01
Understand
Your full financial picture: goals, obligations, risk tolerance, and time horizon. We listen before we recommend anything.
Holland, Michigan · English and Spanish
Financial planning for your family, in your language.
Guerrero Financial is an independent, family-owned financial planning firm on the West Michigan lakeshore. Rick and Vanessa Guerrero bring two decades of combined experience in banking and finance, and they work with clients in English and Spanish.
FiduciaryOn advisory accounts
IndependentFamily-owned
BilingualEnglish and Spanish
TransparentEvery fee disclosed
Why we started this
Advice that speaks your language.
Many families on the lakeshore do their banking, buy their homes, and run their businesses in Spanish, then face retirement and investment decisions with nobody to explain them in the language they think in. We started Guerrero Financial to be that firm.
We are not a franchise and we have no products of our own to sell. The advice starts with your situation, and every way we are paid is on this page.
English and Spanish, start to finishMeetings, plans, and paperwork in the language you prefer.
A fiduciary on advisory accountsOn the accounts we advise, we are required to act in your best interest.
Your money stays in your nameInvestment accounts are held at an independent custodian, not by us.
How we work
A clear process, repeated with discipline.
Four steps, in order, every time. The plan comes before any product.
02
Plan
A written plan that defines what your money is for. The plan leads; the portfolio follows.
03
Invest
Diversified, cost-aware portfolios built to fit the plan, held at an independent custodian in your name.
04
Steward
Ongoing review, rebalancing, coordination with your tax preparer, and plain-spoken updates in the language you prefer.
What we do
Planning, investments, and protection under one roof.
Each service below says how we are paid for it. Advisory work is billed as a fee. Brokerage and insurance products pay a commission.
Financial planning
A written plan across cash flow, debt, education funding, home and business goals, and the trade-offs that connect them.
Advisory · FeeInvestment management
Discretionary portfolio management aligned to your plan and risk profile, with assets held at an independent custodian.
Advisory · FeeRetirement and income
The move from saving to spending: withdrawal order, Social Security timing, and dependable income.
Advisory · FeeInsurance and annuities
Life and disability insurance and fixed or variable annuities, placed through insurance carriers and our broker-dealer, with the commission disclosed before you decide.
Brokerage and insurance · CommissionTax-aware coordination
Investment decisions made with taxes in view, coordinated with your tax preparer. We do not prepare tax returns.
Part of advisory work
How we're paid
Every way we earn money, on one page.
Transparency that stops at the advisory fee is not transparency. Here are all three.
01 · Advisory fee
A fee for planning and management
For planning and portfolio management we charge an advisory fee, billed on a clear recurring schedule and stated in writing before you sign anything. Our rate: [to be set in Form ADV].
02 · Brokerage commissions
A commission on brokerage products
When you buy a product such as a variable annuity or a mutual fund through our broker-dealer, [Broker-Dealer] pays us a commission. That is a brokerage relationship, held to the best-interest standard, and it is separate from our advisory work.
03 · Insurance commissions
A commission on insurance
When we place life or disability insurance or a fixed annuity, the insurance carrier pays us a commission. We tell you the amount before you decide, alongside the alternatives.
The conflict, stated plainly.
Earning a commission on something we recommend is a conflict of interest. We do not pretend otherwise. Each conflict is written into our Form CRS and Form ADV Part 2A, every recommendation goes through a documented best-interest review, and you will always see the alternatives.
Our team
A husband-and-wife firm.
Married since 2016. Two careers in West Michigan banking. One firm built to serve the families we grew up around.
Rick Guerrero
Founder · Investment Adviser Representative
Rick has lived on the lakeshore for as long as he can remember. He earned his finance degree from Davenport University while working at Lake Michigan Credit Union, Huntington Bank, and Macatawa Bank, then served as a Financial Advisor with Equitable Advisors. He is also broker-owner of Dalmatian Real Estate in Holland, with ten-plus years in banking and retail sales, and is licensed in life and variable insurance.
Vanessa Guerrero
Co-founder · Chief Compliance Officer
Vanessa holds an MBA in Finance and has spent a decade in banking, most recently as a financial analyst. She leads Guerrero Financial's compliance program, the policies and reviews that keep the firm's advice and communications honest, and she is pursuing her CPA. She also co-owns Dalmatian Consulting.
Guerrero Financial is a separate company from Dalmatian Real Estate and Dalmatian Consulting. When a client works with more than one of them, we say so in writing.
Get started
Request a consultation.
A first conversation costs nothing and commits you to nothing. We will talk through your situation, in English or Spanish, and tell you honestly whether we are the right fit.