We had the good fortune of connecting with Juan J Hernandez and we’ve shared our conversation below.

Hi Juan J, we’d love to hear more about how you thought about starting your own business?
“As a Mexican immigrant who arrived in the United States in 2004, I always dreamed of achieving the American Dream but didn’t know how. English, being my second language, felt like an insurmountable barrier. However, when my desires and determination grew bigger than my fears, 2008 became a pivotal year: I decided to start something new, and that’s when it all began. Soon, I’ll be sharing my full story in a book.”
Starting my own business was a natural progression of my desire for independence and the opportunity to bring my vision to life. I’ve always been passionate about solving problems and providing value, and I realized that I could create a company that aligns with my skills, interests, and values. I wanted to build something that had a lasting impact for my family & generations to come, not just for me but for the people I serve. The thought process behind starting my business was about identifying a gap in the market, leveraging my strengths, and having the flexibility to innovate and make decisions that I believe are best for both my clients and my team. Ultimately, it was about creating something meaningful and having the freedom to pursue my own path while making a difference in the industry.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
At LTL Financial Group, we specialize in offering a wide range of financial services that are designed to meet the unique needs of our clients. Our focus is on providing alternative investments, insurance solutions, and advanced market strategies tailored to help individuals and businesses achieve their financial goals. Whether it’s through executive bonuses, viatical and life settlements, or premium financial planning, we strive to offer solutions that not only protect wealth but also help grow it in ways that traditional options may not.

What sets us apart is our commitment to providing customized financial recommendations based on thorough analysis of each client’s needs and goals. We take a personalized approach, ensuring that every recommendation is backed by data and aligned with the client’s long-term vision. This is why we are trusted to handle complex financial situations, offering alternatives that give our clients peace of mind and the ability to maximize their financial potential.

I’m most proud of the relationships we’ve built along the way. Our team of dedicated professionals works closely with clients across the country, and together, we’ve created a family-oriented culture within LTL Financial Group. Our partners and clients know they can trust us with their most important financial decisions.

The road to where we are today wasn’t easy. Building a business from the ground up comes with its fair share of challenges. There were moments of doubt and setbacks, but we overcame them through hard work, determination, and the unwavering belief in our mission. The support of my team, family, and mentors, like Tony Martinez, CEO of TKO Financial Network, helped me stay focused on the vision. One of the most important lessons I’ve learned is the value of perseverance. Success rarely comes without obstacles, but each challenge is an opportunity to grow and adapt.

My advice to others would be to never underestimate the power of personalized service and the importance of continuously learning. In a world full of cookie-cutter solutions, people appreciate when you take the time to understand their individual needs. Our clients choose us not just for our financial expertise, but for the care and attention we put into every plan and recommendation.

At LTL Financial Group, we want the world to know that we are more than just a financial services agency—we are a trusted partner in helping our clients achieve true financial security and success. Our story is about resilience, innovation, and a passion for making a positive impact in the lives of everyone we serve. Thank you for being a part of this journey with us.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend was visiting California for a week-long trip, I’d create an itinerary filled with amazing experiences, great food, and unforgettable sights in each destination. Here’s how I’d plan their ultimate trip!

California – 3 Days
Day 1: Los Angeles
Morning:Start the day with a visit to Griffith Observatory for stunning views of the city and the iconic Hollywood sign.
Lunch:Grab some tacos at Guisados (best-known for their flavorful braised meats in soft tortillas) in Downtown LA.
Afternoon:Explore The Getty Center for amazing art, gardens, and panoramic views of LA.
Evening:Head to Santa Monica Pier for a classic California beach experience, then grab dinner at The Lobster overlooking the ocean.
Night:Experience LA nightlife at The Roof on Wilshire or E.P. & L.P , a trendy rooftop bar with great views.

Day 2: Santa Barbara
Morning:Drive up the coast to Santa Barbara for a more laid-back vibe. Visit the Santa Barbara Mission and enjoy the beautiful gardens.
Lunch:Eat at Los Agaves, a local favorite for Mexican food.
Afternoon:Spend time tasting wine at Santa Ynez Valley wineries, about 40 minutes outside of Santa Barbara.
Evening:Relax with a sunset at Stearns Wharf, followed by a fresh seafood dinner at Brothers Restaurant.

Day 3: San Francisco
Morning:Visit Golden Gate Bridge for iconic photos, then take a stroll through Crissy Field.
Lunch:Try the famous Clam Chowder in a sourdough bread bowl at Boudin Bakery on Pier 39.
Afternoon:Explore Alcatraz Island or take a Fisherman’s Wharf tour.
Evening:Head to North Beach for Italian food at Tony’s Pizza Napoletana.
NightCheck out the nightlife in The Mission District for a lively atmosphere with bars, restaurants, and music.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I want to take a moment to give a heartfelt shoutout to those who have been a part of this incredible journey. First and foremost, I thank God for His guidance, strength, and blessings every step of the way. To my amazing son, Fabian Hernandez, you inspire me every day. To my wonderful wife, Karen Diaz, thank you for your unwavering love and support. To my family—Margarita Diaz, Father Raymundo, Brother Raymundo, Brother Adrian and my beloved son Fab(who we miss dearly), you will always be in my heart. A special thank you to my mother-in-law, Sonia Alfonso, for all your love and wisdom.

I am truly grateful for my pastor, Yonathan Castro, for his spiritual leadership, and my business partner, Leslie Rios, for being an integral part of this journey. To my mentor and partner, Tony Martinez, CEO of TKO Financial Network, and Sandra Lopez, your guidance has been invaluable. To all my partners across the 50 states within LTL Financial Group, this success wouldn’t be possible without you. You all deserve this and more. Thank you for everything you do. We’ve built this agency together, and I am beyond thankful for each and every one of you. And most importantly, we give all the glory to God. Thank you.

Website: https://www.latinostransformandolatinos.com/

Instagram: @latinos_transformando_latinos

Linkedin: https://www.linkedin.com/in/juan-j-hernandez-52761853

Facebook: https://www.facebook.com/juan.hdzdiaz.12?comment_id=Y29tbWVudDoxMDIyNzIzODMwMjExNjQ2M183OTIzNjg4NzA0MzY0MTIy

Youtube: https://www.youtube.com/channel/UC6b1wiEYXChRpXfPllLzhFA

Other: https://www.bbb.org/us/ca/san-bernardino/profile/life-insurance/latinos-transformando-latinos-llc-1126-850103498

https://dot.cards/ltlfinancial

https://app.minnect.com/expert/JuanHernandez

Image Credits
credit to my step son and JJ Mayorga & Yoshua A Khan( yak.productions)

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