusted advocate who will help you take control of your money and your future.
Find Your AdvocateMeet the Leadership
Louis Barajas, MBA, EA, CFP®
Co-Founder
Louis Barajas is one of the most recognized Latino financial experts in the country. With decades of experience serving Latino families, he is a celebrated author, speaker, and advocate for purpose-driven, culturally-rooted financial leadership. His life's work is the foundation of every Corazón coaching relationship.
Daniel Guillen, AIF®, CEPA®
Co-Founder
Daniel brings decades of experience building financial businesses, leading teams, and empowering advocates to serve with excellence. His vision: a country where Corazón Advocates serve every Latino community in this nation — with integrity, purpose, and heart.
Get In Touch With A Corazón Financial Advocate
You don't have to navigate your financial life alone. Our advocates provide heart-centered coaching to help you find direction, make confident decisions, and move toward the future your family deserves. Connect with us today and take the first step toward financial strength and peace of mind.
Contact A Corazón Financial Advocate