Santiago Ulloa

As founder and managing partner of WE Family Offices, a Florida limited liability company, it is my belief that private capital is one of the most powerful forces of our times – and it can be a force for good, whether in the lives of the families we serve, or in the world at large. A family’s private capital should be nurtured, respected and protected so that they can use this private capital as they choose. The key for an adviser is to understand your client - their perspective, their interests and hobbies, strengths and passions – in order to better serve them and help them realize their potential.

At the start of my career working in private banking in Latin America, I was exposed to the wealth market and it was my objective to understand the motivation of each client so that I could address their unique goals and purpose with an investment portfolio that would meet their needs.

As I advanced in position, I realized that there was more to family wealth than investments. Clients were most successful and satisfied when they worked with an advisor that helped with their overall needs, including investments, reporting, wealth and financial planning, and family education and governance.

I observed that families who sustain their wealth across multiple generations manage it as they would a business – looking at the enterprise holistically, being engaged in its operations, and continuously learning from experts and peers.

From these experiences, WE Family Offices was ultimately born.