For Marco Melero, financial competence is all about cultural relevance. A culturally relevant experience means more than just sharing a language, it is effective communication.

Marco already has a natural understanding of the differences in Hispanic cultures, a nuance he taps into when speaking to his diverse clientele. Born in Chicago, with first generation parents who came from Mexico, he quickly learned that “saving money” meant “hiding it under the mattress,” an example he uses when speaking to someone of Mexican descent. Marco switches gears when speaking to those of Columbian descent, using a “coffee can” example as a savings method to better relate and assist with retirement planning. This cultural sensitivity builds stronger relationships and offers him more opportunities to help his clients.

“I think there needs to be more financial literacy in the community to combat the common misconception that Hispanic people have no savings because there are great retirement vehicles out there that everyone can take advantage of,” said Marco. “When there is no longer a communication barrier, you can more easily explain the appropriate retirement alternatives that will work for them and their families.”

Marco has extensive knowledge in working with business owners to provide fiduciary guidance, investment due diligence, retirement plan design consulting and participant education. He specializes in employee engagement. “I am passionate about servicing employers who have a Hispanic workforce or Spanish-speaking population. My objective is to provide cultural relevance between employees and their retirement plan. I enjoy helping others in my community who have the same cultural upbringing as my parents and family,” Marco says.

When he decided to become an investment advisor with Prime Capital Investment Advisors, Marco studied the way hundreds of advisors work, and he determined that the most successful advisors work in teams. “There is a strong Hispanic demographic here in Dallas and nationwide. That’s steadily growing. I’m excited to serve my community with the help of Prime Capital Investment Advisors’ team approach, but also support all of our clients across the country. I love the idea of being able to call on experts from all areas of the financial services business to ultimately build success for our clients.”

Marco earned his Bachelor of Science in business finance from the University of North Texas. “Because my parents are both first generation from Mexico, I grew up experiencing a lack of financial literacy in my household and community. I made it my purpose to enhance my own financial literacy by attending The University of North Texas and received a finance degree, in four years with zero debt. I was the first in my family to receive a degree,” he says.

Prior to joining PCIA in 2017, Marco was with Principal Financial Group, where he served as a bicultural relationship manager. He holds the FINRA Series 66 securities registration.

Advisory services offered through Prime Capital Investment Advisors, LLC. (“PCIA”), a Registered Investment Adviser. PCIA: 6201 College Blvd., Suite #150, Overland Park, KS 66211. PCIA doing business as Qualified Plan Advisors (“QPA”) and Prime Capital Wealth Management (“PCWM”).