As a financial advisor of Hispanic extraction, I am often asked about the best ways to appeal to Latino audiences. Other advisors are also curious to know how I manage a practice with offices in Chicago, and San Juan, Puerto Rico, that are more than 2,000 miles apart. The answers to these questions are at the same time simple and complex.

In many ways, the Hispanic or Latino market is very similar to any other market of financial planning clients. Hispanics have the same aspirations and dreams and the same desire for financial security in retirement that any other ethnic group of Americans has.

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